Creativity + Human Good + Results

Celebrating brands that do good and do well.

Our bias: Human Good in mainstream brand advertising.

This is not an award on charity, advocacy, pro bono, or CSR advertising, even if those campaigns are welcome to enter.

Our focus is on mainstream brand campaigns that celebrate humanity, inspire purpose, and deliver results.

The Asia-Pacific Tambuli Awards honors brands that do good and do well -- the seamless integration of creativity + human good + results.

Case study entries must demonstrate how brands correlate purpose with purchase.

Entries from Asia Pacific, Australia, New Zealand, and the Middle East are accepted, including campaigns created or initiated from anywhere in the world that run in Asia-Pacific, Australia, New Zealand, and the Middle East.

The Asia-Pacific Tambuli Awards began in Manila in 2005, and opened up to the Asia Pacific region in 2012.

The Tambuli is organized by the School of Communication of the University of Asia and the Pacific (UA&P) in collaboration with industry, to create positive impact in society through marketing communications.


Agency and client entrants to this award help in the development of future talent for the marketing communications industry in Asia Pacific, through the Tambuli Scholarship Fund of the Integrated Marketing Communications (IMC) program in UA&P.

The Tambuli Seal

Tambuli is a native Filipino horn.

It symbolizes authentic effectiveness in its ability to clearly transmit sound to distant places.

Definition of the Human Good

Ethically upright attitudes and behavior portrayed in mainstream brand advertising that makes a human person, family, or society better.
It may be an attitude, a behavior, a situation, a skill, a relationship.

Examples (but not limited to these):

  • Respect for elders
  • Love for parents and family
  • Care for the environment
  • Poverty alleviation
  • Truthfulness
  • Friendship and loyalty
  • Hard work
  • Patriotism

Definition of

  1. Met or surpassed business and marketing objectives and financial targets (business outcomes, financial returns).
  2. Created huge impact and behavioral change in people’s lives and in society. For example:
    • Rewriting history books to include Martial Law atrocities in the Philippines
    • More Indian men doing domestic chores as a result of “Share a load” campaign
    • Eradication of violence in soccer matches in Brazil due to “Police Mom” campaign
    • Saving lives of children in India below 5 years old through Lifebuoy’s “Help A Child Reach 5” campaign