Creatives - M2.0 Communications Inc. https://m2comms.com Public Relations Firm Mon, 04 Mar 2024 07:16:41 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 MSD: Communications Plan for “Bakuna Muna” Campaign https://m2comms.com/2022/11/23/msd-bakuna-muna/?utm_source=rss&utm_medium=rss&utm_campaign=msd-bakuna-muna Wed, 23 Nov 2022 02:19:34 +0000 https://m2comms.com/?p=14090 Finding A Cure For Lost Confidence

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communication plan for MSD Bakuna Muna

Creatives

Finding A Cure For Lost Confidence

Challenge


In 2016, Sanofi Pasteur’s Dengvaxia was introduced and administered to over 800,000 children through a school-based immunization (SBI) program. By 2018, the government stopped the program due to controversies around the vaccine’s effects.
 
Online misinformation soon followed the growth of social media in the Philippines. The panic in social media politicized the state of vaccination in the country. It wasn’t long until SBI lost its credibility among parents. 
 
Trust in vaccines dropped from 82 percent in 2015 to 21 percent in 2020. Children couldn’t understand the importance of vaccines and decision-makers didn’t prioritize re-educating the new generation. Experts say this was a contributing factor to the resurgence of local polio and measles cases.
 
Because of this, local health workers were frowned upon by the public in their attempts to re-introduce the benefits of vaccines to children. Accusations that the vaccines would do more harm than good to the children ran rampant.
 

Approach

Merck Sharp & Dohme (MSD) wanted to address the issue, hoping to restore the country’s trust in vaccines. With vaccines being highly politicized, the multinational company called for a bottom-up approach to addressing the problem—aiming to inform and educate Filipinos at the grassroots level.
How do they tell their message in a way that connects with all the stakeholders involved at an emotional level? The communications plan included utilizing emotional storytelling to connect with all stakeholders, including local healthcare workers, officials, and teachers, who were identified as critical influencers in Filipino communities.
A community-first approach. The campaign was aiming to train front liners in addressing questions related to vaccines. This meant equipping them with tailor-made communication materials in an effort to improve vaccine uptake in their respective communities. M2.0 held stakeholder interviews with local healthcare workers to gain an in-depth understanding of the challenges they encounter when it comes to encouraging vaccination. We wanted to know who they are and what are their pain points with regards to vaccination.

Results

A roundtable discussion was initiated among mothers, teachers, and doctors to build a narrative based on real life experiences. M2.0 developed educational materials on the importance of vaccination for family health.
Content and visuals were tailored on key concerns of different target audiences—children, parents, and seniors. This included informational leaflets, presentations, and videos. 
The creative output for Bakuna muna campaign. Bakuna, Protektado creative output The creative output for Bakuna muna Communications Plan.
The campaign had one main call: ‘Bakuna Muna!’ (Vaccines First!) The goal behind the slogan was to encourage the public to refocus the conversation on the fundamental realities of public health, with the health and safety of people as the priority.
MSD’s training program was endorsed by the League of Cities Philippines (LCP), a government secretariat comprising 145 member-cities around the country. LCP currently serves as the main channel for rolling out the Bakuna Muna! program. The communications agency also spearheaded support efforts for the program, including a social media campaign and a dedicated website
While vaccine hesitancy continues to be a major issue in the Philippines, bottom-up communications campaigns are critical in restoring the public’s confidence in one of the most proven ways to protect people against harmful diseases.

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]]> UNICEF: Video Campaign for Poverty Awareness https://m2comms.com/2022/11/23/unicef/?utm_source=rss&utm_medium=rss&utm_campaign=unicef Wed, 23 Nov 2022 01:22:37 +0000 https://m2comms.com/?p=14065 An Online Crusade for Poverty Awareness

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Video campaign for children supported by UNICEF

Creatives

Challenge

Dead Letters From a Neglected Land.
Identified as the poorest region in the Philippines, the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM) recorded a poverty incidence rate of 61 percent in 2018. A high statistic even for a third-world nation. It meant that six out of every ten people who resided there were living below the poverty threshold. Furthermore, according to Oxfam International, BARMM held the highest levels of infant and maternal mortality, the highest rates of illiteracy, and the lowest life expectancies. To make matters worse, the area has been experiencing incidents of armed conflict–which resulted in deaths, economic decline, and the displacement of families.
UNICEF, in its efforts to improve the lives of the Bangsamoro people, looked at the issues of the region. In order to maximize its impact, the organization needed to crowdsource financial resources for its programs and initiatives.

