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Background:

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‍In 2020, the Bicol region faced an unprecedented challenge with the convergence of the COVID-19 pandemic and the devastating impact of Typhoon Rolly. The aftermath left the region in darkness—literally and metaphorically—as power outages, destroyed homes, and the ongoing pandemic created an atmosphere of uncertainty and despair. Recognizing the resilience and unity of the Bicolanos, Atud Ph, in collaboration with The MultiLabs, launched a heartfelt Christmas campaign to celebrate the enduring spirit of the Bicolanos and illuminate the importance of family during these challenging times.

Objective:

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‍The primary objective of the campaign was to convey the message that amidst darkness and struggles, family serves as the guiding light of hope, resilience, and unity during Christmas. Through a 2-minute 2D animated film, the campaign aimed to evoke emotions, inspire unity, and drive support towards affected families while highlighting the "Oragon" values of excellence and perseverance.

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Campaign Elements:

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1. Christmas Campaign Video:The heart of the campaign was a poignant 2D animated film created and art directed in Tagalog by Ian Rosin, creative direction by Carlo Seda, scripted by Cyd Jae Abad, and sound engineered by Bryan Rafael. The film beautifully captured the challenges faced by the Bicol region during the pandemic and the typhoon, emphasizing the unity and resilience of the community. The narrative centered on the message that family serves as the beacon of light during dark times, showcasing the unwavering spirit of the Bicolanos.

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2. Campaign Tagline and Hashtags:The campaign was anchored by the tagline "Family is the light of Christmas," resonating deeply with the theme of family unity. The hashtags #PamilyaAngLiwanagNgPasko and #FamilyIsTheLightofChristmas were used across social media platforms to engage the audience and encourage sharing personal stories of family resilience and support.

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3. Reach Out Activities - Atud ning Pag-Asa Program:As a tangible demonstration of support, Atud Ph initiated the "Atud ning Pag-Asa Program." This program involved relief operations aimed at assisting families affected by the typhoon. Collaborating with an alumni group from a school in Polangui Albay, the campaign provided essential aid, including food supplies, shelter assistance, and support for rebuilding efforts.

Results and Impact:

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• Emotional Engagement: The animated film resonated deeply with audiences, evoking emotions and garnering widespread acclaim for its heartfelt portrayal of the Bicolano spirit.
• Social Media Reach: The campaign hashtags gained traction on social media platforms, encouraging people to share stories of familial resilience and spreading the message of hope and unity.
• Community Support: The Atud ning Pag-Asa Program made a tangible impact by reaching out to affected families, providing essential relief, and fostering a sense of support and solidarity within the community.

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Conclusion:

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‍The "Pamilya ang Liwanag sa Dilim ng Pasko" campaign succeeded in celebrating the resilience of the Bicolanos while emphasizing the importance of family unity during challenging times. By combining a poignant animated film, a resonating tagline, and practical support initiatives, Atud Ph illuminated the true spirit of Christmas and inspired a community to stand together in solidarity and hope.

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