To sing or not to sing: Ayala Foundation launches a new campaign for nationalism

MANILA, SEPTEMBER 20, 2013 – When was the last time you heard the Philippine National Anthem? When was the last time you sang along? The latter may be hard to remember, but one may now find it easier after watching a movie. 

 

To push its campaign for nationalism, Ayala Foundation partnered with Provago, encouraging people to take part in singing the national anthem through a cinema ad. Played a few minutes before the start of a movie, this unique campaign has caught the attention of most moviegoers.

 

The ad begins with a voiceover, inviting everyone to join in singing the national anthem. But when the audience is cued to sing, the expected rousing musical track is noticeably absent. It was replaced with the lyrics of the anthem with the waving Philippine flag in the background, presenting the audience with the decision of whether to sing or not. 

 

Promoting the idea "As One We Can", the campaign urges everyone to lend their voices to promote nationalism. The cinema ad ends with the message "That was the sound of our nation’s future. Did you play your part?"

 

Airing in all Ayala Cinemas, the campaign debuted on the last weekend of August, and will continue indefinitely with no specific days or schedule, in order to retain the element of surprise.

 

"This is our call-to-action that asks people to be more aware of and more responsive to what it means to be a Filipino today. The ultimate goal of the campaign is to elicit a deep sense of involvement among our audience; to ask them to be part of what we are all trying to build as a nation," shared Nature Calderon, director for strategy, communications and donor care for Ayala Foundation.

 

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