For an industry that people associate the most with the commercials we see on television, ads we read in publications, targeted posts and next viral campaign on social media, one may be moved to ask: is that all there is to the world of advertising?
Thankfully, times have changed. And so has the industry of advertising. Agencies are fast adapting advertising that’s imbued with relevance and purpose, of leveraging on creativity towards creating a positive impact on communities, the marginalized, and for supporting causes that make a difference.
Among the local creative agencies that have embraced this ethos is GIGIL, International Small Agency of the Year in the Ad Age Small Agency Awards for 2021. The young creative hot house takes to heart the belief that “good work also means doing good.”
“We keep reminding ourselves that ideas are our primary resource–and that when utilized properly can do a lot of good,” says Jake Yrastorza, Managing Partner. “So, we’re always thinking of unconventional yet effective ways to help push our advocacies and those of our partners.”
This is a principle they’ve brought to life by adapting, in these trying times, responsive, high-impact advocacies towards education and the youth: the #GiveBackgrounds phone drive campaign for online learning and the 75 under 75 program that addresses the needs of struggling learners, both under the auspices of Silid Aralan, Inc.; and the Push Pinas voter registration effort.
With the onset of the pandemic and the shift to online classes, the lack of access to the needed gadgets such as smartphones among kids in underprivileged communities became readily apparent. Thus, the agency partnered with the education-focused NGO Silid Aralan, Inc. (SAI) in launching the #GiveBackgrounds donation drive and its goal of providing 600 Silid Aralan Learners with smartphones. The drive uses QR codes as virtual backgrounds, which can be used in Zoom calls. From there, people can scan those codes to be brought to a website where they can donate.
Again partnering with Silid Aralan, Inc. (SAI), the agency this time set out to celebrate underachievers by helping young students who are underperforming academically, those with grades 75 and below. Tapping into Silid Aralan’s proven Ground Zero program that’s focused on academic improvement and transformation through interventions customized to their passions, hobbies, and learning styles, and by believing in every student’s potential for achievement, SAI makes these underachievers love learning, therefore motivating them to perform better.
Having previously established the effective Ground Zero program, Silid Aralan then called for entries to the “75 under 75” competition that GIGIL conceptualized, in which teachers from different public schools across the country were called to enter their chosen students, each one receiving a learning materials package, internet allowance for online learning sessions, and the supervision from a mentor cum learning facilitator.
Targeting another timely concern in encouraging the youth, the agency partnered with NGO Push Pinas for a voter registration campaign.
“We’ve seen that in the different projects we’ve worked on–whether it’s providing hope for those having difficulties at school, reassuring people struggling with their mental health, encouraging those with more in life to contribute to the hungry–we’ve witnessed how powerful ideas can change lives positively,” he says. “We would like to be doing this for many, many more years to come.”
