The 3rd ASEAN PR Excellence Award

BEST PR PROGRAMME – ASEAN

• Diamond – Ultra Micro Ecosystem, The Largest Right Issue in South East Asia – Bank Rakyat Indonesia (INDONESIA)

BRI conducted the rights issue to support its recent appointment as the holding entity for Ultra Micro Ecosystem with two other SOEs: pawnshop chain Pegadaian and ultramicro lender Permodalan Nasional Madani. The UMi Ecosystem, serving as the embryo of the micro and SME segments, has been set as one of BRI’s new sources of growth. This is also part of BRI long-term strategy that we call BRIVolution 2.0 that aims to secure strong and sustainable future growth and helps achieve our vision to be “The Most Valuable Banking Group in Southeast Asia and Champion of Financial Inclusion”.

As part of the establishment of UMi Ecosystem, BRI has prepared robust integration plan and strategies, supported by Bank’s in-placed infrastructure and capabilities, to achieve the synergies of the three entities. BRI expect that the establishment of the UMi Ecosystem will deliver economic and social benefit for the three entities, the ultra micro segment and the nation’s economy. The UMi Ecosystem will also be the catalyst for the achievement of Sustainable Development Goals (SDGs) by empowering and extending equal access of banking services to the unbanked and underbanked population, as well as underprivileged female entrepreneurs.

 

• Gold – #DariSaudari – Kimberly-Clark Softex (INDONESIA)

Kimberly-Clark Softex’s (PT. Softex Indonesia) launch #DariSaudari social campaign, in collaboration with UNICEF Indonesia, has contributed to improve the health and hygiene behaviors of thousands of girls in district and cities in Eastern Indonesia. As the name implies, #DariSaudari also carries the enthusiasm of Kimberly-Clark Softex’s consumers to support the achievements of a better health standard for the Indonesia’s next generation. Commenced in 2019, the campaign has been supporting UNICEF Indonesia’s programs in providing access to clean water, sanitation and hygiene facilities (WASH), and promoting UNICEF’s integrated and educational apps on Menstrual Health and Hygiene, Oky, as a source of credible information menstrual health and hygiene. The campaign, which allows consumers to contribute through product purchase, was launched to help creating a safer and friendlier environment for young girls in schools in under-developed areas in Papua, West Papua, South Sulawesi and East Nusa Tenggara.

Through #DariSaudari social campaign, Softex supports UNICEF Indonesia with an annual grant of Rp. 1,500,000,000 (one billion and five hundred million rupiahs) towards their WASH programs and the promotion of Oky. As of November 2021, #DariSaudari campaign has contributed to the development of proper WASH facilities in 1,327 schools in 6 districts/cities including Timika, Sorong and Kupang, enabling more than a thousand girls to enjoy more friendly facilities.

This program not just help other but also increase the brand, digital engagement, employee engagement and also strong media coverage.

Reference:

Softex – Softex Indonesia dan UNICEF Bekerjasama Membantu Remaja Putri

Edukasi Manajemen Kebersihan Menstruasi untuk Remaja Putri (kompas.com)

 

• Silver – Thought Leadership Sustainability & Renewable Energy Forum – Sarawak Energy Berhad (MALAYSIA)

The inaugural Sustainability and Renewable Energy Forum (SAREF) 2019 forms part of Sarawak Energy’s ongoing PR campaign to build our reputation as a leader in responsible, renewable and sustainable energy development in the region.

Organised together with the Sarawak Ministry of Utilities, this forum was conceptualised as a 10-year thought leadership campaign for energy leaders to discuss sustainability and renewable energy topics towards delivering the United Nations Sustainable Development Goals (UNSDGs) by 2030. Our main objective was to drive a regional discourse on sustainability and the role of renewable energy providers in Southeast Asia.

 

• Bronze – The NESCAFE Plan: Transforming Farmers Into Agripreneurs – Nestle Philippines (PHILIPPINES)

Low coffee production and rising coffee consumption have made the Philippines dependent on coffee importation to meet local demand. Nestle’s objective is to help farmers increase their yield and income, while ensuring a sustainable supply of quality local coffee for its factory.

Through the NESCAFE Plan, Nestle provides farmers technical assistance and training on best farming practices and entrepreneurship, distributes superior planting materials, and offers a ready market for their coffee crop. With a yearly average of 8,500 farmers trained since 2012, the NESCAFE Plan is boosting the productivity and profitability of coffee farmers.

The NESCAFE Plan’s flagship project, Project Coffee+ reported an average increase of 2X in yield and 3X in income for crop year 2018-2019 among its farmer beneficiaries. As a business gain, Nestle’s volume purchase of local Robusta beans increased by 27% for crop year 2019-2020. Nestle is transforming farmers into agripreneurs and enhancing their lives.

BEST PR PRACTITIONERS – ASEAN

• Diamond – Pujo Pramono (INDONESIA)

Before taking the position as Vice President Corporate Communication at Telkom Indonesia in January 2021 Pujo Pramono has been involved in the Public Relation field as the AVP External Communication at the company. Telkom Indonesia, is one of the biggest state-owned enterprises in Indonesia with Rp136,46 trillion revenue and Rp20,80 trillion net income for the full year 2020. Telkom Indonesia is a digital telecommunication company with 34 subsidiary companies which has 169 million mobile customers under Telkomsel and 8.3 million fixed broadband customers.

