MPT South receives recognition for ‘Bayani Ka’ PR campaign

MANILA: Metro Pacific Tollways South (MPT South) won a Silver Anvil Award for “Cavi,” a character that promotes road safety in Bayani ng Kalsada or “Bayani Ka,” becoming the company's fourth win at the country's “Oscars of Public Relations.”

The Public Relations Society of the Philippines (PRSP) recognized MPT South's “Bayani Ka Activity Book” as an outstanding PR program under the category of PR Tools: Publication for imparting knowledge on children about road safety and the Limited Access Facility Act (RA 2000) along its toll road network that includes Manila-Cavite Expressway (Cavitex), Cavitex-C5 Link, and Cavite-Laguna Expressway (CALAX).

Cavi is the main character of the comic-inspired book. The seven-year-old grade school student learnt about road safety procedures and even went as far as sharing them to his classmates, giving them the knowledge they needed to better navigate the roads.

The book also includes activity pages, such as quizzes, coloring pages, word searches, that can help children hone their skills. MPT South was able to produce 2,500 copies of the activity book.  Around 740 physical copies were given to various public schools in MPT South's surrounding areas in Parañaque, Pasay, Taguig, Cavite, and Laguna. MPT South is also partnering with local children's centers and libraries to circulate copies.

“Children ages five to 12 years old are one of the more vulnerable segments in the topic of roadway safety so we developed the Bayani Ka activity book to emphasize their group. It is an honor to take home another award from the country’s most prestigious award-giving body for us Public Relations practitioners. This inspires us to continue and to produce more compelling campaigns to address social and safety issues in our expressway,” MPT South Vice President for Communication and Stakeholder Management Division Arlette Capistrano stated.

In 2019, MPT South also won a Silver Anvil for Drayberks, a social advocacy promoting road safety. Another Silver Anvil was bagged by the company in 2020 for Sights of South, a corporate calendar promoting tourism in MPT South's toll road network. In 2021, MPT South won another Silver Anvil for the Silang East Interchange Opening PR Campaign.

The Anvil Awards, given out annually by the PRSP, are regarded as the pinnacle of public relations excellence in the Philippines. Almost 800 participants from the government, private sector, academe, and other industries submitted entries this year, vying for the distinction.

MPT South is a subsidiary of Metro Pacific Tollways Corporation (MPTC), the toll road development arm of Metro Pacific Investments Corporation (MPIC).

Aside from Cavitex, Cavitex C5 Link, and CALAX, MPTC also owns the concessions for Cavite-Laguna Expressway (CALAX), North Luzon Expressway (NLEX), NLEX Connector Road, Subic-Clark-Tarlac Expressway (SCTEX), and Cebu-Cordova Link Expressway (CCLEX).

Photos from Metro Pacific Tollways South

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