Spikes Asia
PUBLICIS SINGAPORE / PROCTER & GAMBLE / 2018
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Safeguard believes in the power of parenting to help protect a child’s health and well-being. In the Philippines, parents give 'pabaon'--a term that means provisions or teachings that protect children in the world outside. This local insight led to Safeguard's campaign, “Pabaon sa buhay” (Protection for life).
We found the perfect expression of this idea in the inspiring true story of Norman King and his mother, Warlita. They are part of an indigenous tribe in the Philippines called the Aeta. Today, they live secluded from the rest of the country and often fall victim to discrimination.
The film showcases how Warlita’s "pabaon sa buhay" became Norman’s protection from blows to his indigenous identity. Ultimately, Warlita's lessons gave Norman the confidence to become the first ever Aeta graduate of the Philippines' premier state university.
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