The AKO MISMO Experience

February 2009: Tribal DDB

Philippines conducted a Study on the Filipino Youth

Top Issues and Concerns:

Political Unrest Corruption Financial Instability Widespread Poverty

Youth Response to these Issues:

Apathy / Indifference

 The Challenge:
Make the Youth Care Again

The Idea:
A Social Marketing Campaign: AKO MISMO

 May 2, 2009:
Launch of AKO MISMO TV Ad during Manny Pacquiao and Ricky Hatton Fight AKO MISMO Print Ads and Radio Ads www.akomismo.org Website Launch: Enlistment of AKO MISMO Volunteers through Online Sign-ups

 1 week after the AKO MISMO Media Launch:

3,123,000 visits in www.akomismo.org Over 215,000 visits from 109 countries (Filipinos Living Abroad) 87,000 Sign-ups in www.akomismo.org 80,000 Mobile Hits 80,000 views in You Tube 11,959 Fans in Facebook 29,500,000 Google Search Results

 June 12, 2009: AKO MISMO Dog Tag Day

25,000 youth attended 20 Socio-Civic Institutions/Advocacy Organizations Participated with Booths 130,000 Dog Tags Sold More than Php7M was raised for the AKO MISMO Partner Beneficiaries

 AKO MISMO Campaign (less than 2months after Media Launch):

250,000 Sign-ups thru www.akomismo.org

(Facebook took 3 years to get 400,000 members)

Php15,000,000 media values earned Php18,600,000 digital values earned

MAY 1 JUNE 15 Trust Building & Penetration Stage (Networking) Generating Motivation for Participation (SocMob)

JUNE 16 JULY 30 Alliance & Co-operation Stage (Networking) Demonstrating Coordinated Action (SocMob)

AUG DEC Convergent Leadership Stage (Networking) Driving & Supporting Change Initiative (SocMob)

STRATEGIC FOCUS

KEY METHODS Building alliances & Equity building networks with targeted Testing of templated programs for groups scalable mobilization Identified target groups & Pilot runs of cooperative activities personalities w/partners Co-operated programs & fora Implementing SocMob platforms: local service days, community organizing KEY ACTIVITIES Hiring of AKO MISMO Design Local Service Day (LSD) SocMob & Networking Team activity templates Design AM materials Area preparation School Orientations Coordination with Schools and youth-serving organizations NGO Orientations Pilot Testing of SocMob model Dog Tag Day Actions events

Multi-partner initiatives AKO MISMO-led social action with partners AKO MISMO-led drive for political action (specifically the Register & Vote Campaign)

Conduct LSDs nationwide Implement School-based Info Campaign and Volunteering Activities/Events Partnering w organizations like Youth Vote Phils in the Register & Vote Campaign contributing to the 3Million New Youth Voters Over 32,000 youth oriented and networked

150 organizations/ groups Service Day Plans & Templates for Scalable Mobilization ACCOMPLISHMEN and schools oriented

FRAMEWORK
An Enlightened, Engaged, and Empowered Citizenry that will collectively Effect Positive Change in the Country.

Advocacy/ IEC

Networking

Social Mobilization

INDIVIDUALS, GROUPS, COMMUNITIES

ADVOCACY / INFORMATION, EDUCATION & COMMUNICATION (IEC) Advertising / Promotions:

Above the Line (ATL) TV, Print and Radio Ads Below the Line (BTL) Dog Tag Day, Collaterals (Dog Tags, T-Shirts, etc)

Digital Media Website, You Tube, Social Networking (i.e., Facebook, Multiply, etc) Events / Activation Local Service Days (Community-based)

Networking
Sponsors SMART/PLDT, McDonalds, Pepsi, Team Manila, Mail and More, etc Co-Operators DDB Cares, Tribal DDB, SMART/PLDT Foundation Beneficiaries Dynamic Teen Company, Gawad Kalinga, World Vision, Caritas Manila, ERDA Foundation, Red Cross, UP PGH Cancer Ward, Kutis Laxa, PNP Badge of Honor, etc Volunteer Groups School-based and Community Based Youth Organizations,

Youth

Social Mobilization

Community-Based Orgns School-Based Orgns Gawad Kalinga (GK) World Vision Red Cross SMART Telecommunications McDonalds Media Coverage Local Partners Documentation Action Celebrities & Personalities

Organizational Partners

Events