Office of the Presidential Adviser on Creative Communications (OPACC) Secretary Paul Soriano clarified that the campaign slogan on a London bus featuring a Filipina-British nurse was not solely about tourism but was to show 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 said in a statement.
Soriano added that the country’s branding campaign also aimed “to uplift the spirit of our Overseas Filipinos” and honor them for their values, their commitment to excellence in their chosen field, 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 said.
He added that videos which featured true stories of successful Filipinos in different countries had also been released and aired overseas.
The first two videos feature Charm, a Filipina caregiver in the UK, and DJ, a barista in Italy.
Similar videos were planned for other countries and geopolitical regions, including the US and the Middle East. These videos would also focus on OFWs who were making a name for themselves.
The London promotion featured Filipina-British nurse May Parsons, the Filipina nurse who administered the world’s first COVID-19 vaccine.
The advertisement 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, however, flagged the campaign slogan, saying it appeared that the Philippines was offering its nurses to the world when the country also needs them 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, said.
“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 in the promotion of tourism.
Soriano said the OPACC was discussing with other government agencies, especially the Department of Tourism, the launch of their versions of the “best” branding.
Department of Tourism Secretary Christina Frasco previously clarified that the line “we give the world our best” is not the new tourism slogan. She added this is only a country brand that aims to “show the world the best of the Philippines and honor the overseas Filipino workers (OFWs).” — DVM, GMA Integrated News
