Start An Advocacy Campaign

March 21, 2023, 11:58 AM - Katipunan Avenue, Quezon City, Philippines - Angat Buhay Volunteer Center

As Daniel and Berto left the Foundation, Daniel checked his watch and realized it was nearly noon. "Hey, bro," he said, "it's almost lunchtime. How about I treat you to lunch? I also have something else I want to discuss with you."

Berto nodded and replied, "Sure, why not?" He followed Daniel to his car, and they drove to Yoshimeatsu Katipunan, a cozy Japanese grill restaurant nearby known for its mouth-watering grilled dishes. The staff welcomed them warmly and handed them menus.

After browsing the menu, they decided to try the unlimited menu and headed to the buffet to pile their plates high with various meats, seafood, and vegetables. They filled their plates with succulent chicken wings, juicy slices of beef, plump prawns, and fresh vegetables.

Back at their table, they started cooking their choices on the grill, filling the air with the sizzling aroma of meats. While they caught up on each other's lives, Daniel cleared his throat and began, "The thing I wanted to talk to you about is an idea of mine," he began. "I'm planning to launch a social media campaign centered around the ongoing transport strike, with my company's advocacy focused on promoting creativity and inclusivity."

Daniel believed that they could leverage the call of drivers and operators for consideration in the modernization program, as the current implementation seemed anti-poor and undermined their livelihood. He wanted to create a campaign that emphasized the cause, highlighting that progress should never leave anyone behind. "My vision is to create a message that modernization is essential, but its implementation should not cause harm to some. Progress should be for everyone, not just the privileged," he explained.

To achieve this, Daniel had several ideas in mind. He planned to shoot footage of the food distribution and mobilize his company cars to offer free rides to people during the strike. He also wanted to conduct interviews with drivers, giving them a platform to clear their standpoint. Many people were angry with them, labeling them as anti-progress or even red-tagging them as pro-rebels and left-leaning.

Daniel believed that they could showcase the drivers' perspective and create a compelling story that resonates with the audience. "Perhaps we can incorporate a spoken-word video as the primary storyteller and audio for the video," he suggested.

Berto listened intently, nodding in agreement with Daniel's plans. "That's a great idea," he said. "I think it's essential to give these drivers a voice and show that they're not the enemy. It's the implementation of the modernization program that's causing the problem, and not the goal itself. And I like the idea of incorporating a spoken-word video. It will add a personal touch and make the message more powerful."

"Yeah, it's a win-win for everyone," Daniel chimed, "The agency gets, promoted, and we get to help with the advocacy."

After finishing their meal, Daniel and Berto continued discussing the social media campaign, brainstorming more ideas and ways to make it effective. They were both excited about the project and how it could potentially help the drivers and operators.

"Okay, so let's start shooting tomorrow," Daniel said as he finished his drink. "I'll inform Jhunel, our videographer, to prepare for the shoot. Please coordinate with the foundation that we'll come tomorrow to take some videos."

Berto nodded in agreement and took out his phone to contact the foundation. He quickly sent a message to their contact person, informing them about the shoot and asking for their assistance in coordinating with the drivers.

After confirming the shoot, Daniel and Berto left the restaurant, feeling excited about the project. They parted ways, with Daniel heading back to his office, and Berto returning to the foundation to finalize the details.

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March 21, 2023, 2:13 PM - Vertis North, Diliman, Quezon City, Philippines - Orean Place CS 103 - Inklusive Creatives and Advertising's Temporary Office

Upon arriving back in the office, Daniel was informed by Nhicole that the social media accounts have already been created. Right now the only content in them was art cards introducing who the agency was.

So Daniel called in the team to discuss his idea of creating a social media campaign that leans more towards telling a story of their cause instead of creating a hard-sell advertisement that says 'This is who we are' and 'This is what we do'. That kind of approach is already overused and has become uninteresting.

"Alright, I have an idea for our first social media campaign. The company's name is Inklusive, right? The idea I want to portray is that the content and campaigns we create are not only creative but also accommodating. All aspects are taken into consideration before we execute.

Our goal is to create content that represents all voices, all perspectives, and all experiences.

Thus, we can leverage the story of the current transport strike. Let's make a series of videos that showcases the drivers' and operators' side of the story. We'll interview them and let them share their experiences and opinions on the current situation.

We want to create a message that resonates with people, that progress and modernization are necessary, but it should never come at the cost of people's livelihoods or well-being.

We want to promote comprehensiveness, that everyone should be considered in the process of modernization, not just the privileged few. And we want to showcase our creativity in delivering this message, using different mediums to make it more engaging and relatable."

The team listened intently, nodding in agreement with Daniel's vision. They were excited to take on this project and create content that aligned with their company's values.

They started brainstorming ideas on how to execute the campaign effectively, discussing the different approaches they could take, and the creative elements they could incorporate.

One team member suggested creating a series of short videos, each highlighting a specific driver or operator's story and their perspective on the current situation.

Another team member proposed creating an interactive map that showed the areas affected by the transport strike and the alternative routes people could take.

Daniel listened to their ideas and encouraged them to keep suggesting whatever they can think of.

"We want to create content that is not only creative and engaging but also effective in delivering our message. We want people to see that we are not just another advertising agency," he said.

The team continued discussing the project, bouncing ideas off each other and getting more and more excited about the possibilities. They were determined to make this campaign a success and show people the power of communication in promoting change.