MEGAWORLD TAKES A STAND FOR THE UNITED NATION’S SUSTAINABLE DEVELOPMENT GOALS

TitleMEGAWORLD TAKES A STAND FOR THE UNITED NATION’S SUSTAINABLE DEVELOPMENT GOALS
BrandMEGAWORLD FOUNDATION, INC.
Product / ServiceMEGAWORD FOUNDATION, INC.
CategoryG07. Corporate Purpose & Social Responsibility
EntrantMEGAWORLD FOUNDATION INC. TAGUIG CITY, THE PHILIPPINES
Idea Creation MEGAWORLD FOUNDATION INC. TAGUIG CITY, THE PHILIPPINES
Media Placement MEGAWORLD FOUNDATION INC. TAGUIG CITY, THE PHILIPPINES

Credits

Name Company Position
Francisco Canuto Megaworld Foundation President

Why is this work relevant for PR?

For a first of its kind audio-visual presentation (AVP), Megaworld Foundation, the socio-civic arm of Philippine’s leading real estate developer Megaworld, engages Megaworld employees to take a stand towards sustainability. More than 60 of them from rank-in-file staff to managerial leaders to top executives, across multiple divisions and departments, join hands in raising their fellow employees’ awareness towards the United Nations Sustainable Development Goals (SDGs). Presented during Megaworld’s corporate Christmas Party 2019, the AVP’s call to action was heightened when launched in the company’s digital newsletter subscribed to by a 3,000-strong workforce.

Background

Uplifting the lives of Filipinos is at the core of Megaworld Foundation. To take part and amplify UN’s existing call to action, the Foundation has been aligning its efforts with the SDGs known as the “blueprint to achieve a better and more sustainable future for all”. With all 17 goals supported, Megaworld aims to maximize the impact not only to its programs’ beneficiaries but to its very own Megaworld community. Goal: To establish the importance of employees coming together to support the United Nations Sustainable Development Goals (SDGs). Objectives: 1. To raise the awareness of at least 75% of the employee viewers on the SDGs and empower them to volunteer in Megaworld Foundation’s charitable initiatives. 2. To increase the engagement rate of employees who personally support specific SDGs by 100% (double the initial rating). 3. To have the employees voice out their support towards Megaworld’s commitment to the SDGs.

Describe the creative idea (20% of vote)

According to the survey commissioned by the World Economic Forum in 2019, 74% of adults globally are aware of the SDGs but only an average of 26% are familiar with these. For Megaworld Foundation, this is more than a statistic but an opportunity to raise its impact by developing the innate altruism of Megaworld’s workforce. The Foundation first utilized its corporate video to enhance their familiarity on the SDGs in 2018. It presented how its initiatives throughout the years come together to support the United Nations by aligning it to specific SDGs. In 2019, however, the Foundation decided to take a more relatable approach by involving people who the employees see as an embodiment of the company – themselves. In a unique take of “taking stand for the SDGs”, employees across all ranks come as one in expressing their support to Megaworld’s commitment towards sustainability.

Describe the PR strategy (30% of vote)

The key message “Megaworld Takes a Stand for the United Nation’s Sustainable Development Goals” focused on raising awareness and communicating a unified call to action towards it. The AVP was made available to 3,000 Megaworld employees belonging to six divisions and over 40 departments, with diversified positions, expertise, and educational backgrounds. •Demographics (data gathered a year prior AVP launch) -Age group: 64.81% –below 35 years old, 32.32% –35-50 years old, 2.87% –above 50 years old -Gender: 47.93% –male, 52.07%–female With this, half of the employee representatives in the AVP were male and the other half were female. •Psychographics –Megaworld employees exercise “bayanihan” by actively volunteering in outreach activities. Megaworld’s core values (integrity, creativity and innovation, excellence, love for the company) are also inculcated in them. By tapping on their internal driving force (“love for the company”) and external care for others (“bayanihan”), the AVP becomes more relevant.

Describe the PR execution (20% of vote)

The video consists of employees verbally expressing their support while holding colorful sintra boards of the iconic SDG logos. To emphasize everyone’s common aim despite diversity, there were a variety of location shoots from office lounges to nature reservoirs to board rooms. The various transitions also show how the employees are connected in passing on their support one SDG after another. Maximizing a four-minute timeframe, the AVP was successful in delivering a substantial message. Timeline: •Conceptualization (July 2019) •Script writing (August – September 2019) •Communication with the employees involved (October 2, 2019) •Orientation of employees for the video shoot (October 11, 2019) •Employees’ video shoot (October 14-18, 2019) •Video editing (November 2019) •Launch during Megaworld’s corporate Christmas Party 2019 (December 12, 2019) •Online launch on Megaworld’s newsletter (February 14, 2020) •Gathering feedback from the employee viewers (February 14 – March 6, 2020)

List the results (30% of vote)

•Tier 1: Media Outputs Presented during Megaworld’s corporate Christmas Party 2019, which was attended by the company’s top executives, special guests, and thousands of employees, the AVP was also launched in the company’s online newsletter, InsideWorld, in early 2020 to be digitally accessible. The video was then shown in notable events including the first ever sustainability conference of Alliance Global Group Inc., the conglomerate which Megaworld is in. The video inspired the company leaders, including the presidents and executives, of Megaworld’s subsidiaries and affiliates in different industries. •Tier 2: Target Audience Outcomes During the online launch, the viewers were also redirected to a feedback form intended to gather insightful data on the video’s impact. OBJECTIVE #1 RESULT: Exceeded – 100% of the employee viewers positively reported that they became more aware of the SDGs and 89% were empowered to volunteer in outreach activities. OBJECTIVE #2 RESULT: Exceeded – There is 294% increase (almost 4x the initial rating) of the average engagement rate of employee support on the SDGs. After watching the video, 100% of them responded that they intend to support even more SDGs. (Breakdown of increase rate per SDG in the Supporting Document.) •Tier 3: Business Outcomes OBJECTIVE #3 RESULT: Achieved – 89% of the employee viewers shared how proud and valued they feel with their role in Megaworld’s commitment towards the SDGs. 60% of them also intend to raise the awareness of more people via different social media platforms.

Please tell us how the brand purpose inspired the work

Megaworld Foundation’s audio-visual presentation for 2019, unlike its other videos in the previous years, is not a compilation of achievements or a slideshow of its activities’ photo documentation. It is a stand on Megaworld’s commitment in supporting the SDGs. It is a call to action to the employees by the employees themselves. By involving personalities from various departments and all divisions of a 3,000 strong workforce, the AVP communicates that no matter one’s role is in the company, may it be as a staff, a manager, or an executive, they are together towards a more sustainable future. May it be through volunteering in Megaworld Foundation’s outreach activities or personally organizing their own, the AVP ignites the employees’ passion to support the SDGs. Aside from being corporately engaged, there is also a personal call for them as responsible citizens to be well-informed on the significance of SDGs.

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