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| (Image Source: Orange Magazine TV/Pure Bayanihan) |
Pure Bayanihan, a U.S. registered nonprofit organization dedicated to creating sustainable livelihoods for communities in poverty, has successfully raised ₱1M (one million Philippine pesos) in partnership with Uma Nota, a rising culinary destination in Manila. Through the collaboration, Uma Nota organized the initiative “Dine With A Purpose” which allowed diners to donate to Pure Bayanihan with the goal of raising funds and helping to fulfill the nonprofit’s mission of lifting Filipino communities by alleviating poverty. The ₱1M raised through this campaign will contribute to Pure Bayanihan’s impactful programs which include supporting efforts in Bulacan and Sitio Guh-Ban in Pangasinan. These projects aim to create opportunities for growth, empowering communities to achieve economic independence and long-term stability.
“In true ‘bayanihan’ spirit, Pure Bayanihan believes that by fostering collaboration and communal unity, we have the ability to create lasting impact through empowering Filipinos toward self-sufficiency and economic growth. Uma Nota’s dedication to our shared mission is a powerful example of how businesses can drive positive change. Together, we have shown that when we unite with purpose, incredible milestones are possible,” said Pure Bayanihan Chairman Barry Harrigan. Inspired by the Filipino spirit of community and resilience, Uma Nota, much like Pure Bayanihan, shares a deep appreciation and love for the people, aiming to celebrate and uplift Filipinos through meaningful initiatives. Uma Nota values the power of community and the way shared experiences — like dining — can drive meaningful change. Through its partnership with Pure Bayanihan, the restaurant embraces the opportunity to celebrate the resilience and vibrancy of Filipino culture while giving back to the communities that inspire it. This collaboration reflects a shared commitment to making a positive impact, with a focus on fostering connections and supporting meaningful initiatives.
Since its founding, Pure Bayanihan has made a significant impact, supporting 9,490 individuals, 1,898 families, and over 50 communities across the Philippines. Through projects that provide education and skill development opportunities in underserved areas as well as sustainable livelihood programs in remote communities, the nonprofit continues to drive meaningful change and foster economic independence. As Pure Bayanihan advances its mission, the organization welcomes the opportunity to collaborate with businesses and organizations that share a commitment to creating lasting social impact. To explore partnership opportunities and support initiatives that drive real change, visit purebayanihan.org.
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TNT's SIM Registration Video Clinches Back-To-Back Golds At ADFEST 2025
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| (Image Source: adobo Magazine/Smart Communications Inc.) |
TNT, the value brand of PLDT mobile wireless subsidiary Smart Communications Inc. (Smart), won another gold award for its viral SIM Registration video “Mother” at ADFEST 2025, Asia’s renowned international festival of advertising creativity. This year, it won the prestigious gold award in the Effective Lotus category, continuing its winning streak after grabbing the gold award in the Film Lotus category last year, besting around 200 entries. Produced in collaboration with advertising agency GIGIL and production company Arcade Film Factory, the one-minute and 28-second video tells the story of a mother soaked in the rain outside their house because her family could not recognize her mobile number.
True to its brand essence, TNT’s campaign used absurd humor to encourage subscribers to register their SIMs in accordance to SIM Registration Act which was enacted to protect mobile phone users from spam and scam texts, which have become rampant since the pandemic. ADFEST described the Effective Lotus category winner as “works that are not only creative, but also have significant and measurable impact.” The juries based the recognition on four criteria, including Creativity/Idea/Insight with 30%; Strategy with 15%; Execution with 15%; and Results with 40%. Launched in April 2023, TNT’s SIM Registration campaign videos immediately gained over 100 million views across social media platforms, including Facebook, YouTube, and TikTok, with viewers organically sharing them for being “unskippable”, “creative”, and “funny”. Within just 10 days since the videos were posted, over 7 million subscribers registered their SIM, proving the campaign’s effectiveness. As of end-2024, TNT remains the biggest mobile brand in the Philippines with almost 35 million subscribers. “We thank our colleagues in the marketing and advertising industry in the region for recognizing TNT’s efforts to inform and protect our customers. We share this accolade with our almost 35 million subscribers who continue to put their trust in TNT,” said Smart First Vice President Lloyd R. Manaloto.