Approach

Bringing Life to a Noble Mission.
As a non-profit, non-government organization, UNICEF relies on voluntary contributions. Due to the pandemic, the organization turned to digital platforms to help build partnerships and communicate the realities of BARMM. UNICEF had to strike a delicate balance between telling the story of the children and raising funds for its programs and initiatives. To achieve these two goals, UNICEF partnered with M2.0 Communications to launch a video campaign.

The creative agency created a total of five videos to show how kids in the area lived their lives. Each video touched on a certain aspect of day-to-day living in BARMM. While M2.0 Communications took charge of scriptwriting, lockdown restrictions made it difficult for the creative team to fly out to Mindanao.

Instead, they partnered with a third-party crew to shoot the material on-site and produce the final output. They then posted the final cuts on UNICEF’s official Facebook page and used them as assets for digital ads.

Results

Through these videos, UNICEF was able to shed light and raise awareness on the plight of BARMM, as well as illustrate how their actions contribute towards achieving their goals of supporting every child.

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]]> Unlocking Content Code: Lenovo’s Content Development Plan https://m2comms.com/2022/11/23/lenovo/?utm_source=rss&utm_medium=rss&utm_campaign=lenovo Wed, 23 Nov 2022 01:03:16 +0000 https://m2comms.com/?p=14047 Showcasing a Tech Giant in the Digital Space

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Lenovo Philippines | Social Media Agency Client

Creatives

Showcasing a Tech Giant in the Digital Space

Challenge

Despite being a well-established name in the tech industry, Lenovo was still relatively new to social media and needed a solid social media strategy. Sustaining the health of their pages and community building is important especially when it comes to answering inquiries from potential customers who ask about the availability of the products.
Lenovo needed help in terms of their social media presence to be at par with its competitors. We initially had 2 accounts to handle. Lenovo’s main page and its gaming counterpart, Legion.

Approach

M2.0 Communications offered a content development plan. A unique thing that was one amongst competitors was creating social cards in a game format to further engage Lenovo’s growing community. People respond to these games in the hopes of gaining a prize.
There was no need to recommend any campaign that would target gaining page likes since Lenovo’s community would organically grow by itself. The increasing reliance on technology in recent times is to thank for that. Only the posts themselves needed some boosting in order to reach a wider population in the online spaces.

Results

When all was said and done, M2.0 was able to maintain a yearly average of four percent engagement rate which is within the industry average. Community management response was also improved as rated by Facebook within 70%-80% response time. Today, Lenovo continues to be a growing provider for all our needs whether it be work or play from home.

More Case Studies

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]]> Philips’ Social Media Success Through OPM Hits https://m2comms.com/2022/11/22/philips-sound/?utm_source=rss&utm_medium=rss&utm_campaign=philips-sound Tue, 22 Nov 2022 08:24:17 +0000 https://m2comms.com/?p=13973 Tuning in to the Filipino’s Love for OPM

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a photo of a boy singing for the social media campaign of Philips Sound

Creatives

Tuning in to the Filipino’s Love for OPM

Challenge

A Voice with a Ton of Potential.
Philips Sound is a new brand in the audio world that offers affordable and high-quality products. It’s facing tough competition from well-known brands like Beats, Bose, and Sony. Despite having top-notch gear, the local Philips group wasn’t selling as much as its competitors.
To turn things around, Philips Sound needed a new strategy. They asked for help from a social media agency, M2.0 Communications.
A recent report from the Global Web Index (GWI) showed that many young professionals are willing to pay for music downloads or streaming services. This shows that they value good sound quality and are willing to invest in it.

