CANNES, FRANCE – The KITA Initiative, the landmark women’s empowerment movement developed by Havas Ortega in partnership with SPARK! Philippines, has been honored at the 2025 Cannes Lions International Festival of Creativity. It earned distinction as one of ACT Responsible’s Tributes to Creativity for Good, under the Education category – standing out as the sole campaign from the Philippines recognized in this prestigious global platform celebrating purpose-driven creative work.
The ACT Responsible Exhibition, a major highlight of the Cannes Lions Festival, brings together the most compelling campaigns tackling social and environmental issues from around the world. This year, over 1,000 campaigns were submitted for consideration, with just 100 selected for exhibition following a competitive public vote that drew over 46,000 participants both online and onsite in Cannes.
Among honorees from countries including Mexico, Peru, India, Italy, Ecuador, Turkey, Brazil, Nigeria, and France, The KITA Initiative: Making Women-Owned Businesses Seen One Sign at a Time earned recognition for its innovation, impact, and clarity of purpose.
“To be the Philippines’ sole winner at ACT Responsible’s Tributes to Creativity for Good is a humbling and proud moment,” said Jos Ortega, CEO of Havas Ortega. “This recognition affirms that when creativity is anchored in purpose, it resonates across borders and communities.”
Launched in 2024, The KITA Initiative addresses the persistent invisibility of women-led micro, small and medium enterprises (MSMEs) in the Philippines. Despite accounting for 99.5% of all registered businesses, contributing 40% to GDP, and employing over 60% of the workforce, women-led MSMEs are often underrecognized in the country’s male-dominated economic landscape. The KITA Initiative seeks to change that, one sign at a time.
More than just a campaign, KITA is a creative movement. At its core lies the Filipino word kita, which means both “to see” and “to earn”, a fitting expression of the initiative’s dual mission: to increase visibility for Filipina entrepreneurs and to promote their economic empowerment.
A standout feature of the campaign is the KITA Font, a typeface inspired by the butterfly sleeves of the traditional Filipiniana attire. Designed to be integrated into signage, packaging and brand identities, the font serves as a visual declaration of strength, resilience and cultural pride in amplifying the presence of women entrepreneurs in their communities and beyond.
ACT Responsible is a global non-profit organization that champions responsible advertising and creative work that drives sustainability, equity, and social progress. Its annual exhibition at Cannes Lions has become one of the most influential showcases for campaigns that use creativity to make a difference.
This year, The KITA Initiative earned its place on this coveted stage through its bold advocacy and community-centered execution – captivating a global audience and spotlighting the potential of creativity born from local insight and cultural authenticity.
