In today’s progressive times, the sight of women in the workforce is no longer a rarity; gone are the days when women are only expected to complete the domestic chores. In fact, women now have major help in uplifting not just their household’s income status but also the economy of their country. Case in point: the Philippines. According to a study conducted by the Asian Development Bank (ADB), 94 percent of women contribute to the growth of the Philippine economy. But as much as women are a big help in building the financial system of the country, gender equality is still a challenge faced by women in the Philippines. The same ADB study recommended that corporate businesses expand employment prospects and offer lucrative opportunities in order to achieve inclusive growth for women. It is in this issue that laundry detergent and fabric care brand Ariel launched the advocacy program “AhonPinay.” Throwing an all-out support to the Philippine Commission on Women (PCW), “AhonPinay” hopes to empower women and celebrate the modern-day heroin in every Filipina. “AhonPinay” hopes to eliminate boundaries in gender professional capabilities and to open dialogue on issues women face in various industries. Part of PCW’s objectives is to include women’s concerns in leadership platforms and the government’s development agenda. Various groups have already put gender equality under the spotlight. Among them are PCW and the Department of Social Welfare, which have adopted the theme “Kapakanan ni Juana, Isama sa Agenda!” (Include Women in the Agenda) and have already actively called for gender-balance in leadership and decision making positions in public and private sector. Several laws like Republic Act 9710 have also been enacted to protect women’s rights and that companies be strictly non-discriminatory, even in the fields of military and police. A successful implementation is seen in the Bureau of Fire Protection as it now employs women as front liners. The brand supports PCW in its efforts to uplift, empower, and inspire women by raising gender equality awareness and bringing relevant issues not only in the workforce but in daily lives. But “Ahon Pinay” is not only throwing a moral support; aiming to uplift and encourage women in their selected vocations, the advocacy program will also be supporting the Technical Education and Skills Development Authority’s (TESDA) Women’s Center through a grant that will help women through training courses.