Formula Juan

There is no doubt that the ubiquitous “Jeepney” – more than a carrier of Filipino ingenuity – is a carrier of toxic pollutants that are very damaging to the quality of our air.

Fashioned from surplus GP (General Purpose) vehicles left by the Americans after the Second World War, modern jeepneys are built by Filipino craftsmen from imported parts, the chassis and bodywork often produced locally.

Unfortunately, jeepneys have changed little since the 1950s – relying on outdated and inefficient technologies such as diesel engines to ferry their passengers. The jeepneys’ old diesel engines guzzle more fuel than necessary, covering as low as 4 kilometers per liter of diesel. Fuel inefficiency is just as much a serious issue as air pollution, more so now with growing energy challenges and rising environmental concerns.

Diesel exhaust contains major toxic contaminants such as Carbon Monoxide (CO), Nitrous Oxide (NOx) and Sulphur Oxide (N2O). Exposure may result in lung cancer, asthma and other respiratory health problems. Every year, 2000 Filipinos die because of one of these.

Air pollution in Metro Manila has really gone on overdrive. And we’re losing a lot of energy to inefficient engines. It’s clearly time for a change.

In an effort to reverse this accelerating threat, Bates 141 Philippines has banded together with the World Wide Fund for Nature (WWF-Philippines) and ECOS Environmental Foundation to initiate the race for cleaner air. The proposition is simple: change diesel-powered jeepney engines into more efficient and cleaner LPG rigs – a pragmatic interim solution while the same group of like-minded organizations continue to develop the country’s first solar-assisted public utility jeepneys.

With this formula in mind, Formula Juan: Biyahe sa Malinis na Hangin was born. Bankrolling this unique green campaign are corporate partners, who will demonstrate good corporate citizenship by sponsoring the engine replacement and fabrication of the jeepneys.

ECOS, a Japanese non-profit organization based in Manila, will be taking charge of replacing the diesel engines into LPG engines, and WWF will be in charge of all operations and management. Bates 141, with its unique identity as a “change agency” in the ad industry, will take the lead in communicating the cause and rallying the public to join the race.

Jeepneys are only the first stop in the race.

Formula Juan: Biyahe sa Malinis na Hangin will go on to rally other public motor vehicles to take part in the race for cleaner air and the fight against climate change.

With Formula Juan: Biyahe sa Malinis na Hangin, a change is going to come. Instead of changing the climate, we’re creating the climate for change.

And it starts today.

Bates141

1. We are in the ‘Change’ business.

In Asia change is happening faster than any other region in the world.
We’ve built our whole agency philosophy and offer around change. We are determined to change consumers, channels, tastes, competition and values because our ideas will only be valued if they change people.

2. We change mindsets and behaviors.

One without the other is an incomplete solution with short lived outcomes.
We’re not only playing at the top end of the ‘funnel’ where an idea might last a day, but extending our role in lead generation through to the shopper experience, where ideas pull people over the preference line.

3. We stand for ‘The Asias’.

We are not interested in expanding beyond Asia. Who came up with that term anyway? An Indian is not Asian, they’re Indian! ‘The Asias’ are our home, and our clients’ consumers’ homes. Madison Avenue is a world away and we like it that way.


Our motto: Change happens when you look at things differently.

www.bates141.com