Manila, Philippines — A new short film titled ‘Sayang Ka? No, I’m Worth It’ has been released across YouTube, TikTok, and Facebook by L’Oréal Paris Philippines, encouraging audiences to rethink societal expectations surrounding success, personal timelines, and self-worth.
Produced by L’Oréal Philippines in partnership with Pulse and LitLab Studios, the film examines the commonly used Filipino phrase ‘Sayang ka’, which loosely translates to ‘What a waste’. Rather than accepting the phrase’s dismissive undertone, the campaign reframes it into an empowering statement of self-affirmation: ‘No, I’m worth it.’
Through striking visuals and an emotive narrative, the film seeks to prompt reflection on how people define value and achievement, advocating for authenticity and self-acceptance.
Beyond its local cultural context, ‘Sayang Ka? No, I’m Worth It.’ touches on a broader theme of empowerment, addressing the experience of being judged by others’ expectations. Its message of confidence and self-definition aligns with the growing appetite for campaigns that celebrate individuality and emotional honesty.
Actor and singer Janella Salvador shared how the campaign resonates with her own experience. “People have said, ‘Sayang, ang bata mo pa, nagka-anak ka na agad.’ But I’ve learned that being a mother doesn’t lessen my worth—it deepens it,” she said. “This campaign reminds women like me that every choice we make, every chapter we live, adds to who we are. There’s no such thing as ‘sayang’ when you’re living your truth.”
Television personality and advocate KaladKaren also reflected on her journey. “I’ve heard it so many times—‘Sayang ka, trans ka. Sayang, ang ganda mo pa naman.’ But there’s nothing to be wasted in being who I am,” she said. “My truth is my power. And that’s what this campaign is all about—turning judgment into pride, and saying with confidence, ‘No, I’m worth it.’”
Miss Universe 2015 Pia Wurtzbach-Jauncey also echoed the film’s message of self-ownership. “When I got married, people would say, ‘Sayang, puro ka trabaho tapos nag-asawa ka pa.’ But happiness doesn’t have just one formula,” she said. “Whether it’s work, love, or self-growth—every decision we make for ourselves is valid. Knowing your worth means owning your story, not apologising for it.”
The film adds to L’Oréal Paris’s ongoing efforts to promote empowerment and inclusivity, positioning self-worth as a universal message that transcends social norms and expectations.