Multiple events that he experienced in guarding world-class company has led Telkom Indonesia being crowned by Brand Finance as The Most Valuable Brand in Indonesia from 2017 up until 2021 consecutively, and even entered the Top 500 global brands. Recently Telkom Indonesia was awarded by Forbes as The World Best Employers 2021 ranked 299th in the world. From his track record as the frontier of corporate communication, Pujo Pramono has been rewarded as Tokoh PR Berpengaruh (The Most Influential PR Figure) by MAW Talk Awards 2021.

His passion in marketing and PR, also followed by his spirit for sharing his ideas, knowledge and experiences, is poured into his social media and personal blog www.pujopramono.com. He also often takes part in multiple talk shows and online seminars held by various institutions. He is also active in managing Forum Humas BUMN, an organization for Indonesia state-owned enterprises public relations.

 

• Gold – Dr. Clāra Ly-Le (VIETNAM)

Dr. Clāra Ly-Le is the founder and managing director of EloQ Communications, a boutique public relations (PR) and marketing agency in Vietnam. She also holds a Ph.D. degree in Communication to support both the agency and academic career.

Dr. Ly-Le pursued formal education in the West and refined her skills and expertise in the U.S. and Australia. However, she always wanted to develop a career in Vietnam – her home country. She aims to show the importance of public relations to the world, more specifically in Vietnam and across Southeast Asia. She pursues to improve the professionalism of Vietnamese PR practitioners, and promote awareness and recognition for the PR industry in Vietnam.

Combining global knowledge with local experience, Dr. Ly-Le mentors the younger PR generations, raises the standards for PR practices in the region, voices opinions, and contributes insights from Asia and Southeast Asia region to the world. Her objectives:

1. Raise professional standards for Vietnamese PR practitioners
2. Promote awareness of the true value of the PR industry
3. Earn recognition for Vietnam’s public relations industry among its global peers.

 

• Silver – Ron Jabal (PHILIPPINES)

Ron is a senior global communications executive with more than 25 years of progressive professional experience in managing press, editorial, advocacy, public affairs, government and stakeholder relations, crisis communication, marketing and brand communications, and other communications requirements of several private companies, government agencies and foreign- funded projects and programs. He currently manages an award-winning communications consulting agency, PAGEONE Group, that boasts of clients from local Philippine firms, multinational companies and foreign- funded organizations.

Under his leadership, PAGEONE has won Agency of the Year (AOY) five (5) times. His agency has also won for its clients the coveted Grand Anvil for four (4) consecutive years and Platinum Award for three (3) consecutive years from the Public Relations Society of the Philippines (PRSP). The agency has received multiple awards from the Philippine Quill Awards of the International Association of Business Communicators (IABC), the APAC IABC Silver Quill Awards, the Global Gold Quill Awards, the APAC Stevie Awards, the Gold Standard Awards of Public Affairs Asia and the SABRE Aware Awards of PRovoke.

Ron has worked and continues to work as senior communications adviser to multi-million dollar projects of the United States Agency for International Development (USAID), the Asian Development Bank (ADB), the United Nations (UN), the World Bank (WB), the Canadian International Development Agency (CIDA), the European Union (EU) and the US Government’s Millennium Challenge Corporation (MCC). He was the President of PRSP and sits as ranking member of the PRSP Presidents Council and senior adviser to the organization. He is a globally recognized communication professional serving as Lead, Crisis and Risk Management Working Group of the Asia Pacific Association of Communications Directors (APACD) and a thought leader of the UK-based International Public Relations Association (IPRA). He is also a ranking member of the Public Relations Society of America (PRSA).

 

• Bronze – Dr. Amerjit Singh (MALAYSIA)

Dr. Amerjit Singh has contributed significantly to the Department of Information Malaysia, the Ministry of Communications and Multimedia Malaysia, and ultimately the national level when he was tasked as the Head of the Publicity and Media Secretariat (for two consecutive years – 2020 and 2021) for various government campaigns and events. One such major event was the “National Independence Month and Fly our National Flag Campaign” in Malaysia.

Dr. Amerjit demonstrated his professional ability by presenting report on Information Working Group (IWG) Meeting between Malaysia (Department of Information Malaysia) and Republic of Singapore (Ministry of Communications and Information) held on 26 October 2020. He reinforced that the main agenda in the meeting was to enhance cooperation and goodwill between the two ASEAN countries in various communications activities. During the Inaugural ASEAN Digital Senior Officers and Digital Ministers’ Meeting (ADGMIN1) hosted by the Ministry of Communications and Multimedia Malaysia in Kuala Lumpur (18 – 22 January 2021), Dr Amerjit was commended by the Secretary-General of the Ministry of Communications and Multimedia Malaysia for facilitating in setting up of the Media Centre to cater for both local and foreign journalists.

At the height of pandemic COVID-19, he wrote an article on “Importance of Self-Discipline in COVID-19 Chain Break” .This article was published in Asia Samachar Com (Independent news portal for Sikhs in Southeast Asia and Beyond) on 15 October 2020. His Bahasa Melayu article on “Patriotisme Tunjang Perpaduan Masyarakat” was published in a leading Bahasa Malaysia daily in Malaysia – Berita Harian on 5 March 2021). Recently Dr. Amerjit wrote on “Celebrating the Malaysian family Spirit” which was published in Asia Samachar Com on 22 September 2021. Dr. Amerjit also made a meaningful contribution of two short stories (written in 1986) that were used as subject of analysis in a book written by renowned author, Uthaya Sankar SB, titled “Kavya Sastra” published in September 2021.

