Procter & Gamble Philippines’ BIDA sa BAHAY music video and marketing campaign in support of DOH’s BIDA Solusyon sa COVID-19 won this year’s PANAta Awards for special award called “Gawad Pandayon” in three categories. Gawad Pandayon is awarded to campaigns that “stood out amid these challenging times, provided inspiration and stimulus with their authentic voice and creative campaign execution and served as a beacon of hope for consumers and an anchor for other brands to emulate”. Held online for the first time via the official PANA Youtube and Facebook channels and simulcasted on official partner pages, PANAta Awards is the annual prestigious awards show by the Philippine Association of National Advertisers (PANA). The PANAta Awards regularly celebrates and recognizes brands and industry movers who have successfully launched outstanding and meaningful works for its consumers, customers and the country.
P&G received 2 silvers and 1 bronze for Courage, Creative Effectiveness, and Authenticity categories under Gawad Pandayon, making P&G the only company to win across all categories for the special award.
The BIDA sa Bahay music video and campaign is recognized for its record view through rate and engagement for its material, reaching millions of Filipinos across Facebook, YouTube, and television, and soon will reach more students and families with its inclusion into DepEd’s blended learning activities. P&G’s music video is positive, catchy and the first and only music-based video during its time of release, making it a stand-out and an effective educational material for enabling Filipinos to practice good home hygiene habits. P&G’s BIDA sa Bahay initiative has also enlisted different partner supermarkets and sari-sari stores to promote the “BIDA” or anti-COVID preventive messages and protocols in their stores to remind on-ground shoppers. On top of its education and information materials, P&G was able to donate thousands of BIDA Home Hygiene kits to households all over the country, empowering communities and helping the government in the nation’s fight against COVID-19.
This recognition puts a stamp on P&G’s commitment to be a Force for Good as seen on its different initiatives with the leading consumer goods company’s trusted hygiene brands, marketing and media expertise, and partnerships over the months. P&G has also won Gold for PANAta’s Best Localized Ad category for its global heritage brand, Tide, with its effective regionalized brand growth and communications model in Mindanao.