Campaigns Social Response
In Search of the Happy Middle
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Quick Background
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Quick Background
Parent company: Campaigns & Grey, a
20-year old full service ad agency
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Quick Background
Parent company: Campaigns & Grey, a
20-year old full service ad agency
Since the beginning, active in
advocacy: family planning, AIDS,
teens, governance
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Quick Background
Parent company: Campaigns & Grey, a
20-year old full service ad agency
Since the beginning, active in
advocacy: family planning, AIDS,
teens, governance
In 1994, Campaigns Advocacy & PR
was set up
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Quick Background
Parent company: Campaigns & Grey, a
20-year old full service ad agency
Since the beginning, active in
advocacy: family planning, AIDS,
teens, governance
In 1994, Campaigns Advocacy & PR
was set up
In 2005, we split up the two functions
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CAPRI would
concentrate on PR,
CSR would be
dedicated solely to
advocacy and
corporate social
responsibility.
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As CSR, we’ve worked with government, NGO’s,
foundations, movements
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But we’re now also working with
our old clients...
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...and corporate clients who want
to do advocacy
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And what have we
learned?
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Lesson 1: Begging is hard. And you
can’t do it too often.
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Lesson 1: Begging is hard. And you
can’t do it too often.
Lesson 2: It helps to have a cause
many people believe in.
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Lesson 1: Begging is hard. And you
can’t do it too often.
Lesson 2: It helps to have a cause
many people believe in.
Lesson 3: It helps to have good
material that people want to get
involved in. (Creative satisfaction)
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Lesson 4: It helps when the client has
media/publicity partners, or willing to
go find one:
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Lesson 4: It helps when the client has
media/publicity partners, or willing to
go find one:
★ Cancer Warriors Foundation
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Lesson 4: It helps when the client has
media/publicity partners, or willing to
go find one:
★ Cancer Warriors Foundation
★ Greenpeace, Philippine Business for
Education
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We learned to do more---lean and
mean: no AE/Creative demarcation
lines, no Creative/Supplier lines
Lesson 5: Everything is part of our job.
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Lesson 6: You win some, you lose
some.
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Lesson 6: You win some, you lose
some.
Advocacy is not an exact science. And
you can’t control all the variables,
unlike the 4P’s of marketing.
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Lesson 6: You win some, you lose
some.
Advocacy is not an exact science. And
you can’t control all the variables,
unlike the 4P’s of marketing.
“May nagawa ba tayo?”
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We make a living
by what we get,
but we make a life
by what we give.
-Winston Churchill
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