Articles

ARAW Values Advertising (AVA) Awards: its Brief Developmental History & Highlights

Sep 16 2016

Overview:

The ARAW Values Advertising Awards, is a biennial awards program rich in history, culture, and humanity.  Sometimes referred to as the Values Awards or AVA Awards, the program is anchored on seven (7) Cornerstone Values as entry categories, and as judging criteria.

The only one of its kind in the world, the ARAW Values Advertising Awards program is geared to promote positive Filipino values in nation-building, and to encourage the industry to integrate values advertising into their branded and corporate communications.

Behind the laudable vision and first implementation of the ARAW Values Advertising Awards and its noble objectives is industry renowned leader and values advocate, Jose Javier “JJ” Calero.

From 1982 to 2014, the Advertising Board of the Philippines (AdBoard) acted as the industry’s self-regulation body.  By rotating the organizational chairmanship among its member-associations. The AdBoard managed the ARAW Values Advertising Awards from 1998 to 2004, implementing the 1st to the 4th ARAW Values Advertising Awards

In early 2006, the AdBoard board, with Ma. Teresa “Matec” D. Villanueva at its helm, decided to formally turn over the ARAW Values Advertising Awards to the Advertising Foundation of the Philippines (Ad Foundation), the social development institution and advocacy body of the industry.

Rationale for said turnover were:  (1) enable the AdBoard to focus  mainly and primarily address its critical self-regulation functions, over Ad Content and Trade Practice/Conduct of Business; (2) awards program is rightfully within the mandate of Ad Foundation; and (3) provide some revenue source for the sustainability of the Ad Foundation that is solely dependent on contribution-donations, cash or in-kind.

Thus, this unique, biennial awards program has been under the management of the Ad Foundation since 2006, starting with the 5th ARAW Values Advertising Awards.

This year, the 10th ARAW Values Awards will culminate with the Awards Night in November, at the [Dolphy Theater of ABS-CBN].  One of the country’s premier media and publishing corporations, the network will broadcast the ceremonies in a nationwide telecast in December 2016.

The Ad Foundation introduced a number of changes and innovations into the ARAW Values Advertising Awards, while carefully preserving its intrinsic ARAW 7 Cornerstone Values.   As the awards program’s primary reason for being, the integrity of the 7 Cornerstone Values remain to the core as the vehicle to promote positive values.

These foundation innovations, evident in the biennial competition seasons, enhanced and enrich the purposes, meaning and relevance of the ARAW Values Advertising Awards to the evolving industry landscape, and to the demands of the times.

In early 2007, the foundation board unanimously decided to make ARAW Values Advertising Awards as one of its flagship projects.

Notable among the innovative changes on the ARAW Values Awards from 2006 and through the five biennial seasons under the Ad Foundation management are:

  1. Rotation of the biennial ARAW Values Advertising Chairmanship within the industry individual leaders, deserving as Overall Organizing Chairmen, with multi-sector composition from the industry and foundation members, rather than limit the biennial chairmanship to industry member-associations.

  2. Enhancement of the Awards program objectives, expanding its original purposes to further include: (a) inculcation of positive values to the youth and the general public along nation-building goals; and (b) make the Awards Night delayed telecast as a meaningful ways & means project with values output, to generate some net income for the foundation’s sustainability and provide some start-up funding for its development-focused programs and other social marketing endeavors.

  3. A well-structured organization of the ARAW Values Advertising Awards Organizing Committee as a distinct corps of select volunteers, with dedicated passion and renowned integrity.

  4. Adoption of a formal ARAW Values Awards logo to establish the identity and enhance the stature of the biennial awards program.

  5. Expand the Competition to be more inclusive, to accommodate both industry and student entries, and likewise, cover new trends and developments in advertising and marketing communications.

  6. Make the Competition truly participatory, by tapping judges, not only from the multi-sector industry and foundation members, but also those deserving from other disciplines, other sectors of civil society and other organizations, to include international agencies.

  7. Enhanced promotion of the ARAW Values Awards program for more visibility, awareness, impact and reach/mileage.

As the industry leadership continue to change hands, while the industry evolves through an ever-dynamic landscape, Ad Foundation is optimistic that the ARAW Values Advertising Awards will meet the various challenges of the times and continue to nurture and grow many more biennial seasons ahead.
 
