THE PHILIPPINES, DECEMBER 21, 2011: Pepsi Philippines has teamed up with My Shelter Foundation in a campaign that seeks funding from a global audience to bring the t of light to low-income communities in the country.
The BBDO Guerrero created campaign backing the seasonal initiative launched with a ‘Give the t of Light’ e-card and uses digital channels including video on YouTube and Facebook and web banners to drive awareness. The e-card allows individuals to donate directly to the project at www.aliterofkight.org, the website carrying the solar lighting project’s new global identity, a Liter of Light’.
Pepsi has been a supporter of the project under its previous Bottle of Light identity to provide innovative, low-cost, carbon-free lighting solution to low-income communities in the country. The initiative uses discarded plastic soft drink bottles, which are filled with water and a small amount of bleach. The bottle then refracts the sun’s rays to produce daytime equivalent lighting equivalent to a 55W electric bulb.
“The main thrust of the project is a grassroots solar lighting movement in the Philippines. To help raise more funds, we’re taking this project to a worldwide audience, seeking their help through donations,” said BBDO Guerrero chairman and chief creative officer David Guerrero.
“Pepsi Philippines has also exerted effort in sharing the Bottle of Light initiative across the other Pepsi offices around the world. It’s their way of helping My Shelter’s vision of bringing the project to a worldwide audience by tapping their own internal network.”
The idea’s simplicity has attracted huge positive media interest with coverage on the BBC, NHK and other broadcasters and in the blogosphere in addition to being presented at TEDx Mumbai and Dubai.
