Creative campaign wins ‘AdSiklaban’ honors

ADSIKLABAN is in partnership with Smoke-Free PH and the Department of Health. SCREENSHOTS FROM CAMERON TAN AND KIM BUGANAN

AdSiklaban, an annual competition of the Bachelor in Advertising and Public Relations (BAPR) students of the Polytechnic University of the Philippines (PUP), proved that being apart during these trying times is not a hindrance in developing and pushing forward relevant advocacies.

The recently concluded online competition, “Brighter than Lighter,” rolled out in partnership with Smoke-Free PH and the Department of Health (DoH). It highlighted substance abuse prevention, the fourth priority in the “Pito Todo: 7 Areas of Priority for a Healthy Pilipinas” to pursue the World Health Organization’s (WHO) “Commit to Quit” campaign.

The competition is aired on ADPROS’ Facebook page this March.

An esteemed panel of judges screened the entries. Representing the health sector was Dr. Dominic Madumbba, division head of the Branding and Creative Marketing Division and the OIC-chief of the Campaign Strategy and Management Division of the Health Promotion Bureau-DoH.

JUNIOR students of PUP showcased campaigns to encourage smokers to seek help and support to be able to quit smoking.

Dr. Florante Trinidad, national professional officer of Tobacco Free Initiative, WHO Office of the Representative in the Philippines, was also part of the panel, along with PUP ADPR Alumni Rock Cleo, CEO of GrowthHack Playground; Paulo de la Rosa, copywriter, MullenLowe TREYNA; and Ronela Lopez, art director, VMLY&R Philippines. Lopez’s co-judge was RJ Espartinez, copywriter at Wunderman Thompson Philippines.

“AdSiklaban 2021: Brighter than Lighter” showcased the campaigns developed by the third year BAPR students. The winner was Section 2N ‑‑‑ also known as “2rNilyo” with its winning campaign, “Co-op to Quit.”

The campaign encourages smokers to seek help from their friends and families so they may effectively take the necessary actions to completely quit their smoking habit. The campaign also communicates that the attempts of quitting smoking will not be in vain, with reassurance that the journey will one day be a success.

AdSiklaban will be back next year to push for more powerful advocacies, informing and encouraging the public through creative campaigns supporting movements that will be beneficial even through the next generation.

For more details about PUP AdSiklaban, follow its Facebook page, or you may send your questions and suggestions, brand partnership through this email: [email protected].

with Kim Buganan

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