MANILA, OCTOBER 22, 2012 – McCann Worldgroup Philippines’ TV campaign for global NGO Operation Smile has been awarded the Best TV Ad for Public Service by the 34th Catholic Mass Media Awards.
‘Beggar’ tells the story of a young girl with cleft palate who selflessly gives her hard-earned coins to a blind beggar just to see him smile at her. The ad is a reminder of how much a smile is worth for others who can’t, and a call for people to help Operation Smile in its mission to transform lives.
This October, Operation Smile is holding simultaneous medical missions nationwide, ting smiles to at least 4,500 Filipinos. The group is offering free reconstructive facial surgery to indigent children and young adults born with cleft lip and cleft palate deformity.
“Communicating the mission of Operation Smile to transform lives through smiles is a task we in McCann are happy to embrace. It marries with our vision to create for our clients solutions that help transform their brands and grow their businesses”, said Raul Castro, chairman/president of McCann Worldgroup Philippines.
Operation Smile president/executive director Bobby Manzano commented, “The ‘Beggar’ ad is as moving as it is effective in reaching out and having people realize the value of a simple smile. There are others who would find joy by simply smiling, but couldn’t. Operation Smile is determined to help them, and we will appreciate all the support.”
