The Power of Values-Driven Advertising: Jun Nicdao on the Araw Values Awards
Advertising is more than just selling a product—it has the power to inspire, educate, and shape the moral fabric of society. In this video, Ruperto “Jun” S. Nicdao, Jr., Chairman of the Board of the Advertising Foundation of the Philippines and the Kapisanan ng mga Broadkaster ng Pilipinas (KBP), reflects on the impact of values-driven advertising, the role of the Araw Values Awards, and how creatives today can shape the future through storytelling.
As misinformation spreads rapidly, it’s more important than ever to uphold messages of truth, integrity, and responsibility in advertising. By embracing purpose-driven marketing, brands and creatives can go beyond commercial success and create work that leaves a lasting impact.
Watch the video below and be part of the movement that champions ethical storytelling and positive change in the Filipino advertising industry.
Transcript:
What does the Araw Values Awards mean to you and why is it important today?
For me, the Araw Values Awards is not just about recognizing good or great advertising. It's more about rearming the power of advertising to inspire, to educate, and to shape the moral fabric of our society. I represent the broadcast industry and this means more to me, as we are faced with a barrage of misinformation and negativity which spreads so quickly. It's important more than ever to uphold messages that reflect truth, integrity, and responsibility. The seven cornerstone values that we espouse in the Araw Values Awards are timeless and should guide advertisers and marketing communicators who want to make a real difference.
Why do you believe it’s essential for Filipinos, especially young creatives, to engage in promoting these values?
Now, I believe the younger generation has an incredible opportunity and responsibility to shape the future through the stories they tell. Today's creatives have access to powerful tools and platforms that can reach hundreds of thousands, if not millions, in an instant. If they embrace and promote values like the cornerstone values of the Araw Values, they're not just creating great content, they're helping shape a more responsible and kind Filipino society.
How do you see the Araw Values Awards influencing Filipino culture and advertising today?
I've seen how the Araw Values Awards challenge advertisers to go beyond commercial success and think about their work's impact on society. I'd like to think that their approach to storytelling has not only become more engaging, but I think certainly more meaningful. The awards may have helped cultivate a culture of responsibility in advertising, helping shape national values and inspire positive change.
What has been the most fulfilling part of organizing this year’s Araw Values Awards?
The most fulfilling part has been seeing the passion and dedication of everyone involved, especially all the members of this year's awards committee and the subcommittees and the judges, the organizers, who believe in the power of values-laden communication. It's inspiring to witness campaigns that don't just sell a product but genuinely uplift, educate, and bring people together. Knowing that the Araw Values Awards continue to spark meaningful conversations and inspire the next generation of creatives makes all the hard work worth it.
