21st Ad Congress, SBMA donate to Baguio City
Posted on November 21st, 2009
There were not few negative reactions were given when the organizers of the 21st Philippine Advertising Congress (PAC) decided to move the event from Baguio (its original venue) to Subic after the place was devastated by typhoon “Pepeng.” They believed the Ad Congress could actually help the city ‘rise’ faster if it were held there. But the organizers were adamant in its decision.
With corporate social responsibility as the theme for this year, the 21st Ad Congress is living up to this as the PAC said they would harness their tested media tools to help some afflicted sectors of the society.
And as a gesture of support for Baguio City, its original venue for the event, Philippine Advertising Board chair Charmaine Canillas said they will donate 100 percent of ticket sales from the event’s prestigious Araw Awards. During the onslaught of typhoon “Pepeng,” there were hundreds of Baguio residents who were affected by landslides.
The 21st Ad Congress new host, Subic Bay Metropolitan Authority (SBMA), for its part said it will also donate the entire income from the rental of the Subic Bay Exhibition and Convention Center (SBECC), the congress venue, for the four-day gathering.
SBMA administrator and chief executive officer Armand Arreza said during the opening ceremony of the event, “In the true spirit of the 21st Advertising Congress, the entire organization of the SBMA and the entire community of Olongapo City join the advertising industry in helping Baguio City and other affected areas in Northern Luzon in the process of rebuilding and recovery.”
In an effort dubbed as “Brand Aid,” the campaign seeks to set u a funding mechanism for the advertising industry to aid rehabilitation efforts, not in on Baguio but in other areas affected by the recent calamities as well. Its first project called “AHON” was immediately set in motion and they were able to raise P2 million for the Philippine National Red Cross (PNRC).
Margot Torres, chairman of the 21st PAC said that the Ad Congress “has gained a new perspective to become an instrument for positive action help to countrymen and rally support for long-term recovery.”