TNT’s back-to-back ADFEST gold awards adds to its string of local and international recognition for the campaign’s creativity and effectiveness. It bagged a gold in Stevies 2024; silver awards at the 2024 APAC Effie Awards, Kidlat Awards 2024, and Boomerang 2023 Awards; crystal awards in South Korea’s MAD Stars 2023; and a bronze in Tambuli 2024. Moreover, the campaign won the ‘Force For Good’ Award in the 2024 YouTube Works Awards Philippines and was cited as Best Ad of the Week by Bestads. The viral video was also shortlisted at the prestigious New York Festivals 2023 Advertising Awards. The ADFEST 2025 Effective Lotus gold award is another milestone for TNT, which is celebrating its 25th anniversary this year. Aptly called “AniberSaya 25”, TNT lives true to its promise of being the people’s mobile brand as it caters to the mobile needs of ordinary Filipinos through its superior mobile network, affordable and value-packed data offers, and fun-filled experiences.
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Mang Inasal Celebrates National Halo-Halo Blowout With Delivery-Exclusive Edition
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| (Image Source: Megabites/Mang Inasal) |
After dominating social media and drawing massive in-store crowds, Mang Inasal made its highly successful National Halo-Halo Blowout even bigger by launching a delivery-exclusive version in response to strong public demand. The highly anticipated promo, which trended on X (Twitter) and Facebook, saw customers lining up nationwide for dine-in and takeout. But one request stood out — “Sana available din sa delivery!” (Hope it’s available too via delivery.) Now, in response to overwhelming public clamor, Mang Inasal is made it all happen last April 6, 2025 where customers were able to enjoy the Extra Creamy Halo-Halo Small Size for just ₱49 which was availed exclusively via the Mang Inasal Delivery App or website, GrabFood, and foodpanda.
“We saw the incredible love for the National Halo-Halo Blowout, and our customers made their voices heard. We are grateful for their intense support which turned the event into a nationwide sensation. Now, we’re ensuring they can enjoy a special deal, whether they’re at home or on the go,” said Mang Inasal Marketing Head Allan Tan. Adding to the summer excitement, Mang Inasal’s CreamyYESS Halo-Halo Caravan is touring select locations nationwide, offering free samples of its Extra Creamy Halo-Halo as part of the “Love The Flavors, Love The Philippines” campaign in partnership with the Department of Tourism (DOT) which highlights the country’s best flavors. Meanwhile, the #MangInasalCreamyYESSSummer TikTok Dance Challenge continues to heat up social media. Fans can join by posting their version of Fyang Smith’s viral dance for a chance to win Mang Inasal e-Gifts until May 31, 2025. With the summer heat in full swing, this limited-time promo brings Mang Inasal’s signature cool and creamy halo-halo straight to customers’ doorsteps.
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Happy Walk 2025 Brings Over 8,000 Attendees To Celebrate Abilities And Inclusion
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| (Image Source: Manila Standard/SM Supermalls) |
In a powerful display of unity, inclusivity, and advocacy, Happy Walk 2025 successfully gathered thousands of individuals with Down Syndrome, their families, and supporters across the country last March 30, 2025. The nationwide event, hosted by SM Cares in partnership with the Down Syndrome Association of the Philippines Inc. (DSAPI), was celebrated at SMX Manila (SM Mall of Asia Complex) and in simultaneous events at SM City Cebu and SM City Bacolod. Additionally, SM CDO Downtown Premier held its celebration earlier last March 23, 2025 while SM Center Ormoc joined the movement with the All for Down Night Run last March 27, 2025. With the theme “321 & Beyond”, Happy Walk 2025 went beyond simply raising awareness — it inspired action, strengthened community ties, and reinforced the importance of inclusion and empowerment for individuals with Down Syndrome.
“Happy Walk is a reminder that inclusion is a shared responsibility. Every step we take today is a step toward a future, where individuals with Down Syndrome are recognized for their strengths and given the opportunities they deserve,” said DSAPI Board Member and Head of Happy Walk 2025 Nill Patrick Arroyo. The event served as an opportunity for families and advocates to connect, learn from each other’s experiences, and celebrate the progress made in promoting inclusivity in the Philippines. The overwhelming turnout of over 8,000 attendees, its biggest to date, across all participating SM malls demonstrated the ever-growing support for individuals with Down Syndrome. Parents, educators, healthcare professionals, volunteers, and corporate partners walked hand in hand in a symbolic movement for acceptance and empowerment. “SM Cares is honored to continue its long-standing partnership with DSAPI for Happy Walk. Every year, this event reaffirms our commitment to making our malls, and our society, more inclusive and welcoming for all,” said SM Supermalls Assistant Vice President for Marketing Hanna Carinna Sy.
