SUSTAINABLE DEVELOPMENT

Community Relations – Private Business Shell Philippines Exploration B.V. (SPEX)

In integrating the principles of sustainable development in the development and operation of the Malampaya Deep Water Gas to Power Project, communication strategies such as consultation and stakeholder engagement and professorial chair in Sustainable Development were conducted. In addition to forging partnerships, it also utilized multimedia publicity such as production and distribution of brochure, production of VCD (“Fueling Dreams”), creation of website, advertising through print, conducting sustainable development tours, and setting up local and international exhibits.

The Malampaya Deep Water Gas to Power Project heralds the country’s natural gas industry through the supply of clean, environment-friendly fuel designed to power Luzon for 20 years. Integrating the principles of sustainable development in project operation entails balancing the economic, environmental and social aspects so that neither people nor environment is compromised in the process. It aims to create a sense of ownership of the project among the communities. Moreover, it seeks to promote an image for SPEX as a responsible corporate citizen with genuine concern for the welfare of the people and the environment.

The Project’s objectives were met beyond expectations. SPEX and the Malampaya Project garnered the World Summit Business Award on Sustainable Development Partnerships sponsored by the United Nations Environmental Program and the International Chamber of Commerce. Moreover, the PR objectives were successfully achieved such that Malampaya’s image has been enhanced and the Project’s success has become an excellent case study for other industries, both local and international.

http://www.prsp-online.org/programs/38th_anvil_winners/sustainable_development.html

TEXT USOK

Public Affairs Management & Communications – Environment Protection ABS-CBN Foundation, Inc.

Reporting smoke-belchers is now as easy as they come and as fast as they go. The awareness campaign of TEXT USOK - a scheme wherein smoke-belchers are reported through mobile phones, was carried out through the conduct of publicity using audio-visual and print media. Bantay Kalikasan produced three Save the Air plugs aside from two TV plugs showing how one can use the cellphone to report smoke belchers to Bantay Kalikasan. These were aired along with a three-minute story on Bantay Usok team. In addition to the TV plugs, print ads and write-ups have been appearing in major broadsheets, local and international magazines, and in tabloids.

The story of the campaign was also picked up by the foreign press such as the Far Eastern Economic Review which predicted that TEXT USOK “could become a popular form of electronic advocacy.”

Aimed at creating a better world for the Filipino Child through an actively protected, adequately rehabilitated and sustainably developed environment, Bantay Kalikasan’s Bantay Usok Project was conceptualized to rid the country of air pollution emitted by smoke-belching vehicles.

Launched in June 2002, TEXT USOK makes use of a campaign that incorporates Bantay Usok’s various anti-smoke belching initiatives. Besides the production and airing of television plugs, Bantay Usok which has a team fully deputized by the Land Transportation Office (LTO) is active in conducting roadside apprehension of smoke-belchers.

The project was able to confiscate over 7,700 license plates of smoke-belching vehicles. It was able to acquire its own smoke-meter for testing. Because of the awareness campaign, citizens have reported 83,653 cases of smoke-belchers by phone, fax, email and text messages in June 2002, the bulk (81,731) being via text messaging.

http://www.prsp-online.org/programs/38th_anvil_winners/text_usok.html

Read to Lead

In Support of Marketing – Revitalized Product or Services Pfizer, Inc.

The campaign, launched in September 2002, was maintained through utilizing several information, education and communication strategies. These are partnerships, endorsements, advertisements, publicity, mall and store events, product sampling, donations, writing and photo contests, promotions, distribution of posters, leaflets, and bookmarks. Visine succeeded in getting National Book Store and Powerbooks as co-sponsors of the program. It was also able to get the participation of Mercury Drug Store and Watsons in the campaign. It also subsequently sought and received the endorsements of the Reading Association of the Philippines and the Eye Health and Safety Foundation. They were able to get Bam Aquino, Lexi Schulze, and Vince Hizon as endorsers of the reading campaign. Full publicity support has been given to the campaign through press releases, articles, special interviews and TV appearances of the endorsers about the campaign.

The program aimed to promote reading and revive the reading habit among Filipinos by creating awareness of its benefits and importance. The youth are encouraged to read more to prepare them for future leadership. Moreover, it aimed to develop a good corporate image for Pfizer as a socially responsible corporate citizen of the country.

As a result, the project received a widespread coverage in media and received a lot of favorable comments from government leaders as well as other sectors. Through the donation of books to various public schools, the project has been instrumental in the promotion of reading in schools. Likewise, posters were able to help remind and inspire students to read more. Furthermore, Pfizer’s image has been enhanced and sales of Visine have reached sky-high.

http://www.prsp-online.org/programs/38th_anvil_winners/lead_to_read.html

SULONG EDUKASYON!

Reputation Management & Communications – People’s Organizations/ Foundations Bato Balani Foundation, Inc. (BBFI)

Primarily aimed at consolidating the different educational programs of Bato Balani Foundation, Inc. for greater social impact and efficiency in implementation, BBFI tied up with the Office of the President to assist public schools all over the country.

Unlike in the past where textbook donations, seminars, scholarships, and events organizing were conducted for different recipients, Sulong Edukasyon! ensured that the same schools are targeted for donations and teachers’ training to be more effective. The different programs and events were also synchronized such that seminars were scheduled within the time-frame of the turnover ceremonies of the book donations. This ensured more participants attending each seminar.

As a result, BBFI was able to conduct activities on a larger scale which allowed greater impact in education and PR on the part of donor companies. The program also generated considerable savings which in turn was converted to more assistance.

http://www.prsp-online.org/programs/38th_anvil_winners/sulong_edukasyon.html

PROJECT BEACON: BARANGAY ELECTRIFICATION ASSISTANCE TO THE COUNTRYSIDE Public Affairs Management & Communications – Countryside Development Mirant Philippines Corporation

Through utilizing a combination of media and PR tools, Project BEACON was able to achieve its objectives. The Project used radio commentaries, TV interviews, news and photo releases, advertorials and print ads, exhibits, conferences, audio-visual presentations, feature stories, and year-round media coverage of its progress.

As a support to the government’s rural electrification program, Project BEACON or Barangay Electrification Assistance to the Countryside was initiated by Mirant Philippines Foundation. The goal was to energize at least 1,000 far-flung barangays by the end of Year 2002 as well as provide basic electricity to 300,000 households without any cost to the government. It also aimed to project the image of Mirant Philippines as an efficient Independent Power Producer, an environment-friendly and responsible corporate citizen.

Beneficiaries of the Project claimed that they’ve had more time for work, study, and leisure because of the Project. Some were able to set up small businesses which added to their productivity.

http://www.prsp-online.org/programs/38th_anvil_winners/project_beacon.html