Marcos adviser defends Philippine ads in London

MANILA, Philippines — President Marcos’ creative communications adviser justified yesterday the advertisement on London buses that featured the Filipina-British nurse who administered the first COVID-19 vaccine, saying it aims to uplift the spirit of overseas Filipinos and to highlight their compassion and competence.

The ad, which carried a photo of Filipina-British nurse May Parsons holding up a syringe, contained the words “We give the world our best. The Philippines.”

While some found the ad inspiring, others frowned upon its message, claiming it encourages labor export.

Among those who are not comfortable with the ad was Sen. Nancy Binay, who said she was bothered by its message, considering that the Philippines is “running out of health workers.”

The senator also questioned the connection between the nurse, the pandemic jab and the promotion of Philippine tourism.

In a statement, Presidential Adviser on Creative Communications Paul Soriano said the ad, which came out in time for King Charles III’s coronation in London, was “misconstrued as part of the country’s tourism promotion campaign.”

“OPACC (Office of the Presidential Adviser on Creative Communications) wants to clear the confusion and clarify that it was not meant, in any way, to promote the country’s tourist destinations,” Soriano said.

“Through this country branding campaign, we want to uplift the spirit of our overseas Filipinos and honor them particularly for their values that make Filipinos known to do their best at whatever chosen field, wherever they go and whatever it is they do. They truly deserve this,” he added.

Soriano said video advertisements. featuring true stories of successful Filipinos in different countries, were also released within the same period and were aired overseas.

He cited the ad about the story of Charm, a Filipina caregiver in the UK, and DJ, a barista in Italy.

According to Soriano, similar ads focusing on overseas Filipino workers making a name for themselves are now being planned, intended for other areas like the US and the Middle East.

OPACC is now discussing with the Department of Tourism (DOT) and other government agencies to launch their own versions of the “best” branding.

“Please allow me to reiterate that this project is not solely a tourism campaign. At its core, the project intends to let the whole world know how good, compassionate and competent Filipinos are. Filipinos bring their ‘best’ through daily actions that touch lives all over the world,” Soriano said.

OPACC said it rolled out the “We Give the World Our Best – The Philippines” country branding campaign towards the end of 2022. The long-term country branding initiative is in line with Marcos’ goal to uplift the Filipinos’ name and reputation in and around the world, the office said.

Among the agencies that will play key roles in the branding campaign are the DOT, Philippine Charity Sweepstakes Office, Department of Migrant Workers and the Department of Trade and Industry.

OPACC said it had engaged several respected and well-known creative directors to conceptualize and prepare communication materials to be used in implementing the project. Among the first communication outputs of the project was the bus ad that featured the image of Parsons.