Approach

Listening to the Market’s Jam.
The team built the social media campaign around an insight: People didn’t buy their audio gear just for the name or specifications–they chose them to fit their music, experience, and lifestyle. With this idea, the agency found a common ground for Filipino consumers: their love of OPM. Regardless of genre preference, people shared a love of local music.
The team built the contents highlighting Philips’ products as the best way to enjoy OPM. The brand was to become their partner for their favorite Filipino tunes, whether at home, commuting, or while at work.
Turning up the Volume.
To resonate with the karaoke-loving Filipino culture, the agency engaged people in social media campaign through mini-games like “guess the song title” and “fill in the missing lyric.” The team paid tribute to local artists by remembering their best songs. M2.0 appealed to the emotions of Philips’ audience through the nostalgia of OPM hits.
GWI data shows that 33 percent of young professionals followed singers on social media. Instead of working with just one endorser for the campaign, the team opted to feature the best OPM artists in the page and evoke nostalgia among fans. This strategy helped make the brand more local and relatable.
Philips Sound social card for their social media campaign. social card for Philips' Social media campaign social card for Philips' Social media campaign social card for Philips' Social media campaign

Results

Music to Everyone’s Ears.

Philips Sound’s music campaign was a huge success, setting the standard for all Asian countries. The team exceeded expectations by adding over 70,000 fans, becoming the highest-performing page globally. The campaign positioned Philips’ products as the go-to earphones for OPM fans, breaking the brand’s image as just a light company and establishing a strong connection with Filipinos.

More Case Studies

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]]> E-Taas’s Brand Development Strategy for Pinay MSMEs https://m2comms.com/2022/11/21/e-peso/?utm_source=rss&utm_medium=rss&utm_campaign=e-peso Mon, 21 Nov 2022 09:08:15 +0000 https://m2comms.com/?p=13921 Empowering MSMEs for the Nation’s Future

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E-Taas's Brand Development Strategy for Pinay MSMEs Thumbnail

Creatives

Empowering MSMEs for the Nation’s Future

Challenge

Making Unsung Heroes Heard.
The Micro, Small & Medium Enterprises (MSMEs) are the backbone of the national economy, accounting for 99 percent of all companies in the Philippines, roughly 66 percent of employment, and a third of the gross value. As the digital economy becomes more important, these MSMEs face the problem of digital transformation.
Bain & Company (2018) reports that only 16% of MSMEs in ASEAN have fully embraced digitization, leaving the majority without the necessary resources to comprehend digital technologies.
This challenge, which has been emphasized by the COVID-19 pandemic, has caused Filipinos to shop online more than ever before, thereby pushing the importance of a digital business.
Despite the country’s high internet penetration rate and reputation as the “social media capital of the world,” many Filipino entrepreneurs, including those in rural and remote areas, have heavily relied on physical operations. Unfortunately, many of these entrepreneurs lack familiarity with digital marketing and e-commerce practices, making it even more difficult for them to adjust during the COVID-19 crisis. With 51.2 million Filipinos unbanked, the situation has become even more challenging.
How can Filipino MSMEs and women entrepreneurs (WEs) be competitive in a digital economy? How do we help the unsung heroes thrive in a more digital world?
The Department of Trade and Industry’s ‘digital first’ program, was designed to provide Filipino MSMEs with digital tools and knowledge to improve local economic growth. The main goal was to empower Filipino business owners, particularly women entrepreneurs (WEs), and get them to go digital. This would help them grow and become more sustainable and in turn, bolster the Philippine economy.
To push this initiative, the government agency reached out to M2.0, a communications agency offering social media marketing services.
The initiatives included complete brand development (an original logo and comprehensive brand book), social media page development, social media training, case study write-ups, and videos.

Approach

Uplifting the Importance of Filipino Entrepreneurs.
Before anything, the initiative needed a name. With a title that represented what it stood for, the team came up with a meaningful acronym to champion the cause: E-Taas.
Read as a word, similar to the Filipino term, “itaas,” or “to uplift.” The “E” symbolized its electronic aspect, while each letter represented the overall goals of the campaign design.
Ideally, M2.0 was to build a full digital ecosystem for the campaign to be effective. However, given the time frame and limitation in terms of resources, the agency needed to regroup and prioritize how to use each channel. This brought them to the question: What exact channels would be the most efficient to use in the campaign?
For this, the team knew that Facebook would be the main one to utilize for the campaign; A whopping 96.8 percent of Filipino internet users used the platform, according to We Are Social. The team created the E-Taas Facebook Page to serve as an information gazette for a cross-section of stakeholders—from MSMEs to policymakers and partners to consumers.

