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Cebu Pacific’s Juan Effect Campaign Continues to Reap More Honors

The airline took home two trophies at the 2019 Asia-Pacific Tambuli Awards
by The JG Summit Team | Jul 13, 2019
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Launched in August 2018, Cebu Pacific’s sustainable tourism campaign, Juan Effect, has gathered more than 17,000 pledges as of June this year. A multi-sectoral advocacy in partnership with the Department of Tourism (DOT) and with the support of the Department of Environment and Natural Resources (DENR) and the Department of Interior and Local Government (DILG), Juan Effect’s success can be attributed to the growing concern people have for our environment, but credit should also go to the outstanding publicity materials created to raise awareness for the sustainable tourism campaign.


Candice Iyog, Vice-President, Marketing & Distribution; Roxanne Gochuico, Corporate Social Responsibility Specialist; Michelle De Guzman, Director for Marketing; and Anne Jamnague, Marketing Technology and Branding Manager, with the team of Black Pencil, the creative agency of Cebu Pacific for the Juan Effect campaign.

These efforts of the Cebu Pacific team and its creative agency Black Pencil were rewarded at the 2019 Asia-Pacific Tambuli Awards, held at the Grand Ballroom of Shangri-La the Fort on June 4. Organized by the School of Communication of the University of Asia and the Pacific (UA&P), the awards recognize creative and effective brands with a purpose. Named after the carved carabao horn used by indigenous Philippine tribes to call for gatherings, meetings and announcements, the Asia-Pacific Tambuli Awards was established in Manila in 2005 and expanded to the Asia-Pacific region in 2012.

This year, Cebu Pacific took home two Bronze Awards; the first was in the Care for the Environment Category, and the second was for Responsible Citizenship.


Cebu Pacific's two Bronze Tambuli Awards in the Care for the Environment and the Responsible Citizenship categories.

Juan Effect has three major components: first, Cebu Pacific advocates for each person to make simple pledges to help preserve the beauty of the Philippines' most popular island destinations; second, the airline works with local stakeholders of select Philippine island destinations to achieve solid waste management targets, to pave the way for a more sustainable tourism industry; and third, Cebu Pacific implements even more environment-friendly processes in the airline, and invests accordingly.

To learn more about Juan Effect, click here

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