The Filipino people, although known to be one of the happiest in the world, were experiencing one disaster after another. The momentum of progress they were starting to experience under new leadership was in threat. In an effort to keep the Filipino spirit up, we turned to what they loved best: music. We engaged a whole nation to write a song together, alongside the biggest icons in Philippine music --- about Filipino positivity. The KAYANIHAN project became the first anthem co-created by a whole nation.

The objective lent itself well to a PR campaign in that:

1. The overall purpose was to build a strong corporate reputation and good relations with a specific target, i.e., the Philippine government.

2. It involved engaging the target audience themselves, other stakeholders and influencers who gave their time and lent their weight to the campaign for free.

3. It used social media as an implementation tool and to create buzz.

4. It aimed to generate earned media through the participation of corporate partners and industry associations.

5. It gained free publicity through a launch event.

Using the melody of the Filipino classic, “Kay Ganda Ng Ating Musika,” (Our Beautiful Music), a call-out video was posted on social and broadcast media asking the public to contribute lyrics of how their lives has improved. Composer Ryan Cayabyab, singer Regine Velasquez, rapper Gloc9, and rockers Itchyworms collaborated to create a new song from nearly a thousand entries.

Through the Kapisanan ng mga Brodkasters ng Pilipinas (Association of Broadcasters of the Philippines), the song was aired for free by radio stations across the country.

The music video was made through photo and video submissions of Filipinos singing the song and was edited to one seamless video, featuring celebrities from rival networks, business & civil society, the public and government representatives, including the Philippine President.

The project now under the Advertising Foundation of the Philippines Inc (AFPI), it will be sustained via relay sponsorship, with Lamoiyan Corporation as next sponsor.

PR media values: over PhP48,000,000

Views:

Call-out video: 23,475

The Story Behind Kayanihan: Shown to the media and partner attendees during the press launch

Final music video: 19,871

Facebook likes: 24,835

Free advertising values: PhP34,618,515.20