MANILA, PHILIPPINES — On May 1, consumer goods giant P&G Philippines released an online video featuring the everyday struggles of Filipino frontliners.
P&G’s “A Frontliner’s Sacrifice” aims to pay tribute to healthcare workers. The company hopes that this narrative unites the nation in #CaringForFrontliners and encourages citizens to do their part in the fight against COVID-19.
The video — a compilation of real clips and footage from frontliners — garnered a million organic views in the first 48 hours.
P&G and its brands aim to be a force for good in these difficult times by using its voice, its platforms, and media reach to promote important messages of solidarity, hope, and inspiration during these times.
Shortly after, P&G’s leading anti-bacterial soap brand, Safeguard, also released its “BayaniHands Project” campaign which invites Filipinos to join hands with the brand in helping the Philippine Red Cross’ efforts to protect frontliners. On top of Safeguard’s independent donation, all proceeds from the campaign will go to the Red Cross for efforts to support and protect Covid-19 frontliners.
P&G Philippines, along with its parent company P&G, is also investing in a face mask manufacturing line in order to protect its employees who produce essential goods for the country. It has also committed to donating 1 million face masks through government and health authorities and agencies.
Video Credits
Creative: Raoul Panes
Creative: Carl Urgino
Creative: Sarah Villanueva
Creative: Paolo Roa
Creative: Gian Gaite
Director: Joel Limchoc
Account team: Sue Ann Nolido
Account team: Gela Ancheta
Producer: Lester Parulan
Production Company: Pabrika
Executive Producer: Ana Fe Manuel
Line Producer: Lei Villena
Music Director: Teddy Katigbak
Colourist: Aurie Anden (Barebones)
Offline Editor: Gino Delos Reyes
Online Editor: Anj Laparan and Dolps Fernando
Production Manager: Meann Ballesteros
Sound Engineer: Glenn Mariano
Sound Studio: Prodigious Philippines and Hit Productions
P&G Philippines General Manager: Raffy Fajardo
Commercial Leader: Jan Jizelle Ang
Head of Media: Arthur Pena
Brand Manager: Michael Jayme
