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2010 ARAW Values Advertising Awards: MILO Marathon Advocacy Wins Gold

The MILO Marathon “Help Give Shoes” advocacy won the Gold in the category for “Respect and care for human life, dignity and the rights of all” in the 2010 ARAW Values Advertising Awards, besting over 180 entries that vied for the award.

The MILO Marathon “Help Give Shoes” campaign called on runners from all walks of life to come together in order help provide thousands of underprivileged children with running shoes. The MILO Beverages team, together with its communication partner Publicis Manila, came up with a campaign that featured the unique Filipino custom of sending cutouts of their feet, instead of shoe sizes, when requesting their relatives—usually the ones abroad— to buy them new pairs of shoes.

This iconic and quirky foot cutout became the centerpiece of the campaign that made use of different above-the-line and below-the-line communication vectors in order to spread its message. The campaign was a success, with more than 200,000 runners joining the 34th National MILO Marathon. As a result, over 4,000 public school children each received a brand new pair of running shoes, shoes that they can use for school, for sports and other activities.


The ARAW Awards is a biennial awards program of the Advertising Foundation of the Philippines, and this year’s theme is centered on the values embedded in advertisements and how they are delivered. The organizing committee categorized the entries according to the seven cornerstone values: (1) Love of God and respect for religious beliefs; (2) Commitment to truth, honesty and justice; (3) Love of country and respect for national customs and traditions; (4) Reverence for family, unity and inviolability of marriage; (5) Respect and care for human life and dignity and the rights of all; (6) Respect for law and authority and the promotion of self discipline; and (7) Concern and preservation of the environment.

Milo Marathon pledges shoes for 4,000 kids

SOURCE: abs-cbnnews.com

MANILA, Philippines — A total of 4,000 children will receive new running shoes this Christmas, courtesy of the 34th National MILO Marathon (NMM).

The event's finals were held Sunday, with Filipinos Eduardo Buenavista and Flordeliza Donos ruling the men’s and women’s categories, respectively.

Buenavista won his third crown, clocking 2 hours, 24 minutes, and 18 seconds, racing past Kenyans Willy Tanui (2:29:00) and William Kipyedo (2:30:19). He had previously won the 2002 and 2008 titles.

Meanwhile, criminology graduate Donos also kept the Philippine flag flying high, finishing at 3:05:07.

She crossed the finish line ahead of Kenyan Susan Jemutai (3:05:52) and Filipino Mary Joy Tabal (3:08:38).

The race started at the Quirino Grandstand in Manila, with the number of participants reaching 15,000.

The NMM had 17 regional races across the country for the past 6 months.

Part of the proceeds from the 17 legs have already been used to donate 3,600 pairs of shoes to school children from Manila, Dagupan, Baguio, General Santos, Davao, Cebu, Tagbilaran, Dumaguete, Ilo-Ilo, San Pablo, Naga, Batangas, Puerto Princesa, Tarlac, Olongapo, Butuan, and Cagayan de Oro.

"The root of this advocacy lies in our belief that we’re not just giving these children running shoes. We’re giving them something that they can wear to school, for sports and other activities. It’s definitely a step to help them reach their true potential and be the best that they can be," race organizers said on the event's official website — With reports from The Philippine Star

Nestle Philippines TV Commercial: MILO "The Gift"

http://www.milo.com.ph/
http://www.nestle.com.ph/
http://www.nestle.com/

Acclaimed director Stephen Ngo brings to life the new MILO® Marathon TV commercial.

It tells the story of Aris, a young boy from the province who dreams of having his own pair of running shoes. He makes a paper cutout of his own foot, hoping to give it to a kind-hearted soul in exchange for a pair of shoes.

But as he writes his name on the cutout, a strong wind blows it away and he chases after it. He reaches the town plaza where the National MILO® Marathon is about to start. As he weaves through the crowd a runner grabs his cutout. To his surprise, the runner gives Aris a new pair of running shoes.

His dream is finally realized.

We end with Aris happily running in the MILO® Marathon.

For more info on the advocacy logon to http://www.milo.com.ph/.

Check out more Nestle Philippines TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph.