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From the 8th Annual Shorty Impact Awards

WILDFYRE: Spreading Good Stories Like Wildfire

Audience Honor in Special Project

Entered in Corporate Social Responsibility Campaign


With the evolving landscape of the internet, it's clear that it's becoming increasingly perilous for many users. The prevalence of fake news, harmful content, and the rampant spread of misinformation has had detrimental effects on individuals and even organizations like ours.


However, we don't see these challenges solely as threats; we view them as opportunities. As a PR Agency, we've recognized the pressing need to combat the proliferation of fake news and leverage our extensive experience in public relations to disseminate information that's not just credible but also reliable.


Our mission extends beyond debunking falsehoods; it encompasses a commitment to making a positive impact on the online world. We aim to curtail the dissemination of harmful content by actively promoting uplifting and constructive material. In doing so, we want to contribute to the well-being of the online community, providing a sanctuary amid the sea of negativity and deceit.


In essence, as a company, we've heeded the call of our digital age, acknowledging the challenges that have emerged with the widespread use of the internet. We refuse to be passive observers in the face of these issues. Instead, we're actively engaged in the battle against misinformation and toxicity, striving to make the online world a safer and more uplifting place for all.


We introduced WILDFYRE, a program designed with the goal of establishing multiple websites in collaboration with some of the most prominent bloggers in the Philippines. Our initiative harnesses the influence of these bloggers for a positive cause, offering them a platform to generate and disseminate uplifting news stories. This endeavor is aimed at mitigating the prevalence of negative content circulating online.

Strategy and Execution

In our quest to amplify our brand's impact, we meticulously executed a strategic plan. This involved identifying and collaborating with like-minded bloggers, addressing their website challenges, and crafting compelling content, all culminating in a powerful and purpose-driven campaign.


Step 1: Identifying Potential Partner Bloggers. At the outset of our campaign strategy, we embarked on the crucial task of identifying potential partner bloggers. This involved extensive research within our industry to pinpoint bloggers whose audience and niche aligned closely with our brand's objectives. We created a comprehensive list of these bloggers, a critical first step in our collaboration strategy.

Step 2: Understanding Their Website Challenges. To ensure a successful partnership, we needed a deep understanding of the challenges our chosen bloggers were facing in managing their websites. We conducted interviews and surveys, engaging in open and candid conversations to unearth the issues they encountered in website management. This insight allowed us to tailor our approach and offer effective solutions.

Step 3: Crafting Websites and Optimization. Armed with valuable insights, we moved on to the next phase: crafting websites that directly addressed the specific challenges identified in Step 2. These websites were meticulously designed and optimized for performance, user-friendliness, and responsiveness. We spared no effort in ensuring they would serve as effective solutions to our partner bloggers' website woes.

Step 4: Establishing Content Guidelines. With the websites in place, we turned our attention to maintaining a consistent and high-quality content stream. To achieve this, we developed a set of clear and concise content guidelines. These guidelines outlined the types of content that could be posted on the websites, emphasizing content quality standards and providing clarity on topics to cover and those to avoid.

Step 5: Creating Campaigns and Positive Content. The final stage of our execution involved bringing our campaign to life. With the partner bloggers' websites now functioning optimally and in accordance with our guidelines, we initiated content creation. This content was thoughtfully curated to resonate with our target audience and align with our brand's objectives. Additionally, we leveraged our expertise in public relations to design and launch campaigns that not only showcased our corporate social responsibility but also tackled pertinent social issues.

By following these sequential steps, we executed a strategic plan that engaged partner bloggers, addressed their website management challenges, and allowed us to generate positive and impactful content through our collaboration, thereby fulfilling our campaign objectives. This methodical approach ensured a successful and mutually beneficial partnership.


We've successfully implemented a comprehensive campaign program, collaborating with a diverse range of bloggers, which has enabled us to oversee and operate more than 80 blog sites collectively. This achievement has surpassed our initial targets and significantly expanded our reach across various blogging platforms.


WILDFYRE, the brainchild of our PR Agency, now stands as one of PAGEONE's most remarkable accomplishments. This initiative has elevated us to the unique position of being the only PR Agency in the Philippines with its own publishing arm. Currently, we are managing nearly a hundred online platforms.


Aligned with our objective to spread good news online, we were able to create campaigns that allowed us to create content with positive themes (e.g., The Great Filipino Story, #ThereIsGoodNewsHere). And since this is in partnership with several bloggers, we now have allies to help us screen out fake contents and spread only verified content that came from reliable sources.


What truly sets this program apart is the positive impact it extends beyond just spreading good news. We were able to create a ready-made audience that allowed us to create campaigns that address many social issues: gender equality, poverty, children's welfare, poverty, malnutrition, and financial illiteracy to name a few.


The extensive network of blog sites under our management has become a potent tool for reaching and engaging target audiences, significantly amplifying the visibility and impact of our campaigns.


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