via GRAPHIC PLUS — The 2025 edition of the Gawad Alunig x Dalumat (GAxD) of Technology Application and Promotion Institute under the Department of Science and Technology (DOST-TAPI) marked a significant evolution for the campaign on two fronts.

First, the 2025 GAxD opened its doors to Filipinos aged 18 and above as an effort to broaden the conversations and initiatives on grassroots innovation. Second, the campaign shifted its lens from citizen science journalism to creative advertising. 

This evolution is intentional, as DOST-TAPI recognizes the role of advertising as a public relations tool in amplifying stories of homegrown innovations. Further, this also reaffirms the Agency’s mandate as an innovation marketing and promotion arm. 

Laying the Foundation

From the start of the campaign, the agency prioritized inclusivity. DOST-TAPI encouraged interested parties to use their native languages. In response, several participants submitted their entries in Bisaya, Kapampangan, and Chavacano, among other vernaculars. 

Maintaining consistency was also integral to the agency’s brand voice. The GAxD marketing materials centered on pop culture to connect with Gen Z creatives better. For example, DOST-TAPI utilized trending memes and other out-of-the-box content to attract ambitious young storytellers.

Tools for Nationwide Impact

According to a widely circulated study, active social media participation among Filipinos aged 18 and above rose by almost 117% in 2025. That’s why DOST-TAPI maximized its social media platforms to raise campaign awareness and educate the public about the GAxD mechanics. In addition, the agency partnered with S&T advocates and content creators, who steered unapologetic conversations during the Pa-sensiya Na Videocast. 

The GAxD campaign also went straight to the people. DOST-TAPI mounted five ground activations across the country. These activities enabled the agency to connect with almost 500 potential storytellers face-to-face and forge numerous regional partnerships along the way.

While the DOST-TAPI team carefully deliberated on each submission, the agency also tapped innovation and creative industry titans to judge the video and photo essay entries. These partners were vital as DOST-TAPI advocates for thought leadership in the world of marketing, communications, and public relations through the GAxD campaign. Further, the judges came on board not as representatives of their respective organizations, but as individuals drawn by the campaign’s advocacy. 

The 2025 GAxD campaign received nearly 200 submissions from 600 creatives across 16 regions. Over 60 cities and municipalities were represented in the nationwide campaign. In a span of three months, GAxD garnered over 200,000 engagements and more than two million combined views. This represents an estimated 1,600% increase from the previous campaign. 

Most importantly, DOST-TAPI connected with approximately 80 local technologies from diverse demographics. These innovations are now candidates for DOST-TAPI assistance in IP protection, technology readiness improvement, and market validation. The 2025 campaign did more than just harness Filipino creativity; it acted as a bridge to potentially change the lives of homegrown innovators and their communities.

For more information about the GAxD campaign, please visit the DOST-TAPI website (tapi.dost.gov.ph) and follow the DOST-TAPI Facebook page.