Throughout the years, Happy Walk has played a crucial role in breaking down barriers and fostering a society that embraces individuals with Down Syndrome. The event has become a national tradition that uplifts communities and empowers families through education, support, and advocacy. While the event is an annual celebration, its mission extends far beyond a single day. SM Cares, together with DSAPI and its partners, remains committed to promoting inclusivity in everyday life. Through various programs, support initiatives, and community-building efforts, they continue to create safe, welcoming, and empowering spaces for individuals with Down Syndrome.
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2025 Andrea O. Veneracion International Choir Festival Still Open For Submissions
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| (Image Source: Cultural Center Of The Philippines) |
The Andrea O. Veneracion International Choral Festival (AOVICF) Manila 2025 is still accepting applications with deadline for submissions set for April 30, 2025. Choirs from around the world are encouraged to take part in this prestigious competition which will be held on August 20-24, 2025 in Metro Manila. Now in its sixth edition, AOVICF Manila continues its mission of promoting artistic excellence and celebrating the power of choral music. The festival will feature six competition categories: Children’s Choir, Equal Voices, Folk Song and Indigenous Music, Mixed Choir, Musica Sacra, and Popular Music.
Winners in each category will receive cash prizes, with the First (1st) Prize winner of the Mixed Choir category winning Php200,000 while First (1st) Prize winners in other categories will be awarded Php150,000. Special awards for Best Conductor and Best Performance of the Contest Piece may also be given. The competition is open to amateur choirs that have been in existence for at least two years. Interested groups must submit a completed application form, an audio or video recording of two to three songs (from different genres) recorded within the last six months, and a recent curriculum vitae (CV) and photo of both the choir and the conductor. Submissions should be sent via email to secretariat@aovchoralfestph.com with the subject line “AOVICF 2025: (Name of Choir)”. Accepted applicants must pay a registration fee of US$400 for non-Filipino choirs and Php15,000 for Filipino choirs. To confirm participation, send the proof of payment on or before May 30, 2025.
Organized by the Cultural Center of the Philippines (CCP) in collaboration with the Philippine Madrigal Singers, AOVICF is a founding member of the Asia Choral Grand Prix alongside major choral festivals in Indonesia, Singapore, and Malaysia. The festival continues to serve as an international platform for choral excellence and cultural exchange. With the submission deadline fast approaching, interested choirs are encouraged to apply as soon as possible. For full details, visit www.aovchoralfestph.com/guidelines. Updates are also available on the official AOVICF Manila Facebook page and the CCP website and social media channels.
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NAITAS, PH Department Of Tourism Partner For “Takbo Para Sa Turismo”
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| The National Association of Independent Travel Agencies (NAITAS) Board led by its President Florence Rivera (Image Source: Manila Standard/National Association Of Independent Travel Agencies) |
The National Association of Independent Travel Agencies (NAITAS) and the Philippines' Department of Tourism (DOT) are excited to announce the inaugural “Takbo Para Sa Turismo” advocacy run, a vibrant celebration of Philippine tourism and a call to action for its continued growth. Slated on April 26, 2025 at the Quirino Grandstand in Manila, the event will see runners of all levels come together for a morning of fitness and fun, starting at 3:00 am and concluding at 10:00 am. Participants can choose from three categories: 10km, 5km, and 3km.
“Takbo Para Sa Turismo” aims to raise awareness about tourism’s vital role in the Philippine economy and inspire Filipinos to discover the breathtaking beauty of their own country. The run will also serve as a platform to promote sustainable tourism practices and responsible travel, ensuring the long-term health of this vital industry. ”We are thrilled to partner with the Department of Tourism for this exciting initiative. This run is a testament to our commitment to supporting the growth of Philippine tourism and promoting the Philippines as a world-class destination. The ‘Takbo Para Sa Turismo’ is more than just a race, it’s a movement. Join us as we run for a brighter future for Philippine tourism, one stride at a time,” said NAITAS President Florence Rivera.
Registration is now open at naitas.ph/takbo. Runners are encouraged to register early to secure their slots and participate in this event. You can also visit secretariat@naitas.ph for possible partnership and collaboration.