Capsulized History & Highlights of ARAW Values Awards; 1998 - 2014:

  • Envisioned by Jayjay Calero, then the AdBoard Chairman, in early 1998 as a biennial industry awards program, anchored on the ARAW 7 Cornerstone Values, to promote values advertising in the industry and demonstrate the industry’s social responsibility; its chairmanship and organization were rotated among industry/AdBoard association-members.

    Objectives:

    • Encourage values advertising within the industry
    • Promote positive Filipino values, embodied in the ARAW 7 Cornerstone Values
    • Promote industry’s social responsibility

  • First implemented in December 1998, with March Ventosa, President then of AAAA-P, as the over-all organizing chairman.

    • Theme: “Enriching Filipino Values Through Responsible Communications”

  • 2nd ARAW Values Awards, 2000, chaired by Angelica Suiza, President of PANA.

    • Theme: “Enriching Filipino Values Through Responsible Advertisng”

  • 3rd ARAW Values Awards; 1st week of December 2002, with TV special on the 3rd week of December over ABS-CBN; chaired by Dodie Lucas, Chairman of ASAP, with ASAP and MORES as organizing associations.

    • Theme: “Are Filipino Values Becoming Extinct?”
    • Started for the 1st time these Special Awards - “People’s Choice” and “Kababaihan”
    • Had roving exhibit of Competition finalists in key Metro Manila cities, in Cebu City and in Davao City
    • Honored three post-Martial Law pioneers of values advertising - Jose “Totoy” Avellana, Herminio “Minyong” Ordonez and Antonio R. Samson
    • Awards Night held in early December at Camp Aguinaldo theater
    • Started TV network partnership with ABS-CBN
    • Viewership rating of TV special garnered 12% rating
      
  • 4th ARAW Values Awards, 1st week of December 2004, with TV special over ABS-CBN by the last week of December; chaired by Tom Banguis, AAAA-P Chairman; developed the present Values Awards logo

    • Developed the ARAW Values Awards logo, adopted in 2008 as the Awards program’s permanent “brand” together with its theme
    • Theme: “Let Filipino Values Shine”
    • Sustained 2000 Special Awards, further adding a Rotary Club Award sponsored by the latter
    • Re-structured Competition Rules and Jury System
    • Registered high number of Competition entries
    • Awards Night at C. Romulo Theater of RCBC Plaza
    • Sustained TV network partnership with ABS-CBN

  • Formal turnover of ARAW Values Awards program to Advertising Foundation of the Philippines by the AdBoard board, with Ma. Teresa “Matec” Villanueva at its helm, in April 2006, based on these rationale:

    • Values Awards program is within the Ad Foundation’s mandate
    • Enable Ad Foundation to generate some revenues from the Awards program
    • Enable the AdBoard to focus and address its primary functions

  • 5th ARAW Values Awards; December 13, 2006, with TV special over ABS-CBN in early January 2007; co-chaired by Raul Alvarez of AdBoard and Antonio Samson, Ad Foundation Chairman; transition period of the awards program

    • Theme - “May Panlaban ka ba sa ARAW?”
    • Put up an ARAW Awards website
    • Implemented multimedia communications/promotional program
    • Enhanced Special Jury composition, to include judges from government, cultural communities, select NGO’s
    • Sustained People’s Choice Awards only
    • Honored select industry personalities & organizations as values advertising pioneers
    • Awards Night; December 13, C. Romulo Theater of RCBC Plaza
    • SRO Theater audience from industry and academe, for the first time
    • Sustained TV network partnership with ABS-CBN
    • Generated net income shares of 1.0 M Php from TV special

  • In 2007, the Ad Foundation board with Johnip G. Cua at its helm, unanimously decided to make the ARAW Values Advertising Awards as a foundation Flagship project.

  • 6th ARAW Values Awards; early December 2008, with TV special over ABS-CBN in mid-January 2009; chaired by Johnip G. Cua, Ad Foundation Chairman.