BEST PR AGENCIES – ASEAN 

• Diamond – PageOne (PHILIPPINES)

PAGEONE Group is a multi-awarded PR agency that operates in the Philippines. Since its founding in 2015, PAGEONE Group has conceptualized, produced and implemented PR campaigns for its Philippine and multinational clients including projects by multilateral and international institutions – most of which have been recognized by both local and international award giving bodies.

Since its inception, employing only four personnel, the Group has now ballooned to 40 specialists managing clients from top 100 corporations in the Philippines and seven of the 10 billionaires in the Philippines. It now offers services that range from public relations, marketing communications, behavior change advocacy to public affairs and issue management. Apart from serving top local companies in the Philippines, PAGEONE Group has also been tapped by clients from Thailand, Saudi Arabia, Papua New Guinea and Brunei. It has worked and continues to work with UNICEF, EU, WHO, and USAID for a number of development communication projects

The agency was also recipient of the Agency of the Year Award from the International Association of Business Communicators (IABC) Philippines for receiving the most number of “Excellence” among entrants in the award giving body. This year is considered a “grand slam” year for the Group as it has been recognized as well in international award giving bodies including Asia Pacific Stevie Awards, The Gold Standard Awards, The Golden Flag Awards, The SABRE Awards, Gold Quill Awards and Silver Quill Awards to name a few.

 

• Gold – PRecious Communications (SINGAPORE)

From a one-man team and one SGD1,000 retainer account in 2012, PRecious Communications has grown to a team of 60 across Southeast Asia (SEA) as of Oct 2021, with new markets and capabilities.

PRecious combines in-depth industry knowledge and innovation to achieve clients’ communication goals. We expanded to four practices in Q1 2020, better complementing diverse needs across industries:

• PRecious Edge (technology)
• PRecious INC. (corporates)
• PRecious Life (lifestyle/consumer)
• PRecious Sparks (start-ups, investment firms)

PRecious has a presence in Singapore, Indonesia, Malaysia, Thailand, Vietnam, the Philippines and Australia and works with partners in other APAC markets and beyond.

 

• Silver – ComCo Southeast Asia (PHILIPPINES)

ComCo Southeast Asia is a global award-winning integrated communications agency powered by premier brand architects, inspired storytellers, and communication trailblazers in the region. Headquartered in the Philippines with affiliate network presence in Singapore, Thailand, Malaysia and Indonesia, ComCo SEA leads in the innovation of premier brands and the growth of up-and-coming businesses through the emerging global disciplines of New PR – a strategy based, content-driven, and channel-agnostic way of doing PR, and Smart Social – a holistic, authentic and integrated approach in the maximization of digital and social channels.

At the core of ComCo SEA is its unique brand of Meaningful Storytelling and its mission to Ignite Brand Love, Social Change, Talent Growth and Regional Collaboration. In just 5 years, the Agency has done groundbreaking work for more than 70 local, regional and international brands including reputable development and humanitarian organizations, with clients from a variety of industries such as Telecommunications, IT-BPM, Development and Non-Government Organizations, FMCG, Movies / Entertainment, Motoring, Airline & Tourism and more.

The agency is a two-time Philippine Quill Agency of the Year 2nd Runner-up winner, nominee for Boutique PR Agency of the Year in PR Awards Asia 2019 and recognized by local and international award-giving bodies like the Anvil, Quill, Kidlat, Spikes Asia, Asia-Pacific Stevie Awards, Mumbrella Asia, Marketing Event Awards in Singapore and the MarCom Awards in USA, gaining 80 awards since its inception, with 24 won from 2019 to 2021. More recently, the agency took home wins at the Asia-Pacific Stevie Awards, 13 Quill Awards at the 18th Philippine Quill Awards of the IABC and emerged as a finalist in the Marketing PR Awards in Singapore organized by Marketing Interactive.

 

• Bronze – EloQ Communications (VIETNAM)

EloQ Communications is a boutique agency specializing in public relations (PR) and marketing services located in the bustling center of Ho Chi Minh City, Vietnam. The name ‘EloQ’ is short for ‘eloquent’, describing the goal of facilitating sharp, clear, and fluent communication between brands and their stakeholders.

Despite being a local agency, EloQ adopts a global vision. The agency’s vision is to become a globally trained agency with local experience, supporting clients to forge their path in Vietnam.

EloQ’s story started in 2015, and since then has conducted many regional PR and integrated marketing communication campaigns for overseas and local clients. With a global vision clear in mind, EloQ demonstrated to clients that the agency is not just an international marketing agency, but one that understands the cultural and social norms, and can represent foreign clients in the Vietnam market, with a high level of quality and energy.

BEST PR CAMPAIGN – ASEAN

• Diamond – Sa Rewards, Atin ang #GDayEveryday – Globe Telecom (PHILIPPINES)

In the 19 months that the Philippines has been under community quarantine, businesses have been challenged with strengthening and building connections with their customers.

As a company, Globe enables its over 85 million customers nationwide to stay connected — through their mobile and internet services, health tech and fintech solutions — and find ways on how they can give back to local communities through their Globe Rewards platforms.

0917 is Globe’s original and iconic prefix, known by many as the badge of a Globe subscriber. The company celebrates this annually every September 17 (0917) through several activities that allow customers to earn and redeem rewards points.

 

• Gold – Converse’s CITY FOREST – Sam Communications (VIETNAM)

World modernization has resulted in a slew of challenges and issues that have impacted living standards and had far-reaching implications. Converse, one of the most well-known sneaker brands in the world, also Vietnam, is constantly proactive in its approach to these concerns. Converse’s CITY FOREST campaign was created to develop platforms supporting sustainability, inclusion, and diversity, and to engage the youthful audience to take up space, contribute to the local society, and urge others to join hands for long-term impact, based on the brand’s impact on Gen-Zers. The campaign uses art and current lifestyle to connect Vietnamese, local media, and influencers and generate a holistic impact on PR, social media, and in-store contact with mass consumers.

