Project Wonderful, Globe’s corporate response to the devastation caused by Typhoon Haiyan, wins the 9th ARAW Values Award because of its successful story of being able to rebuild the national spirit and promoting positive values for social change.
Organized by the Advertising Foundation of the Philippines, the ARAW Values Awards recongize outstanding advertising and marketing messages and/or materials for Branded Communications and Advocacy/Institutional Advertising that promote the ARAW 7 Cornerstone Values, a cluster of select and well-defined values.
Project Wonderful won in the Branded Communications – Digital category which espouses “Love of Country and Respect for National Customs and Traditions.”
For Project Wonderful, Globe came out with compelling, documentary-style YouTube videos which recounted the stories of Globe ambassadors Bamboo, Georgina Wilson, Liz Uy, and Chieffy Caligdong as they helped deliver 2,000 Christmas toys to kids in Ormoc, build 100 homes for Ormoc families, and distribute almost 1,000 learning kits to Iloilo schoolchildren. Project Wonderful was able to raise over P50 million in cash and kind for building homes and school buildings and provide livelihood opportunities to families affected by Typhoon Haiyan.
Using the hashtag #ProjectWonderful, Globe encouraged Filipinos and drove the conversation about donating and volunteering. The campaign received 779,239 combined YouTube views, 306 million impressions from 112,588 Twitter mentions by 23,894 users on Twitter and Instagram, 136 unique blogger stories, and an average of 50,000 unique visits to www.ProjectWonderful.ph per month for the first quarter of 2014 which resulted in over 1,000 registered volunteers and supporters.