    • Adopted logo of 4th ARAW Values Awards, endorsing this to the foundation board as the permanent ‘brand’/I.D. of the biennial awards program; stylized sun with “Let Filipino Values Shine” slogan.
    • Enhanced the awards program objectives to include: “inculcate positive Filipino values to the youth and the general public for social changes along nation-building goals”
    • Implemented these Special Awards: “Students’ Choice” and “People’s Choice”
    • Held roadshows to industry sectors, other associations and academe in advertising and allied fields to promote the Awards program
    • Enhanced composition of panel of judges for the preliminary judging to include senior managers from the multi-sector industry, select educators of marketing communications, and select representatives from government and NGO’s
    • Awards Night held for the first time at ABS-CBN’s Dolphy Theater, with cocktails at ABS-CBN garden.
         
  • 7th ARAW Values Awards; early December 2010, with TV special over ABS-CBN and it’s the Filipino Channel (TFC) on the 2nd and 3rd week of January 2009; chaired by Ad Foundation Board Secretary, the late Manuel “Meckoy” Quiogue.

    • Theme: “You can tell the values of a nation through its ads – Norman Douglas”
    • Tactical slogan: “Values Rock”
    • Simplified judging criteria: Values Message - 50%, Creativity - 40%, and Implementation Integrity & Production Execution - 10%.
    • Enhanced Competition Rules:

      a)    Included Students’ entries
      b)    Simplified competition categories into single media and multimedia entries for Branded Communications and Advocacy/Institutional Advertising
      c)    Expanded Competition coverage to include new fields/developments, e.g., Digital/Interactive Marketing, etc.
      d)    Removed the Special Awards, including “People’s Choice”

    • Re-structured Organizing Committee, creating an Executive Committee for fast-track decisions, as needed
    • Awards Night held at ABS-CBN’s Dolphy Theater
    • Realized highest net income share from TV specials
    • Developed plans for an ARAW Values Awards book

  • 8th ARAW Values Awards; December 7, 2012, with TV specials over ABS-CBN and TFC on mid- and late-January 2013; Meckoy Quiogue as Overall Organizing Chairman once more.

    • Theme: Sustained 7th ARAW Values Awards theme
    • Tactical slogans: “May ARAW Ka Rin” (for the road-shows) and “Pag May Values Sikat ! Join now”, for the Competition “Call for Entries”
    • Developed ARAW Values Awards theme song; lyricist - Robert Labayen, composer-arranger – Roy del Valle
    • Simplified the ARAW 7 Cornerstone Values and its definition, a handiwork of Robert Labayen
    • Held roadshows to industry associations and the academe
    • R. Labayen did special research that established the ARAW Values Awards as the only one of its kind worldwide
    • Expanded Competition Rules to include Direct Communications, Digital/Interactive, Viral Advertising and other marketing communication trends
    • Garnered highest number of entries from industry and students; 365 entries total, with gross competition fees of P 1.0+M.
    • Generated high net income share from TV special
    • Maximized ARAW Values Awards viewership and message reach through delayed nationwide TV special of Awards Night, and its subsequent airing over The Filipino Channel (TFC) for regional and American viewership
    • A trailblazer since the 1998 implementation of the ARAW Values Awards

  • 9th ARAW Values Advertising Awards; November 20, 2014 Awards Night, with a Dec. 7, 2014 TV special over ABS-CBN; Ed G. Sunico as Overall Organizing Committee Chairman

