The AboitizPower CarbonLite advocacy campaign

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

AboitizPower Corporation has become one of the key players in the power industry in the Philippines. What sets it apart from the other power generation and distribution companies is its commitment to provide clean and renewable energy. In response to the worsening condition of the environment, AboitizPower launched its very own Cleanergy, the company's brand of renewable energy. In line with AboitizPower's new brand position as a company that offers Better Solutions for A Better Future, the group came up with CarbonLite, an advocacy campaign that aims towards educating and leading people to reduce their carbon footprint. This advocacy campaign will eventually create a positive public image for AboitizPower Corporation.

Since the public is not yet aware about CarbonLite, there is a great need for an intense launch of this advocacy campaign. The message of the campaign shall be communicated to the general public but with greater focus to the Filipino youth aged 17- 29. They are the ones who constitute most of the country's population, have highenergy consumption and are big influencers in the society. CarbonLite shall make use of online and out-of-home advertisements, which are seen to be an efficient way to reach the target audience and engage them to reduce their personal carbon footprint.

The advertising executions for CarbonLite will revolve around the Big Idea, Your simple effort can be of big help.This idea will change the mindset of the people by leading them to realize that a simple act that they do as an individual will collectively make a big difference. The campaign provides hope and optimism by showing the youth that there is still a chance for them to see the change they want to see and by giving them a rewarding feeling that they did something big for the environment.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020436

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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