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Local, global brands in Philippines launch campaign against COVID-19

- October 14, 2020

Manila, Philippines – As the Philippines continues to battle the impact of COVID-19, brands and companies from the private sector across various industries have banded together to help restart the economy while ensuring consumers’ health and safety. As a result, the Ingat Angat Tayong Lahat campaign was launched.

“Ingat Angat Tayong Lahat” which is a Filipino phrase for “take care” is a campaign aiming to help businesses gradually increase operations as well as to help build consumer confidence by reiterating the importance of standard safety practices against the virus, such as frequent washing of hands and constant wearing of masks and face shields. 

The campaign was built in direct support for an ongoing multi-sector initiative Taskforce T3 (Test, Trace, Treat), put together by the government in April 2020 to manage the outbreak of the pandemic.

Department of Trade and Industry (DTI) Secretary Ramon M. Lopez said, “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.”

The Ingat Angat group calls for participation from businesses, both big brands and SMEs. In line with this, it has provided downloadable assets such as logo templates and design guides enabling brands to easily integrate the Ingat Angat visual identity to their system.  

Jaime Augusto Zobel de Ayala, Chairman and CEO of Ayala Corporation and founding partner of TaskForce T3 stressed 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,” he said.

The campaign has already obtained the support of the biggest corporations and brands in the country, including Aboitiz Equity Ventures, Jollibee Foods Corporation, and McDonald’s Philippines. It has also partnered media outlets such as CNN Philippines, GMA, Kapamilya Channel, and news brands Philippine Daily Inquirer, and The Philippine Star. Meanwhile, agency partners include EON, HIT Productions, NuWorks, and Omnicom Media Group. 

The campaign was spearheaded by creative agency TBWA/Santiago Mangada Puno.