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CM team is 2nd place in PANAnaw Awards
Anna Razel Ramirez
The College of Management team of UP Visayas won 1st runner up in the 13th Integrated Marketing Communication’s (IMC) Youth Competition PANAnaw Awards held on November 17, 2012 at the Philippine Trade Training Center, Pasay City, Metro Manila.
Senior and junior marketing students comprised the team – Elmar Gigataras, Jonathan Tagamolila, Jayfel Decipulo, Alissandra Palencia, Martin Belascuain, Tracey Nombres, Van Jayson Tam, Gino Fanega and Beatrice Tusing. Professors Joseph Idemne and Neil Hortillo of CM mentored the team members.
How to address the issue of solid waste management in the country was the competition’s case problem. The judges were impressed with the team's flawless dramatic delivery without using cue cards and for offering a solution much bigger than advertising. The team’s marketing and advertising campaign ‘Bahayanihan” addresses the issue through segregation at source among the marginalized D and E market with reward system. The rewards are in the form of food in exchange for their segregated waste. The campaign addresses not only the issue of solid waste management but also the most visible sign of poverty – hunger. Hence the campaign goes with the corresponding theme, "Ang taong gutom ay di nakakaintindi ng pinagkaiba sa nabubulok at di nabubulok" (A hungry person cannot distinguish the difference between biodegradable and non-biodegradable).
One of the judges, Mr. Gino Borromeoone, Vice President and Head of the Planning Department of McCann Worldgroup Philippines presented the special award which are ‘solid job offers to the team.’ “When we saw the solution of UP Visayas, natakot kami (we got intimidated), and we asked ourselves – Why didn’t we think of that? Their campaign offered a real solution to the problem,” Borromeoone told the audience during the presentation of the award.
The UPV CM team also won a special award "We Want to Hire You Today Award," which was given by the judges for the first time in the competition’s history.
The winner was the team from UP Diliman - for their insights on the youth's role as change agent in addressing the issue and for coming up with a masterful, hip and fun execution of TV commercials. Other teams that made it to the finals were from Asia Pacific College, De La Salle University-Taft and Assumption College. Members of the board of judges were distinguished captains of the industry from McCann Worldgroup, Proctor and Gamble, Ogilvy and Mathers, Creative Juice, Optimedia, Philippine Star and the Department of Environment and Natural Resources.
The PANAnaw Award was sponsored by the Philippine Association of National Advertisers Foundation (PANAF). (Wth sources from Prof. Neil Hortillo)
"Bulig" UPV Tacloban