LARO

TitleLARO
BrandCREATIVE KIDS STUDIO
Product / ServiceRIGHT TO PLAY ADVOCACY
EntrantADSPIN ADVERTISING Makati City, THE PHILIPPINES
Entrant Company ADSPIN ADVERTISING Makati City, THE PHILIPPINES
Advertising Agency ADSPIN ADVERTISING Makati City, THE PHILIPPINES

Credits

Name Company Position
Bambi Mañosa Creative Kids Studio Creative Director
Mary Velmonte Adspin Advertising/Inc. Associate Creative Director
Elaine Catindig Adspin Advertising/Inc. Art Director
Mary Michelle Ng Adspin Advertising/Inc. Copywriter
Paulo Payumo Adspin Advertising, Inc. Art Director
Vincent Tanjutco Adspin Advertising/Inc. Executive Producer
Gayle Certeza Adspin Advertising/Inc. Executive Creative Director
Pam Pulumbarit Adspin Advertising, Inc. Account Executive
Gemma Batoon Creative Kids Studio Project Manager
John Michael Casipe Adspin Advertising, Inc. Art Director

The Campaign

Background: In the Philippines, 42% of the youth are seriously depressed. There is a need to equip the youth with life skills to cope with depression. Play is integral in strengthening children's life skills. Objective: Encourage support for Filipino children's right to play. Strategy & Execution: Play is any physical activity that is fun, participatory, and easily played anywhere with simple materials. Great examples are the traditional Filipino games. Creative Kids Studio – an innovative studio that unleashes children's learning abilities through arts – invited kids to rediscover the traditional Filipino games and interpret the games into art pieces as part of an exhibit-fundraiser for UNICEF. So underprivileged children, too, can play. Result: A 133-piece exhibit-sale created by 119 young volunteers that raised awareness and support among notable figures and companies, $65,421.33 in donations, and $521,631.47 worth of free press, and jumpstarted the building of a playground within a month.

Success of the Campaign

From a small group of 11, LARO was able to get the help of 119 kid volunteers to create a total of 133 art pieces for the benefit of their fellow children. LARO gained the support of telecom giant Smart Telecom, leading property developer Ayala Land, and the global children's organization UNICEF, and 17 other company sponsorships. The exhibit launch received the support of 1,200 contributors and notable figures and celebrities such as Philippine Senator Cynthia Villar, Edu Manzano, Anne Curtis, Gary Valenciano, David Celdran, and Christine Jacobs, and generated $521,631.47 of free press, raising awareness across the country. The sale of the art pieces raised $65,421.33 in donations to UNICEF. Community activities raised $1,512.70 for a playground for the 7,500 children displaced by the typhoon Haiyan and Ketsena in Calauan, Laguna. LARO gained 74 new volunteers for its next projects, starting a new movement called "Kids for Kids."

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

LARO advocacy campaign promoted the right to play in three levels. First level Creative Kids students were invited to create art-for-a-cause pieces about the traditional Filipino games where, in the process, they experienced and rediscovered the joy of playing the games. Second level The art pieces were displayed and sold in a 1-month exhibit-sale at Alabang Town Center, a high-traffic mall for upper-class families, the proceeds of which were donated to UNICEF and the building of a playground in Calauan, Laguan so less fortunate children, too, can play. A mall event launched the exhibit where invited were major media organizations. Posters and banners were put up around the malls and in social media to raise awareness. Third level Interactive installations and community activities were set up to provide mall goers a way to enjoy and support the right to play. Partner stores arranged to donate for every purchase requirement met.

The first objective of LARO is to communicate the importance of play. Forty-two percent of young Filipinos are seriously depressed because of adverse childhood experiences due to poverty, accidents and natural disasters. That is why happiness from play is so crucial as it can help regulate emotional responses in disturbances, reduce stress levels, and enhance well-being. The second is to create the behavioral and financial means by which play can happen. In this age of high-technology toys, play–any physical activity that is fun, interactive and easily played anywhere with simple materials–is rare among children. But by bringing back traditional Filipino games–active, skill-building and group-oriented games–through an innovative, experiential and fundraising campaign, play becomes possible for everyone.