MANILA, Philippines (UPDATE) - Two marketing communications campaigns of ABS-CBN won silver medals for Best Media-Initiated Campaign at the recently held Tambuli Awards 2010 given by the University of Asia and the Pacific (UA&P).

ABS-CBN's "Boto Mo iPatrol Mo (BMPM): Ako ang Simula" and "Bro, Ikaw ang Star ng Pasko" Christmas integrated campaign won the only awards given out in the Media-Initiated campaign category.

They were cited for the campaigns' successful combination of creativity, values and integrated marketing effectiveness.

According to Roberto Labayen, Head of the Creative Communications Management (CCM) Division of ABS-CBN, the department that helped conceptualize and produce both campaigns with the Marketing, Production, and other departments, the "Bro, Ikaw ang Star ng Pasko" campaign pushed forward the values of resilience and unity--of Filipinos coming together as one people to rise from disaster. "BMPM: Ako ang Simula", on the other hand, promoted the values of good citizenship and vigilance.

The Tambuli Awards is the first and only award in the country that recognizes both the business and societal values of marketing communications campaigns. Entries must prove that the campaigns increased profits and promoted values for the betterment of society. This year, 2010, marks the first time the Best Media-Initiated Campaign category was added.

How the 'Star ng Pasko' campaign was made

Post-Ondoy, the 'Star ng Pasko' campaign brought home a message of hope.

The ‘Bro, Ikaw ang Star ng Pasko’ campaign was a concerted effort from many departments at ABS-CBN.

“When we were putting the campaign together, the intention was simple—mount a meaningful and relevant Christmas campaign. After Ondoy and Pepeng, and after witnessing how the Pinoys acted as one to help, all the more we were compelled to exalt ‘Bro.’” said Zita Aragon, Program Marketing Director of ABS-CBN.

‘Bro’ was how Santino, played by child actor Zaijian Jaranilla, called God in the top-rating teleserye “May Bukas Pa” on prime-time TV.

The whole campaign involved the use of a ‘parol’, the Christmas star lantern, as a symbol of hope.

“It was going to be a bleak Christmas. We saw the parol as a symbol of hope," said Labayen. "The year 2009 may be a bad year, but Bro is still the 'Star ng Pasko'."

To kick off the campaign, a parol-lighting event was held in ABS-CBN and participated in by the regional network offices.

Plastic and capiz parols developed by the ABS-CBN Licensing Department were sold, and a portion of the profit went to Sagip Kapamilya and Bayanijuan sa Calauan, a relocation site in Laguna for those displaced by the floods.

The parol was also used on the network’s TV programs, websites, and mall tours. A microsite was launched where viewers can send e-greeting cards, play a game, among others. A promo for viewers called ‘Win sa Bituin’ was also launched where they can win in a raffle.

An early Noche Buena outreach was held at Bayanijuan sa Calauan. The campaign culminated in a heartwarming Christmas special at the Araneta Coliseum which was open to the public.

And of course, there was the station ID. Labayen wrote the lyrics for “Star ng Pasko” and Marcus and Amber Davis set them to music.

In two weeks, writers, editors, and creative people worked on the station ID, gathering almost 100 artists for the shoot. They were joined by ordinary people, from security guards to soldiers. "Some artistas said they really felt the message," added Labayen.

The five-minute "Star ng Pasko" Christmas station ID was posted on YouTube and it has garnered more than 1.5 million views to date.

"The song became popular here and abroad. People would say they cried when they heard the song. They responded to it and became more prayerful that time," said Labayen.

During the Christmas season last year, "Star ng Pasko" was sung at Christmas parties and during caroling and at church.

The whole campaign was a back-to-basics campaign: it traced the roots of Christmas to Jesus Christ.

“In giving it back to Him, He gave it back to us big time--by way of a very warm reception from the viewers and employees... and a Tambuli Award to boot!,” added Aragon.

Conceptualizing 'BMPM: Ako ang Simula'

BMPM Ako ang Simula's message: 'Be the change you want to see, take hold of your country's destiny.

"'Boto Mo iPatrol Mo: Ako ang Simula' is the sequel to ABS-CBN News and Current Affairs Department’s (NCAD) voter advocacy initiative launched in 2007," said Ira Zabat, Head of News Promotions of the network's CCM division.

The award-winning 2007 BMPM campaign was successful, and "the first of its kind where a local media organization empowered voters through the use of social media," said Zabat.

"But in 2009, we felt that apathy was creeping back again. There was an atmosphere of skepticism. Thus we added a theme to it to stress that ownership and change begins with me -- 'Ako ang Simula,'" Zabat added. "Be the change you want to see, take hold of your country's destiny."

A visual handle was found in the thumbprint, which, according to Zabat, tangibly represented identity, citizenship, ownership, commitment, and responsibility. "It was also familiar to voters since it was in the voter forms [for registration and election]."

The group then put together red, white, blue, and yellow thumbprints to form the Philippine flag, representing the nationalistic nature of the project.

Building on the same call-to-action drumbeat sequence of musical scorer Doy Ongleo in the 2007 BMPM musical score, Zabat wrote the lyrics to the new "Ako ang Simula" anthem in contemporary, colloquial Tagalog words spoken by the youth. "Magaan lang. Masasakyan ng mga estudyante, makakanta ng mga pedicab drivers. Simple, totoo, napapanahon," he said. The words 'Ako ang simula' were also delivered in various dialects to reach out to Filipinos in the regions. "Dahil kung talagang para sa buong bayan, dapat maramdaman at marinig ang probinsiya. Even overseas Pinoys should be able to find their voices in the song."

Through ABS-CBN’s Star Records, Mike Villegas was commissioned to do the full music. And Pinoy rock icons Rico Blanco, Raimund Marasigan, and Aia De Leon interpreted the song.

"We chose to work from the Pinoy band rock genre to musically align with the youth, our target audience," Zabat said.

"The parents already voted before, but the youth, they're just about to vote. The youth is moved by music. And so our song is very percussive. The lyrics were not lecturing," added Zabat.

The "BMPM: Ako ang Simula" Thumbprint TV promo was directed by Paolo Ramos and produced by Faith Zambrano and the CCM team for ABS-CBN NCAD.

It already won its share of awards this year. Aside from the Tambuli, the campaign won a silver award at the 2010 Promax/BDA Promotion and Marketing Awards in Los Angeles, California.

The 2007 BMPM earlier won awards at the Promax/BDA New York, the New York Festivals, the Gold Quill Awards, both locally and in New York.