Biogesic and John Lloyd Cruz help school children go to school ‘safe and dry’
Seven years have passed since Biogesic launched its “Ingat” campaign in 2007.
Featuring multi-awarded actor and trusted endorser John Lloyd Cruz, the headache and fever medicine compassionately reminded Filipinos to “take care” of their health.
“Ingat” is the Filipino term for “take care” and it has become woven into the fabric of our day-to-day conversation. Whenever we send off a loved one or we say goodbye to someone we care for, we say: “Ingat!”
This year, Biogesic launched a new campaign which hopes to give a deeper and more meaningful meaning to the term “Ingat.” The campaign dubbed, “Ingat na Damang-Dama, Sa Bawat Kumot Ipalaganap,” seeks to reach out to far-flung communities and make them feel how it is to be taken care of.
Blanket of love
“Blanket is a tangible manifestation of physical touch or hug. 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,” says Christine Nuevo, product manager of Biogesic.
She adds, “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.”
For this purpose, Biogesic partnered with Yellow Boat of Hope Foundation, a nongovernment organization which helps communities around the country where school children swim across rivers, lakes and seas every day just to go to school. Through the Yellow Boat Project, the foundation provides these communities with sturdy yellow boats to help school children go to school safe and dry. Today, the foundation has extended its projects to include school and medical programs, scholarships and even livelihood projects.
JL visits Suyac Island
Just recently, Biogesic’s endorser John Lloyd Cruz, along with a group of volunteers, went to an island in Sagay, Negros Occidental to bring “Ingat na Damang Dama” to the island’s more than 600 families. There, they distributed thermal blankets and medicines, and mingled with the residents.
Through his conversation with the locals, John Lloyd learned how hard and dangerous it was for the school children to cross the sea every day just to go to school. The parents also shared with the actor the anxiety they feel every time their children go to school.
“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,” John Lloyd shares.
John Lloyd has been an endorser of Biogesic for seven years now and the brand is his first major commercial endorsement.
“I am very grateful to Biogesic for trusting me through those seven years. My heartfelt gratitude also goes to my Biogesic family which made me a part of this campaign and gave me the opportunity to reach out to those who are in need,” the actor adds.
He further explains, “We hope that through the ‘Ingat na Damang Dama’ campaign, we could touch the hearts of our less fortunate brothers and sisters, and make them feel loved and cared for. When we say ‘Ingat,’ we don’t just mean ‘Take Care,’ we also mean ‘We Care.’”
In the coming months, the Biogesic team and John Lloyd Cruz will distribute medicines and blankets in other communities adopted by the Yellow Boat of Hope Foundation in Luzon, Visayas and Mindanao.
Dr. Anton Mari Lim, co-founder of the Yellow Boat of Hope Foundation, welcomed Biogesic’s initiative.
“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,” he says.
Biogesic is the no. 1 analgesic brand and one of the trusted and quality medicines by leading pharmaceutical and healthcare company, United Laboratories Inc. (Unilab). It has been the most trusted headache and fever medicine in the Philippines for 48 years.