To be honest, there are probably more than a dozen ongoing campaigns about millennials in the Philippines. You see these campaigns on YouTube, Instagram and even Facebook.
Admittedly though, some of the campaigns can be pretty boring because they feature the same people over and over. It gets to a point where you actually want to submit a list of names to the brand just so they would tap new faces and names.
But many of the campaigns are interesting because they promote hard work and perseverance, and actually feature millennials and influencers who are worth emulating and not just the “fab” ones, if you know what I mean.
To mark National Eye Care Awareness Month, eye drop brand Eye Mo launched its second campaign, titled “#REDvolution,” under the umbrella campaign “Eyes Mo, Care Mo.”
The #REDvolution campaign, which kicked off in May and will run until August, celebrates red as the color of love and care via Eye Mo’s Red Eyes Formula, which is for quick relief of eye redness and minor discomforts caused by irritants.
“Millennials are highly exposed to eye irritants on the road, at work and in school, and this may affect their health and overall productivity,” said Earl Jayona, sales and marketing manager for Eye Mo Philippines. “The campaign is a call-out to the youth, an encouragement to better take care of their eyes.”
As part of the campaign, Eye Mo is featuring three millennials, who are all achievers: Norman King, 29, the first Aeta graduate of the University of the Philippines (UP); Nikko Ramos,29, radio jock and sportscaster; and Claire Adorna, 24, one of the 29 Filipino gold medalists in the 2015 Southeast Asian (SEA) Games. You can watch the video here https://youtu.be/-a_fyU3qF-8.
“I faced a lot of discrimination,” King said in the documentary. “People will look at you from head to toe. Sometimes they will call you names, like you’re a lesser individual.”
The video follows King’s journey to become the first Aeta graduate of the country’s most prestigious state university. King is now a part-time lecturer in UP, teaching Community Psychology at the Pampanga campus.
Also featured in the documentary are the stories of Adorna, who won the gold at the SEA Games despite suffering from a broken ankle; and Ramos, who uses his voice to inspire change.
“I’d like to be able to be one of many voices that bridge the gap between generations,” said Ramos. “If you’re able to do that, you’re able to help people from both generations understand each other better.”
“Change comes from within, and with this documentary, we aim to remind the youth that just like believing in oneself can inspire positive change, self-care is also a vital step to achieving good health. The eyes are the most neglected part of the body, and yet are the most important. We want to strengthen this information campaign—that taking care of your eyes is just as crucial as taking care of the rest of your body,” said Jayona.
The three-month Eye Mo campaign kicked off with a medical mission anchored on the brand’s corporate social responsibility. The event brought in renowned ophthalmologists to Barangay Payatas in Manila to service about 1,000 residents in community-wide eye checkups.
Eye Mo Philippines also teamed up with TV5’s Alagang Kapatid Foundation for the CSR’s feeding program, donating breakfast, hygiene kits and Eye Mo products.
The subsequent leg of the Eyes Mo, Care Mo campaign focused on millennial commuters by conducting free eye checkups at the busiest train stations in urban Manila. Dubbed “EyeGo,” the second leg took place at MRT stations in Recto, Katipunan and Cubao to distribute samples and freebies.
Capping off the campaign is its final leg, “EyeDucation,” a campus tour to be fronted by Star Music artist RJ Agustin and rock bands Rocksteddy, Soapdish, Silent Sanctuary and True Faith.
The tour will be held at University of Makati, Arellano University, Central Colleges of the Philippines, Rizal Technological University, Our Lady of Fatima University, University of the East, Lyceum of the Philippines University, Pamantasan ng Lungsod ng Maynila and University of Santo Tomas.