Our Work Expanded - NGP Integrated Marketing Communications

IMC CASE STUDY

MSD HOPE FROM WITHIN

NGP IMC launched “Hope From Within: Test, Talk, Take Action for Lung Cancer” which is an advocacy on lung cancer awareness, control, and giving new hope for patients through breakthrough treatment options such as Immunotherapy.

The campaign became the catalyst for the different government agencies, medical community and NGO’s to renew commitment on fighting cancer. The advocacy introduced a new ambassador, TV news anchor Diego Castro, who shared his story and personal experience against the dreaded C.

The success of Hope From Within brought forth the expansion of the advocacy to Cancer Game Plan PH which gathered patient support groups and more influencers to give voice for patients, espouse early detection of cancer, and increase access to expensive treatments especially through financial assistance from government agencies.

In celebration of Lung Cancer Awareness Month, Hope from Within, a multi-stakeholder cancer awareness campaign led by MSD in the Philippines, amplified its advocacy of renewing hope in the fight against Cancer through patient education and experience sharing forum at the Philippine General Hospital Cancer Institute on October 30, 2019. Hope From Within Ambassadors Tirso Cruz III, Susan Africa, and Marlo Mortel shared their own stories of hope through their battle against the disease, to encourage and inspire patients to keep their hope alive.

Hope From Within page has continued to create a milestone for the advocacy generating over 3 million reached users in less than a year. The HFW advocacy resulted into an increase of inquiries on how to get tested for cancer, the different treatment options available, and also aided in creating awareness for the Cancer Control Bill, which, eventually, was signed into law in 2019.

Hope From Within page has continued to create a milestone for the advocacy generating over 3 million reached users in less than a year. The HFW advocacy resulted into an increase of inquiries on how to get tested for cancer, the different treatment options available, and also aided in creating awareness for the Cancer Control Bill, which, eventually, was signed into law in 2019.

From Hope from Within to Cancer Game Plan PH, a total of P48,670,917.79 from 107 publicity pick-ups from press conferences, print, online and broadcast outputs was achieved.

The result shows how far reaching and impactful the exposure of the event was – capturing wider net of audiences from different media types.

Shell Eco-Marathon (SEM) ASIA

Shell Eco-marathon Asia is Shell companies in the Philippines’ regional energy efficiency program that drives young engineers to design, build, and test the car that can run the farthest distance using the least amount of energy.

SEM Asia was staged in the country from 2014 to 2016.

The tri-media publicity for SEM Asia 2014 generated P3.4 million PR values for print and P6 million PR values for broadcast.

A side campaign, Powering Progress Together (PPT), was also launched and had industry movers and shakers partnering during the 2-day conference. PR value generated for the campaign amounted to P1.2 million.

For SEM Asia 2015 in Manila, a public run and university launch was held in UST attended by more than 20 journalists from print, TV and online — better than SEM Rotterdam and SEM Houston, which is its regional counterparts in the Americas and Europe.

SHELL NATIONAL STUDENTS ART COMPETITION (NSAC)

NGP IMC supported Shell’s annual art competition which had been the longest running art program in the Philippines. Shell NSAC was positioned to discover new talents in the local art scene and NGP IMC provided publicity and media coverage for Shell NSAC from entry submission to awarding and post event publicity of the winners.

The team helped boost awareness for the art tilt by sponsoring a media fam tour with Ben Cab in 2012.

We garnered an average of P2 million worth of PR values annually for Shell NSAC since 1998.

Shell AVIATION PHILIPPINES

CEB is currently the second busiest terminal in the country, making PSPC well placed to meet its increasing fuelling needs as passenger numbers are expected to increase from 4.5 million to more than 12 million per annum by 2018. The said initiative is part of Shell’s overall strategy to continuously be a good investment opportunity, whilst being a true partner of the Philippines in nation-building and progress.

