RiteMED’s advocacy video Pagpupugay, which pays tribute to carers of the sick and directed by internationally-acclaimed and award-winning director Brillante Mendoza, won top honors at the 10th Araw Values Award 2016.
It won Gold for Branded Communications under the value of Love of Country and Respect for National Customs and Traditions. Among the Gold awardees, it won the Platinum Award, for the same category and value. It is the highest award and given only to campaigns that exceeded the criteria of the Gold award category and truly exemplify Filipino values. Pagpupugay was created for RiteMED by advertising group Estima Inc.
The Araw Values Awards is organized by the Advertising Foundation of the Philippines to uphold traditional and positive Filipino values in the industry and promote responsible advertising. It gives recognition to responsible brands that help promote Filipino values.
It is anchored on the Ad Foundation’s cornerstone values: love of God and respect for all religious beliefs; commitment to truth, honesty and integrity; love of country and respect for national customs and traditions; reverence for family unit or marriage or responsible parenthood; respect and care for human life, dignity and the rights of all; respect for law and authority and the promotion of self- discipline and concern for and preservation of the environment.
It poignantly captures the struggles faced by a spouse, a sibling, a parent, son, daughter, a family member or a professional caregiver when they care for a sick loved one or patient. It depicts the Filipino value of caring for a family member, especially one afflicted with sickness.
It is no wonder that the two-minute film immediately struck a chord with Filipinos when it was released. It has been trending and has been viewed more than 3.2 million times on social media platforms. An abbreviated version is also being shown on television and cinemas.
According to Mendoza, the material or story behind Pagpupugay is close to his heart. “It’s special because this is about the unsung heroes in our society. We normally forget about the difficulties they go through. Through the film, we give them the tribute they deserve,” said the Cannes Best Director awardee.
The 10th Araw Values Awards received a record-breaking 424 entries, the highest number of entries submitted since it was established. These entries were judged based on the following criteria: Value Message, 50 percent; Creativity, 40 percent; and Implementation and Execution, 10 percent. There were 27 Gold awardees and only four Platinum awardees.
“It is really a big honor for us to be recognized by Araw Awards from among hundreds of entries. On top of the distinction, we are glad that our message touched the hearts of Filipinos. We give back the honor to the main characters of Pagpupugay, the caregivers or carers who embody the best of Filipino values,” said RiteMED general manager Vincent Guerrero.
The core message of Pagpupugay is in line with RiteMED’s “Tamang Alaga” campaign because it highlights that healing is not only about hospitals and medicines. It is also about the love and dedication of people caring for the afflicted—their family, relatives, friends or professional caregivers. RiteMed is the number one branded generic line of medicines in the country and advocates for access to and high quality of essential medicines for all Filipinos.