The campaign was targeted to the Filipino youth - the segment who has grown the most indifferent towards the country. They represent 30% of voters in the coming 2010 presidential elections.The task was to shake them out of apathy and make them care again for the country.We created a movement that encourages the youth to look within themselves and make them realise that change begins from within.By declaring AKO MISMO (I, Myself), the youth was urged to make a commitment as to what they themselves would do to create positive change for the country.

AKO MISMO was promoted through TV and print which featured some of the biggest local celebrities and real life heroes. The movement was mobilized through the website where the youth can declare their pledge in the Wall of Commitment.

The campaign reawakened the youth's love for the country.* 80,000 sign-ups in just a week.* It sparked discussion on blogs and forums, resulting to more than 29.5 Million Google entries.* Huge clamor for the AKO MISMO dogtag - the symbol for positive change. 130,000 dogtags were sold on the first day, raising P7 Million. The proceeds went to 25 charity organisations.* Today, AKO MISMO has more than 296,252 commitments with 249,125 members.* Out of the 5 Million new, eligible voters, 3 Million have already registered - one of the highest turnouts of new voters according to the Philippines Commission on Elections.