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May 21, 2014

P&G leads creation of crowdsourced national song in the Philippines

MANILA - Procter & Gamble Philippines has created a campaign, 'The Kayanihan Project', with the tagline “For a New Philippines all must be as one!” in answer to President Aquino’s message to Filipinos to unite in positivism and contribute to a national project for continuing progress.

MANILA - Procter & Gamble Philippines has created a campaign, 'The Kayanihan Project', with the tagline “For a New Philippines all must be as one!” in answer to President Aquino’s message to Filipinos to unite in positivism and contribute to a national project for continuing progress.

Developed by Campaigns Grey, the project was launched on 20 September, involving two components a music video that aims to rouse national pride, plus an initiative to enable Filipinos to display the 'bayanihan' spirit. 

The campaign aims to avoid premature complacency from setting in amongst Filipinos, by encouraging a positive national psyche that would help them rise above the challenges to get closer to their ideal Philippines.

Music was selected from talent in the Philippines. The campaign...

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