Office of the Presidential Adviser on Creative Communications (OPACC) Secretary Paul Soriano clarified that the marketing campaign slogan on a London bus that includes a Filipina-British nurse was not solely about tourism however was to indicate Filipino compassion and competence.
“Unfortunately, the London ad was misconstrued as part of the country’s tourism promotion campaign. OPACC wants to clear the confusion and clarify that it was not meant, in any way, to promote the country’ tourist destinations,” Soriano mentioned in a press release.
Soriano added that the nation’s branding marketing campaign additionally aimed “to uplift the spirit of our Overseas Filipinos” and honor them for his or her values, their dedication to excellence of their chosen area, saying, “They truly deserve this.”
“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 mentioned.
He added that movies which featured true tales of profitable Filipinos in several nations had additionally been launched and aired abroad.
The first two movies characteristic Charm, a Filipina caregiver within the UK, and DJ, a barista in Italy.
Similar movies have been deliberate for different nations and geopolitical areas, together with the US and the Middle East. These movies would additionally give attention to OFWs who have been making a reputation for themselves.
The London promotion featured Filipina-British nurse May Parsons, the Filipina nurse who administered the world’s first COVID-19 vaccine.
The commercial reads: “The nurse who gave the world’s first COVID-19 vaccine. A Filipina. We give the world our best. The Philippines.”
Senator Nancy Binay, nevertheless, flagged the marketing campaign slogan, saying it appeared that the Philippines was providing its nurses to the world when the nation additionally wants them right here.
“Kasi, based on that one transit ad that recently saw the rounds in London. Nakaka-bother lang when you see the ad, it seems that we are offering the world our nurses – which is a bit off kasi nauubusan na nga tayo rito ng mga health worker,” Binay, chairperson of the Senate Committee on Tourism, mentioned.
“We don’t want to commodify our people, and we don’t want to be tagged as labor-exporting country,” she added, questioning the relation between the nurse, a syringe, and the vaccine within the promotion of tourism.
Soriano mentioned the OPACC was discussing with different authorities companies, particularly the Department of Tourism, the launch of their variations of the “best” branding.
Department of Tourism Secretary Christina Frasco beforehand clarified that the road “we give the world our best” shouldn’t be the brand new tourism slogan. She added that is solely a rustic model that goals to “present the world the most effective of the Philippines and honor the abroad Filipino staff (OFWs).” — DVM, GMA Integrated News
Source: www.gmanetwork.com