    • Theme: “Where did our values go? Makikita mo na sa # ARAWNgPagsikat”, sustained with tactical slogans, “Missing … (specific Cornerstone Value)” in poster series, roadshow audio-visual presentations and Competition TV plugs
    • Enhanced Competition Rules, particularly on its Technical Requirements
    • Implemented for the first time, a hybrid system for online jury system for Competition’s Preliminary-Metal Rounds, as a pilot of a possible ARAW Values Awards online jury system in the future
    • Established new benchmarks: highest number of entries from industry (369) and from students (25) that generated gross competition fees of almost Php 1.23 M.
    • Highest number of attendees for ARAW Values Awards Night in its entire history that witnessed the unity of the entire industry, e.g., competitive TV networks ABS-CBN, GMA Network and TV5 attended the Awards cocktails and Awards Night; there were some 500 attendees for the Dolphy Square cocktails, Bronze Awards program and the Awards Night showcase.
    • Delayed, nationwide TV special, held in December generated highest net income share of Php 1.2+ Million.
    • Most publicized and highly promoted ARAW Values Awards season that utilized traditional media (TV, radio, print, electronic billboard, posters, roadshow/AVP), together with an interactive information website, audio-visual presentations, digital marketing ads, and Social Media Communications such as You Tube, Facebook and Twitter.
    • Maximized ARAW Values Awards visibility and impact on its pre-, during and post-event publicity phases, thus enhancing greatly the industry and general public awareness of the industry and its biennial ARAW Values Advertising Awards season.
    • Enhanced reach to industry and the academe, evident on the increase of entrants from industry and the individual students.
    • Preserved the ARAW Values Awards credibility and integrity as an industry biennial competition that promotes and inculcates positive values, at the same time, promote the social responsibility of the entire industry.
    • Considered as a blockbuster in the entire history of the awards program.
    • Inspired the Ad Foundation and 9th ARAW Values Awards Executive Committees to render these decisions: a) institutionalize the ARAW Values Awards Competition Rules and the 7 ARAW Cornerstone Values, particularly its 2012 definition in easy and readily understandable lay-man’s terms; and b) change the ARAW Values Awards Rules Committee into Competition Management Committee for the 10th ARAW Values Awards season in 2016.

Recap:

Ad Foundation has managed six (6) biennial seasons of the 18-year-old ARAW Values Advertising Awards with apparent success.  Through the years, and on each season, the ARAW Values Advertising Awards continue to work tediously to enhance the program and its components.

ABS-CBN remains as the ARAW Values Awards TV network, partnering with the AVA since 2002.  The network opened its once exclusive Dolphy theater as “home” to the biennial ARAW Values Advertising Awards Night, rent-free, to help Ad Foundation and its biennial awards program.

As the ABS-CBN Chairman Eugenio “Gabby” Lopez III, concurrently the Ad Foundation Board Secretary, said, “we support the ARAW Values Awards as a laudable project since its objectives of promoting Filipino Values for positive social changes is congruent to our TV network’s motto, ‘In the Service of the Filipino Nation’ “

This 2016 is the 10th ARAW Values Advertising Awards biennial season!
The Ad Foundation Executive Committee, chaired by Ruperto S. Nicdao, Jr., formally appointed multi-awarded marketing executive and industry leader, Ma. Belen M. Fernando of Alaska Milk Corporation, to be the 10th ARAW Values Advertising Awards Overall Organizing Chairman.  Renowned for her innovative ways, tenacity, dedicated passion and integrity, the 10th ARAW Values Advertising Awards will certainly chart a rediscovery journey.  This year’s AVA will introduce new facets of the biennial and unique AVA that will undoubtedly reap a bountiful harvest beneficial to the program, the industry, and the community.

With certainty, this 10th season will further elevate the status and relevance of the ARAW Values Advertising Awards in the realm of Advocacy Advertising and Social Marketing.

Brief History & Highlights of ARAW Values Awards; 1998 - 2014:

  • Envisioned by Jayjay Calero, then the AdBoard Chairman, in early 1998 as a biennial industry awards program, anchored on the ARAW 7 Cornerstone Values, to promote values advertising in the industry and demonstrate the industry’s social responsibility; its chairmanship and organization were rotated among industry/AdBoard association-members.

  • Objectives:

    • Encourage values advertising within the industry
    • Promote positive Filipino values, embodied in the ARAW 7 Cornerstone Values
    • Promote industry’s social responsibility

  • First implemented in December 1998, with March Ventosa, President of AAAA-P, as the over-all organizing chairman.

  • 2nd ARAW Values Awards, 2000, chaired by Angelica Suiza, President of PANA.