 

• Silver – Energi Kolaborasi – Ministry of Energy and Mineral Resources Indonesia (INDONESIA)

The Ministry of Energy and Mineral Resources (EMR) of Republic of Indonesia has been utilizing new media as a means of carrying out a communication campaign (clean energy campaign) named “Energi Kolaborasi”. This program targets the millennial and Z generation. It aims to foster people awareness of the national energy sustainability, support the clean energy start-ups, and provide a millennial-style energy discussion platform using the Ministry of EMR’ digital channels in pandemic situation

The great success is reflected on campaign funded by APEC project for the first project of the Ministry of EMR titled “APEC Workshop on Achieving Business Sustainability for Clean Energy Start-Ups”, on May 27-28th, 2021. An audit communication of “Energi Kolaborasi” was also published by an accredited PR Journal (Proceeding Komunikasi dan Kehumasan, Dinamika dan Strategi Humas Pemerintah di Indonesia, 2021: 188). It helped to spotlight and evaluate the program’s purpose as a tool for the ministry deeply committed to creating inclusive communication together with all stakeholders.

 

• Bronze – Millions of Meals – PepsiCo Foods Vietnam & Suntory PepsiCo Vietnam (VIETNAM)

“Millions of Meals” is the donation journey for those who are at-risk during this pandemic and provides them with warm, delicious meals and food supply. Kick starting the journey in 2020, PepsiCo Global funded 4,50 billion VND, with several products from Lay’s and Pepsi brand at approximately 700 million VND for the people. The “Millions of Meals 2020” program started in Ho Chi Minh City and then three other cities in Vietnam. The first 200 beneficiaries, who are hemodialysis patients in Thanh Nhan, Hanoi, received 600 food packages for 3 days delivered by PepsiCo and Suntory volunteers and members of the Vietnam Youth Union. In addition, 600 food packages were delivered to underserved communities in Ward 1, Binh Thanh District, Ho Chi Minh City. Additional food packages will be delivered in Da Nang, Hai Phong and Can Tho in the coming weeks.

After the big success in 2020, “Millions of Meals” has donated more than 736,000 meals at a little over 11 billion VND to approximately 47,500 people. This year, “Millions of Meals 2021” aims to specialize within the provinces that are in the eye of the pandemic. Other 240,000 meals were delivered to 16,000 people who are in difficult situations and directly feeling the impact of the COVID-19 pandemic including senior citizens, free-laborer, out-of-job workers, and registered poor students. Up to date, nearly 1,000,000 meals are gave to the people who are in need within “Millions of Meals” program.

The “Millions of Meals” program seeks to inspire the business community and society to join hands creating one million meals or more for vulnerable communities affected by the COVID-19 pandemic in the country. Following the footsteps of “Millions of Meals”, there were similar programs sparking up from different businesses and communities. “Millions of Meals – Sentimental Ha Noi” – a multistage campaign led by the Ha Noi Youth Federation and Youth Union has launched and successfully donated 140,000 meals in total. With each stage, a different names and different supporting organizations such as “Millions of Meals – The Meal to overcome The Pandemic” lead by celebrity group “Ha Noi Super Speed”, “Millions of Meals – The Heart of Journalists” lead by the Vietnamese Journalism Community, “Millions of Meals – The Heart of Young Businesses in Ha Noi” lead by HANOIBA, “Millions of Meals – The Heart of the Capital Electrician” lead by Vietnam Electricity (EVN), and “Millions of Meals – The Heart of BIDV” lead by BIDV.

BEST MEDIA COMPANY SUPPORTING PR AND COMMUNICATION INDUSTRY – ASEAN

• Diamond – PR News Asia

PR Newswire, a Cision Ltd. company, is a leading global provider of news distribution and earned media software and services.  In conjunction with Cision’s cloud-based communications product suite, PR Newswire’s services enable marketers, corporate communicators, and investor relations officers to identify key influencers, engage target audiences, craft and distribute strategic content, and measure meaningful impact.  Combining the world’s largest multi-channel, multi-cultural content dissemination network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, the Middle East, Africa and Asia-Pacific regions.

PR Newswire news distribution network reach more than 170 countries and in more than 40 languages, and covers more than 300,000 mass media. Our clients include Fortune 2000 listed global companies, small and medium-sized businesses, public relations firms and government agencies.

With the multichannel content distribution network and comprehensive work tools, PR Newswire enable global companies to tell their stories to the rest of the world.

PR Newswire asia has expanded their branch on more than 10 cities in asia such as Hongkong, Singapore, Kuala Lumpur, Jakarta, Ho Chi Minh, Beijing and many more.

