Campaign gears up for Phase 2 as iamninoy-iamcory Movement
Launch set for January 25, 2010

Since its inception on August 21, 2008, iamninoy has come a long, long way. And now, with the passing of former President Corazon C. Aquino, the campaign is ready to enter its second phase as iamninoy-iamcory.

P2 million raised so far for partners’ beneficiaries

During an iamninoy get-together hosted by De La Salle University at its Taft Avenue campus with Viel Aquino Dee as special guest (see related story), Rafael (Rapa) C. Lopa, executive director of the Benigno S. Aquino, Jr. Foundation (BSAF) thanked iamninoy communities and partners for contributing to the success of the campaign. He said that the extent to which young Filipinos have embraced the campaign can be gleaned from purchases of iamninoy merchandise. He disclosed that the campaign’s retail partners have been able to set aside over P2 million so far for their various beneficiaries.

In addition, the campaign’s young advocates have been forming iamninoy communities wanting to do “heroic” projects, uploading content on this site and various social networking sites, and participating in
iamninoy events.

With this enthusiastic and overwhelming response, Rapa revealed that “midway through the campaign, we made a strategic decision to elevate iamninoy into a movement that would be the centerpiece youth program of the Aquino Foundation.”

Phase 2 in the works

“Were it not for the failing health of President Cory Aquino, the Foundation’s chair emeritus, August 2009 would have marked the launch of iamninoy, Phase 2,” the BSAF executive director added. “With her passing, we were again overwhelmed—this time by the tremendous outpouring of affection and thanksgiving and by the spontaneous rush of volunteers and donors who greatly eased the physical and logistical burden that the wake and the funeral entailed. The Filipino people came out to reciprocate the love and sacrifices that she so generously offered the nation. In this light, we have deemed it more appropriate to launch Phase 2 on January 25, 2010, her 77th birthday, as iamninoy-iamcory.”

A new logo has been developed by McCann Erickson for the iamninoy- iamcory movement, building on the familiar eyeglasses which represent the democratic vision of Ninoy Aquino. The iamcory graphic element has been added, along with a yellow ribbon at the center of the frame. According to Rapa, the yellow ribbon represents the spirit of sacrifice embodied by Ninoy and Cory Aquino. “And it is in this spirit that we hope to engage…the youth…on a deeper level through the iamninoy-iamcory movement,” he said.

Deeper youth involvement along 5 levers of change

Rapa explained that BSAF is forging new partnerships that would open avenues for young Filipinos to make a difference along any one of five “levers of change”: governance, livelihood, education, the environment, and health.

He said that the youth should get involved in the field of governance “because our democracy would flourish only if we can nurture selfless public servants and empowered citizens.” Livelihood is also a priority area “because we need to find long-term solutions to the persistent cycle of poverty and outmigration that is sapping the strength of our nation.” Education and the youth have a natural fit “because quality access to a world of opportunities should be fully open to future generations of Filipinos.” Young Filipinos are also keen on protecting the environment, Rapa said, “because we need to foster more responsible stewardship of our natural habitat if we hope to survive the fearsome effects of climate change.” Health is another important lever of change “because we won’t get very far as a nation if most of our people are malnourished or prone to disease.”

From December 2009 to January 2010, BSAF will be exploring modes of youth engagement with various groups and networks with existing programs and advocacies along these five levers of change. “With their help and with the participation of some of you among our youth communities,” Rapa said, “we hope to organize a strategic planning session soon to flesh out how young Filipinos can contribute meaningfully to programs in these core areas.”

More than one cause for celebration

Spearheading the celebration of iamninoy’s banner inaugural year were students, faculty and officials of DLSU, led by Br. Bernie Oca, FSC, vice chancellor for La Sallian missions and external relations, Br. Armin Luistro, FSC, president of DLSU-Manila, and Camille Aquino, executive secretary of the DLSU student council and project head of iamninoy activities. Also on hand for the event were a large iamninoy contingent from Polytechnic University of the Philippines led by Joyce Boncan, president of the PUP Peer Counselors Association; retail partners Czarina Buenaventura of Bench, Imelda Kholoma and JB Padiernos of Dibuho, Allan De Leon of i2i, and Tess Nicolas of Nien Chiay Fu; partner beneficiary representatives Juliane Reyes and Florinda Lacanlalay of Hapag-Asa, Nalyn Castillo and Maria Elena Heyres of Museo Pambata, Fr. Carlos Guzman and Nerissa Panaglima of Saint Anthony’s Boys Village, and June Frances Hanoy of KIDS Foundation; and Dr. Denky Dela Rosa of the Philippine College of Physicians, potential program partner.

Aside from recapping iamninoy’s first year milestones and providing a glimpse of Phase 2, Rapa used the occasion to congratulate the Philippine Stagers Foundation (PSF) and and McCann Erickson for their recent triumphs in connection with the campaign. PSF, the outfit behind “Ako Si Ninoy”, which was adjudged best musical during the 2009 Aliw Awards, came in full force, led by 2009 Aliw Awards best director Vince Tañada. McCann’s iamninoy creative concepts garnered three Araw Awards during the 2009 Advertising Congress: a silver for integrated marketing campaign; and bronzes for the iamninoy logo and television commercial. The agency was represented in the DLSU event by Celine Lopez, account director, and Carlos Dominguez, account manager.

Non-partisan movement

Rapa also took the opportunity to allay fears that iamninoy-iamcory might be turned into a political platform for Noynoy Aquino. “I want to assure you that there is no such intention to make iamninoy-iamcory a partisan movement, as that would be totally at odds with the spirit of selfless heroism that gave life to the original campaign,” he explained. “While Noy might derive much benefit from the goodwill generated by the memory of his parents, the movement can also be a reminder of the ideals of Ninoy and Cory Aquino which every leader should emulate. And if you truly believe in iamninoy-iamcory, I invite you to measure all the candidates in the 2010 elections—including Noynoy—by that high standard.”

During the post-event merienda, Br. Bernie also emphasized that DLSU upholds values and principles, such as those represented by iamninoy-iamcory, and, as an institution, does not support political personalities.