Two strategic business units of JG Summit Holdings, Inc. – URC Flour & Pasta Division and Cebu Pacific—were awarded for their outstanding public relations programs at the recent 54th Anvil Awards organized by the Public Relations Society of the Philippines.
At the awards night held on January 30, 2019, at the Grand Ballroom of the Marriott Hotel in Resorts World Manila, URC Flour and Pasta Division received a Silver Anvil award for Flourish Pilipinas as an outstanding public relations program directed at specific stakeholders that effectively engages its target audience of Filipino senior high school students as well as valued partners such as the Department of Education and local government units.
The project provides definitive knowledge and information for Grade 11 and 12 students studying bread and pastry production by way of a standardized multimedia toolkit, while also providing a year’s supply of flour for actual use by the students. The project was initially rolled out in selected public high schools in Davao City and in Metro Manila with a total of 1,109 students to date benefitting from this project.
“This award is truly meaningful because it affirms the positive impact that our project is creating in society in our goal to become a responsible corporate citizen,” said Naida Dalisay-Ebora, National Sales and Marketing Director of the URC Flour and Pasta Division.
Ellison Dean C. Lee, Vice-President and Business Unit General Manager of the URC Flour and Pasta Division, said they are looking forward to expanding the project to further enhance the learning capabilities of Filipino youths and help arm them for success in the exciting and lucrative food and hospitality industries.
Two Silver Anvil Awards were also handed to Cebu Pacific in the category of specialized PR program advocacy campaign for its “The Juan Effect: An Advocacy on Responsible and Sustainable Tourism” in partnership with the Department of Tourism (DoT) and for the “Cadet Pilot Program: How Cebu Pacific Helps Filipinos Soar to Their Dreams.”
The Juan Effect campaign was cited for successfully launching sustainable tourism, which encourages responsible travel among passengers and empowers everyone to change at least one everyday habit, while the Cadet Pilot program was recognized for providing financially-challenged Filipinos a chance to fulfil their dreams of becoming a pilot.
DoT Secretary Berna Romulo-Puyat has lauded Cebu Pacific’s initiative to reduce inflight waste. “We are confident that through this project, it would catch on with our efforts of advocating responsible tourism that will engage society in promoting positive values, protecting the environment, historical, and cultural heritage, and inculcating pride in being a Filipino,” said Sec. Romulo-Puyat.