Results

The campaign now needed a face. The M2.0 design team wanted a logo that showed the diverse, local products that the MSMEs were selling. At the same time, it would represent the unusual merging of key themes: tradition and innovation. This campaign design aimed to challenge the convention by unifying the two.
The PR firm integrated weave design, a traditional Filipino technique, with a mouse cursor to symbolize the transition to a digital era. The visual served as an invitation to embrace change but remember to hold on to timeless, fundamental principles.
Finally, the PR firm used its networks and partnerships such as DTI, NATCCO, Lazada, and Shopee in order to get the campaign on its feet. They were able to provide logistical support to carry out the project, extend content reach, and spark collaborations with other existing MSME programs.
With the program up and running, Filipino MSMEs were taking the next steps toward becoming more sustainable businesses. As the heart of the Philippine economy, these enterprises continue to evolve in the new normal.

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]]> PHCAN Social Media Campaign Plan: The Fight Against Adversity https://m2comms.com/2022/11/21/phcan/?utm_source=rss&utm_medium=rss&utm_campaign=phcan Mon, 21 Nov 2022 08:11:51 +0000 https://m2comms.com/?p=13870 Fighting the Shadow Pandemic

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social media campaign of PHcan

Creatives

Fighting the Shadow Pandemic

Challenge

As if COVID-19 didn’t suck as much as it did already, the Philippines’ world famous “fake news” trend just had to join in on the picture. It’s no secret how dangerous the virus is. We’ve got the numbers to prove it. The Public Health Communications Advisory Network (PHCAN) aims to promote a social movement that calls for everyone’s responsibility to help the country get back on its feet.
According to the International Fact-Checking Network (IFCN), the Philippines is ranked #1 in Asia for the number of false information being spread around. The last thing the country needs is another lie going viral with lives on the line. Public health is no joke. Every life matters. This is what PHCAN believes in.
The public deserves the truth. This is the goal of the PR firm, M2.0 Communications.

Approach

The #KapitBAHAYanihan Facebook live series was created to engage with the public through an accessible platform. FAQs about the coronavirus and mental health support were hosted by volunteer physicians from PHCAN. The idea was to promote our homes as the frontline for the virus. Prevention is better than cure.
Each episode featured COVID-19 survivors and frontliners to give a first-hand perspective to the public. Knowing how confusing medical terms can be, speakers actively focused on presenting information in a clear and understandable manner.
In partnership with Rappler, along with a social media campaign and mailer campaign, M2 also invited health and lifestyle journalists to join the sessions and help promote the initiative.
PH Can key message for social media campaign.
Key message and Content Pillar for PHCAN social media campaign

Results

Being featured in a number of news outlets such as Rappler, Manila Times, and Manila Standard, the popularity of the webinar series reached 6,780,300 online impressions.
News mockup of PHCan social media campaign
The audience engagement rate of 15.64 percent was beyond what was the industry standard of 9.26 percent. People liked what PHCAN was doing and they kept coming back for it. They remain as a DOH-verified source for all things health and safety.
Spread the right word, not the virus.

More Case Studies

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]]> RTI: Communication Strategies to Fight Gender-Based Violence https://m2comms.com/2022/11/21/rti-international/?utm_source=rss&utm_medium=rss&utm_campaign=rti-international Mon, 21 Nov 2022 07:17:47 +0000 https://m2comms.com/?p=13775 Fighting the Shadow Pandemic

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communication strategy for RTI International

Creatives

Fighting the Shadow Pandemic

Challenge

A Voice for the Voiceless.
The Philippines is experiencing the longest lockdown in the world – surpassing the one-year mark and counting. Since staying at home is now required, advocates have voiced out concerns about the potential increase of spousal abuse cases. Rightfully so, being confined at home has left gender-based violence (GBV) victims trapped with their abusers. Health and safety protocols have significantly reduced access to alternative housing options and shelters for those affected.
Meanwhile, the unemployment rate and economic instability has made matters worse among families, making it difficult to sever ties without alternative sources of support. Violence against women (VAW) has plagued at least one out of every four Filipinas who are married. By June 2020, local authorities have revealed that this has increased since quarantine restrictions were implemented in March of the same year. Gender-based online forms of violence were also on a rise given that the Internet has become a platform for offenders to prey on the vulnerable.
Despite the alarming numbers, only 34 percent of women who have experienced any form of violence have sought help. Most hesitate because of different reasons—legal, financial, social—even pre-pandemic. Psychologically, people who experience GBV may be unaware that their experience is, in fact, a form of violence.
RTI’s mission is to raise awareness on GBV and encourage victim-survivors to report cases, amidst the limitations of the pandemic. But with no plan of action yet, RTI approached the leading communications agency, M2.0 Communications to help them determine the appropriate channels and come up with a campaign handle.