 

• Gold – MIX Magazine (INDONESIA)

MIX MarComm is media and forummarketing and communications, under SWA Media Group. MIX MarComm has many programs that executed integrated in various channel (print/digital magazine, mobile web portal, workshop, seminar & awarding, etc). Our magazine cover story and segmented event & awarding programs, for instance are:

• Indonesia MOST EXPERIENTIAL BRAND ACTIVATION AWARD
• Indonesia PUBLIC RELATIONS OF THE YEAR
• Indonesia CORPORATE SOCIAL INITIATIVE AWARD
• Indonesia AGENCY OF THE YEAR
• Indonesia BEST SCHOOL OF COMMUNICATIONS & MANAGEMENT
• Indonesia BEST DIGITAL BRAND CAMPAIGN
• Indonesia DESTINATION BRANDING CONFERENCE

BEST GOVERNMENT PR

• Diamond – Public Utility Modernization Program (PUVMP) – Department of Transportation (PHILIPPINES)

With a goal of having a restructured, modern, well-managed, and environmentally sustainable transport sector in the country, the Department of Transportation (DOTr) launched the Public Utility Modernization Program (PUVMP). The campaign aims to provide Filipino drivers a stable, sufficient, and dignified livelihoods while providing comfort and convenience among commuters. The program encourages drivers and operators to undergo industry consolidation which will give way for more benefits for them such as having more access to credit facilities, better spreading of capital expenses more efficient operations through organized dispatching and fleet management systems, discounts on fuel to name a few. Additionally, contrary to the current boundary system, drivers will become salary-based and will be eligible of basic government mandated benefits.

Through the efforts of DOTr and PAGEONE, the PUVMP generated a total media stories of 16,480 consisting of 16,355 or 99.2% positive reports . Total media value also reached Php 8.8B surpassing the Php 7B target by 26.2%. Apart from the overwhelming achievement in media mileage, the campaign also successfully helped the Office of Transportation Cooperatives increase its accredited transport cooperatives. Recording a 20.6% increase despite of the lockdown imposed in the country.

Lastly, due to the success of the campaign, it was given a recognition by the most prestigious award-giving body in public relations in the Philippines, the Anvil Awards. Bagging an anvil under the category of Public Relations Program on a Sustained Basis – Good Governance during the 56th Anvil Awards.

 

• Gold – THE JOURNEY – PADU (MALAYSIA)

This education transformation  plan is the Malaysia Education Blueprint 2013-2025 (MEB).   One special emphasis of MEB that sets it apart from other prior education roadmaps or  blueprints, is the focus on execution. As part of its strategy to ensure success, it outlines the  need to establish an independent unit to rigorously monitor the implementation plans and  this unit is called Performance and Delivery Unit (PADU). Due to the magnitude of MEB  and its impact to the country’s education system, it is therefore crucial that PADU works in  total alignment with MOE. Working closely with strong mutual support is critical in  developing action plans, monitoring and tracking implementation as well as providing  solutions and interventions to eliminate stumbling blocks but also crucial, is to keep our  stakeholders aware, informed, interested and engaged in the implementation of MEB.

The MEB is also in line with Sustainable Development Goal 4 which is to ensure inclusive  and quality education for all and promote lifelong learning. In its creation, MOE involved a  panel of experts from UNESCO, OECD, the World Bank and IEA thus since MEB had won  praise by being a complete transformation blueprint from the international education experts.  Since the launch in 2013, the education divisions in UNESCO, OECD, the World Bank and  IEA still look with interest of the implementation progress. However, as we progress into  Wave 3 of implementation from 2021 – 2025, interest may wane as major disruptions  caused by the COVID 19 pandemic have taken their toll on education worldwide.

 

• Silver – I do, I do. Araw ng Pag-IBIG Kasalang Bayan – Pag-IBIG Fund (PHILIPPINES)

For better or for worse, Pag-ibig (Love) should be the foundation where a strong marriage is built upon. Therefore, Pag-IBIG Fund, as the government institution mandated to mobilize the savings and provide affordable home financing, sponsors the union of thousands of its members through the Pag-IBIG Fund I Do, I Do. Araw ng Pag-IBIG.

Pag-IBIG Fund holds the mass wedding event every year on February 14, in a bid to claim the date as “Araw ng Pag-IBIG”. At the event, Pag-IBIG promotes its benefits and programs to help newlyweds lay strong financial foundation on their married life.

For 2020, almost 1000 couples from the low-income sector exchanged “I dos” simultaneously in 11 locations all over the Philippines. This year’s event gained Pag-IBIG Fund 4.5 million worth of earned media publicities, headlined print publications, garnered 1.1 million social media impressions on top of stronger linkage with LGUs where the events were held.

 

• Bronze – Permanent Mission of the Philippines to ASEAN (PHILIPPINES)

Among the Philippine Mission to ASEAN’s Public Relations activities during the past two years towards developing ASEAN awareness and identity are as follows:

1. Reaching out to the youth/students: Ambassador Servigon served as speaker in various symposia and webinars aimed at giving the youth of ASEAN a deeper understanding of ASEAN
2. The Philippine Mission organized and produced various activities that delve on different facets of ASEAN
3. Videos produced/Social Media Campaigns

Cognizant of the reach of the social media, the Philippine Mission to ASEAN leveraged its social media presence by producing videos and/or disseminating social media campaigns which were produced by the Mission or by the Department of Foreign Affairs aimed at enhancing ASEAN awareness and identity.  Among the videos and the social media campaign that were produced and/or disseminated by the Mission.

BEST CRISIS MANAGEMENT – ASEAN

• Diamond – Information Oxygen in the Midst of the Covid-19 Pandemic – Kereta Api Indonesia (INDONESIA)

PT Kereta Api Indonesia (Persero) or KAI is a State-Owned Enterprise that provides and manages rail transportation services in Indonesia. KAI’s main business is to provide comprehensive train transportation services. The Company has several businesses and revenue segments, namely passenger transport, freight transport, support for rail transport, asset optimization, and government compensation consists of PSO (Public Service Obligation), IMO (Infrastructure Maintenance Obligation) and pioneer transportation subsidy. Currently, KAI has six subsidiaries namely PT Reska Multi Usaha which is known as KAI Services, PT Railink which is known as KAI Bandara, PT Kereta Commuter Indonesia which is known as KAI Commuter, PT KA Pariwisata which is known as KAI Wisata, PT KA Logistik which is known as KAI Logistik and PT KAI Properti Manajemen which is known as KAI Properti.

