Sponsor 
MANILA – October 4, 2013 – As part of their "As One We Can" campaign, the Ayala Foundation, Inc. (AFI) will install interactive exhibits outside their cinemas to educate moviegoers about AFI’s programs.
According to AFI, the installation is meant "to remind moviegoers of the campaign after a couple of hours in the cinema."
The campaign started in late August with the airing of two cinema ads done in collaboration with Provago.
The first ad challenges moviegoers to express their patriotism by singing along to the National Anthem without musical accompaniment. The second ad is a collaboration between 21 upcoming artists.
AFI has partnered with corporations, government agencies, institutions, and communities to implement projects in four areas: education, youth leadership, sustainable livelihood, and arts and culture. AFI also advocates nation-building.
"This campaign neither tells you nor asks you to be nationalistic," said Ryan Pronstroller, executive creative director of Provago. "It plays the devil’s advocate and lets you ask yourself what kind of a patriot you are."
Meanwhile, Nature Calderon, AFI director for Strategy, Communications, and Donor Care said "Through the external campaign, we are hoping to get more people to join the cause of nation-building–we have seen how Filipinos are ready to help build the nation at any time."
"Sometimes all that’s needed is a cause or organization that will help them ‘flesh out’ their dreams for the nation," she said.
According to Calderon, AFI will also launch their volunteer program soon.
