The 21st Ad Congress takes on corporate social responsibility
Posted on November 19th, 2009
Focusing on its themes for this year involving climate change corporate social responsibility (CSR), the 21th Philippine Advertising Congress was formally opened last Thursday in simple rites led by Olongapo City Mayor Jame “Bong” Gordon and Baguio City Mayor Reinaldo A. Bautista Jr., with Fernando Zobel de Ayala as keynote speaker.
In his talk, Ayala said the new perspective of the country’s advertising today should not only be focused on getting more business gain and potential information. It should also focus on the welfare of the public, especially the affected communities of recent typhoons in the Northern and Central Luzon, and also some parts of Mindanao.
Ayala believes that businesses can be harnessed for greater positive impact in society, “but we need to shield the business rebound and the global warming in country, as well as the welfares of our global communities.” “The advertising is one of the tools that will boost the business, can also force for change new perspectives and solutions at hand for problems the country face today.”
While it is admitted that many companies suffered losses due to the recent string of calamities, in spite of this, Ayala said, “we need not only create business or make money, but we should also help the affected communities.”
The Philippine Association of National Advertisers (PANA), represented by its vice president Margot B. Torres, cited the role of advertising, “Advertising plays a key role in ensuring that the issue is presented in the context of the stakeholders unique situation and involving them in the process of finding solutions to the issue that affect them.”
Torres added, “We are looking forward, on how to help and the possible upliftment of the families affected by recent calamities. Through the ad congress perspectives, we can assist the affected families,” she added.
