Christmas is one of the most significant celebrations in the Philippines. And one of its highest points is the Noche Buena, where families come together to share stories of love and hope over their favorite Filipino meal.
But this year, Christmas will be different for millions of Filipinos due to the coronavirus disease (COVID-19) pandemic, as a recent survey revealed that 7.6 million Filipinos experienced involuntary hunger at least once during the third quarter of this year.
The companies commit to work with each other, and together with other sectors of society, to actively advocate for a Philippines that is free from hunger.
Most of these families may not be able to afford to put food on the table or even think of preparing Noche Buena. And because of this, Unilever Philippines, RFM Corporation, Dole Philippines, Century Pacific Food, Inc., and Lazada have come together to offer some respite for Filipino families that are part of this staggering statistic.
Together with Rise Against Hunger Philippines—an international hunger relief organization—the brands are launching an initiative called Brand Aid: Noche Buena Para sa Lahat. It is the first ever collaboration of the biggest food companies in the Philippines to spark hope and bring Noche Buena to Filipinos in need.
Brand Aid forms part of the group’s support to the advocacy of Pilipinas Kontra Gutom, a movement working with the government’s Task Force Zero Hunger led by Cabinet Secretary Karlo Nograles.
Sec. Nograles believes Brand Aid: Noche Buena Para sa Lahat! gives hope “that no one will be left behind, na lahat kasali, lahat kasalo dahil nanawagan ito ng malawakang pakikilahok, because everyone must be involved and everyone can contribute so everyone will be able to partake of a meal – our Noche Buena.”
Through Brand-Aid: Noche Buena Para sa Lahat, the companies embark on this journey with a pledge of 100,000 Noche Buena kits for Filipino families, including those affected by the recent calamities.
“Programs like these inspire us and show us that we all can end hunger together as a nation. Wala tayong iiwanan; lahat kasali, lahat kasalo … lalo na ngayon panahon ng Pasko.”
The companies involved commit to work with each other, and together with other sectors of society, to actively advocate for a Philippines that is free from hunger. And through Brand-Aid: Noche Buena Para sa Lahat, they embark on this journey with a pledge of 100,000 Noche Buena kits for Filipino families, including those affected by the recent calamities.
“We see and experience the reality of hunger every day through the communities we serve. In their mission to spark hope through Noche Buena meals for this Christmas, Brand Aid sends a clear message that businesses, the government, and everyday people can come together to rise against hunger. We are happy to continue the fight with them, and we hope to encourage others to support Brand Aid,” shares Jomar Fleras, Executive Director, Rise Against Hunger Philippines.
The companies behind Brand Aid also bring in their network of creatives, event specialists, media groups, artists, influencers, and social communities led by Petch & Partners, MullenLowe MARC, Yaparazzi Events, Activations Advertising Inc., Shoppertainment LIVE, Get Hooked 360, Slingshot Manila, Hit Productions, Film Pabrika Inc., Facebook, ABS-CBN, GMA and TV5 to bring the advocacy to more Filipinos who want to be part of this worthy cause.
Through Brand Aid, companies and individuals can also sponsor a family’s Noche Buena via special kits available at Lazada for only P300. These Noche Buena kits contain ingredients to create traditional Christmas dishes, helping Filipino families continue a beloved tradition and strengthen bonds despite these difficult times.