Advertising firm FCB Manila and denture care leader Polident won the highly coveted Grand PANATA for Causes and Social Good Communication for the “Job CREDentals” campaign at this year’s PANATA Awards, organized by the Philippine Association of National Advertisers (PANA). The campaign also won in three other categories including Best Showcase for Cause and Social Good Communication (Gold), Best Showcase in Radio (Gold), and Best Showcase in Local Adaptation of a Global Campaign (Silver).

The award-winning “Job CREDentals” campaign is a component of Polident’s Balik Ngiti program, which provides free dentures to people. It recognizes the plight that job applicants with missing teeth have to face when looking for work opportunities. Driven by the principle that missing teeth should not mean missed opportunities, the advocacy project provides applicants with free dentures to boost their confidence and chances of getting hired.

FCB Manila’s concept for the “Job CREDentals” campaign is what made this year’s Polident Balik Ngiti program different. The campaign supported the applicants in their job interviews and launched an auditory recruitment, on-ground postering effort, a microsite (PolidentBalikNgiti.com) to reach more people and supplement the on-ground recruitment, dental examinations, and denture fitting in partnership with the Philippine Prosthodontic Society.

The “Job CREDentals” initiative successfully achieved over 3,000 online signups, gave away over 2,000 free dentures, and provided thousands of free dental health checks. After a series of actual job interviews, an impressive 100 percent of the denture-recipient job applicants assisted successfully landed jobs.

The recent recognitions from PANATA Awards strengthened FCB Manila’s commitment to utilize the power of creativity and advertising for social good.

“It is a huge honor to win the Grand PANATA, two golds and one silver at the PANATA Awards as it inspires and drives the FCB Manila team even more to come up with projects that make a difference in people’s lives. Winning awards is great but we would also like to recognize the priceless prize of impact that the ‘Job CREDentals’ campaign with Polident made in the lives of the beneficiaries,” said Jenny Nadong, Chief Creative Officer of FCB Manila.

“Watching every single applicant we’ve assisted land a job is proof that creativity, when anchored on a genuine and deep understanding of human insight and need like the basic dignity of employment in the face of insecurities and challenges, can truly drive social good and deliver powerful results. We are proud to work with Polident on this life-changing initiative,” Nadong added.

FCB Manila is a creative advertising agency and a marketing solutions firm that produces quirky, effective campaigns for leading brands in the Philippines with a simple goal: to create communications that change behavior. For more information about this team of Change Makers, visit https://fcbmanila.com/.