 

• Gold – The Mysterious Lost of Money 5 BRI Bojonegoro Customers – Bank Rakyat Indonesia (INDONESIA)

This case began with the alleged burglary of a Bank Rakyat Indonesia (BRI) customer account by stealing data (or often called skimming) that occurred in Bojonegoro, East Java. At least five customers of the BRI Bojonegoro Branch have reported on Tuesday, February 23, 2021.

Aris, who is one of the customers who lost money, admitted that he felt that he had never done any transactions at all, but the money in his savings account was lost as much as Rp. 12.5 million. This caused him to panic and report to the Branch for information.

The case suddenly went viral, and the news was immediately published in (approximately) 150 print and online media in the country. Several tier 1 media that also published the news, including Kompas, Tribune, Detik, Liputan 6.com, and several other media. BRI also received a letter from the Financial Services Authority asking for clarification regarding this case.

BEST COMM USE OF SOCIAL MEDIA – ASEAN

• Diamond – Coping with Youth Depression Through Digital Avatar – PageOne Group (PHILIPPINES)

Mental health disorders produce a sizable burden to its victims. In the Philippines, 3.3 million people suffer from depression, and another 3.1 million suffer from anxiety disorders. In 2012, there were a total of 2,558 cases. The alarming increase of Filipino youth suffering from mental illness paints a worrisome picture.

To address this, PAGEONE, a content and marketing agency, has developed an online campaign dubbed as ‘Coping With Youth Depression Through Digital Avatars’ which aims to help Filipinos deal with mental health problems such as depression by providing them an avenue where they can vent and have someone to talk to about the problems troubling them. The campaign uses fictional characters also known as digital avatars as the campaign’s ambassadors and advocates of mental health awareness.

The campaign was successful in further increasing its reach on social media – Mamu’s Facebook page reached 3,877,241 for the duration of the campaign expanding the reach of the page to 17,995,431 while Papsi’s page managed to reach 1,582,548 Filipinos from October 15, 2019 to October 5, 2021 expanding the reach of the page to 7,450,789. Overall, the campaign now has a total reach of 25,446,220 since its launch.

Its strategic approach in engaging and communicating its audience continues to flourish as the Facebook pages of the avatars continue to receive a high volume of private messages from its followers who are looking for avenues to vent out and someone to talk to about their problems and struggles in life. The campaign was also successful in integrating trained counsellors as it was able to maintain its partnership with twenty (20) volunteer trained counsellors who regularly help PAGEONE in responding to teens who are sending messages to the avatars.

 

• Gold – #VaksinKerenAbis – Telkom Indonesia (INDONESIA)

Telkom Indonesia is taking part to support the government in increasing public knowledge about the importance of Covid-19 vaccination in stem the spread of the coronavirus in Indonesia. Telkom Indonesia planned to employ a persuasive communication strategy to instill different perspectives and increase public confidence in the Covid-19 vaccine by producing the #VaksinKerenAbis video campaign.

Telkom compiles the messages that each influencer will disseminate based on their respective regions. The messages have taken into account the diverse information that the public needs, especially thosea related to safety, halal, effectiveness, and equality of distribution and vaccine recipients priority groups. In addition, the influencers tried to educate the public on the importance of adhering to health protocols after they get their Covid-19 vaccine to protect themselves and their surroundings.

The #VaksinKerenAbis video campaign also used local dialects, ​​which was an important key to successfully influencing the local people’s views. Using the local dialect could instill a very strong emotional bond between the influencer and the community so that the recipients would be more receptive to the message.

 

• Silver – My Beloved City – Global PR Hub (VIETNAM)

Global PR Hub has an international team with a wide range of skills and experience, ensuring we can deliver innovative and functional marketing solutions to all our clients. As the SEA markets grow and develop, our team’s in-depth local and global experience of our team will ensure your products and services reach your desired targets.

Global PR Hub aims to provide a fully comprehensive service to all our clients. GPH offer high standards of communication, personalized and comprehensive marketing solutions and packages, and unparalleled customer service. GPH also bring an experience devoid of jargon and annoying industry buzzwords.

How Global PR Hub works : Responsiveness, Resource Allocation, Industry Expertize, Value Driven

 

• Bronze – Wearing Mask is Cool – Bank Rakyat Indonesia (INDONESIA)

To prevent the spread of Covid19, the Indonesian government has established standards for health protocols that must be implemented by the community, including the use of masks. As a form of government support to encourage the public to perform health protocols, especially with masks, BRI plays an active role in end-to-end implementation with the concept of 3P (Pro People, Pro Planet and Pro Profit) – Networks social campaigns in the form of the BRI mask design contest on how to wear masks is cool This campaign invites people to make masks more attractive, fresh and stylish, thereby increasing public interest and awareness of wearing masks in daily activities, especially in public spaces.

In general, the implementation of the mask design competition campaign “Wearing masks is Cool” is divided into several phases:

1. Design Race Phase
2. Production Phase
3. Distribution Phase

In addition to raising public awareness, the campaign also encourages the public to use reusable cloth masks to reduce the waste of disposable masks that pose a new threat to the environment (Pro Planet). As several sources suggest, the increasing use of masks, which are the most important product for everyone during the Covid19 pandemic, poses a new threat to both the environment and public health, namely an increase in the quantity of disposable mask waste.

