After almost four years of hiatus arising from the pandemic, the biennial ARAW Values Advertising Awards is back!
This year, the Advertising Foundation of the Philippines (Ad Foundation), as the industry arm for values advocacy and social marketing, in partnership with the Ad Standards Council (ASC), our industry body for Self-Regulation on Content, Sales & Promotion, are together with our 12th ARAW Values Awards Organizing Committee of select volunteers from our multi-sector industry, in leading the journey for nation-building.
Adhering to the objectives of the 25-year-old ARAW Values Awards (AVA), envisioned in 1998 by one of the respected industry leaders and values advocate, the late JJ Calero, the Organizers are more excited than ever to reignite the spirit of excellence and values in the multi-sector advertising community.
The 12th ARAW Values Awards theme,
SIKLAB NG ARAW, symbolizes the spark ignited when the wisdom of the past meets the innovation of the present. It represents the fusion of generations, creating a brighter future together.
Coupled with the tagline "Liwanag ng Muling Pagsikat" the 12th ARAW Values Awards embodies the hope that the sun will always rise, shining its light again within our dynamic and resilient industry.
We have also refreshed our ARAW 7 Cornerstone Values, reflecting the modern insights of today, while honoring our multi-cultural and traditional roots.
The ARAW 7 Cornerstone Values serve as one of the biennial ARAW Values Awards competition categories, and, likewise, as one of the judging criteria for the competition entries.
THE 7 CORNERSTONE VALUES
Commitment to truth,
honesty, and justice
Focusing on transparency, accountability, and social justice.
Love of country and respect for national customs and traditions
Celebrating diversity in national identity with a critical understanding of history.
Love of God and
Respect for all religious beliefs
Emphasizing spiritual diversity and personal journeys.
Respect and care for human life
and dignity and the rights of all
Advocating for gender equality and protection of marginalized groups.
Respect for law and authority and promotion of self-discipline
Emphasizing critical engagement, civic participation, and challenging unjust systems.
Reverence for family unit, or marriage, or responsible parenthood
Valuing strong bonds with broader definitions of family structures.
Concern for and preservation of the environment
Promoting active environmentalism and sustainable development.
With the recent “soft” and austere launch of the 12th ARAW Values Awards, the 12th ARAW Values Awards Organizing Committee is assisted by our Ad Foundation working committees, Ways & Means and PR & Information Committees in pursuing the laudable goals of the 12th ARAW Values Awards:
promote and instill values for positive social changes;
encourage values advertising within our industry;
promote the social responsibility of our advertising and marketing communications industry;
promote Philippine culture;
and assist in nation-building for the benefit of the people and the country.
At the same time, we also promote our ARAW Values Awards partners and all our sponsors in this revival of our unique, meaningful, biennial ARAW Values Awards.
We enjoin all in celebrating the creativity and values that define our industry, our Filipino national identity, and our country!
SUBMISSION PERIOD
AND ENTRY FEES
There are three (3) schedules, with corresponding incentives, for the submission of entries from industry members, professionals, and other organizations.
Period
Fee Per Single Entry
Fee Per Mutimedia/Campaigns
August 1 to August 7
”Discounted Registration”
Php 3,000.00
Php 4,500.00
August 8 to November 8
”Regular Registration”
Php 3,500.00
Php 5,000.00
November 9 to November 15
”Premium Registration”
Php 4,500.00
Php 6,000.00
Fees for Students
Period
Fees for Students
August 1
to November 15
Php 1,000.00
(Single Entry Only)
Deadline of submission of entries is 15 November 2024. Entry forms, materials, and supporting documents must be submitted online at the ENTRY PORTAL.
Ready to show your
Submit your entries via
our Entry Portal
THE ADVERTISING FOUNDATION OF THE PHILIPPINES
The Advertising Foundation of the Philippines, Inc. (Ad Foundation) was envisioned as early as 1983, by Luis “Louie” J. Morales, then the Chairman of the Philippine Board of Advertising (PBA; became the Ad Board in 1989), together with a group of seven (7) individual business and industry leaders from the multi-sector advertising and marketing communications industry, namely; Oscar Villadolid and Marcial Carrion of San Miguel Corporation, Rizalino “Roy” Navarro of SGV, Cesar Bautista of Phil. Refining Co. (Unilever Phils.), Linda Gamboa of ASAP, Menardo Jimenez of GMA Network, and Ruben Nunez of the PBA.
Assisting the group was Jose Rafael “Ernie” Hernandez, a former Account Management Executive of Ace Saatchi & Saatchi – Philippines, then working in Madison Ave., New York City, U.S.A., as a Filipino expatriate, who provided materials & other reference materials on the Advertising Council of the Americas. It was in 1985–’86, though, that the PBA, then chaired by Manuel “Meckoy” Quiogue of PANA and subsequently by Andre Kahn of KBP, was PBA Chairman of the Board of the PBA, respectively.
In 1986, the PBA and its Industry Development Committee (IDC), then chaired by Stella Villegas of PANA, attended to the incorporation requirements of the Ad Foundation and filed the Ad Foundation incorporation documents and by-laws with the Securities Exchange Commission (SEC) in mid-1986. Ms. Villegas pursued the needed coordination and follow-up work with the SEC thereafter.
The SEC approved the incorporation of the Advertising Foundation of the Philippines on January 16, 1989. The Ad Foundation was launched on August 31, 1989, highlighted by its logo unveiling, undertaken pro bono by multi-awarded designer Angel L. Bunag, then the President of the Advertising Suppliers Association of the Philippines (ASAP) and a board director of the PBA.
The launch coincided with the PBA’s 15th founding anniversary and its change of name from the PBA to the Advertising Board of the Philippines (AdBoard). PBA’s Special Projects Committee (SPC), co-chaired by Linda Gamboa and Oscar Villadolid, also included the launch of a Php 1.0 M fund drive for the start-up operations of the Ad Foundation. Louie Morales, who envisioned the creation of Ad Foundation, was at the helm of the PBA, now the AdBoard. Ad Foundation started its actual operations on July 15, 1990.
The Ad Foundation, as the social development body of the multi-sectoral industry for Values Advocacy and Social Marketing endeavors, is often referred to as the “social conscience of the industry.” Ad Foundation is a non-profit, non-stock, and non-partisan corporation, a non-VATable organization, and a duly certified business league and tax-exempt donee institution.
Non-profit, non-stock corporation: SEC-registered
Business League: DOF-BIR 5-26-171-94
Tax-exempt Donee Institution: BIR no. 230
Ad Foundation Objectives
Promote the industry’s Social Responsibility and its Self-Regulation;
Promote Values for positive social changes;
Encourage Values Advertising within the industry;
Promote Philippine culture, its mores, norms, and traditions; and
Assist in nation-building endeavors of benefit to the well-being of the industry, people, and country as well.
On November 7, 2017, the Ad Foundation garnered the prestigious AGORA Awards for Advocacy Marketing as an Organization, of the Philippine Marketing Association (PMA) held at the Manila Hotel.