The modern-day ‘Kayanihan’


Filipinos sing as one in a crowd-sourced music video
“Ang pagbabago’y nasa sa atin; Natutupad na, pangarap natin!”

So goes the new music video about national unity and positivity that was recently launched at Club Filipino. The video features Maestro Ryan Cayabyab, Regine Velasquez, Gloc-9 and Itchyworms singing their collaborative composition entitled “Kayanihan.”

But the real stars of the video are the Filipino people, who are also the lyricists of the song. Kayanihan is the first music video co-created by the Filipino people.

In February 2013, a group of communications professionals marvelled at recent positive economic developments and the high level of optimism the country. It seemed that the Philippines we can all be proud of is finally within reach.

But they also realized that, to keep the momentum going, we could not afford to become complacent, as we would still have to hurdle inevitable challenges that could reverse our gains—natural disasters, political roadblocks, factionalism and international events.

They conceptualized an advocacy campaign to contribute to the positive momentum. Procter & Gamble (P&G) Philippines promptly agreed to support the project. Thus, The Kayanihan Project was born as a celebration of the positive gains of the country and a call to all Filipinos to continuously work together to hurdle future problems.

The melody of the song is upbeat and catchy, and stirs national pride. The visuals give due credit to the wide range of people who participated in its production, from ordinary folk to very prominent public figures.

The music video as a whole demonstrates just what it is encouraging us all to do. It is now be aired on the major networks, and can also be viewed on the Kayanihan Project’s YouTube channel and Facebook page.

The term Kayanihan is a combination of bayanihan, the community spirit that is a defining aspect of our culture, and the “Kaya Natin” attitude from which we derive the resilience to weather difficulties.

Aside from crowd-sourcing for the lyrics and video shots, the Kayanihan music video will run through relay sponsorship by various companies. Yoly Ong, chairman of the Campaigns & Grey Group, explains, “The Advertising Foundation of the Philippines is harnessing the members of the advertising industry to get the participation of as many advertisers as possible. We are very grateful to P&G for being the first to take up the call, and are delighted that others are coming on board as well.”

Jun Nicdao, chairman of the Ad Foundation, concluded, “This project is open to all who have a stake in the continued development of the Philippines. The Kayanihan Project is crossing the lines between rival businesses, and political and social affiliations.”


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