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
