Safeguard Philippines taps into true story of Filipino graduate in campaign from Publicis Singapore

The story of a Filipino who became of first of the indigenous Aeta community to graduate from university is the focus of a Publicis Singapore campaign for Safeguard Philippines.

The Procter & Gamble marketing push tells the story of Norman King, who stays true to his Aeta identity after learning life lessons from his mother.

The campaign, Pabaon Sa Buhaywhich translates as protection for life, features a near four-minute video of Norman’s story.

Publicis Singapore chief creative officer Ajay Thrivikraman said the campaign “shines a light on the lifelong lessons that mothers impart to their children to protect them in the world outside”.

“Norman’s story is a vivid example of this,” he said. “Growing up, his mother’s words of wisdom protected him from blows to his identity, enabling him to be the first ever Aeta graduate of the Philippines’ premier state university.”

Senior P&G director Alexandra Vogler, added the campaign aims to connect Safeguard with the lessons taught to Norman duing his upbringing.

To maintain authenticity, the film features an all-Aeta cast, none of whom were professional actors.


Client: P&G, Safeguard Philippines

Vice President Global Safeguard: Sue-Kyung Lee

Associate Director, Global Safeguard: Kiran Gotur

Associate Director, Digital Communications Beauty APAC: Alex Vogler

Brand Manager, Safeguard APAC: Ajay Sampath

Communications Manager, Safeguard Philippines: Carissa Limcaoco

Creative Agency: Publicis Singapore


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