ARAW VALUES BRIEF HISTORY & HIGHLIGHTS
by Aye Ubaldo and Linda Gamboa
ARAW VALUES BRIEF HISTORY & HIGHLIGHTS
by Aye Ubaldo and Linda Gamboa
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
Advertising”
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”
- Honored three post-Martial Law pioneers of values advertising
- Jose “Totoy” Avellana, Herminio “Minyong” Ordonez and Antonio R. Samson
- Started TV network partnership with ABS-CBN
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
- Theme: “Let Filipino Values Shine”
- Developed the ARAW Values Awards logo, adopted in
2008 as the Awards program’s
permanent “brand” together with its theme
- Sustained 2000 Special Awards, further adding a Rotary
Club Award sponsored by the latter
- 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.
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
- Sustained TV network partnership with ABS-CBN
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.
- 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
- 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:
- Included Students’ entries
- Simplified competition categories into single media and multimedia entries for Branded Communications and Advocacy/Institutional Advertising
- Expanded Competition coverage to include new fields/developments, e.g., Digital/Interactive Marketing, etc
- Removed the Special Awards, including “People’s Choice”
8thnd 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
- 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
- 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
9th ARAW Values 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
- 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
- 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
This 2016 is the 11th ARAW Values Awardsbiennial 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 11th ARAW
Values Advertising Awards Overall Organizing Chairperson.
Renowned for her innovative ways, tenacity, dedicated passion
and integrity, the 11th 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 11th season will further elevate the status
and relevance of the ARAW Values Advertising Awards in the
realm of Advocacy Advertising and Social Marketing.
