How do you deliver hope to a country whose citizens have been battling a virus that continues to be a threat daily? Get the fiercest rivals in consumer brands together for a YouTube video to deliver the message.
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In the video “Ingat Angat Tayong Lahat,” you see crew members of Jollibee and McDonald’s riding the jeepney, people making a toast with their Coke and Pepsi drinks, motorcycle drivers from Angkas and Food Panda helping each out with directions.
Almost every scene drives home the point that “life” as we know it can return, but we need to make sure to keep ourselves and others safe.
“Tayo ang lahing hindi natitinag ng bagyo, lindol, baha at pagsabog ng bulkan. Paulit-ulit bumabangon ilang beses man gulpihin ng sakuna kaya aangat tayong muli kakayanin natin muli ito.”
Watch the full video below.
The Ingat Angat Tayong Lahat video is part of an advocacy campaign by the private sector to safely build consumer confidence and restart the economy. It was established to help support Taskforce T3 (Test, Trace, Treat), the multi-sector initiative put together in April 2020 to work closely with the Department of Health (DOH), the National Task Force (NTF) against COVID-19, and the Inter-Agency Task Force on the Management of Emerging Infectious Diseases (IATF-EID).
In a virtual press conference, Jaime Augusto Zobel de Ayala, chairman and the CEO of Ayala Corporation, a founding partner of TaskForce T3, underscored the importance of continued public-private sector cooperation.
“The private sector has found a new front where we can be supportive of the fight against COVID, and that is in restoring the confidence of our citizens that we can all resume our lives and livelihoods, so long as we strictly follow the minimum health standards recommended by health experts.”
Margot Torres, managing director for McDonald’s Philippines and Ingat Angat Tayong Lahat communications advocacy co-lead, expressed her faith in the Filipinos’ resilience and optimism.
“Ingat Angat Tayong Lahat aims to transform the mindset of consumers. We are breaking through the helplessness many felt at the height of the pandemic and helping lead Filipinos to empowered vigilance and continued safety during this period.”
About 31 of the country’s biggest brands and corporations have mobilized to support Ingat Angat Tayong Lahat campaign. These are
- Aboitiz Group
- Alaska
- Angkas
- Ayala Malls
- BDO
- BPI
- Century Pacific Food Inc.
- Champion
- Coca-Cola Philippines
- Emperador
- Filinvest
- Food Panda
- Globe Telecom
- Goldilocks
- Jollibee Foods Corp.
- McDonald’s Philippines
- Megaworld
- Metrobank
- Oishi Liwayway Marketing Corp.
- P&G Philippines
- Paymaya
- PepsiCo
- Petron
- Resorts World Manila
- Robinsons Malls
- RFM Corporation
- San Miguel Corporation
- Pilipinas Shell
- SM Supermalls
- Smart Communications
- Unilever
Ingat Angat Tayong Lahat is not for conglomerates only. Angkas’ chief transport advocate George Royeca calls on small and medium enterprises to become part of the campaign.
“This campaign is for all businesses – not only the big brands but more so for small and medium enterprises. We invite all businesses from all over the country to participate and embrace this advocacy. Let us all help each other get back on our feet safely and surely,” Royeca says.
The creative idea behind the campaign and its memorable tagline of Ingat Angat Tayong Lahat was crafted by TBWA/Santiago Mangada Puno’s managing partner and chief creative officer, Melvin Mangada.
If you have a small business, you can already join the advocacy and access supporting visual brands and materials to spread the message immediately.
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These visual aids include branding guidelines, logos, and templates that business groups can download on the Ingat Angat campaign website, www.ingat-angat.com. You can also join the Viber Community https://vb.me/IngatAngat, where you can download Ingat Angat stickers and get information on safety guidelines of your favorite establishments, COVID-19 updates, and articles from credible sources.
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