Campaigns & Greys “Inakup, Arekup” Wins Silver Araw Award
Campaigns & Grey bagged a silver award for the TV spot entitled “Inakup, Arekup”, produced for the Philippine Department of Health (DOH), during the 2014 Araw Values Advertising Awards held at last November 20 at the ABS CBN Dolphy Theater. The 45-seconder entry won under the category “Advocacy Communications: Reverence for Family Unit or Marriage or Responsible Parenthood.”
December 21, 2014
The material is a central piece of a communication campaign to promote responsible parenthood and ensure the health and future of the entire family through appropriate family planning methods and practices.
Based on a true story, “Inakup, Arekup” highlights the difficulties faced by families who did not act wisely when it came to planning the number and spacing of their children. It is told from the perspective of a girl who is directly affected by her ever-burgeoning family. Forced at a young age to quit school and earn money by hawking flowers on the streets to help support her numerous siblings, she tearfully laments while she and her family are packed like sardines in their cramped bedroom, “”
The Philippines is the only country in the world that has dedicated a separate recognition for values promotion in advertising and marketing communication. The Araw Values Awards is unique in its aim to recognize good advertising – a creative and powerful expression of brands that at the same time advocates values, social change and nation building.
Organized by the Ad Foundation of the Philippines, the AVA Awards is a biennial advertising awards established in the 90s to uphold traditional Filipino values in the industry and promote responsible advertising. It is on its ninth run this 2014.
2014 saw a record-breaking 387 entries from 365 entries in 2012.