Results and Effectiveness

In just 5 weeks, Project AHON was able to raise 4,233,943 pesos or funding for the building of 84 new homes. It gave everyone hope during the difficult time of recovery: "AHON for me is different because it involved an entire industry." - Margeaux Cruz, VP for Marketing, McDonald's Philippines "It's very fulfilling from a corporate standpoint. At least we were able to do something." Tina Sabarre, Marketing Director, Johnson & Johnson Philippines "We are very happy with our new home. We have absolutely nothing to build something like this." - Typhoon Ondoy victim Project AHON is still being carried out today as the Philippines strives to rise from the Typhoon Ondoy tragedy.

Creative Execution

Negotiations with broadcast networks and print media were completed in less than a month after the typhoon struck and PROJECT AHON was launched. A comprehensive media plan was then executed across TV, press, radio, and outdoor: An estimated 230 15-second TVCs ran several times over the course of three weeks. Eight press ads appeared in full-page or dominant page units in national broadsheets and magazines. Three top radio stations carried the message, 'This would've been a radio for X brand, but the money was donated to the Red Cross for the building of new homes." At least 10 AHON banners were also posted in Metro Manila.

Insights, Strategy and the Idea

An idea that allowed clients to directly convert media spend to charitable donations. It arose after the devastating Typhoon Ondoy made over 25,259 Filipino families homeless on September 2009. In the first few weeks of the campaign, enough money to build 84 new homes was raised in this way. The campaign was called Project AHON, from the Filipino word "Ahon" which means "to rise out of the water" and also "to recover from a difficult situation". The idea was backed by the Philippines' leading advertisers, the largest TV networks and print media organizations: Media owners provided discounted rates for ad spaces and the clients paid full price. The difference was donated to the Red Cross for the construction of new homes.