BEST COMM USE OF VIRTUAL PLATFORMS – ASEAN

• Diamond – UMKM Expo(rt) Brillianpreneur – Bank Rakyat Indonesia (INDONESIA)

UMKM EXPO(RT) BRILIANPRENEUR has been a distinct and creative industry exhibition since 2019, showcasing the work of Indonesia’s best Micro, Small, and Medium Enterprises (MSMEs) through various enchanting art installations, artist performances, series of interesting and useful programs, such as business matching, talkshow, coaching clinic, and MSMEs Awards. Bank BRI organized the first hybrid exhibition in Indonesia, UMKM EXPO(RT) BRILIANPRENEUR 2020.

Expo that the public could access from anywhere in the world. In addition to the event being held at the Jakarta Convention Center as usual, the exhibition featured a 3D Virtual Expo showcase of 573 participating MSMEs, attractively presented alongside art installations. This virtual exhibition could be accessed through www.brilianpreneur.com, presenting the sensation of a real exhibition in cyberspace while also providing visitors with new experiences. UMKM EXPO(RT) BRILIANPRENEUR 2020 had 116,628 website visitors from all over the world, including Indonesia, the United States, China, Australia, the United Kingdom, Singapore, the United Arab Emirates, India, and Japan.

The Business Matching Program, which brought together International Buyers and MSMEs from all over Indonesia, was one of the most valuable programs at UMKM EXPO(RT) BRILIANPRENEUR 2020. Because of the innovative virtual concept, the opportunities for MSME players to “meet” buyers from all over the world are expanded and no longer limited by distance. Buyers could accept the invitation to the 3D Virtual Expo, register, choose MSMEs, and then schedule virtual appointments with MSMEs at the agreed-upon time.

 

• Gold – Thanks To The ExtraOrdinary – GreenHat (VIETNAM)

Established in 2010, GreenHat always keeps the mission of creating comprehensive experiential marketing solutions for Vietnamese and international businesses. Besides business activities, GreenHat also regularly carries out activities for the community.

The period from June to September 2021 is a difficult time for all Vietnamese people. The covid epidemic, the worry about food, money, and health have made our spirits extremely down. Trust and hope are increasingly being extinguished as infections increase, more and more human losses are reported on social networks and television.

To reduce the loss and maintain the health for thousands of people, the front-line forces have to try a lot. They can not sleep, can not eat on time and have no comfortable place to take a rest. That is the reason why the event “Thanks to the Extraordinary” came to life. It is a music event held on an online platform, in order to mobilize and invite units and individuals to support their material and spiritual contributions. spirit to practically share, thank you with the message of spreading the faith, hope, and energy to the frontline service forces who are working hard to prevent and repel the Covid 19 pandemic. The music event was held at 7.30 pm, August 18th, 2021 on GreenHat online platform and other government fanpages, companion units, sponsors, and media partners.

 

• Silver – “#CyberSmart Caravans: Promoting Cyber Security and Safety among Teachers and Students – PLDT-Smart (PHILIPPINES)”

#CyberSmart is Smart’s internet consumer education program for teachers and students as part of its contribution the global push for improving awareness, understanding, and behaviors on data privacy and security, online child safety and protection, and combatting fake news. It employs the “learning-by-doing” method through the experiential and immersive use of advanced digital technologies followed by informative and engaging presentations by experts.

The initial program rollout in 2019 were done face-to-face but with quarantine protocols prohibiting large mass gatherings, Smart transformed the event and brought it online.

Smart staged 7 caravans, reaching over 28,000 teachers and students across the country, and was able to engage with key partners such as the National Privacy Commission, Department of Education, and UNICEF Philippines. Through #CyberSmart, Smart helps teachers and students become better-equipped to safeguard themselves as they learn, explore, and interact online.

 

• Bronze – Waste is Amazing – Alam Flora (MALAYSIA)

Alam Flora Sdn Bhd (Alam Flora) was incorporated in 1995 and currently is one of the leading environmental management companies in Malaysia. With over 11,000 employees, Alam Flora is dedicated towards serving the communities, beyond waste management.

By taking a proactive action in cultivating the 5R practice (Refuse, Reduce, Reuse, Recycle and Recover), Alam Flora had organized various public events as to create awareness. The internet plays a vital role in giving greater reach and, providing the much-needed solution to the ‘social distancing’ and ‘no public events’ requirements during the Movement Control Order (MCO). One of the activities that greatly benefit from this is the annual fashion design competition, Waste is Amazing.

Into its 9th year, the much-awaited fashion design competition requires contestants to use the recyclable materials in their designs based on the theme given by Alam Flora.  Apart from that, Alam Flora also organizes virtual visits to its Fasiliti Inovasi Kitar Semula (FIKS) for Malaysians from all over the country. To date, more than 5,500 visitors from all walks of life, had toured the various facilities available and learning about waste management and recycling, without even leaving their home. The monthly FIKS ‘Pocket Talk’ also benefited from the internet when it is able to conduct live interviews with invited speakers, over its FB and viewers were able to actively participate in posting questions in the chat box and answered by the guest speaker on the spot.

