MANILA – October 17, 2013 – Ingat ("take care"), is often used as a parting word among Filipinos. It is also central to the Biogesic campaign launched seven years ago, with actor John Lloyd Cruz telling television viewers ‘Ingat.’
This year, headache and fever medicine Biogesic launched a new campaign, seeking to make the term an actual expression of genuine affection and care.
“By launching this new campaign, we would like to re-define that ‘ingat,’ does not only mean ‘take care,’ but more importantly, it also means ‘we care.’ It’s not just lip service; it’s a word that translates into action,” Christine L. Nuevo, product manager of Biogesic, said in a press release.
The advocacy campaign ‘Ingat na Damang-dama, Sa Bawat Kumot Ipalaganap’ aims to engage communities in Luzon, Visayas and Mindanao to distribute blankets and medicines in order to reach out to underprivileged families.
“Similar to how Biogesic provides care and relief for headache and fever, a blanket provides care, warmth and security for the person using it. It serves as the tangible presentation of physical touch or hug that we receive from our loved ones. Through these blankets, Biogesic hopes to be able to spread ‘Ingat na Damang-Dama’ to different communities in the country, especially those that are from far flung areas and those affected by typhoons and other calamities,” Nuevo said.
As campaign partner, non-government organization Yellow Boat of Hope Foundation helped identify the communities that will be engaged by Biogesic, such as an island in Sagay, Negros Occidental, which was visited by Biogesic’s endorser John Lloyd Cruz, along with representatives of Yellow Boat of Hope Foundation and a group of volunteers.
The group brought thermal blankets and medicines to the island’s residents, who in turn inspired them with their stories.
“The warm welcome that we received from the Sagayanons was really overwhelming. We’ve gone a long way to reach their island but it was all worth it. The experience is both humbling and inspiring,” said John Lloyd Cruz, who mingled with the island’s residents. Until Yellow Boat of Hope Foundation stepped in, the children would face a perilous journey across the sea every time they go to school.
The foundation helps such communities in the Philippines by providing sturdy yellow boats to help the children go to school safe and dry. The foundation has also extended its projects to include school and medical programs, scholarships and even livelihood projects.
The organization had been addressing similar problems in Mindanao, particularly in Zamboanga, where school children had to “zipline” across a raging river, lake or sea just so they can attend their classes, the press release said.
“Na-realize ko na maraming mga estudyante, lalung lalo na sa Manila, na masuwerte kasi at least traffic lang ang problema nila tuwing pumapasok sila sa school. Pero ang mga estudyante dito sa Sagay, kailangan pa nilang tumawid ng dagat araw araw para lang makapasok sa eskwelahan nila. Nakakabilib ang determinasyon nilang mag-aral. Pursigido talaga silang makapasok at hindi alintana sa kanila ang panganib na dala ng malalakas na alon,” Cruz shared, adding that he was honored and thankful that he was part of the campaign.
"Without their support, there won’t be a John Lloyd today. Now, it’s my time to give back the favor,” he said.
“We welcome Biogesic and John Lloyd Cruz as our new partners in making life easier for these school children who bravely cross rivers, seas and lakes everyday just to go school. Together, we salute them for their perseverance and their high regard for education. They truly are an inspiration to others and a proof that the future generation is still the hope of this country we call home,” said Dr. Anton Mari Lim, co-founder of the Yellow Boat of Hope Foundation.
In the coming months, the Biogesic team will distribute medicines and blankets in other communities adopted by the Yellow Boat of Hope Foundation.
Biogesic is manufactured and marketed by leading pharmaceutical and healthcare company United Laboratories, Inc. (Unilab).
