Change for the Better Campaign

Change for the Better Campaign

“The year 2015 is harvest time – harvesting all what is good about the Filipino to transform our country into a great nation,” said Dr. Mina Ramirez, phenomenological sociologist and president of Asian Social Institute.

To welcome the New Year, let us  reflect on our lives in the past year and plan for a better future.  This is the perfect time to start doing our list of resolutions to jumpstart 2015 right.

Krem-Top creamer recently launched a campaign to motivate and challenge individuals to exercise a habit of aspiring to become a better person. Dubbed as Change for the Better, the campaign that started in 2012, is a call for everyone to commit and sustain the personal, not just during the turn of the year but throughout the year and beyond.

Over time, the campaign has grown from being a personal call to being nationalistic as the mission is not just on improving one’s self but or the entire nation to rally towards becoming better Filipinos. Krem Top’s Change for the Better campaign reminds us that even small changes when put or done together can create a huge impact in the community.

“The mission of the brand is not just to build the business but it also advocates creating change for a better country.”, says Blen Fernando, Alaska Milk Corporation’s Vice President for Marketing and Krem-Top Change for the Better campaign lead. ,

This year, Krem-Top’s Change for the Better campaign looks centers on values that are natural among Filipinos that will remind us of our identity and can strengthen our nationhood. Krem-Top’s Change for the Better campaign, with the guidance of Dr. Mina Ramirez, identified Five Core Values that defines who and what we are as Filipinos. These core values make us different and stand out from the rest of the world. Based on Dr. Ramirez’s study “The Filipino Worldview and Values” and her insights from decades of practice as a phenomenological sociologist, here are the Five Core Filipino Values based on the Basic Aspirations of a Filipino:

Over time, the campaign has grown from being a personal call to being nationalistic as the mission is not just on improving one’s self but or the entire nation to rally towards becoming better Filipinos. Krem Top’s Change for the Better campaign reminds us that even small changes when put or done together can create a huge impact in the community.

“The mission of the brand is not just to build the business but it also advocates creating change for a better country.”, says Blen Fernando, Alaska Milk Corporation’s Vice President for Marketing and Krem-Top Change for the Better campaign lead. ,

This year, Krem-Top’s Change for the Better campaign looks centers on values that are natural among Filipinos that will remind us of our identity and can strengthen our nationhood. Krem-Top’s Change for the Better campaign, with the guidance of Dr. Mina Ramirez, identified Five Core Values that defines who and what we are as Filipinos. These core values make us different and stand out from the rest of the world. Based on Dr. Ramirez’s study “The Filipino Worldview and Values” and her insights from decades of practice as a phenomenological sociologist, here are the Five Core Filipino Values based on the Basic Aspirations of a Filipino: Mapagpasalamat, Matatag, Masigasig, Mapagmalasakit  and Magalang.

Dr. Mina Ramirez explained, “If you want to get to know the Filipino, learn the language.  Most of our values are deeply rooted in how we express ourselves.  The Five Core Filipino Values based on the Basic Aspirations of a Filipino are in Filipino language because there are no direct translations of these traits.  The words are unique to us.  Understanding these traits would mean dissecting the soul of a Filipino.”

“Filipinos may be hard pressed at times, but in general, we are rich.  We are rich in natural resources; we are rich in our people.  If we can just get to know more ourselves clearly and use our values to our advantage, we will become a better nation.  It’s time to change for the better,” said Dr. Ramirez.

Social media advocate Jim Paredes shared how we realized how the value of pagmamalasakit still resonates in the youth today. “My daughter opened our home for the relief operations. She took the initiative to turn our home into a relief center for repackaging donations for the typhoon Yolanda victims,” said Paredes. “The Filipino existentialism also attracted me; the Filipinos being masigasig to pull ourselves out of poverty.”

The Krem-Top team, is optimistic that this project will help create awareness about the need to keep or enrich or restore these core values of Filipinos.  “We hope that Krem-Top’s Change for the Better campaign will inspire us to be the better version of ourselves for the benefit of our families and our country.  No matter who you are, whether young or old, with no respect to sex or belief, what makes us great as a nation are our values.  We may be a nation that is not as rich as the others economically but we are definitely one of the richest when it comes to values.”

For more information about Krem-Top Change for the Better campaign, visit www.facebook.com/AlaskaKremTop or follow @kremtopPH on Twitter.