While enjoying my chance to go around the Metro “traffic-free” during the holidays, a business conglomerate’s efforts to promote the life and values of national hero Dr. Jose P. Rizal caught my eye. From the very colorful billboards they put up in various high traffic locations to the posters and streamers they displayed in their branches, this group of companies truly looks dead serious in making a positive dent on the modern Filipinos’ value system.
The Yuchengco Group of Companies, I later found out, launched its “Buhay Rizal” program in October of last year as a three-year values promotion program that centers on the life lived and values espoused by Dr. Jose Rizal. The program is supposed to culminate in 2011 when the group marks 100 years of operation in the country. I thought this is most fitting as two of the Yuchengco family’s principal business interests were branded based on Rizal’s highly regarded name. Malayan Insurance, the country’s leading non-life insurance company, is said to be a subtle tribute to the Great Malayan, while Rizal Commercial Banking Corp.’s (RCBC) explicitly bears the hero’s famous last name.
The program is supposed to promote six of the values that the YGC thought to be most important to Rizal. These are: 1) a life of honor and integrity; 2) a passion to excel; 3) the achievement of dreams and aspirations; 4) respect and love for parents; 5) use of God given talents; and 6) love and pride for the Filipino race.
A brainchild of YGC Chairperson Helen Dee, the program has stemmed into various projects that have gained the support of the DepEd, the Kinghts of Rizal and various LGUs. Aside from coming out with print ads and billboards all over the country — all promoting key Rizal values and sayings, the YGC also partnered with various government and non-government groups to concretize their ambitious goals.
For instance, they arranged for a partnership between 22 public high schools all over Metro Manila and specific YGC-member companies for a book donation drive that will provide students with over 21,000 Noli Me Tangere books.
To get the book drive done, YGC employees were asked for book pledges and exchanged their unused leaves for books. One company, RCBC Bankard, even came up with a program that allowed its cardholders to voluntarily pitch in for the drive by donating their unused reward points to the noble undertaking.
Working with the local governments of Baguio, Iloilo, Davao and Batangas, YGC also launched a major beautification project of major Rizal Shrines in these areas that provided these formerly neglected provincial sites a most welcome make over. Just before last December 30’s Rizal Day, YGC was already able to turnover two completed shrines (Baguio and Iloilo) to the LGUs.
For at least trying to make a difference through this undertaking, I’d say this should earn for YGC our two thumbs up of approval.
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