geiser maclang adb climate change final

7/30/2019 Geiser Maclang ADB Climate Change Final

1/22

The Role and

Responsibility ofAgencies

August 22, 2013


2/22

What we are

Our mantra

Social Enterprise

Do Well, Do Good.


3/22

CURRENTMARKETSITUATION

Theopportunity The

challenge

Sustainability andenvironmentalism = good

branding

Worth of investing inenvironmentalism


4/22

What does an agency have to do

with environmentalism,sustainability and climate change?

THE QUESTION ON EVERYBODYS MIND


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OUR CURRENT WORK:SOUTH COTABATO, SULTAN KUDARAT, LEYTE, SAMAR,NAGA, ILOILO-GUIMARAS

local economic development via community-based tourism

Allah ValleyJourney To The Valley of the Gods


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OURCURRENTWORK

local economic development via community-based tourism


7/22

THERECENTBATTLE

M

ININ

G

ECO

-TOU

RISM


8/22This was not a battle of what could be sold better

NOTATYPICALCAMPAIGN

collaterals taglines celebrity endorser

promotionsactivationsadvertising


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MININGVS. ECO-TOURISM: THECHALLENGE

Mineral wealth of the Philippines = $840 billionHow can we convince the country to choose eco-tourism over

mining?


10/22

PovertyAlleviatio

nSafety

Sustainability

3 PRISMSBYWHICHTODIFFERENTIATEMININGANDECO-TOURISM

Tourism provides

jobs. This booststhe quality of life.

Mining is a low job-generating industry.It also increases

incidences ofpoverty.

Eco-tourism helpsprotect and

preserve the area

Mining endangers anislands fragile

ecosystem therebycausing naturaldisasters, affecting food& water supplies andcausing illnesses

Forests, beaches, etc.can last indefinitely.

Dovetails with culturaltourism preservesand passes on heritage.

Mining resourcescan be exhausted


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2008 showed a stagnation of all industries

Except for tourism

.except eco-tourism

BUTWILLITSELL?


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In July of 2012, miningwas banned in 78 eco-

tourism sites acrossthe country.

Our islandecosystems were

preserved.

HOWDIDTHECAMPAIGNDO?


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The 5 As of tourism are

not enough

WHATECO-TOURISMHASTAUGHTUS


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THE 5 ASOF TOURISM

Attractions Access Activities

AmenitiesAccommod

ations


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THE 6TH A: ACCOUNTABILITY

We are accountable for

Our land Our people Our culture


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How we use our land can help us or harm us. The real

estate industry could be the guardian of our land.

WHYREALESTATE?


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This has led countries such as Australia, the UK and India to regulate

packaging re-use, recycling and disposal for the FMCG industry.

WHY FMCGS?

FMCGs

use

majority

of our

resources

FMCGs

contribute

majority of

our waste


18/22

According to a global study by Nielsen, 50% of consumers are willing to pay

more for goods & services of socially responsible companies.

Of the respondents from the Philippines, 2/3s said they were willing to paymore for socially responsible products.

ISITWORTHTHEINVESTMENT?


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WHATITMEANS

Demand for sustainable, environmental

products exists.


20/22

Share of passion

Share of influence

Share of budget

Agencys role: help light the way for environmental solutions

OURRESPONSIBILITY


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Conclusion

Share of Market = Shareof Responsibility


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Amor MaclangDirector of GeiserMaclang Marketing Communications Inc.Head Strategist for Astrolabe

For more information, please feel free to contact [email protected]

http://www.facebook.com/amor.maclang

geiser maclang adb climate change final

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