Globe Telecom’s Project Wonderful grabs the 9th ARAW Values Award for the
promotion and inculcation of positive values for social change and nation
building. The telco's corporate response arm to the devastation caused by Typhoon Haiyan isone of the most lauded program in both local and international stage.
The ARAW Values Awards recognize outstanding and excellent
advertising and marketing messages and/or materials for Branded Communications
and Advocacy/Institutional Advertising that promote the ARAW 7 Cornerstone
Values, a cluster of select and well-defined values.
The biennial program is organized by the Advertising Foundation
of the Philippines, the social development institution and advocacy body of the
multi-sector Philippine advertising and marketing communications industry.
“We are proud of this award since it proves that through digital
media, we can inspire bayanihan using a clear, provocative message: That
anyone, from an ordinary person to a known model, rockstar, sports icon – even
a corporate CEO – could help rebuild the nation,” said Yoly Crisanto,
SVP for Globe Corporate Communications.
Project Wonderful won in the Branded Communications – Digital
category which espouses “Love of Country and Respect for National Customs
and Traditions.” It served as a consolidated platform of Globe products and
services that empowered Filipinos to donate time, finances, and talent towards
rebuilding the nation.
For Project Wonderful, Globe came out with compelling,
documentary-style YouTube videos which recounted the stories of Globe
ambassadors Bamboo, Georgina Wilson, Liz Uy, and Chieffy Caligdong as they
helped deliver 2,000 Christmas toys to kids in Ormoc, build 100 homes for Ormoc
families, and distribute almost 1,000 learning kits to Iloilo schoolchildren.
Likewise, using the hashtag #ProjectWonderful on social media
and blogs, Globe spurred Filipinos from various walks of life to voice hopes
and wishes for the country and ultimately, drove them to the Project Wonderful
website where they got to know the many ways to donate or even volunteer.
Project Wonderful was able to raise over P50 million in cash and
kind which was used to build homes and school buildings and provide livelihood
opportunities to families affected by Typhoon Haiyan.
The campaign received 779,239 combined YouTube views, 306
million impressions from 112,588 Twitter mentions by 23,894 users on Twitter
and Instagram, 136 unique blogger stories, and an average of 50,000 unique
visits to www.ProjectWonderful.ph per month for the first quarter of 2014 which resulted in
over 1,000 registered volunteers and supporters.