My friends at Ideals Creative, an advertising agency focused on social-responsibility projects, have been hinting to me for months about an exciting project that they can’t wait to get off the ground. Finally, it was recently launched and it is not just idealistic but also realistic. The campaign — called One Tama — was brought to them by the youth empowerment organization Duyan ng Giting (Cradle of Valor).
One Tama, according to the website, started with the question, “If we want a better country, what can we do about it for one day?” The organizers then decided to focus the campaign not on a whole day, but on one action for the day to help our country make progress and to encourage everyone to privately commit to make good things happen. This is because the campaign, as they describe it, is not about waiting for changes to come from above — such as the government or a big dramatic event — but from below as well, meaning you and me.
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