Last June 16, 2016,
Cebu Pacific and
UNICEF launched the
Change for Good campaign. Basically, it is a resource development drive to fund
UNICEF’s program –
1,000 Days Health and Nutrition program. This program focuses on the health of the first 1,000 days of children which is critical to their optimum growth during childhood stage. The idea is for the flight crews to appeal to the passengers to donate and collect whatever change they have in their pockets regardless of currencies. These loose change will be pooled together to be given to UNICEF.
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| Launching of Cabu Pacific-UNICEF Change for Good Campaign at Crown Plaza, Ortigas Center, Pasig City... |
For me, I think this is a great way to expand UNICEF’s potential market. When I was with
World Vision, I thought of a concept similar to this one. I proposed a project to insert a leaflet brochures to be inserted on
PAL’s Mabuhay Magazines and it will reinforced by an appeal coming from the flight crews. These leaflets are the kinds where I donor can fill-up if he or she desires to sponsor a child. Unfortunately, this project didn’t materialized because
PAL’s corporate social responsibility thrust was not focused on children’s education at that time. Plus the company was preoccupied by the tension coming from issues of transition of ownership of PAL from
Lucio Tan to
Ramon Ang of San
Miguel Corporation.
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| Ms. Anne Curtis, UNICEF Ambassador |
Last week, my wife and I were invited to attend a two day media event in
Cebu by
Weather Philippines Foundation – WPF via
Cebu Pacific. The 10 years of experience in fundraising for
World Vision before prompted my curiosity to really observe how
Cebu Pacific execute the fundraising appeal. So, after the snack offering rolled off, a flight attendant delivered a quick intro about the appeal and another flight crew pass through along the isle collecting loose change from passengers.
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| Other than the usual delays brought about by NAIA's air traffic congestion, the flight was relatively great! :) |
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It was a quick run and it’s good that there are people who responded. However, I noticed that the presentation of the campaign was read once and in a haste, with minimal emotion. It was delivered much like the way they read the routine
Civil Aeronautics and Aviation Board safety protocols and guidelines which many don’t pay attention to. And also, it was not mentioned that any currency can be donated. For me, it would be a good idea to say it because there are foreign tourists on-board with foreign currency which is relatively higher in value. Since it was a quick appeal, many passengers seated at the farther end were not able to grasp what the donation bag being pass around is all about. And some who did get it reacted a little too late thereby missing the flight attendant’s passing. In short, the appeal was not as engaging as I expected it to be.
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| Mr. "Pure Energy" Gary Valenciano, rendering songs at the launch... |
Cebu Pacific, which marked its 20th year of operations this year, chose UNICEF’s First 1,000 days Health and Nutrition Program as the beneficiary of its change for good partnership. The first 1,000 days of a child are crucial to physical and mental growth and is the foundation of the child’s ability to grow and learn and earn later in life.
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| Ms. Anne Curtis, Mr. Lance Gokongwei, CEO CEB, Ms. Lotta Sylvander, UNICEF Philippines Country Representative with Cebu Pacific Flight Attendants |
to learn more about UNICEF's First 1,000 Days Health and Nutrition program and ways how you can help, You can log on to www.unicef.org/Philippines or visit their FB fan page at https://www.facebook.com/unicefphilippines
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