ABS-CBN Corporation’s “Tulong Na, Tabang Na, Tayo Na” campaign won the excellence award in the External Communications Programs for Cause Marketing category at the recent PANAta Marketing Effectiveness Awards.

PANAta, organized by the Philippine Association of National Advertisers (PANA), recognizes effective communication materials based on improved business results, key brand metrics, increased employee satisfaction and well-being, and improved business partner relationship, among others.

The “Tulong Na” campaign raised hundreds of millions of cash and in-kind donations for the victims of Typhoon Yolanda. Its initiatives also included two sold-out and star-studded solidarity concerts at the Araneta Coliseum and the selling of Tulong shirts to help in the relief and rehabilitation efforts for the victims. The campaign previously bagged gold and silver awards at the Asia-Pacific Tambuli Awards 2014.

As of May 31, 2014, ABS-CBN Lingkod Kapamilya Foundation, Inc. has spent P171.8 million on delivering relief and rehabilitation services to Samar, Leyte, Panay Islands, Palawan, Iloilo, Antique, Aklan, and Northern Cebu.

The rehabilitation activities that have been implemented focus primarily on livelihood and education, including fishing boat building, fishing gear provision, fishing market chain development, eco-tourism, agriculture, housing, patrol boat provision, and passenger boat provision, and school building and development.

ABS-CBN’s 60th anniversary campaign, meanwhile, was also shortlisted in PANAta’s External Communications Programs- Brand Category.

PANA, an organization that promotes truth in advertising, originally launched PANAta as a values-centric competition. This year, PANA opened entries to industry affiliates, broadcast and print media, public relations and, non-government organizations, and educational institutions with communications that hit targets and register growths.