We created a grassroots community outreach program, called 'Unang Hakbang Pangkabuhayan', which made use of the UHP acronym and meant 'First Step to Livelihood.'

Our program armed moms with skills (like massage therapy and soap making) and resources (raw materials indigenous to the region in which they lived) to create a start-up business. From the income that they now generated, they would be able to take better care of their families and concern themselves beyond the basic necessities.

We also established incentives that offered additional business resources for mothers who promoted the program within their community. And we embedded a specific resource person into each Province for continual support.

The results multiplied. 20% non-users converted through the activation. 50% of the participants networked to 5 other non-users each.

Our community grew from 200 per area to 700 in 3 months. The new UHP advocates used this community to share knowledge and sell UHP. Even with the absence of media for the promo component, we grew sales from 18% to 85% in Mindanao, 18% to 154% in Visayas.

We created a new distribution channel, formed brand advocates and achieved business success. Most importantly, we improved the livelihoods of moms - winning their love and respect for the long run.