I don't question the core of AKO MISMO's ADvocacy---people need to be roused from their apathy and make them realize that every small thing or act they do right could lead to change, however small it is. That's admirable.
Yet, there is nothing revolutionary nor new about AKO MISMO's advocacy. Simply put, it is as traditional as any other Corporate Social Responsibility campaigns, albeit, deceptive at its best. It puts the onus of change in the individual, which, by itself, has been a tried and already much tested strategy in change movements.
Put it in the present context and you have people who'll really question the very purity of its motives. First, why is DDB Media so protective of SMART Communications as a backer or sponsor? Are they ashamed of the telecommunications giant? No SMART or PLDT logo in their website when everyone knows that its SMART or any of its affiliates is behind them?
Second, they tried to pull a fast one by employing the age-old marketing tactic of tribalism, which is a good strategy. If they did the launching in a more non-fanciful way, it could have been better and more effective.
For example, it would have been better if they allowed their message of change to sink in first in the consciousness of the people before they aired that TVC in primetime television, yes? Naging masyadong atat ang DDBMEDIA in airing those TVCs because it's plain and simple money for them. In legitimate change movements, they don't air TVCs or ads immediately simply because they don't really have money and it puts to waste those precious hours spent in making the advocacy as pure as possible.
The very fact that they immediately launched their "online movement" in the traditional medium shows you the innate desire to commercialize a pure change advocacy. Simply put, they are after ad money---not what they wrote in their website.
That's the thing---DDB MEDIA should have been forthright with us, the People, about their motives.
EQ Views:
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They think it is like selling a box of detergents or introducing a new shampoo. "Nadadaan lahat sa Unique Selling Proposition (USP)!"
2) This approach has to be viewed with CAUTION.
After the initial excitement from the barrage of ads, the use of celebrities and possible campaign give-aways,you can expect the campaign to fizzle out.
Why?Is it because of real apathy?
The poor citizen will be blamed again.
No.The real reason is that genuine citizen involvement cannot be maintained by simple slogans.It's not as easy as selling soaps or shampoos.
3) But,is this possibly a clever campaign to start talk on an MVP presidential bid (despite the initial denials) ???
Could this be their version of the famous "Yes,We Can" of President Obama?
The timing is suspect.That's another story .
tsk.tsk.tsk.
yep, equalizer....more on this today.
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