Campaign Spotlight

Campaign Spotlight: McDonald’s and Leo Burnett Manila shine a light on new hope in Marawi on National Breakfast Day

MARAWI – The capital city of Lanao del Sur never wanted headlines. It was, for the most part, a quiet city with a little over 201,000 residents as of 2015. But on May 23, 2017, that same capital city, Marawi, became the center of a conflict that brought misery and suffering to its populace. For the next five months, Philippine government forces and militants affiliated with the Islamic State of Iraq and the Levant (ISIL) would clash in what was to become the longest urban battle in modern Philippine history.

The pain and destruction of the siege remains with the Maranao people six months after hostilities supposedly ended. During a recent trip to Marawi, news reporter and media personality Atom Araullo chronicled the plight of several evacuees from the city, or as they are known there, the “bakwit.” Atom notes that several pregnant women were among the bakwit, hence many babies were born at that time. Over 7,000 babies were born over the five months of the Marawi siege.

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Some of the mothers shared their individual stories of carrying their babies during the struggle. Jalilah Casim even bared that her husband wanted her to give up one of her twins but she insisted on caring for both. When asked where they draw their strength from, all the mothers almost unanimously said that seeing their babies gave them that strength to go on.

Norma Romuros said that her dream is for her daughter, Rawda, to have an education when she grows up, something neither she nor her husband were able to have. For Anisa Boncarawan, the simple dream is for daughter Ashmira to have a good and healthy life. For her part, Jalilah hopes that twins Janisa and Johanisa become teachers so that they can achieve what she was not able to do.

The short film from Leo Burnett Manila ends with Araullo stating that in the middle of the adversities they face, the people of Marawi remain strong and that they are starting over for the sake of the new members of their family. Babies, as in most cases yet especially so in this one, signify new hope and starting anew.

As McDonald’s celebrates National Breakfast Day this March 19, it is one with the people of Marawi in celebrating new beginnings.

Partner with adobo Magazine

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