“Shell Aviation is committed to continuously support the progress of the Philippines’ aviation industry and creating outstanding value for its customers by delivering world-class aviation fuels and services, safely and on time,” said Richard Pereira, General Manager Shell Aviation, Asia Pacific and Middle East. “Shell Aviation aims to continue its strategic expansion in key locations with potential future growth like Cebu.”

VOICES OF HOPE

The event is a multi-stakeholder dialogue of MSD in the Philippines’ Hope From Within advocacy, which promotes conversation among relevant players in the patient care ecosystem as they share their perspectives on how to stay top of a deadly disease: by being knowledgeable of the entire cancer patient journey. (L-R lung cancer patient Tetit Melendres-Aristan, Hope From Within Ambassador Diego Castro, Medical Oncologist Dr. Meredith Garcia, and lung cancer advocate Fr. Jerry Orbos

GUARD
AGAINST
HPV

The multi-stakeholder panel discussion during Guard Against HPV advocacy campaign’s launch was participated by the advocacy’s ambassador Ms. Nina Corpuz, representative experts from Cervical Cancer Prevention Network of the Philippines (CECAP), Philippine Dermatological Society of the Philippines (PDS), Philippine Infectious Diseases Society for Obstetrics and Gynecology (PIDSOG), Pediatric Infectious Disease Society of the Philippines (PIDSP), Digital Filipina, and Lingkod E.R.-UST program.

VOICES OF HOPE : Media Forum

Voices of Hope: A new era in lung cancer

Hope From Within Ambassadors Tirso Cruz III and Susan Africa, and representatives of the health sector Dr. Guia Ladrera, Oncology Section Head from the Lung Center of the Philippines and Engr. Emer Rojas, President of patient group New Vois joined together at the Voices of Hope: A New Era in Lung Cancer Media Forum to advocate winning over the Big C through early screening, proper diagnosis, and awareness.

The ARC Young Leaders Camp is a youth leadership program for students with strong leadership qualities that is aimed to hone and empower them to be movers and shakers making a positive, sustainable future in their communities.

Selected from top universities, the young leaders participate in a 3-day intensive leadership camp. To date, the program has trained and developed 300 graduates since 2012. The camp was supported by the country’s top influencers such as Efren Penaflorida, Kesz Valdez, Maria Ressa, Senator Bam Aquino, Bambike’s Bryan McClelland, Karen Davila, Aisa Mijeno, Quintin Pastrana, Ana Oposa and Jay Jaboneta.

Through the years, the campaign has generated consistent and focused print and online publicity support. In 2017, The program was recognized by Enterprise Asia and won in the “Investing in People” category in the annual Asia Responsible Entrepreneurship Awards held in Bangkok, Thailand. RC Cola remains as the #1 beverage choice among youth from the CDE Socio-Eco Class.

ARC YOUNG LEADERS’ CAMP

SHELL NATIONAL YOUTH ACTIVE CHESS CHAMPIONSHIP

NGP IMC’s more than 20 years experience in handling Shell Active Chess helped catapult chess into one of Filipinos’ favorite sports, and led more students to aspire to become Chess Grand Masters.

NGP IMC helped boost awareness for the competition via pre-event, on-site media coverage, and post event publicity across the 9 different locations where the nationwide tournament is held.

The team generated an average of 200 press clippings and P6 million worth of PR values annually since 1998.

Partnering with Liter of Light is part of Shell companies in the Philippines’ Access to Energy global campaign that is positioned to establish alternative energy sources in rural communities that have no access to the electricity grid. Liter of Light goes nationwide in distributing solar powered lamps and educating communities on how they can harness alternative sources of power like the sunlight.

NGP handled the publicity of the Shell and Liter of Light pilot activation event in Angat, Bulacan that gathered a PR value of P3,882,569.22 and a media ad value of P1,294,189.74. Online news site Rappler produced a documentation of the event and NGP managed the post event and sustaining publicity on the campaign.