Nine ABS-CBN TV spots that promoted positive values and showed moving stories of Filipinos were honored at the 11th Araw Values Awards of the Advertising Foundation of the Philippines.
The Kapamilya network was among the organizations recognized for upholding values-oriented advertising campaigns in the recent awarding ceremony, which aired last February 23 on Sunday’s Best on ABS-CBN.
Leading the list of awardees for ABS-CBN is the TV spot “Pamilya Garcia is Love” about three soldier-brothers who fought together during the Marawi siege. It touched the hearts of many when it showed the brothers’ reunion with their mother, their biggest hero. The plug, which was part of the network’s “Family is Love” Christmas campaign, won ABS-CBN a Platinum Award in the Love of Country and Respect for National Customs and Traditions category.
The “One Love, One Pinas” Independence Day campaign won Gold in the same category, as it encouraged Filipinos to be ambassadors of the country.
ABS-CBN raked in Silver Awards for its spots for “Halalan 2019,” “Galing Natin Ito,” and “Tipid Tubig.” “Halalan 2019” championed truth, honesty, and integrity. The “Galing Natin Ito” national cheer campaign celebrated the greatness of all Filipinos that bring honor to the country. “Tipid Tubig,” meanwhile, reminded people to conserve water in light of Metro Manila’s water crisis.
The Father’s Day plug on the success story of mechanical engineer Rudy Gaspillo and the “TV Patrol” 30th anniversary feature on elderly woman Nanay Dolores’ love for street children also received Silver Awards.
The network’s 2018 Christmas station ID, “Family is Love,” was honored with a Bronze Award in the Reverence for Family Unit or Marriage or Responsible Parenthood category. “Elsa & Sarah,” a heartfelt Mother’s Day plug about a blind mother and her daughter with down syndrome, took home a Bronze as well.
All campaigns were produced by the ABS-CBN Creative Communications Management (CCM) division headed by Robert Labayen. On a Facebook post, Labayen took pride in the passion for service of his team, a multi-awarded group of creatives and producers who create the station’s plugs and station IDs.
“When it comes to promoting Filipino values, love for country, and caring for kababayans, feel na feel ng team CCM ‘yan [loves doing it]. They create from the heart,” he said.
Meanwhile, the late ABS-CBN Foundation chairperson, Gina Lopez, was also honored at the ceremony. She was posthumously given the “Tanglaw ng ARAW ng Kalikasan” award for her outstanding legacy in environmental preservation.
The Araw Values Awards is an initiative of the Advertising Foundation of the Philippines. Its purpose is to promote and inculcate positive Filipino values for social changes along national development goals, and encourages Values Advertising within the industry.”