The Campaign

The campaign was targeted to the Filipino youth - the segment who has grown the most indifferent towards the country. They represent 30% of voters in the coming 2010 presidential elections. The task was to shake them out of apathy and make them care again for the country. We created a movement that encourages the youth to look within themselves and make them realize that change begins from within. By declaring AKO MISMO (I, myself), the youth was urged to make a commitment as to what they themselves would do to create positive change for the country.

Success of the Campaign

* 80,000 sign-ups in just a week. * It sparked discussion on blogs and forums, resulting to more than 26 Million Google entries. * Huge clamor for the AKO MISMO dogtog - the symbol for positive change. 130,000 dog tags were sold on the first day, raising P7 Million. The proceeds went to 25 charity organizations. * Today, AKO MISMO has more than 25,000 commitments with more than 240,000 members. * Out of the 5 Million new, eligible voters, 3 Million have already registered - one of the highest turnouts of new voters according to the Philippine Commission on Elections.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

AKO MISMO was promoted through TV and print which featured some of the biggest local celebrities and real life heroes. The movement was nobilized through the website where the youth can declare their pledge in the Wall of Commitment.