Beyond being modern-day heroes to their families back home, Overseas Filipino Workers (OFWs) are also a key pillar of Philippine economy, with cash remittances accounting for roughly 8.7% of the country’s Gross Domestic Product (GDP).
Recognizing this significant contribution and its impact on the everyday lives of Filipinos, Palawan Express Pera Padala launched its “There Na” campaign — a witty, humorous play on the iconic Filipino superhero Darna — which transforms OFWs into fictional superhero characters the moment their families receive funds through any of the 3,500 Palawan Express branches or the PalawanPay app, the Palawan Group’s e-wallet brand with now over 23 million users
OFWs as the heart of the ‘There Na’ campaign
In an exclusive interview with adobo magazine, Bernard Kaibigan, Chief Marketing Officer and Group Marketing Head of the Palawan Group of Companies, said that the company chose to spotlight OFWs because to them, sending money is more than a transaction — it’s a constant act of care.
“OFWs are at the heart of the remittance ecosystem. Sending money home is not an occasional act for them — it is a routine expression of care and responsibility to their families. That consistent behavior makes remittance not just a financial transaction, but an emotional lifeline,” Bernard said.
He also noted that since OFWs are highly digital and socially connected, video is the perfect medium to bridge the distance between them and their loved ones in the Philippines.
“Through Palawan Express Pera Padala and PalawanPay, we provide flexible options that mirror how OFWs live today — combining the reliability of our nationwide branch network with the convenience of digital channels. Our goal is to be present in every way they choose to send support, reinforcing Palawan as a trusted partner in their everyday journey,” he added.
A humorous take on an iconic Filipino superhero
Starring brand ambassador Marian Rivera, who is best remembered for her portrayal of Darna, the campaign leans heavily into humor to forge a deeper connection with the audience.
Humor is deeply embedded in Filipino culture, according to Bernard, and naturally, serves as a tool for building resilience and a way for OFWs to cope with the sadness of being away from home.
“It reflects optimism, resilience, and everyday joy. We wanted the campaign to feel human and relatable, not corporate or distant,” Bernard explained.
The title “There Na” was a strategic choice; it mimics the sound of barrio lass Narda shouting the name of her famous alter ego —”Darna!” – while communicating speed and convenience.
Moreover, the phrase encapsulates the brand’s commitment to reliability and steadfast, efficient service.
“It tells OFWs that with Palawan, the outcome they care about most is already assured: the money is there, ready to be claimed. In that sense, the campaign is grounded not just in advertising strategy, but in a genuine moment of connection that millions of Filipino families experience every day,” Bernard added.
Fast and reliable, just like a superhero
Through Palawan Express Pera Padala, families can receive money almost instantly across a vast network of branches, even in remote provinces with limited access to traditional banking services.
With over 10,000 outlets, Palawan Express helps ensure that the majority of Filipino households — many of whom still rely on cash — never find themselves in a bind.
Meanwhile, those embracing modern conveniences can download and use the PalawanPay app, which offers a seamless digital alternative.
By partnering with more than 23 different partners, PalawanPay assures Filipino families that as they adapt to digital financial tools, badly needed monetary support arrives as quickly as a superhero’s snap.
Ultimately, the “There Na” campaign is more than just clever marketing at play; it is a tribute to the quiet sacrifices of countless OFWs who, thousands of miles away from home, work tirelessly to secure a better future for their loved ones. By blending pop culture nostalgia and crafty execution with clear-cut messaging and brand promise , Palawan Express Pera Padala reminds us that while these overseas workers may not wear capes, their constant love and financial support are the true superpowers that keep Filipino families — and the nation — standing strong.
