The Youth Creativity Festival (YCF) 2023 organized by the Philippine Association of National Advertisers Foundation (PANAF) is set to become a grand celebration of creativity and responsibility with the full support of the Ad Standards Council (ASC) and its educational counterpart, the Ad Foundation. The ASC, marking its 16th year, is enthusiastically reaching out to the youth, making the YCF a key milestone on its path.

Under the banner of “Purposeful Creativity: Responsible Content Creation and Consumption,” the YCF has transitioned from a traditional PANAF event into a collaborative program that encompasses the entire Philippine advertising industry. PANAF Chairperson Ma. Belen Fernando, who played a pivotal role in inviting the Ad Foundation to be a major advocate, is thrilled about the possibilities.

Fernando stated, “Our goal is to instill the values championed by PANAF, ASC, and Ad Foundation in marketing, communication, and advertising students, who are the future torchbearers of the advertising industry.”

PANAF, ASC, and Ad Foundation collectively aspire to play a crucial role in shaping a generation of responsible content creators and discerning audiences in this digital era.

“In emphasizing values and education, we aim for both PANAF YCF and the PANAnaw Students Marketing Competition Awards this year to instill responsible content creation and consumption, countering the unintended consequences of digitalization, such as fake news and disinformation,” Fernando explained.

Scheduled for October 20, 2023, this year’s YCF promises a stellar lineup of speakers. Leading the charge is renowned Filipino filmmaker Antoinette Jadaone, famous for directing the hit movie “That Thing Called Tadhana.” Joining her are Visual Artist and Director Raco Ruiz, Content Creator and Comedian Macoy Dubs, Popular Voice Talent and Content Creator Inka Magnaye, and the humorous and creative Bogart the Explorer. All these speakers belong to the Creators and Influencers Council of the Philippines (CICP), the key partner of PANA Foundation for this year’s program content.

On October 21, 2023, the PANAnaw Awards will take center stage, exploring the theme, “An Urgent Call for Education Innovation.” Eligible schools will compete by presenting their selected communication plans, vying for prestige, honor, trophies, medals, and substantial cash awards.

In a move to extend their educational outreach, PANAF is organizing roadshows in select cities outside Metro Manila, commencing with Angeles City’s Holy Angels University on October 13, 2023. Additional cities will be announced shortly.

PANAF, the advocacy arm of PANA, originally established in 1980, is evolving its mission to educate and empower the youth with the knowledge and values needed to foster a responsible generation of marketing, creative, and advertising professionals in the future.

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