Wednesday, November 25, 2020

For consumer confidence and economic recovery

Top brands launch ‘Ingat Angat Tayong Lahat’ campaign

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As the Philippines continues to battle the impact of Covid-19, brands and companies across various industries have banded together to help restart the economy while ensuring consumers’ health and safety.

The country’s biggest corporations and brands show support for the ‘Ingat Angat Tayong Lahat’ campaign.

These businesses launched the Ingat Angat Tayong Lahat campaign, which sends a message of resilience, hope and inspiration to boost businesses to continue to increase operations while ensuring strict safety standards and to encourage Filipinos to once again enjoy activities outside the confines of their homes.

The campaign’s two-minute video advertisement — which now has close to 400,000 views on YouTube as of writing — received such high praise on social media. Users were able to see some of the Philippines’ biggest companies — that normally compete with each other — unite to empower all consumers with information on how to safely commute, shop from their favorite stores, patronize their preferred restaurants, and navigate other public spaces in sectors severely hit by the pandemic-induced lockdowns.

Department of Trade and Industry (DTI) Secretary Ramon Lopez praised the initiative and stressed the importance for businesses to unite in order to win back the confidence of consumers and get the economy back on its feet.

“At this point in managing the Covid-19 pandemic, balancing health and the economy is our main priority. This is why we are pushing for the gradual and safe reopening of the economy. In line with the spirit of the campaign, we can only move forward by supporting and keeping one another safe while protecting lives and livelihoods,” Lopez said in his speech.

The trade chief also stressed the importance of strictly following minimum health protocols despite the eased restrictions in the “new normal” to avoid transmission of the virus while restimulating demand and consumer spending.

The Ingat Angat Tayong Lahat campaign is part of the private sector’s support for Taskforce T3 (Test, Trace, Treat), the multi-sector initiative put together in April 2020 to work closely with the Department of Health (DOH), the National Task Force (NTF) against Covid-19, and the Inter-Agency Task Force on the Management of Emerging Infectious Diseases (IATF-EID) to manage the outbreak of the pandemic in the country.

(From left) Melvin Mangada, TBWA/Santiago Mangada Puno’s Managing Partner and Chief Creative Officer; Czar Sec. Vince Dizon, NFT Deputy Chief Implementer and Chief Testing; George Royeca, Angkas Chief Transport Advocate and lead proponent of ‘Ingat Angat Tayong Lahat;’ and RJ Ledesma, co-founder of Mercato Centrale.

With the reopening of the economy, the group realized the importance of rebuilding consumer confidence with health and safety still a priority.

Jaime Zobel de Ayala, Chairman and CEO of Ayala Corporation and a founding partner of TaskForce T3, underscored the importance of continued public-private sector cooperation.

“The private sector has found a new front where we can be supportive of the fight against Covid, and that is in restoring the confidence of our citizens that we can all resume our lives and livelihoods, so long as we strictly follow the minimum health standards recommended by health experts,” Zobel de Ayala mentioned.

Meanwhile, Margot Torres, Managing Director for McDonald’s Philippines and Ingat Angat Tayong Lahat communications advocacy co-lead, expressed her faith in the Filipinos’ resilience and optimism.

“Ingat Angat Tayong Lahat aims to transform the mindset of consumers. We are breaking through the helplessness many felt at the height of the pandemic and helping lead Filipinos to empowered vigilance and continued safety during this period,” Torres said.

The campaign has already obtained the support of the biggest corporations and brands in the country, including Aboitiz Equity Ventures, Alliance Global Group (Megaworld, Resorts World, Emperador), Jollibee Foods Corporation, McDonald’s Philippines, Goldilocks, BDO, BPI, Metrobank, Paymaya, Alaska, Champion, Century Pacific Food Inc., Coca Cola Philippines, Oishi LIwayway Marketing Corp., PepsiCo, Procter & Gamble Philippines, RFM Corporation, Unilever, Petron/San Miguel Corporation, Shell, Ayala Malls, Filinvest Development Corporation, Robinsons Malls, SM Supermalls, Globe Telecom, Smart Communications, Angkas and Food Panda.

Greater participation needed

Another lead proponent of Ingat Angat Tayong Lahat, Angkas’ Chief Transport Advocate George Royeca, calls on more companies, especially small and medium enterprises, to get on board with the campaign.

“This campaign is for all businesses — not only the big brands, but more so for small and medium enterprises. We invite all businesses from all over the country to participate and embrace this advocacy. Let us all help each other get back on our feet safely and surely,” Royeca said.

The creative idea behind the campaign and its memorable tagline of Ingat Angat Tayong Lahat were crafted by the geniuses of TBWA/Santiago Mangada Puno’s Managing Partner and Chief Creative Officer Melvin Mangada.

“The tagline and the supporting visual brands and materials, which can be adapted by any brand, help promote the message of Ingat Angat Tayong Lahat, creating a sense of solidarity with the whole business community and our consumers,” Mangada explained.

These visual aids include branding guidelines, logos and templates that business groups can download and adapt to their operations which can be viewed at



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