Props to my fellow DDB crew in the Philippines for creating Ako Mismo – an apolotical social movemenet seeking to end apathy of Filipino youth by enabling them to make a stand and take real action for the causes they believe in. No matter how big or small a commitment it’s all about what they themselves can truly pursue to make a real, positive difference to fellow Filipinos and their country. Right now, there’s over 231,000 commitment pledges by youth across the country. The campaign launched with a TVC during Manny Pacquiao’s fight (Philippines world lightweight boxing champ) in May 2009 with millions of people watching:
Although I don’t understand it, the call to action is go to akimismo.org where people can register their pledges. The Facebook fan page has 153,790 fans which is pretty good considering there are only 500,000 Filipinos on FB. There was a concert launch on June 12, Filipino independence day where different kinds of celebrities (all for free) talked about their pledges and the many booths of charities and organisations that 25,000 people present in the concert can sign up to join. They’ve created dogtags, t-shirts and other merchandise as a badge of commitment and ALL proceeds go to charity.
This campaign really taps into GENERATION OPTIMISM…the fact that global youth are optimistic about the future, but more than that, are dying for people to INSPIRE and EMPOWER them. This campaign is all about stuff you ‘choose’ to support, which is why it’s been so effective so quickly. Youth feel ownership in the cause, and this is essential in creating a tribal idea that drives belonging.
This is the Manifesto;
AKO MISMO is about YOU…
… making a stand and taking real action for the causes you believe in. Causes that you yourself can truly pursue to make a real, positive difference to your fellow countryman, to your country.
It is for you who still dare to hope that life for millions doesn’t have to be a hopeless battle against problems like poverty, illiteracy, unemployment.
It is for you who believe that not enough is being done about our country’s problems. And that to do right things, you’ll do them yourself.
It is a movement where you can show your patriotism and compassion, and make these traits infectious.
It’s about action that eradicates hopelessness in every Filipino. How hard will this be to accomplish? Well that will be entirely up to you.
In AKO MISMO you get to choose the cause you wish to pursue. No cause is too small as long as it is a noble one. All we ask is that you make a pledge to do it.
You yourself can pledge anything: from teaching English to your yaya’s kid, to making sure that your barangay is dengue-free.
Or make a pledge to do your part in ending corruption, prostitution, illegal drugs or the inhumane treatment of animals. The choice is yours.
No matter how small, as long as you pledge that you yourself will take action, it’s sure to make a big difference.
Giving more hope for Filipinos to stop merely surviving, and start living. And it starts with you.