THE ARAW VALUES AWARDS

The ARAW Values Advertising Awards recognizes outstanding and excellent advertising and marketing messages and/or materials for Branded Communications and Advocacy Communications that promote the ARAW 7 Cornerstone Values, a cluster of select and well-defined values for positive social changes.

The above industry biennial program, now on its 11th season, is organized by the Advertising Foundation of the Philippines (Ad Foundation), the social development institution and advocacy body of the multi-sector Philippine advertising and marketing communications industry

 

Vision and Key Objectives of the ARAW Values Advertising Awards are:

  1. Encourage values advertising within the industry

  2. Promote and inculcate positive Filipino values to the youth and general public for social changes and nation-building

  3. Enhance ARAW Values Advertising Awards stature

  4. Promote industry social responsibility

  5. Generate revenue for the sustainability of the foundation and its social marketing endeavors

 
 
 

ARAW Values Advertising Awards was envisioned in early 1998 by renowned industry leader Javier “JJ” Calero, then the Chairman of the Advertising Board of the Philippines (AdBoard), to encourage values advertising within the industry.

The awards program was to be organized once-in-every-two-years by AdBoard association members on a rotation basis. It was implemented for the first time in December 1998. Thereafter, the biennial ARAW Values Awards and its Awards Night were held in early December of 2000, 2002 and 2004.

 

Main Objectives of the ARAW Values Awards Then Were:

  1. Encourage values advertising within the industry


  2. Promote positive Filipino values


  3. Promote the industry’s social responsibility

 

THE ARAW 7 CORNERSTONE VALUES

The ARAW 7 Cornerstone Values, which cluster together a number of positive values, serve as Competition Category, and likewise, as Judging Criteria of the ARAW Values Advertising Awards since this values laden awards program was envisioned and started in early 1998.

In 2010, the 7th ARAW Values Advertising Awards Organizing Committee, chaired by renowned industry leader Manuel “Meckoy” Quiogue, then the incumbent Vice-Chairman of Advertising Foundation of the Philippines (Ad Foundation) requested Robert Labayen of ABS-CBN, a multi-awarded executive creative director and Chairman of 7th ARAW Values Awards - Creative Committee, to define the ARAW 7 Cornerstone Values into layman’s terms, for comprehension facility of the new Competition entrants’ division: the intercollegiate students in advertising, marketing communications and its allied fields.

Labayen, who was also responsible for the initial institutionalization of the ARAW Values Advertising Awards Competition Rules in 2002, upon the request of then Chairman of the 3rd ARAW Values Awards program, Arnedo “Dodie” Lucas, readily heeded the request of the late Meckoy Quiogue then and accomplished the challenging tasks immediately. In addition, Labayen also conducted a shortrun yet comprehensive research on ARAW Values Advertising Awards, hoping to find a counterpart of the aforementioned or its equivalent in Asia, or in Europe, or in the Americas, to naught. Labayen though succeeded in defining each of the ARAW 7 Cornerstone Values that provided clearer guidelines to the ARAW Values Awards –Students Competition Division, introduced in 2010.

Almost a decade thereafter, the 11th ARAW Values Awards Organizing Committee, with Ad Foundation Chairman Ruperto “Jun” S. Nicdao, Jr. and foundation board member, Ma. Belen M. Fernando, as its Overall Organizing Chairperson, decided unanimously to expand the coverage of the ARAW 7 Cornerstone Values, in response to the evolving landscape of the industry and demands of the environment. Coverage of the ARAW 7 Cornerstone Values had to be inclusive, to include the PWD’s, LGBT communities, special children, etc., at the same time, be gender-sensitive as well.

Without so much ado, Ad Foundation assistant board secretary and executive director Linda Gamboa requested renowned scholar and multi-awarded social scientist, Dr. Virginia Alvarez - Miralao, to assist the foundation and its 11th ARAW Values Advertising Awards Organizing Committee. Dr. Miralao did the task pro bono and within the deadline constraints of the ARAW Values Awards competition launch. And thus, the expanded definition of ARAW 7 Cornerstone Values, inclusive, responsive and relevant to the changing times.

Communications under this category acknowledge spiritual need as a basic human need, and therefore uphold people’s belief of faith in a God, a Higher Being, or a Spiritual/Supernatural Realm. Such communications further recognize and enjoin respect for the many forms of faith/religious/spiritual expression from local devotions, traditional rituals and worship, to organized religion and institutional practices. Communications can also highlight the invaluable contribution of religious and spiritual practice to social cohesion and harmonious and compassionate living.

Communications under this category value the use and transmission of accurate, factual and verifiable information, and reasoned analysis, particularly by those in media (traditional/mainstream and social media), engaged as they are in news reporting, forming and shaping opinions, and educating the public on world affairs and current developments. Guided by this, communications help ensure adherence to fairness and ethical conduct and principles.

Communications under this category promote pride of place in/for the Philippines and foster a sense of national (Filipino) identity. Communications that likewise promote knowledge and appreciation of Philippine history and geography; the overlays of cultural, religious, political and economic influences that have shaped the country over time (Hispanized, Christianized, Sinicized, Americanized, and currently maybe being Asianized); and celebrate the country’s living traditions and unique heritages, and artistic and creative expressions, products and industries.

Communications under this category acknowledge families as the building blocks of societies, and emphasize the importance of a) family bonds and relationships, which in the Philippines include a slew of extended kin and relatives from different generations and arising from various affinal (marriage) and consanguineal (blood ties); b) responsible parenting on the part of adults; and c) filial respect and affection on the part of children and the youth.

Communications under this category raise consciousness of the dignity of the individual amidst existing social distinctions arising from the multi- ethnic/linguistic character of Philippine society and its demographic differentiation into age, sex and gender-orientation groups, socio-economic classes, physical and mental-ability categories, etc. Communications that likewise support non-discriminatory policies and programs and efforts designed to safeguard basic individual rights to life, liberty and happiness, and accord to one and all related political, economic, socio-cultural rights and freedoms.

Communications under this category help develop notions of civics and the common good and draw attention to how individuals contribute to the functioning of societies. Communications that further extol the values of social responsibility and good citizenship – i.e., respect for authority and the rule of law, paying taxes, abiding by the traffic rules, not littering and keeping one’s surroundings orderly and clean, volunteering in local community charities and development projects, etc.

 

Communications under this category advance knowledge and understanding of the interconnectedness of all living things and the physical world or Planet Earth, and the imperatives of maintaining the fragile balance of this ecosystem. Communications in this category may thus touch on such themes and topics as the necessity of conserving nature and the biodiversity obtaining in plant, animal, and marine life, and the environmental threats posed by increasing industrialization and economic growth, and by consumerist behavior and lifestyles. Communications here can also inform on and enjoin support for policies and programs meant to arrest further environmental degradation as reforestation, the cleaning of oceans and water bodies, waste reduction and the recycling of products, the shift to cleaner fuels and green energy, regulating extractive industries and technologies, and curbing wasteful consumption among households, communities, offices and the public.