The National Commission on Culture and the Arts (NCCA) has lamented that despite its several awareness campaigns, Filipino youths continue to be non-responsive and unappreciative of culture-related campaign. NCCA Executive Director Rico Pableo said that it has always been the challenge for the commission “to let Filipino millennials appreciate, love, and understand the Filipino culture.”
Given this expressed challenge, PageOne Media, a content development and marketing agency, developed a one-of-a-kind digital campaign to promote Filipino culture and traditions among millennials called “OMG with JP and Ysh” which is PageOne’s Facebook Live show that features different Pinoy customs, practices and traditions. “OMG with JP and Ysh” creates an interactive and fun platform talking about Pinoy culture and share experiences every Pinoy can relate to.
The campaign recorded very impressive results. Its initial objective of reaching 500,000 Filipinos have been surpassed by many folds: 1,271,950 total number of people reached, 841,377 live views and 340,341 engagements per episode.