MANILA – Bear Brand has added a new dimension to its ’Tibay’ campaign with the launch of its first children’s book entitled Ang Alamat ng Matibay, which highlights the importance of “tibay ng kalooban” or inner strength.
Written by former Publicis Manila creative director Paolo Herras and illustrated by Publicis Manila art director Tepai Pascual, Ang Alamat ng Matibay revolves around the kind and loving Mina, a child beset with fears.
When her teddy bear, which she regards as her best friend, is stolen, the ever respectful Mina goes on a search mission in an enchanted world where she is forced to conquer all her fears and thus develop inner strength. As she embarks on her adventure, she not only finds her lost best friend, she also develops a friendship with the toy thief Anino.
The story is part of the powdered milk brand’s long-running Tibay campaign, which espouses “Tibay ng Katawan, Kalooban, at Isipan” or strength of body, soul, and mind.
“Today’s parents regard tibay ng loob as an important factor to help their kids succeed in life. But honing tibay ng loob among children must start when they are still young in order to prepare them for the challenges that life brings,” explained Willy de Ocampo, Nestle Philippines Team Lead for Bear Brand.
The brand, in partnership with The Storytelling Project, Klasrum ng Pag-asa, Art Attack, and National Bookstore will donate 10,000 copies of the book to select public schools and partner organizations. The book will also be available in selected branches of National Bookstore starting December 15.
“We would like to promote tibay ng loob to as many Filipino school children as possible and our partner-organizations will help us reach out to them,” Jojo dela Cruz, Nestle Philippines Business Executive Manager for Dairy, Health and Nutrition Solution, explained. “By providing schools and communities with copies of the book, we hope to foster among school children the importance of strength of character and strength of will, values that they can bring with them as they journey through life. We hope that through Ang Alamat ng Matibay, we can help mold the future leaders of our country.”
