Safeguard Philippines: Protection for Life

P&G unveiled an emotional advert for its Safeguard anti-bacterial solution. This CSR campaign was created by the advertising agency Saatchi&Saatchi Singapore. In this touching story, witness how every ’pabaon’ (in their culture exists a very strong notion of family protection called “Pabaon”) from Norman King’s mom prepared him to overcome challenges to his indigenous identity and to become the first ever Aeta to graduate from the Philippines’ premier state university.

The synopsis is “Every mom faces the parenting dilemma of wanting to keep her children close & protected or letting
them go out and explore the world, to learn and grow by themselves. This is the real-life story of how a mother’s ‘pabaon’ of life lessons & values protected her son’s indigenous identity in the outside world. The lessons of Warlita King enabled her son Norman to be
the first ever Aeta to graduate from the Philippines’ premier state university.”



Well done CSR campaign!

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