Brillante Mendoza-directed ‘Pagpupugay’ advocacy campaign wins top honors

RiteMED’s advocacy video “Pagpupugay,” which pays tribute to carers of the sick and directed by internationally-acclaimed and award-winning director Brillante Mendoza, won top honors at the 10th Araw Values Award 2016.
RiteMED’s Pagpupugay won Gold for Branded Communications under the value of Love of Country and Respect for National Customs and Traditions. Among the Gold awardees, it won the Platinum Award, for the same category and value. It is the highest award and given only to campaigns that exceed the criteria of the Gold award category and truly exemplify Filipino values. Pagpupugay was created for RiteMED by advertising group Estima Inc.
The Araw Values Awards is organized by the Advertising Foundation of the Philippines to uphold traditional and positive Filipino values in the industry and promote responsible advertising. It gives recognition to responsible brands that help promote Filipino values.
It is anchored on the Ad Foundation’s cornerstone values: love of God and respect for all religious beliefs; commitment to truth, honesty and integrity; love of country and respect for national customs and traditions; reverence for family unit or marriage or responsible parenthood; respect and care for human life, dignity and the rights of all; respect for law and authority and the promotion of self- discipline and concern for and preservation of the environment.

Read more at http://www.tribune.net.ph/life-style/brillante-mendoza-directed-pagpupugay-advocacy-campaign-wins-top-honors

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