The government has joined forces with the advertising industry to promote a long-term
advocacy program for values orientation and transformation by highlighting positive Filipino
values along nation-building goals.
The partnership was formally announced during the signing of a Memorandum of
Cooperative Undertaking between the Presidential Communications and Operations
Office led by Secretary Herminio “Sonny” Coloma, Jr. and the Advertising Foundation of
the Philippines represented by its chairman Ruperto Nicdao, Jr. at the Bahay Ugnayan in
Malacañang on Tuesday.
Dubbed Makabayang Pilipino, the program hopes to foster the values and virtues of
nationalism, honesty, discipline and respect for laws and authority, concern for the
environment, the spirit of bayanihan, and the excellence for global competitiveness among
people and communities. It is an integrated marketing communications program consisting
of multimedia advertising campaigns, special events, and other social marketing projects on
values promotion and the development of a Makabayang Pilipino movement.
Launched last October 21, 2010, the Makabayang Pilipino will harness the initiatives and
resources of the private sector, government and civil society towards values transformation of
the people for peace, progress and sustainable development of people and country.
Present also during the signing ceremony were Johnip Cua, Ad Foudantion immediate past
president, Luis Morales, Oversight Chairman, Makabayang Pilipino and Eric Canoy, vice-
chairman, Makabayang Pilipino core group. (PCOO/PIA)