AKO MISMO advocacy & Monetizing Nationalism Part 2

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.

AKO MISMO, Smart?

Aside from allegations of phishing activities, AKO MISMO faces a more severe problem--it plays on the hopelessness of the Filipino and tries to make a fast buck out from an already tired and overpromised citizenry.

Who is behind AKO MISMO? Let their website reveal who they really are:

Who is Behind Ako Mismo?
DDB CARESDDB's newest advocacy campaign has been getting a lot of attention to the agency's amazement. This has in fact given them more conviction to stand behind their cause and continue their crusade for positive change.It's no surprise though that AKO MISMO is arousing a lot of people's interest. The commercial undeniably stirred very deep patriotic sentiments among the viewing public that immediately
thousands went online to check the site and signed up to make commitments."We knew we had something great when we came up with the advocacy.", said Teeny Gonzales, Executive Creative Director of DDB, who heads up the creative team that conceptualized AKO MISMO.
"That's because even among us, the message really resonated. It made us all look
deep inside and say, 'No, we're not giving up hope.' " She said that they then went in
search of possible partners for the cause and found the perfect one in PLDT/Smart Foundation. Members of the team then went on another search. This time for the people who would breathe life into the campaign --- people who embodied the message or simply had the conviction to make a commitment to fight apathy. Thus the rich mix of showbiz celebrities, real life heroes as well as regular folk who spoke simply but sincerely in the TV commercial, bringing the point poignantly home.Susan Dimacali, Vice-Chairman of DDB Group of Companies said, "We were overwhelmed with the positive response and people saying that the campaign made them realize that they should stop complaining and start doing their part. There were a lot who chose to put their cynicism aside and truly support the advocacy. It was amazing and
touching reading the wall of commitments on the site. We're grateful for the support of our partners that has allowed us to reach more people and create a real impact."DDB has, in the past, also supported and made campaigns for women's rights, the preservation of the environment, Caritas as well as responsible voting in the last local elections.Many are asking what they can look forward to from AKO MISMO. John Lucas, Managing Director of Tribal DDB said, "There is a lot of clamor for the dog tag so, we hear you! We will be announcing soon how you can get those. There are activities lined-up which you also learn more about from the site."Clearly,
the DDB Team is upbeat and excited about their newest advocacy."That's because,"
Dimacali says, this is something really close to our hearts and something that, yes, we truly care about.

Okey.

DDB cares---or so they say. So, this is DDB Media's advocacy. But, who funds it? Why did they not reveal who forked those millions of pesos for the TVC and the website and all the other advertising stuff. Surely, these people did not use their own personal money, yes? How would you trust an organization with a highly sensitive political advocacy when they already lied about who's behind the campaign?

And why is AKO MISMO very similar with Smart's "ME na ME" campaign?

Is DDB Media ashamed to say that SMART and PLDT are behind them? Why? Because that would tell people that this thing is actually part of the marketing strategy of SMART to pull in more subscribers?

Or, they're ashamed to say that this is the Corporate Social Responsibility (CSR) of the telecommunications giant and it wants to save money by being just a "coordinator" of other CSR campaigns?

DDBMEDIA also owes the public an explanation---where will they spend the money collected from the public? DDB Media is NOT a foundation nor a non-governmental organization. Is DDB media allowed by law to solicit money from the public?

If DDBMEDIA is indeed, allowed by law, then, it should open its books to government and public scrutiny.

DDBMEDIA has a lot of explaining to do.

Yes, I agree with Susan Dimacali---their site is really getting a lot of responses, flak actually.

Ako Mismo--Monetizing Nationalism?

SMART Communications is playing a very dangerous game. Ako Mismo, a known affiliate of SMART through DDB Media led by former PLDT Senior official Antonio Samson is being charged with alleged phishing activities online. And AKO MISMO even revealed what goes on inside the SMART corporate boardrooms by revealing that the company has the tendency of using personal subscriber information to influence voter preferences.

Former Constitutional convention member Chito Garchitorena criticized the site and organizers of Ako Mismo for alleged phishing activities. Ako Mismo, an online movement which aims to raise political awareness among the youth, is engaged in personal info mining activities, charged Garchitorena. He says that the site will use the personal info of its members and sell these info to potential political entities come 2010.

I have'nt visited the site but I remember that I was invited by one of my friends to join Ako Mismo through Facebook. Now, I don't recall allowing them to do so, but I could be wrong though.

A certain Antonio Samson, a former PLDT official and chair of DDB Media, the outfit behind the Ako Mismo site defended its actions by saying that Ako Mismo does not need to gather personal info because Smart Communications already has 37 million subscribers. Ako Mismo, says Samson, just want to understand the issues and problems considered important by Filipinos.

If this is true, then, Samson just confirmed fears that SMART Communication and its affiliates intends to use its vast network to influence our political future in 2010. Bragging that a text blast is easier than maintaining a site, Samson just revealed an insidious mindset inside the SMART and PLDT corporate boardrooms---that this company is toying with the idea of injecting perception changing data right straight into our brains by using our personal information.

This is a violation of the secrecy and security agreement subscribers signed with SMART. When you sign up as a SMART subscriber, the company assures that all personal information of yours be kept strictly confidential and should never be used or sold to third parties.

If SMART Communications is using AKO MISMO as a bogey, a ploy, or a front for alleged money-making activities in the future, stop right now. I have high regard with the people behind SMART. I met Mon Isberto and his team and they are honest people. Yet, those who conceived AKO MISMO is doing a great disservice to our people.

Stop. Desist right now. Fire those people who thought of this concept. This is a very, very dangerous game you're doing right now, if this is true. Phishing is an illegal and immoral online activity. It not only taints the good brand equity of SMART---it also opens the company to numerous lawsuits. AKO MISMO invites subscribers like me to sue them should they use my personal info and sell it to the highest political bidder.

I ask Filipino citizens, especially subscribers of SMART Communications to file a restraining order before the courts, asking the telecommunications giant to cease and desist from using the personal info of its subscribers for any future fiduciary gain, other than keeping a personal subscriber file.