Approach

Creating Safe Spaces: A Response on Multiple Fronts.
The key message was to highlight that the family is an institution of trust, but it can also be the top perpetrator of GBV. Together with M2.0, RTI rolled out ‘FamiLigtas,’ a campaign geared towards four key groups:
Victim Survivors – Those who are experiencing any form of GBV, unaware or not.
Responders – Those who are capable of offering first-line support, whether physical, emotional, or psychological.
Family Members – Those who are immediate sources of support for members of the same household experiencing any form of GBV.
General Public – Those who have a responsibility to keep their homes and communities from violence and stigma, whether they are victim-survivors of GBV or not.
To set the stage, M2.0 designed the FamiLigtas using bold and bright colors. Aside from capturing attention, the colors represented the organization’s goal to end GBV. The colors orange and yellow symbolize the tones of the campaign – warmth, and social communication – while the contrasting, green and purple, stand for peace and humanitarian causes respectively.
RTI and M2.0 knew that the vulnerable members of their audience were stuck at home. The team recommended a multi-channel approach for the strategic execution of FamiLigtas. It was crucial to reach out to the audience, especially those affected, on a platform where they can communicate too.

Results

To further the campaign and drive the message, FamiLigtas made use of the following channels:
Facebook Page
The FamiLigtas Facebook page served as a platform for educating the public on GBV, and provided a space for the audience to learn and interact. 
Social Media
The content for social media posts was guided by the branding, key message, and content pillars of the FamiLigtas campaign. The team created an FAQ guide to further help the audience learn about GBV and how to handle these kinds of situations.

The team at M2.0 created eight videos for the FamiLigtas campaign. Each video focused on an aspect of GBV, touching on topics like safe homes, stereotypes relating to GBV, and what it’s like inside a victim-survivor’s head. These videos were created with the goal to educate, engage, or advocate, and posted on the official Facebook page.

Each platform aimed to educate the public of reporting cases of GBV, particularly to the GBV-service providers and helplines like the LUNAS Collective. FamiLigtas wanted to spark conversations, encouraging the public to reach out to victim-survivors letting them know their experiences go against all human rights – that there are agencies and organizations in the community who are ready to listen and help.

More Case Studies

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]]> Creative Solutions for The World Bank’s Capacity Building Training Program https://m2comms.com/2022/11/21/world-bank/?utm_source=rss&utm_medium=rss&utm_campaign=world-bank Mon, 21 Nov 2022 03:32:31 +0000 https://m2comms.com/?p=13667 Ready to Rebuild

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World Bank logo | Video Production Services Client

Creatives

Ready to Rebuild

Challenge

In the Philippines, the National Disaster Risk Reduction and Management Council (NDRRMC) has four thematic areas of disaster management, namely, (1) Disaster Prevention and Mitigation; (2) Disaster Preparedness; (3) Disaster Response; and (4) Disaster Rehabilitation and Recovery.
Additionally, the Sendai Framework was developed to help guide disaster risk reduction efforts by narrowing the process down to four priorities: (1) Understanding disaster risk; (2) Strengthening disaster risk governance to manage disaster risk; (3) Investing in disaster risk reduction for resilience; and (4) Enhancing disaster preparedness for effective response and to “Build Back Better” in recovery, rehabilitation and reconstruction
Unfortunately, a lack of knowledge and resources has hindered complete and effective response strategies. Once a disaster has come and passed, rehabilitation and recovery aren’t the priority of policy makers in the community.
Because typhoons regularly hit the Philippines, located in the Pacific Ring of Fire, building proper disaster risk management capacity is crucial for protecting the public’s safety and wellbeing.
The onset of COVID-19 required a change with how information is shared—how do you get people to pay attention to disaster risk management amid a pandemic? Finding a way to balance being informative and interesting is key.
How can training programs be efficiently conducted amidst a time where mobility and logistics remain a problem? And even if executed, how can the learning materials continue in a way that they will remain self-sustaining and timeless for use to educate others?