BEST COVID 19 RELATED RESPONSE – ASEAN

• Diamond – #TogetherAhead: JobStreet’s Response to the Covid19 Impact – ComCo Southeast Asia (PHILIPPINES)

JobStreet understands people’s employment needs, and #TogetherAhead is their answer to provide candidates with opportunities, valuable support, and resources that will equip them amidst the global health crisis. Through the #TogetherAhead initiative, JobStreet mounted the COVID-19 Jobs and Resources Hub, a microsite that provides job opportunities fit for the condition nowadays such as home-based or freelance.  JobStreet launched the initiative through a virtual media launch together with its communications agency, ComCo Southeast Asia.

Led by SEEK Asia Chief Marketing Officer Ramesh Rajandran and JobStreet Philippines Country Manager Philip Gioca, the virtual press conference presented the job market landscape. The comprehensive report includes the statistics on top industries that are still hiring, top roles available, top hiring provinces, job roles for fresh graduates, and more. JobStreet also introduced to media the COVID-19 Jobs and Resources Hub and discussed the features of the microsite.

The event was able to gather 31 media representatives from newspapers, online news portals, and relevant blogs. The Agency also generated sustained awareness for the campaign by seeding informative press release supporting the #TogetherAhead initiative. These press releases include article for in-demand roles during the pandemic, how to get hired tips and also pitched media interviews to major broadcast portals.

 

• Gold – #DukungVaksinItuKeren – Bank Rakyat Indonesia (INDONESIA)

Hoaxes and misinformation were a particular problem in Indonesia amid COVID-19. The Ministry of Communications and Information Technology (KOMINFO), has recorded more than 1,600 COVID-19-related hoaxes from January 2020 to June 2021.  On the other hand on June 2021, The Indonesian government has set a goal of administering 1 million doses of Covid-19 vaccines to encourage a herd immunity to the public.

In order to counter hoaxes and also to offer a more engaging vaccine education to the public and also to achieve real effect in support of the goverment BRI vaccine program. BRI make a series of campaigns with the hashtag #BeraniVaksinItuKeren

The first campaign is Lomba Komik Strip #DukungVaksinItuKeren. The second campaign is a 3D Animation Video called BRILian Troopers #DukungVaksinItuKeren.  The final campaign is vaccinations program helds in several city in Indonesia which done using Teras BRI Kapal, vactination center, and BRI Office for more than 200.000 vaccine doses as a real activity to support goverment vaccination program.

 

• Silver – COVID-19 & Our Response – Sarawak Energy Berhad (MALAYSIA)

Since the first COVID-19 cases were reported in China in December 2019, Sarawak Energy has actively monitored the development of the infection by keeping in contact with the relevant authorities, namely Sarawak’s State Disaster Management Committee (SDMC), the National Security Council (NSC) and the Ministry of Health Malaysia.

In January 2020, we began to engage with our internal and external stakeholders in light of a possible pandemic by strengthening our contact with SDMC and to look at strategies that would help break the COVID-19 transmission.

Among our strategies was to set up a Health Advisory group comprising senior management and members from various support functions to coordinate information and action, and to set our objective in keeping our people and community safe according to the guiding principles of:

1. Care for our people by establishing the New Work Arrangement (NWA) and Standard Operating Procedures (SOPs) to keep them as safe as possible as they discharged their duties.
2. Commit to keeping the lights on for Sarawak.
3. Comply with all government directives to help break the chain of transmission.

 

• Bronze – Masker untuk Teman Tuli (Mask for Deaf Friends) – Telkom Indonesia (INDONESIA)

The COVID-19 pandemic has hit the world since early 2020 and Indonesia is no exception. It is undeniable that this situation has had a major impact on people’s lives. As an effort to prevent and break the transmission of COVID-19, the Indonesian government encourages the 3M disciplinary behaviour: wearing masks, washing hands and maintaining distance.

PT Telkom Indonesia (Persero) Tbk, as a state-owned company and part of the community, is committed to carry out social responsibility activities, in an effort to mitigate the transmission of the COVID-19 pandemic and to show the company’s dedication to Indonesia. In this campaign, Telkom Indonesia also collaborates with the Movement for the Welfare of the Deaf Indonesia (Gerakan untuk Kesejahteraan Tunarungu Indonesia or GERKATIN) as our distribution partner for the transparent masks to the deaf community in various regions of Indonesia so that these transparent masks can be distributed quickly and precisely.

Telkom Indonesia also made a video campaign “Masker untuk Teman Tuli” as a form of awareness exposure for the deaf community as well as an educational content and awareness for the public that deaf community find it difficult to communicate if they have to wear the same mask as us, since apart from using gestures, reading lip movements is also very important for them to communicate. Through the “Masker untuk Teman Tuli” campaign, the public will be aware of the needs of hearing-impaired friends and the importance of using masks as an effort to prevent the widespread transmission of Covid-19.

LIFETIME ACHIEVEMENT – ASEAN

• Lifetime Achievement – Dato Sri Haji Ibrahim Abdul Rahman

The career of Dato’ Haji Ibrahim bin Abdul Rahman in public relations development, especially in Malaysia government, is put in account as a brilliant track record. After achieving his Masters in Public Relations in Boston University on 1991, he started his career on 1983 as a public relations officer (PRO) in Department of Immigration, Malaysia. He continued climbing up his career in the Ministry of Information as senior PRO (1986), then he became the General Director in Department of Information Malaysia, after previously holding important positions at the same department.

Dato’ Haji Ibrahim is now retired but still actively following international trainings in many countries, and he’s still dedicated his life to the Institute of PR Malaysia. This award honours an outstanding and well-known ASEAN PR practitioner for his/her well-recognised contributions and achievements in the PR industry over an extended period of time, typically more than 15 years.