The Advocacy and Sustainability Communications Division of Campaigns and Grey

Weve marketed soap.

But weve shifted gears. We now market healthcare reform. Were getting you to support the environment. And were not going to stop convincing you that doing good is good for profit, for people, and for the planet. We wanted to use our years of experience to communicate ideals, causes, and behaviors to affect the greater good, so weve retrained ourselves to become social marketers----using tried and tested marketing tools and applying them to todays most pressing issues. We help corporations talk strategic CSR and doing real, measurable, and sustainable good. We help non-profits and government agencies understand marketing and targeted communications. We at CSR like to think of it as the happy middle.

how it all began

2005

If great ideas and passion can sell shampoo, imagine what they can do for family planning and good government. With this in mind, Campaigns and Grey embarked on creative advocacy ads that not only hit a creative note, but also resonated with the public and brought about real change. Campaigns and Grey was one of the first advertising agencies to get involved in reproductive health, AIDS awareness, and political campaigning. In 2005, CSR was established as separate unit--the first in the country--to focus on advocacy and sustainability communications.

who we are

Got you to try every new and improved shampoo. Even convinced you that this is the best juice on the market.

ENVIRONMENT
Weve partnered with groups such as Haribon, Greenpeace, and most recently, Rare--ranked one of the top
A scene from Haribons Signature Tree tv commercial

50 non-profits in the United States today. Key issues weve handled include preserving local biodiversity, illegal logging, marine conservation, and anti-mining on the island of Palawan.

To view our tv work on the environment:

visit us at http://vimeo.com/csrmanila

One postcard from a series of awareness materials for a tie-up between Haribon and swimwear line U-Swim. A portion of every swimsuit purchased went to beach clean-up projects.

EDUCATION
Developing reading campaigns, supporting education reform, managing an ICT in education program, and celebrating teachers are some
Illustrated frames from the animated tv commercial celebrating Teachers Month in 2010.

ways weve worked in the field of education. Our clients include The Philippine Department of Education, education governance group Synergeia, Ahon Foundation, and Proctor & Gamble.

To view our tv work on education

visit us at http://vimeo.com/csrmanila

HEALTH
Healthcare reform, water and sanitation, AIDS, cervical cancer, counterfeit medicines--these are just some of the health issues weve tackled. Our work in health has include developing IEC (information education campaigns) for the poorest municipalities in the country as well as driving women in the urban areas to get vaccinated against sexually-transmitted viruses. Our clients include The Department of Health, Glaxo SmithKline, Zuellig, US-AID, and AusAid.

Open defecation is still a problem in both rural and urban areas in the country. This is a poster developed with AusAid conveying the importance of investing in a toilet for good health.

HEALTH

Ethical drugs, such as the cervical cancer vaccine Cervarix, cannot be advertised under Philippine law. In order to get women of all ages and stages vaccinated, a celebrity mother-daughter team with a history of cancerrelated death in the family was used as spokespersons to talk about the first vaccine-preventable cancer.

To view our tv work on health, visit us at http://vimeo.com/csrmanila

SUSTAINABILITY
CSR also works with corporations on communicating how their businesses are becoming more sustainable. Clients include Ayala Land NUVALI, Cemex, and ArthaLand.

NUVALI is Ayala Lands first eco development in the country. The company wanted to showcase how this multi-hectare project was positively affecting nearby communities through livelihoods focused on upcycling trash and manufacturing other low-impact products.

SUSTAINABILITY

As part of the NUVALI launch, materials such as posters and notebook primers were distributed to the media to help them understand the basic principles of sustainability as well as the green features Ayala Land put into the development.

SUSTAINABILITY

This print ad was developed to show that CEMEXs commitment to the environment went beyond tokenism. Real changes to their core business--cement manufacturing--was being undertaken to address the effects of climate change brought about the traditional practices of their industry.

PRESSING SOCIAL ISSUES

CSR is also the preferred partner of many NGOs when it comes to developing campaigns for pressing social issues such as reproductive health, human rights, and animal welfare.

PRESSING SOCIAL ISSUES

A series of print ads featuring well-known human rights victims in the Philippines. The campaign aimed to bring greater awareness to an issue historically regarded as a leftist concern. The campaign included a school tour, a website, and out-of-home installations.

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