Approach

The World Bank, in partnership with the Department of Science and Technology, Office of Civil Defense, and the Department of the Interior and Local Government, designed a capacity building training program for local disaster risk reduction management officers and policymakers such as local chief executives, planning officers, engineers, etc.
The World Bank streamlined the recovery process by creating readily available templates and enlisting experts to develop robust e-learning materials with an economic, technical, and practical perspective. This ensures LGUs will recover faster, better, and as greener, resilient communities.
The message was clear. Educate and build the right mental and technical capacity to prepare for, respond to, and recover from hazards communities are at risk of getting. The only missing piece was, what do you do to convey it effectively?

Results

The communications agency, M2.0 Communications, was called in to produce the audio-visual needs and provide creative solutions to convey the messages that needed to be said. Clarity and brevity were the focus to ensure the information-heavy content would remain consumable for every stakeholder involved.
Lectures that would usually be conducted in three to five hours were compressed into 20-minute videos that people can come back to at any time they want.
M2 demonstrated the effectiveness of their training by producing “Impact Reports,” a series of documentaries showcasing how the training transformed disaster risk management practices and how the graduates applied their newfound skills in real-life disasters. The reports cemented the project’s legacy through data visualization, case studies, and interviews. 
M2 documented all communication efforts with Impact Reports that exceeded the traditional year-end reports that can easily get damaged and forgotten over time. Proactively, M2.0 sought new solutions to overcome any communication challenge faced by the World Bank, from content creation to distribution, strategy, and delivery.
Despite the challenges COVID-19 created, M2 was able to provide creative solutions to strengthen the disaster risk management capabilities of local chief executives at a time when they needed it the most.

More Case Studies

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]]> The Strategic Rebranding of the Philippine Tuberculosis Society https://m2comms.com/2022/11/21/philippine-tuberculosis-society-inc-ptsi/?utm_source=rss&utm_medium=rss&utm_campaign=philippine-tuberculosis-society-inc-ptsi Mon, 21 Nov 2022 03:16:39 +0000 https://m2comms.com/?p=13646 Touching Hearts, Transforming Lives

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Photo of 2 hands holding lungs, demonstrating the strategic rebranding of the Philippine Tuberculosis Society.

Creatives

Touching Hearts, Transforming Lives

Challenge

Philippine Tuberculosis Society Inc. (PTSI) has been at the forefront of the battle against TB since 1910. It’s currently the largest private NGO engaged in the detection, control, and treatment of TB in the Philippines—the 8th most TB-ridden country in the world and the Asian country with the highest number of TB cases.
As such, PTSI is committed to eliminating TB and achieving a better quality of life for Filipinos, while improving the country’s socio-economic development. To further establish itself as a reliable partner in ending TB in the Philippines, the organization thought it was time for a rebrand—just in time for its 112th anniversary.

Approach

In preparation for PTSI’s rebranding launch last July, the organization needed revamped materials that showcased their century-long dedication to the fight against TB. M2.0 recognized the powerful messaging that came with speaking to the individuals closely linked to PTSI, who were passionate about eliminating TB in the country.
The idea was to tell the stories of the people behind PTSI who have worked arduously towards the organization’s advocacy—employees, directors, and key stakeholders who shared their initiatives, achievements, and plans for the organization.
To further humanize the impact of TB in the lives of Filipinos, a TB survivor shared his battle against the disease with the help of PTSI. This conversation aimed to actualize the very human impact PTSI efforts have on the lives of Filipino TB patients and to drive awareness among the general public, patients, donors, and stakeholders.
M2.0 wanted to create something people from PTSI could look back on 20 or 30 years after and realize the accomplishments they achieved as the leader and pioneer in TB control and treatment in the Philippines.

Results

The campaign’s inclusive and people-centric approach can be seen in PTSI’s website and legacy video, which contributed to the success of the company’s strategic rebranding launch and 112th-anniversary celebration back in July 2022.
By establishing a digital footprint and online platform for PTSI, they can easily streamline communication for their rich legacy, extensive research on TB prevention and awareness, and upcoming events.
The PR firm was able to shed a spotlight on the people behind the success of the organization and what the future holds for the employees and stakeholders of PTSI.

