The Armed Forces of the Philippines has joined forces with popular local brand Linya-Linya in a creative campaign aimed at raising public awareness and strengthening national consciousness on the West Philippine Sea (WPS) issue.
The partnership was formalized on July 24 through a Declaration of Cooperation signed by AFP Chief of Staff Gen. Romeo S. Brawner Jr. and Linya-Linya founder and creative director Ali Sangalang.
“This partnership with Linya-Linya is part of our efforts to maximize the possibilities of the cognitive domain—using creativity, culture, and communication to build national unity and social cohesion,” Brawner said.
The collaboration, launched under the banner Linya-Linya x West Philippine Sea, is centered on a limited-edition statement shirt bearing the phrase “KARAPAT-DAGAT IPAGLABAN.”
The shirt serves as a visual call to action, aiming to engage the public in conversations on maritime sovereignty and Filipino identity.
Proceeds from the campaign will support Filipino troops, fisherfolk, and coastal communities directly affected by tensions in the WPS.
The AFP said the initiative is part of its AFP Communication Plan Mulat.
“This partnership underscores the AFP’s efforts to connect with the Filipino people beyond traditional platforms, amplifying voices that stand for truth, patriotism, and sovereignty,” the AFP added.
