Marketing genius-turned-DOT Secretary Mon Jimenez reflects on the viral “It’s More Fun in the Philippines” campaign.
Jimenez: “Yes, we had stumbled upon a reservoir of goodwill and love of country that lay dormant, buried as it were, beneath a pile of self-doubt and self-loathing inflicted by years and years of bad discouraging news.”
“Consequently, our “fun” in the social media made people realize that they were not alone. That others shared their pride of country. What people self-consciously had kept to themselves, they could now openly share. That open sharing caught on in a fashion that many would call “viral” alluding to a contagion of sorts.”
“The truth about the truth is that it is equal times good as it is bad. Encouragement, therefore especially in social media, is good news put to good use.”
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