ABS-CBN Corporation bagged a total of four awards at the recent Araw Values Advertising Awards, including the highest Platinum award for its Boto Mo, i-Patrol Mo “Instrumento” advertising campaign.
The “Instrumento” ad, which was created to encourage Filipinos to get involved in the 2010 presidential elections, features ordinary citizens closely monitoring their surroundings, and reporting election anomalies. It was recognized for encouraging people to do their share in ensuring a clean and honest election.
Apart from winning the top award, ABS-CBN also won three out of the six gold Araw Awards. The 2009 Christmas station ID, “Bro Ikaw ang Star ng Pasko”, won for instilling the value of love of God, and recognizing Him as the true source of blessings. The ad featured Filipinos helping each other recover from the devastation of the storm Ondoy.
“Bagong Simula”, which was created for the company’s advocacy campaign BayaniJuan, was recognized for encouraging Filipinos to help each other towards a fresh start for the country. The “Tipid Tubig” radio ad was recognized for promoting the preservation of the environment.
ABS-CBN winning entries bested close to a hundred entries in the Advocacy Communication category.
A biennial awards program of the Advertising Foundation of the Philippines, the Araw Awards centered on the seven cornerstone values: love of God and respect for religious beliefs; commitment to truth, honesty and justice; love of country and respect for national customs and traditions; reverence for family, unity and inviolability of marriage; respect and care for human life and dignity and the rights of all; respect for law and authority and the promotion of self discipline; and concern and preservation of the environment.