Safeguard #PabaonSaBuhay
Safeguard – Pabaon Sa Buhay (Protection for Life)
Inspired by every mom who strives to provide her children with ‘pabaon’—be it an everyday lunchbox or life lessons—that keeps them protected in the world outside.
In this touching story, witness how every ’pabaon’ from Norman King’s mom prepared him to overcome challenges to his indigenous identity and to become the first ever Aeta to graduate from the Philippines’ premier state university. It’s stories like these that keep us inspired to design products that offer long lasting germ protection, supporting every mom’s quest to provide her children with ‘pabaon’ that keeps them protected from harm. #Safeguard, #PabaonSaBuhay
FEATURE ARTICLES
Click on the images below to view feature articles on Safeguard's Pabaon Sa Buhay campaign:
“The best of 2018 in the world”
—The Source Creative
“10 most attention-grabbing commercials of 2018”
—Spot
"...sparking serious conversation in the Philippines."
--Campaign Brief Asia
"In a world of whitening-soap-ads, be this Safeguard ad."
--Esquire
"Safeguard takes a strong cultural stand..."
--Marketing Communication News
"I'm not crying, you're crying."
--Coconuts Manila
"We were given a preview and… pass the tissue, please?
--Rappler
"Being clean goes beyond skin color.
--ABS-CBN
SAFEGUARD #GoKamayan
As a brand that advocates germ-free and protected hands, Safeguard wanted to change the handwashing habits in the Philippines. So we started a movement that encouraged Filipinos to adopt a healthy handwashing ritual. And at the heart of it was a common, unifying, cultural phenomenon – eating with hands.
Eating kamayan-style offers people a richer experience. It makes food taste better, and brings people together. Yet this way of eating has been on the wane due to concerns about hygiene and social appropriateness.
Safeguard believes that Filipinos should be able to enjoy going kamayan without worrying. Through this film, we hope to encourage more Filipinos to wash their hands regularly and go kamayan more often, safe in the knowledge that their hands are clean and protected.
About the Film
We invited eight celebrities to a social experiment over a fancy dinner. The twist? They didn’t know what was in store for them: food served kamayan-style!
What started as a stiff and formal occasion became an opportunity to enjoy food and good company. And it encouraged Filipinos to wash their hands before they ate with their hands. After all, when you go kamayan, food tastes better and life becomes richer!
Go Kamayan Instagram and Facebook CONTENT
PRESS RELEASE STILLS