More Case Studies

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]]> Creating Real Impact: WWF’s Kwentong Kompost Explainer Video Campaign https://m2comms.com/2022/11/21/wwf-philippines/?utm_source=rss&utm_medium=rss&utm_campaign=wwf-philippines Mon, 21 Nov 2022 03:00:36 +0000 https://m2comms.com/?p=13636 Kwentong Kompost

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WWF Case Study | M2.0 Communications Video Production Agency Client

Creatives

Kwentong Kompost

Challenge

Out of the 102 million Filipinos that make up the Philippine population, 27 million Filipinos live below the poverty line. Roughly 13.5 million of those categorized as economically poor are unable to eat three times a day. However, Filipinos waste up to 308,000 tons of rice every year. In Metro Manila alone, 2,175 tons of food waste end up in trash bins daily. Moreover, improper disposal of food waste can contribute to methane emissions—a greenhouse gas that contributes to global warming.
The reality of food waste in the Philippines seems dissonant with the significant role food plays in the daily lives of Filipinos. Food both inspires and derives from cultural and social conventions many Filipinos learned growing up. Whether at parties or family dinners, food is at the center of all milestones. But beyond festivities, food urges us to recognize the privilege of being able to eat three times a day and give due respect to those who worked tirelessly to put food on our tables.
As such, the World Wildlife Fund (WWF) is committed to eliminating food waste and maximizing food security globally. Therefore, WWF Philippines—in partnership with food waste composting NGO Green Space—explored localized strategies that would hit close to home for everyday Filipinos and inspire them to become key changemakers in the fight against the ongoing food waste crisis.

Approach

The world’s leading conservation organization initially approached our team to create a translated version of the Compost Story inspired by Kiss the Ground. The communications agency recommended an entirely new concept for Filipino audiences, which was an insightful explainer video titled Kwentong Kompost. Personal and targeted narrative videos were used, as global audience research revealed that emotional content that touched on shared Filipino values performed best in the Philippines—one of the most emotional countries, according to the 2019 Global Emotion Report.

The Kwentong Kompost video featured six WWF PH ambassadors to talk about composting in the Philippine context; some of these ambassadors included WWF PH Ambassador Janine Gutierrez, Composting Revolution PH’s Organizer Faye Manlosa, and Sustainability Advocate and Actor Pepe Herrera.

The narrative began with a discussion about Filipino food values, with the ambassadors sharing personal anecdotes on the role of food in their lives. These stories served as a great segue to deeper, more meaningful conversations on food waste, composting, and advocating for a less wasteful lifestyle.
With the coined hashtag #FromLandFillersToLandHealers, the WWF PH ambassadors highlighted the various composting methods viewers could use to properly dispose of food waste. The video mainly focused on bokashi composting and showcased its step-by-step process using GreenSpace buckets and SoilMate’s composting plan.
Dynamic animations and vibrant graphics were incorporated into the video. The video was filmed with an upbeat and inviting approach in mind. We wanted viewers to feel that composting is simple and doable. Alongside the personal anecdotes, facts and data were carefully presented to educate the audience without intimidating them. We aimed to let viewers know how inclusive and accessible joining the composting movement is.

Results

The explainer video was uploaded to WWF PH’s YouTube and Facebook pages. Moving forward, WWF PH will use this video in seminars as well as GreenSpace-partnered events.

Moreover, the video already has real-life applications. The video is currently being used as an educational resource for Barangay Tatalon in efforts to incorporate sustainable farming and bokashi composting in urban cities. In partnership with the Climate Change Commission, the video has also been used to promote composting among youth sectors in the country.

Beyond video metrics, the end goal of this video was to divert hundreds of thousands of food waste from landfills to sustainable composting methods and ultimately mitigate the effects of global warming. While this goal isn’t exactly measurable, we hope the video continues to be used as a key resource in ending the food waste crisis in the Philippines.

More Case Studies

The post Creating Real Impact: WWF’s Kwentong Kompost Explainer Video Campaign first appeared on M2.0 Communications Inc..

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