Tulakabataan: VOTE FOR KIDS

Credits & Description:

Category: Ambient Media (Large Scale)
Advertiser: TULAKABATAAN
Product/Service: CHARITY
Agency: BATES 141 MANILA
Date of First Appearance: May 1 2010
Entrant Company: BATES 141 MANILA, THE PHILIPPINES
Executive Creative Director: Joey Ong (Bates 141)
Associate Creative Director: Noah Valdez (Bates 141)
Copywriter: Migs Marfori (Bates 141)
Account Executive: Iking Uy (Bates 141)
Media placement: Ambient Outdoor - Manila - May 1, 2010

Describe the brief/objective of the direct campaign.
We have more than 100,000 street children living in the streets of Metro Manila. This coming May 10, 2010, the Philippines will be electing a new President and other political candidates, this gave way for a campaign that will make us of the children themselves who we have been ignoring for years as the vehicle for our message. Because of the campaign period of the elections, citizens are more receptive to slogans and campaigns around them, during this time, they feel that they are in control of making decisions that will affect the country, by influencing others and the new political leaders.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution: Vote for Kids! a t-shirt campaign that aims to create awareness and drive volunteerism amongst Filipino youths living in Metro Manila. Scrap cloths and materials were gathered from T-shirt suppliers doing campaign materials for the candidates and were made into small shirts given away to thousands of street children in the city. On these shirts the message "Vote to get me off the streets this 2010" was printed leading people to a website where citizens can cast their votes by volunteering to the cause of Tulakabataan. Now it became hard for citizens to ignore these children, the message was right there when they faced them in the streets. Soon the campaign exploded online through social networking sites.

Explain why the creative execution was relevant to the product or service.
The campaign objective was very simple, we wanted citizens to start noticing the problem they have gotten so used to. Street children in Metro Manila have been ignored for years, citizens have grown apathetic to the problem. By doing the simple t-shirt campaign, we placed the message where the problem is and we added a website so people can get more information and ways on how to take action. Casting their votes by doing something about the problem. During the elections, people in Metro Manila became very aware of their power to make decisions for the country, this became a leverage for us with this campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A few weeks after the first launch of the t-shirt campaign, images of these children started to pop out of facebook and twitter, soon, the city became aware of the problem they had already learned to ignore. The campaign was set, people started to notice and take action. In a few weeks, Tulakabataan gathered more than 2000 volunteers on facebook, celebrities joined in, and other important people in the metro. The images of these children even became centre stage to the May 2010 elections "Rock for Change" concert which happened in the Mall of Asia.