Photo above shows (from left): PRSP Director, Georgina Banzon; BPI Chief Customer and Marketing Officer, Cathy Santamaria; BPI Social Media Strategist, Suzette Dalumpines; PRSP 58th Anvil Awards Board of Jurors Chairman and former Education and Trade Secretary, Jesli Lapus; BPI Corporate Communications Head, Maria Elena Torrijos; Member of the Board of Jurors and Global Alliance for Public Relations and Communication Management President & CEO, Justin Green; and PRSP President, Harold Geronimo.
The Bank of the Philippine Islands (BPI) demonstrated once again its excellence in strategic communication and public relations (PR) after bagging multiple accolades, including a Platinum award at the prestigious 58th Anvil Awards organized by the Public Relations Society of the Philippines (PRSP).
BPI got the nod from judges and brought home four coveted Anvil trophies—a gold and Platinum Anvil for its campaign on ATM withdrawal safety and two Silver Anvils for its campaigns centered on financial education and cybersecurity awareness. The Platinum Anvil Award is given to the most outstanding PR tool chosen from among all Gold Anvil Awardees.
Going Viral? Do it Yourself, BPI’s Gold and Platinum Anvil-winning entry under the PR Tool for Social Media/Multimedia category, was launched to communicate an important reminder to the bank’s clients about keeping their accounts safe. Using a trendjacking strategy, the social media post capitalized on an election campaign-related incident last year to communicate a public service announcement about making safe and secure cash withdrawals. It generated an organic reach of over eight million people, making it the most viral and most shared content of BPI to date.
Meanwhile, #BPIFinancialEducation Friday: Pursuing Financial Education with an Online Financial Literacy Campaign, the Bank’s Silver Anvil-winning entry under the PR Programs on a Sustained Basis for Education/Literacy category, was mounted to help jumpstart the financial wellness journey of ordinary Filipinos by tackling basic concepts in banking and personal financial management through easy-to-understand Facebook posts uploaded every Friday.
Its entry entitled #BPICybersecuriTips: Championing Cybersecurity Awareness also won a Silver Anvil under the PR Programs on a Sustained Basis for Consumer Education (Welfare, Rights, and Responsible Consumption) category. The Bank rolled out this campaign to equip its clients and the general public with knowledge to protect them from cybercriminals.
BPI said the awards are a testament to BPI’s commitment to broaden financial literacy and inclusion in the country to help build a safer and better digital banking experience for Filipinos.
Presented annually by the PRSP, the Anvil Awards is considered as the “Oscars of PR” and the symbol of excellence in PR in the Philippines. This year, almost 400 entries from the private sector, government, academe, and other allied industries vied for the most-coveted recognition from the Anvil Awards.