PHILIPPINES WINS ASIA PACIFIC COMMUNICATION AWARDS ANEW VIA MERALCO CAMPAIGNS
Two service-centered communication campaigns from Meralco emerged as top winners in the recently-held The Gold Standard Awards in Hong Kong. Organized by Public Affairs Asia, the award recognizes excellence in corporate public affairs, strategic communications, and stakeholder engagement in the Asia Pacific region.
Meralco's improvised flotation device (IFD) salba-bote emerged as winner for The Gold Standard Awards for Corporate Citizenship, In-Country Programme category, topping shortlisted entries from Japan and Indonesia. The campaign was recognized for excellence in the development of a corporate social responsibility, sustainability or good governance project which enhances corporate reputation and public relations.
The salba-bote is both a piece of rescue gear and a survival kit, made up of empty soft drink bottles inside a plastic-coated mesh tote bag with a water-resistant pocket for emergency supplies. It keeps the wearer afloat with PET bottles and a net design that prevents water from accumulating and weighing down the bag. The salbabote also has linkable straps to help prevent families from getting separated during floods and several can be used together to form rescue rafts. The low-cost device is made of readily available materials and was designed to be easily copied.
Meralco also partnered with several organizations in the development and production of salba-bote, including DDB Philippines, Philippine Red Cross (PRC) and Philippine Coast Guard Auxiliary (PCGA). Pepsi Cola Philippines and Glad. Salba-bote was also among the top three shortlisted campaigns for The Gold Standard Awards for NGO Engagement.
The Gold Standard Award for Issues Management and Crisis Communications winner trophy was given to Meralco for its customer-centric and empowering campaign during the summer months of 2015 when power supply shortfall in the Luzon grid was imminent.
Meralco brought forth a program anchored on its corporate and social responsibility to save its customers from power outages and high rates, by becoming a proactive solutions provider and enabler, collaborating with stakeholders in the power industry, the private sector, media and homeowners to find a way to help address the then looming power shortage. Meralco initiated a proactive information campaign which included customised messages and programmes that empowered each stakeholder to take an active role in mitigation measures.
The Gold Standard Award is salba-bote's fifth international accolade in 2016, following a Gold Stevie at the International Business Awards Stevie Awards (awarded in Rome, Italy), a Silver at the PR Week Asia Awards (awarded in Hong Kong), a Bronze at the Asia Pacific Stevie Awards (awarded in Sydney, Australia) and a finalist certificate at Asia Pacific Excellence Awards (awarded in Singapore). Meralco's summer communication campaign meanwhile, was also previously awarded a Gold at PR Week Asia Awards.
Alfredo S. Panlilio, Meralco Senior Vice President & Head of Customer Retail Services & Corporate Communications, considers the accolades given as affirmation of the company's relentless dedication to customer service and initiatives. "Service that is put in wholeheartedly and beyond the call of duty is service that brings forward positive results. Salba- bote is a tangible product of Meralco's concern for the safety and welfare of our customers, and the empowering communication initiatives during the time when the country was confronted by a power supply issue is a testament to the company's commitment to help support our customers, the community we serve, and our country." Panlilio added, "We share this recognition with those who helped us ensure that Meralco is at the forefront of providing valuable communication initiatives."