Sunday, June 8, 2008

ABS-CBN launches 'Bayanijuan'

Source: ABS-CBN

A simple celebration with less fortunate Filipinos in the country is what ABS-CBN did and will continue to do until the end of the year in celebration of its 55th year anniversary through "Bayanijuan."

The station's new advocacy program, "Bayanijuan" with the theme “Walang Iwanan sa Bayan Ni Juan” re-imagines the Filipino volunteer spirit, or “bayanihan,” as a force to create a better, more compassionate Philippines for ourselves and our children.

“It’s really about giving back,” Head of Program Marketing, Zita Aragon said.

She added that the project was originally conceptualized by the ABS-CBN Foundation, Inc. as an advocacy integrating all its units to help families and build communities in the poorest regions of the country.

The idea struck a chord in ABS-CBN President Charo Santos-Concio, who decided to make "Bayanijuan" the flagship program of ABS-CBN’s celebrations for its 55th year in television.

Aragon collaborated with Creative Communications Management Head Robert Labayen to flesh out a strategy to link "Bayanijuan" to the 55th anniversary plan.

“We want people to know that "Bayanijuan" is not just a one-time project for ABS-CBN. It’s a commitment to serve that goes back to ABS-CBN’s conviction to be of service to the Filipino,” said Aragon. But it goes beyond network affiliation -- whether you’re Kapamilya or not, you can still be part of this advocacy. And it goes beyond the 55th-year anniversary: hopefully we can extend this to 2009 and beyond.”

The TV campaign for Bayanijuan kicked off late May with series of teasers, produced by CCM, that subtly prod viewers into action with tags such as “Jose Rizal, edad 26 nung lumabas ang Noli Me Tangere. Jacinto at Del Pilar, 19 noong sumali sa Katipunan, Bigyan ng bagong simula ang ating bayan…BAYANIJUAN.”

"Bayanijuan" kicked off last June 4 with a visit to a feeding program in Bacolor, Pampanga. ABS-CBN executives led by Santos-Concio, the cast of "That’s My Doc", Star Magic talents, and the housemates of PBB Teen Edition served food, played games, gave gifts and interacted with a group of 500 children, who are taking part in a 120-day feeding program for a lahar-ravaged community maintained by ABS-CBN Foundation and sponsor Globe Asiatique.

With a tentative schedule of three events earmarked for June, including the turnover of a Bantay Bata Center in Puerto Princesa, Palawan, and a medical mission, Aragon estimates "Bayanijuan" will soon be able to tackle an average of four programs a month.

On a national and company-wide basis, the "Bayanijuan"project kicks off with a patriotic pledge to the country, as ABS-CBN employees stand up as one for a special Flag Ceremony on June 12, Independence Day.

The Flag Ceremony is unique and will involve ABS-CBN employees from all over, starting with the main office in the ABS-CBN compound, through to the employees from the Regional Network Group all across the Philippines, and all the way to the offices of ABS-CBN Global, Australia, the only Global office where it is already June 12. Confirmed RNG locations for the whip-around are ABS-CBN Baguio, Cebu, Bacolod and Davao.

This Flag Ceremony will be broadcast live on ABS-CBN Channel 2, for a 15-minute, commercial-free gap from 10:15-10:30 a.m., or just before Boy and Kris. This will be followed by an announcement of the "Bayanijuan" initiative, and introduce the Panatang Maka-Bayanijuan a statement of purpose for the campaign.

Employees are encouraged to wear a solid red, white or blue for the event, representing the Philippine flag. Colors for each division, as well as other internal coordination activities, will be handled by the Human Resources Division.

This national launch will be followed in earnest by the"Bayanijuan"campaign, which will involve institutional TV plugs featuring the likes of Piolo Pascual, KC Concepcion, Sarah Geronimo, and the hosts of Bandila and TV Patrol Weekend.

A music video for the "Bayanijuan" theme song “Bagong Simula” has also been produced, featuring top rock vocalists Kevin Roy (Razorback), Marc Abaya (Kjwan), Yael Yuzon (Spongecola), Kitchie Nadal and Yeng Constantino. A launch in the top-rating ASAP is scheduled for June 15.

ABS-CBN Interactive is also set to launch a website for the project at

All this, however, is based upon the all-important volunteer spirit. ABS-CBN urges viewers and employees alike to give to the "Bayanijuan" campaign. The aforementioned TV plugs, targeted for the general public, will feature the "Bayanijuan" phone hotline and a Banco de Oro account number where a viewer can make a deposit towards the campaign.

ABS-CBN employees, of course, are strongly encouraged to give either their time or their money to help the campaign. Aragon said each mission can utilize up to 50 volunteers and donations of money will also be very welcome. "Bayanijuan" pledge donation form has already been disseminated through each division’s administrative officers.

In case you already wish to donate, the "Bayanijuan" hotline is 922-4842. Donations may also be directly coursed to the ABS-CBN Foundation's Banco de Oro account, using the following details:

Branch Name : BDO Mother Ignacia
Account Name : ABS-CBN Foundation, Inc.
Acct# : 5630060113

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