REBUILDING THE PHILIPPINES IN A TIME OF NEED
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Created in 2013 in the wake of Typhoon Haiyan, the non-profit organization Pinoy Relief was formed to generate awareness, raise funds and create sustainable recovery programs for the victims and communities affected by the devastating natural disaster.
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MUSIC UNITES IN TIMES OF CRISIS
Pulse Creative was the sole marketing force behind all of Pinoy Relief’s efforts, ranging from the creation of its brand identity to the management and production of their benefit concerts & galas. Within a 6-month timeframe, the Pinoy Relief organization was born, a website was built, social media strategy was developed and executed, video
content was created and a celebrity-filled benefit concert held at Madison Square Garden Theater in NYC was produced. The result was a total of 50M+ impressions across a multitude of media channels including all major social media platforms and various print and TV outlets. The benefit concert itself helped raise $2.8M+ with 3K+ in attendance.
BRANDING A GLOBAL EFFORT
The Pinoy Relief brand seamlessly integrates the universal symbol of the cross for health and the islands of the Philippines to help represent the organization’s mission and purpose. Through the newly developed brand identity, Pinoy Relief was able to start activating major fund-raising initiatives, while Pulse Creative led the charge in the production of various benefit events that included concerts and galas.
DELIVERING A CRITICAL MESSAGE
How do you best portray the amount of devastation Typhoon Haiyan brought to the Philippines? Create a digital experience that puts you at the doorstep of affected areas and showcase information that puts the audience’s views in perspective. The website was created to act as the central hub for all things Pinoy Relief. It gave information on the organization itself, along with comparative statistics on the typhoon/hurricane, social media content, benefit concert details and video content which told the story of the people at ground zero.
TELLING THE STORY OF THE PEOPLE
The origins of Pinoy Relief’s existence can be told in the words of those who lived through the deadliest Philippine typhoon on record. With Pulse Studios, our teams were deployed on-location to capture and produce video content that helped to bring the actual experience to viewers.
Pulse Creative made numerous trips to the affected areas of the Philippines to capture the country’s recovery process. Mini-series were produced during the build-up of the first benefit concert to show the devastating effects of Typhoon Haiyan, and the efforts created towards improvement.
The “I Am Pinoy” video campaign was also created. These were a series of short videos of Filipinos and others alike showing solidarity from the natural disaster. The purpose of these videos were to urge others to donate towards Pinoy Relief.
PHOTOS WORTH A THOUSAND WORDS
The Pulse Creative team was assigned to travel to the areas of the Philippines most affected by the typhoon and capture both the devastation and the process of recovery.
ANNOUNCING THE BENEFIT CONCERT
A strategic PR campaign was carried out to include press & feature stories in various media outlets such as The Wall Street Journal, CNN, CBS, People, US Weekly, Dr. Oz Show, Z100 and WPLI.
A number of partnerships were created for the event including sponsorships from Grey Goose, Bacardi, Bombay Sapphire, Dream Downtown, TAO Downtown, and media/broadcast partnerships with ABS-CBN and Carat/Dentsu.
A SPECTACULAR
SHOWCASE
LIGHTS, CAMERA, ACTION!
We aimed for a once in a lifetime star-studded lineup to feature a mix of Filipino talent such as Jessica Sanchez, the REO Brothers, and Charice; along with American chart toppers Jennifer Hudson, Pentatonix, A Great Big World, and Plain White T’s. Other special guest stars included Dr. Mehmet Oz, Apl.de.Ap of the Black Eyed Peas, Dante Basco, and EGOT Award winning songwriters Robert Lopez and Kristen Anderson Lopez.
Ticket sales and funds raised at the Pinoy Relief Benefit Concert were used to create grants & programs dedicated to the victims of Typhoon Haiyan with beneficiary organizations such as Operation Blessing, Habitat for Humanity, Save the Children and Give2Asia along with other local NGO partners.
