Cannes Film Festival best director Brillante Mendoza created six infomercials, alongside award-winning BBC and Discovery Channel director Lisa Harney, dedicated to spreading awareness on the plight of the Pasig River.
According to abscbnnews.com, ith the objective "To raise awareness & inspire action for the environment", Mendoza shot the video within the crowded and dirty suburbs of Estero de Paco. His informercials starred Coco Martin, child star Zaijan “Santino” Jaranilla, 2009 CNN Hero of the Year Efren Peñaflorida, broadcast journalist Karen Davila, TV host Kim Atienza and Mendoza himself.
Australian director Harney shot a mini-documentary called "river warriors" on the recently formed community movement and an infomercial called "river goddess."
Kapit Bisig Para Sa Ilog Pasig is a 7-year clean-up drive that inspired both directors, the ABS-CBN Foundation Inc. (AFI), the Department of Environment and National Resources (DENR) through the Pasig River Rehabilitation Commission (PRRC).
“Pinoys don’t seem to think preserving the environment is a priority." Mendoza said. "Their goal is to be able to provide food and shelter for their family. Through these videos, I hope to change the mindset of most Pinoys.”
Funded by the Asian Development Bank, the infomercials are a part of the information drive of KBPIP and Manila Water Co. It supports the Pasig River Catchment Sewerage Project.
