This year, the Advertising Foundation of the Philippines and its ARAW Values Awards Organizing Committee decided to have an in-depth perspective on the industry’s biennial ARAW Values Awards vis-à-vis current trends and various developments in the industry and in our overall evolving landscape. And likewise, we have to also respond to some industry sector clamor. For Ad Foundation and one of its flagship projects, the ARAW Values Advertising Awards, to be relevant to the times and the needs of the marketing communications industry, and thus make a difference, we have to train our sights and focus on inclusion, multiculturalism, gender-sensitivity, single parenting, and the like. Undaunted, the Ad Foundation and its ARAW Values Awards Organizing Committee decided to take these immediate and relatively bold steps, without much ado and despite the apparent time constraints:
1. Review of the definitions of the ARAW 7 Cornerstone Values, both as Competition Categories and as Judging Criteria to duly reflect the multi-cultural heritage of our people and country, at the same time, respond to needs for inclusion of various sectors of the civil society, which required consultation with a renowned and multi-awarded social scientist, an expert in sociology and social research, with a number of published and commissioned studies and technical papers.
2. Develop a twin - ARAW Values Awards Competition project that can ran parallel together, addressing separate but complimenting aspects of the awards program, yet firmly anchored on the ARAW 7 Cornerstone Values both as Competition categories and as Judging Criteria for Branded Communications or Advocacy Communications as Competition Divisions, in various and well defined media formats.
11 TH ARAW Values Advertising (AVA) Awards, that started in 1998 and was sustained thereafter as a biennial industry and values laden awards program, enhanced further to include Competition entries of individual students leading to the creation of a Students’ Competition division, with a much wider reach through its Awards Night showcase delayed telecast, with “global feeds” in The Filipino Channel’s (TFC) 7 territories worldwide, and a steadfast increase of Competition entries from the multisector industry, non- government organizations (NGO’s), government and government- owned/controlled corporations (GOCC’s), professional organizations and business entities. 2019 ARAW Values Technical Awards, to be introduced and piloted this year to duly recognize and honor the Outstanding Work per specific technical field or the Most Outstanding in Branded Communications or Advocacy Communications, across 7 technical fields of expertise, namely; Animation and Visual Effects, Cinematography, Photography, Production Design, Editing, Sound Design, Editing and Mixing, and Visual and Audio Restoration (Audio, Video, Film); open only to industry members, non- government organizations, government and government owned/controlled corporations, individual professionals and freelancers, who may belong to an industry organization, or a technical guild, or a renowned professional expert without membership in any trade or professional organizations; Competition open to Single Entry only, in various media forms, for a specific technical field.
3. Sustain the “Tanglaw ng ARAW” Special Awards, first implemented during the 9 th ARAW Values Advertising Awards and sustained in the following ARAW Values Awards biennial season, to duly recognize and honor outstanding contributions of individuals and/or organizations to the development and growth of the ARAW Values Awards program and instill the ARAW 7 Cornerstone Values among industries, communities, people and country.
Encourage values advertising in the multisector industry Promote and inculcate positive values among the young for social progress of people and country Assist in nation-building
Generate some net revenues from the delayed telecasts of the ARAW Awards Showcase for the Ad Foundation and its sustainability promote the social responsibility of the whole industry