Conclusion
To broaden the scope and impact of the campaign, Visine also teamed up with two of the country’s leading newspapers, the Philippine Daily Inquirer and the Manila Bulletin, in running contests that promoted reading.
In the case of the Philippine Daily Inquirer, and in cooperation with National Book Store, the contest was in the form of a photo contest dubbed “Look Who’s Reading,” where readers were asked to submit a photo of a subject reading in an unusual setting. The Manila Bulletin, with the support of Powerbooks this time, conducted an essay-writing contest, entitled “Why Read?” on the benefits one derived from reading.
Providing a big boost to the campaign was getting the endorsement and support of the Reading Association of the Philippines, local affiliate of the International Reading Association which promotes reading around the world. The Eye Health and Safety Foundation, an agency of the Department of Health mandated to promote proper eye care to facilitate better reading and learning, also gave its support to the program.
ReadShows at the malls
THE campaign was formally launched with the publication of full-page, full-color print ads showing Aquino, Schulze and Hizon reading while taking a break from their usual activities. TV commercials were aired at the same time, showing the three endorsers in the act of reading while on a break from their daily activities. Posters of the print ads were also produced and distributed to schools nationwide.
The ReadShows, which provided the focal point and anchor of the whole campaign, also started during that month with the first one being held at Robinsons Galleria in Ortigas Center. Done in TV talk-show format and hosted by Aquino and Schulze, with Hizon serving as guest host from time to time, other ReadShows followed at Robinsons Place Manila, Alabang Town Center in Muntinlupa and SM Megamall again at Ortigas Center.
During the ReadShows, prominent personalities who had attained leadership positions in the government and the private sector such as then Senators Raul Roco and Manny Villar, then-Education Secretary Edilberto de Jesus, and then-Manila Mayor Lito Atienza were interviewed on why they value reading, what their favorite books were and how these books helped them succeed in their lives and careers.
Selected entertainers known to be avid readers also guested in the ReadShows such as Jim Paredes of the Apo Hiking Society, Luisito Pascua also known as Kuya Bodjie of Batibot and Epol/Apple TV kid shows, TV host and former beauty queen Zorah Andam, and popular young radio DJ and band leader Mondo Castro and his band “The Pin-Up Girls.” Castro and his band also performed numbers to entertain the audience.
To serve as audience for the ReadShows, students from public high schools near the shopping malls where the event was being held were invited, along with their English teachers. Not only did the students ask the guests questions about reading and their favorite books, but they were also able to participate in contests where they were asked questions about what the guests said. Those who gave the correct answers received books, product samples and other token gifts from the sponsors.
Snacks and refreshments were also served to the students and guests at the end of the show.
The Eye Health and Safety Foundation also conducted free eye examinations during the ReadShows.
Visine also put up a booth where promo girls dispensed eye-drop samples to mallgoers.
In between the monthly ReadShows, smaller pocket events dubbed as Weekend Bookends were also held at Powerbooks branches. With the cooperation of Anvil Publishing, local authors were invited to talk about their books before an audience of selected guests and interested customers. The guests and customers got to have the books signed by the author and they even joined workshops in cases where the book that was the subject of the event was something educational or involved skills development.
Book donations to schools
IN lieu of any talent fees or honoraria, the guests at the ReadShows were given books for donation to a high school of their choice. These books, consisting mainly of the classics, as well as reference books, came from book publishers associated with National Book Store and Powerbooks, including Harper Collins, Random House, Scholastic Books and Simon & Schuster. Books were also donated to the schools whose students attended the ReadShows.
Books were also presented to the Department of Education which turned them over to public schools in Mindanao, and to the city of Manila which were distributed to the neediest high schools in the city.
Impact of campaign
THE Read to Lead campaign received wide media coverage and positive comments by various columnists who cited Visine for coming up with such a much-needed reading advocacy campaign. Such publicity mileage was achieved through distribution of press releases and through articles written by journalists invited to cover the ReadShows, as well as feature stories resulting from special interviews of the endorsers.
Visine’s Read to Lead campaign also generated wide public awareness through the print and TV ads, as well as the contests held by media partners Philippine Daily Inquirer and the Manila Bulletin.
This is not to mention the wide on-the-ground exposure obtained through promotions held and collaterals distributed at all the outlets of National Book Store, Powerbooks, Mercury Drug and Watsons. Through the ReadShows, the campaign was also able to reach and impart the message on the importance of reading to thousands of people in the various shopping malls who stopped and watched the ReadShows even for a while.
A more lasting impact of the Read to Lead advocacy was that it also encouraged other companies and organizations to launch related reading promotion campaigns on their own, especially companies that had predominantly young market such as fast-food chains and the like.
The Read to Lead campaign brought greater public awareness on the importance of eye-health care and helped boost the sale and use of Visine to help people achieve such a positive objective. And who knows how many young people at the time were encouraged by the campaign to read more, and who have since gone on to achieve success in their chosen fields, including public service.
Considering the country’s dire need to have such wise and competent leaders to help the country develop economically and for Filipinos to finally overcome illiteracy and poverty, Visine’s undertaking the reading advocacy campaign Read to Lead would have been well worth it.
PR Matters is a roundtable column by members of the local chapter of the International Public Relations Association, the premier association for senior professionals around the world. Rene Nieva is the chairman and CEO of Perceptions Inc.
We are devoting a special column each month to answer the readers’ questions about public relations. Send your comments and questions to askipraphil@gmail.com.