MANILA – September 27, 2013 – Responding to President Aquino’s call for unity, Procter & Gamble Philippines and Campaigns & Grey came up with "The Kayanihan Project," with the message "For a New Philippines all must be as one!"
Launched on September 20, the campaign involves two components: a music video that aims to rouse national pride as well as mold a strong and upbeat national psyche, and an initiative to enable Filipinos to display the bayanihan spirit.
Harnessing the power of crowdsourcing, the campaign enables Filipinos across a broad range of sectors to participate in the production of the first music video co-created by the Filipino.
Campaigns & Grey noted that public optimism is at 75 percent – the highest level in the last three decades. "Filipinos realize that they are at the threshold of a Philippines that they can all be proud of: analysts predict that Philippines will outperform the region and enjoy another year of strong growth momentum in 2013; President Benigno Aquino III is one of Time Magazine’s top 100 influential people of 2013; a sovereign credit rating upgrade and some headway against corruption," the agency said.
Despite this, there are still plenty of challenges to face, such as devastating natural events, political scandals, and crab mentality. The campaign aims to encourage a positive national psyche, to help Filipinos rise above these challenges.
Kayanihan combines bayanihan and the "Kaya Natin" attitude, as seen in Filipinos’ resilience despite difficulties.
For the music video, the public was invited to contribute lyrics about how their lives are better today, using the melody of "Kay Ganda ng Ating Musika." Using these crowdsourced lyrics, Ryan Cayabyab, Regine Velasquez, Gloc 9 and Itchyworms collaborated to create a new song. To make it current and more inspiring, a fresh arrangement was applied to the music.
"The treatment itself is part of the message of the campaign," the agency said.
The public was again engaged to send photos and videos of themselves singing the song. These were then made into a seamless music video featuring Filipinos from all walks of life, including artists and celebrities, representatives of government, business, civil society and special sectors.
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The Ad Foundation will coordinate airing of the music video, which will be made possible through relay sponsorships from corporate and other donors. The video will be seen on major networks as well as on the Kayanihan Project’s YouTube channel and Facebook page.
The upbeat and catchy melody is intended to stir national pride, while the visuals give credit to the wide range of people who participated in its production.
Meanwhile, the Kayanihan website and social media accounts will serve as trading sites for good deeds, matching needs to solutions. "For example, a community day care center could find a corporate partner through Kayanihan to help them provide toys and other materials to the children they serve," the agency said.
The envisioned result is people doing their own small part for nation-building, united regardless of geography, religion, politics or ethnicity.
“The Advertising Foundation of the Philippines is harnessing the members of the advertising industry to get the participation of as many advertisers as possible. We are very grateful to P&G for being the first to take up the call, and are delighted that others are coming on board as well," said Yoly Ong, chairperson of the Campaigns & Grey group.
Jun Nicdao, chairperson of the Ad Foundation, added, “This project is open to all who have a stake in the continued development of the Philippines. The Kayanihan Project is crossing the lines between rival businesses, and political and social affiliations.”
For more information on Campaigns & Grey, visit their website.
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