This document discusses the lessons learned by an advocacy and corporate social responsibility organization called CSR. It provides background on CSR's parent company and history. The key lessons discussed are: 1) Advocacy requires sustained effort and can't be done too infrequently, 2) It's best to advocate for widely believed causes, 3) Engaging materials are important, 4) Partnerships with media and publicity groups can help advocacy efforts, 5) An integrated approach without strict creative/supplier divisions is best, and 6) Advocacy success can't be guaranteed due to many variables outside one's control. The document ends by quoting Winston Churchill on the importance of giving through one's work.

1. Campaigns Social Response
In Search of the Happy Middle
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2. Quick Background
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3. Quick Background
Parent company: Campaigns & Grey, a
20-year old full service ad agency
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4. 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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5. 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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6. 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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8. CAPRI would
concentrate on PR,
CSR would be
dedicated solely to
advocacy and
corporate social
responsibility.
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9. As CSR, we’ve worked with government, NGO’s,
foundations, movements
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20. But we’re now also working with
our old clients...
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21. ...and corporate clients who want
to do advocacy
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22. And what have we
learned?
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24. Lesson 1: Begging is hard. And you
can’t do it too often.
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25. 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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26. 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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29. Lesson 4: It helps when the client has
media/publicity partners, or willing to
go find one:
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30. Lesson 4: It helps when the client has
media/publicity partners, or willing to
go find one:
★ Cancer Warriors Foundation
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31. 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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33. 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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36. Lesson 6: You win some, you lose
some.
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37. 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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38. 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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40. We make a living
by what we get,
but we make a life
by what we give.
-Winston Churchill
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