Adviser to the President on Creative Communications Secretary Paul Soriano says more ‘We give our world the best’ ads like the one seen on the London bus are planned for the US and the Middle East.
MANILA, Philippines – Presidential Adviser on Creative Communications Secretary Paul Soriano on Saturday, May 13, defended the “We present our best country” campaign that has caused controversy, explaining that it is not just a campaign to attract tourists, and is aimed at honoring Filipinos abroad.
The controversy stemmed from an ad seen on a London bus featuring Filipina-British nurse May Parsons with the words: “The nurse who administered the first COVID-19 vaccine. A Filipina. We give the world the best. In the Philippines.”
Media users to be criticized commercials, some are realizing how they promoted “drug addiction” in the country. It also echoed the comments of Senate tourism committee chairwoman Nancy Binay, who said the brand is seen as “beneficial” for Filipinos.
In a statement on Saturday, May 13, Soriano said the campaign “leads the nation’s long-standing mission in line with the President’s heart to raise the name and reputation of the Philippines in the world.”
Soriano said his office started the campaign by the end of 2022, with the aim of making Filipinos proud of their heritage, wherever they may be. The Office of the Presidential Adviser on Creative Communications (OPACC) notified organizations such as the Philippine Charity Sweepstakes Office, the Department of Migrant Workers, the Department of Tourism (DOT), and the Department of Trade and Industry.
OPACC also said it had engaged “well-respected and well-known leaders” to prepare communication tools for the project.
“Marketing [with May Parsons] it came out in time for the coronation of King Charles III in London, where a large crowd of people from different countries were expected to attend the most memorable event in the world. Unfortunately, London’s advertising was misconceived as part of a campaign to promote tourism. OPACC wants to clear up the confusion and make it clear that it did not mean, in any way, to promote the tourism industry,” Soriano said.
Soriano also noted that the Philippines’ successful international promotional videos were also released at the same time. More ads were being planned in the United States and the Middle East – top destinations for Filipino immigration – “which will also focus on OFWs (Filipino workers) building a reputation.”
“Through this national advertising campaign, we want to raise the spirit of the Filipino people, and honor them especially for their beliefs that make Filipinos known to do their best in any chosen field, wherever they go and whatever he does. He really deserves this,” Soriano said.
“Please let me reiterate that this project is NOT a tourist attraction. At its core, this project aims to let the world know how good, kind and professional Filipinos are. Filipinos bring their “goodness” through their daily actions that impact lives around the world. the whole world,” he added.
Tourism Secretary Christina Frasco also defended the statement, saying that the Philippines offers the best in the world “it’s true.”
“There are many opinions on this. But I want to remind my fellow Filipinos that the saying ‘We give the world the best’ is true. Don’t you agree? Isn’t it true that our Filipino workers around the world have shown dedication to work, dedication to duty, willingness to act, to serve with love and compassion?” said Frasco at the event on Thursday, May 11.
Film director Soriano is an appointee of President Ferdinand Marcos Jr., who, even before he was elected president, announced his intention to copy the export policy of his father, the late dictator Ferdinand E. Marcos, in the 1970s.
Different interpretations
De La Salle University communication professor Jason Cabañes saw the different ways the OPACC campaign could be interpreted by consumers around the world.
In an email to Rappler before Soriano’s statement was released, Cabañes said that non-Filipinos who may encounter the new country’s campaign may be familiar with it, because it is in line with “the main areas that our society uses to describe our people,” especially the workers. jobs in the Philippines with “high-end” skills, hospitality, and care.
“Some may say that this word is good, because it goes into the history of the Filipino people ‘the best in the world’. This will help foreign visitors to have a good impression of our country and our people. They will want to know the meaning of this when visiting the Philippines. . Or they may want to invest in our people or our businesses,” Cabañes said.
“But at the same time, we must be careful not to use this idea of the Philippines as offering the best in the world. We cannot divorce this idea from the reality of our country. Here I am talking mainly about the colonial history of the Philippines and its current colonial situation that is still being used by today’s world powers,” he added.
Cabañes also said he is “worried” about how the messages will affect Filipino migrants and their families.
For those who migrated because of the opportunities that came with the opportunity to advance their careers, “it is possible that being abroad is a sign of how Filipinos are truly world-class and can conquer the world. So in this sense, the words can make sense, ” he said.
However, this message can be taken differently by people who have moved because they want to take care of their loved ones.
“[Migrating] it requires many sacrifices, such as enduring long periods of separation from their friends and children. For these Filipino immigrants, these words can be deafening, because they describe the difficulties they are facing because there are no opportunities to find a good life here in the Philippines,” said Cabañes.
The Philippine Statistics Authority estimated the number of OFWs at 1.83 million in 2021. – Rappler.com