  • 3rd ARAW Values Awards; 1st week of December 2002, with TV special on the 3rd week of December over ABS-CBN; chaired by Dodie Lucas, Chairman of ASAP, with ASAP and MORES as organizing associations.
                                                         
  • 4th ARAW Values Awards, 1st week of December 2002, with TV special over ABS-CBN by the last week of December; chaired by Tom Banguis, AAAA-P Chairman; developed the present Values Awards logo

  • Formal turnover of ARAW Values Awards program to Advertising Foundation by the AdBoard in April 2006, with these rationale:

    • Values Awards program is within the Ad Foundation mandate
    • Enable Ad Foundation to generate some revenues from the Values Awards program for its sustainability
    • The Araw Values Awards (under Ad Foundation)

  • 5th ARAW Values Awards; December 13, 2006, with TV special over ABS-CBN in early January 2007; co-chaired by Raul Alvarez (AdBoard) and Antonio Samson, Ad Foundation Chairman; transition period of the awards program

    • Theme: “May Panlaban ka ba sa ARAW?”
    • Put up an ARAW Awards website for the first time
    • Implemented multimedia communications/promotional program
    • Enhanced Special Jury composition, to include judges from government, cultural communities, select NGO’s
    • Used ambient advertising for entry kits and give-aways
    • Sustained People’s Choice Awards
    • Honored select industry personalities & organizations as values advertising pioneers
    • Generated 1.0M Php net income share from TV special

  • 6th ARAW Values Awards; early December 2008, with TV special over ABS-CBN in mid-January 2009; chaired by Johnip G. Cua, Ad Foundation Chairman.

    • Adopted logo of 4th ARAW Values Awards, endorsing this to the foundation board as the permanent ‘brand’/I.D. of the biennial awards program; stylized sun with “Let Filipino Values Shine” slogan.
    • Tactical Slogan: Values Rock”
    • Enhanced the awards program objectives to include: “inculcate positive Filipino values to the youth and the general public for social changes along nation-building goals”
    • Implemented these Special Awards: Students’ Choice and “People’s Choice”
    • Held roadshows to industry sectors, other associations and academe in advertising and allied fields to promote the Awards program
    • Enhanced composition of panel of judges for the preliminary judging to include senior managers from the multi-sector industry, select educators of marketing communications, and select representatives from government and NGO’s
    • Awards Night held for the first time at ABS-CBN’s Dolphy Theater, with cocktails at the ABS-CBN garden

  • 7th ARAW Values Awards; early December 2010, with TV special over ABS-CBN and it’s the Filipino Channel (TFC) on the 2nd and 3rd week of January 2009; chaired by Ad Foundation Board Secretary, the late Manuel “Meckoy” Quiogue.

    • Theme: “You can tell the Values of a Nation by its Ads – Norman Douglas”
    • Tactical slogan:
    • Simplified judging criteria: Values Message - 50%, Creativity - 40%, and Implementation Integrity & Production Execution - 10%.
    • Enhanced Competition Rules:

      a)    Included Students’ entries
      b)    Simplified competition categories into single media and multimedia entries for Branded Communications and Advocacy/Institutional Advertising
      c)    Expanded Competition coverage to include new fields/developments, e.g., Digital/Interactive Marketing, etc.

    • Awards Night held at ABS-CBN’s Dolphy Theater
    • Realized highest net income share from Awards Night delayed TV special
    • Developed plans for an ARAW Values Awards book

  • 8th ARAW Values Awards; December 7, 2012, with TV specials over ABS-CBN and TFC on mid- and Late-January 2013; Meckoy Quiogue as Overall Organizing Chairman.

    • Tactical slogan “May ARAW Ka Rin” ( for Road-shows) and “Pag may Values, Sikat! Join na,” (for the Competition)
    • Theme: Sustained 7th Values Awards theme
    • Developed ARAW Values Awards theme song
    • Simplified the ARAW 7 Cornerstone Values and its definition
    • Held roadshows to industry associations and academe
    • R. Labayen did special research that established the ARAW Values Awards as the only one of its kind world-wide
    • Expanded Competition Rules to include Viral Advertising
    • Garnered highest number of entries from industry and students; 365 entries and gross fees reaching P 1.05+M.
    • Generated high net income share from TV special
    • A trailblazer since 1998 ARAW Values Advertising Awards

  • 9th ARAW Values Awards; November 20, 2014, with December 7, 2014 delayed TV Special over ABS-CBN’s “Sunday’s Best”, with Ed. G. Sunico as Overall Organizing Chairman


Authors:
LINDA C. GAMBOA
AYE UBALDO