SUBIC BAY FREEPORT, Zambales — The 21th Philippine Advertising Congress was formally opened last Thursday night as it focused on the themes involving climate change and corporate social responsibility (CSR).

Fernando Zobel de Ayala, keynote speaker, said that the new perspectives of the country’s advertising should not only bring more business gain, potential information, but should also focus on the welfare of the public, especially the affected communities of recent typhoons in Northern and Central Luzon and some parts of Visayas and Mindanao.

Ayala said that businesses can be harnessed for greater positive impact in society, “but we need to shield the business rebound and the global warming in country, as well as the welfares of our global communities.’’

He added: “The advertising is one of the tools that will boost the business, can also force for change new perspectives and solutions at hand for problems the country face today.’’

Ayala said that many businesses and investments suffered losses due to calamities, “but we need not only create business or make money, but we should also help the affected communities.’’

Margot B. Torres, Vice President of Philippine Association of National Advertisers (PANA), cited the role of advertising.

“Advertising plays a key role in ensuring that the issue is presented in the context of the stakeholders unique situation and involving them in the process of finding solutions to the issue that affect them.”

Torres also said that the congress new perspective was changed due to the economic difficulties the country has suffered.

“We are looking forward, on how to help and the possible upliftment of the families affected by recent calamities. Through the ad congress perspectives, we can assist the affected families,” she added.

Olongapo City Mayor Jame “Bong” Gordon and Baguio City Mayor Reinaldo A. Bautista Jr. formally opened the congress in simple rites here.