By Mayan G. Sangil, PRA
The Philippine Retailers Association (PRA), in partnership with the Philippine Marketing Association (PMA) and the Philippine Junior Marketing Association (PJMA), recently concluded the inaugural Green Campaign Challenge—a nationwide student competition for the Bring Your Own Bag (BYOB) campaign. The initiative called on marketing students across the country to take the lead in crafting advocacy marketing campaigns that promote more sustainable consumer habits.
Designed to empower the next generation of changemakers, the challenge gave students a platform to promote the BYOB movement by encouraging the use of reusable bags and bottles in everyday shopping. The objective was clear: inspire behavior change through practical, innovative campaigns that retailers can adopt and amplify in their stores and communities.
Out of nearly 70 entries, five standout campaign concepts were selected as finalists for their creativity, relevance, and alignment with the BYOB advocacy:
- Think, Save, Spin” | De La Salle University
- Team Members: Paige Madeleine L. Yu, Shaenne Ira Caoile
- “Hawak Natin Ang Kinabukasan” | De La Salle University
- Team Members: Fionna Therese P. Dasal, Janelle Raissa Gutierrez, Alexa Camille D. Zafra, Karen S. Shi, Man Ching Xu
- “LoopBag: A Shared Bag for a Shared Future” | De La Salle University
- Team Members: Miguel Luis V. Rivera, Derek Andrew M. Velasco, Evette Julianne U. Co, Michelle Leslie Y. Wang, Nicholas Andre M. dela Merced
- “BEYOND THE BAG” | Dr. Filemon C. Aguilar Memorial College of Las Piñas
- Team Members: Mariella M. Cabujat, Margarette Joyce D. Alfante, Kassandra M. Dacasin, Shane Abegail E. Patigdas, Jesscelle Jiene C. Roquina
- “Bag It Forward: An Action of Change for a Greener Future” | Dr. Filemon C. Aguilar Memorial College of Las Piñas
- Team Members: Maria Lourdes F. Salvador, Cahrl Drewshelle B. Capiña, Manilyn M. Ramirez, Kenneth Claire M. Cipriano, Sheena May G. Cosio
The top three campaigns were recognized during the PRA General Membership Meeting on June 25, 2025, at The Westin Manila, where the student teams were formally introduced to the PRA member retailers.
- Grand Winner – “Think, Save, Spin” | De La Salle University
- 1st Runner-Up – “Hawak Natin Ang Kinabukasan” | De La Salle University
- 2nd Runner-Up – “LoopBag: A Shared Bag for a Shared Future” | De La Salle University
All entries were evaluated by a distinguished panel of judges from the retail and marketing sectors.
- Ms. Anna Lagon, Co-CEO and Chief Creative Officer, BAYO
- Ms. Yayu Javier, CEO and Chairperson, AVANZA
- Ms. Leah Ayeng, Director for Youth and Academe, PMA
- Mr. CJ Jesena, Leasing Consultant and PRA Thought Leader
- Mr. Joel Lumanlan, Vice President – Operations and Marketing, Robinsons Land Corporation
The finalists were awarded by PRA President Bobby Claudio, PRA Sustainability Chair Anna Lagon, and PMA Director for Youth and Academe Leah Ayeng.
“This campaign reflects the PRA’s belief that sustainability must be rooted in collaboration – especially with the youth who will shape the future of our industry,” said PRA President Bobby Claudio. “We are proud to provide them with a platform, and we call on our fellow retailers to join us in making BYOB not just a habit, but a retail norm.”
The PRA encourages all retailers to take part in the BYOB campaign by supporting reusable shopping bags, engaging consumers in sustainable practices, and adopting youth-led ideas that can make green living part of everyday retail.
With the success of the Green Campaign Challenge, the PRA reaffirms its commitment to advancing a greener future – and to empowering the voices of young advocates leading the way.
