MANILA, PHILIPPINES – “Bayanihan” has always been part of Filipino culture. During the lockdown, we’ve seen it resurface through the many selfless acts of Filipinos helping one another to survive. Beyond infecting thousands of our countrymen, COVID-19 affected millions more by battering the economy.
To tackle this, Condura, the all-Filipino manufacturer of air conditioning systems and refrigerators, partnered with agency Ace Saatchi & Saatchi to encourage Filipinos in this initiative. On Philippine Independence Day, the brand that stands for “Tatag Pinoy. Tatak Pinoy.” (“Filipino strength. Filipino brand.”) launched “Ka-lokal”.
Roughly translated as “fellow local,” it enjoins Filipinos to take part in rebuilding the economy by supporting local businesses. After all, when it comes to our nation’s economic recovery, “Sino pa ba ang magtutulungan kundi tayo-tayo rin naman.” (Who else will help each other out, if not us.)
Check out the video here:
