NEDA - AmBisyon Natin 2040 Expo Realizing The Philippines’ Tomorrow Today



Agencies Involved

M2.0 Communications




A prosperous, safe, and inclusive future for the Philippines is attainable – but only if everyone in the country is on the same page. To get everybody on board, the National Economic and Development Authority (NEDA) launched the long-term vision that will serve as a roadmap for programs and efforts to be implemented in the next 25 years; the AmBisyon Natin 2040.

As an integral part of the campaign, NEDA wanted to hold a one-day conference to sustain awareness and promote interest and ownership in its national vision. The event hoped to engage multiple stakeholders who play a critical role in the future of our nation: students and educators; businessmen, entrepreneurs, and professionals; government officials and employees.


Among the event organizing companies that bid on the project, NEDA chose to partner with M2.0 Communications, which stood out with a meaningful event concept in line with the campaign. The M2.0 Events team along with its’ strategic planners helped craft the theme and programme framework for the AmBisyon Natin 2040 Expo entitled AmBisyon Mo, Misyon Nating Lahat! It sought to open a space for dialogue on the three main pillars of the Filipino dream: a simple and decent life (Maginhawang Buhay), safe communities (Ligtas at Panatag na Buhay), and work-life balance for each family (Matatag at Balanseng Buhay). These topics served as thematic anchors that focus the conference’s discussion.

The proposed event programme opens with a talk by NEDA Secretary Ernesto Pernia and then followed by a talk show-like panel discussion hosted by Tony Lambino. Three plenary discussions on each thematic anchor rounded off the morning session. Later in the day, attendees went on learning tracks to discover more about specific topics, such as planning for the future, building resilient communities, and even attaining happiness. To encourage participation, the M2.0 events team introduced an audience response system, which enabled participants to use keypads/clickers to respond to interactive questions created and displayed by the presenter in a Power Point Presentation.

The creative team designed all the various collaterals. Thematically, the visuals displayed the process of achieving the goals set out by NEDA’s long-term vision. The agency also built an 8x24 pledge wall to display the participants’ commitment to achieving a brighter tomorrow. The agency also produced an animated moodsetter video that encapsulates the spirit of the AmBisyon Natin 2040 campaign. It depicted the Filipinos’ vision for Self and for Country within the context of human development. The video combined live action and rotoscope animation to give a dynamic, energetic, and youthful vibe.


On November 14, 2016, the AmBisyon Natin 2040 Expo opened at the SMX Convention Center. More than 500 people from the different stakeholder groups attended conference, including Vice President Leni Robredo, who was first to write on the pledge wall. The audience took full advantage of the technology to create a dialogue with the speakers. In a post-mortem survey, the respondents loved the event. They found the topics and the speakers interesting and relevant, and 78% of them would go to another NEDA event next year. But the real benefit for NEDA was that they could count on the Expo’s participants, from today’s leaders to the next generation, to support its long-term vision because they took to heart its theme: AmBisyon Mo, Misyon Nating Lahat!