Cannes filmfest-winning director Brillante Mendoza has collaborated with generic medicine brand RiteMED for Pagpupugay, a short film that highlights the dedication of the carers of the sick.
The film 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. According to Mendoza, the challenge for him was to draw out the right emotions from the actors to truly reflect the real struggles of “carers” they portray. The RiteMed people call these people such as opposed to professional caregivers.
The Cannes Best Director’s two-minute film struck a chord with Filipinos right away and has been trending since its release barely two weeks ago. It has been viewed more than two million times on RiteMed’s official Facebook page alone (https://www.facebook.com/RiteMedOfficialPage/).
It has also been posted on RiteMed’s official website (www.ritemed.com.ph) and YouTube channel.
“The story is beautiful that all I had to do was execute it well. This film is unique because it was the first time I did a project about caregivers and “carers.” It’s also special because this is about the unsung heroes in our society. We normally forget about the difficulties they go through. Taking care of the sick is emotionally, physically, and psychologically very tiring,” Mendoza said.
The films shows various scenes of what a family member or a professional caregiver faces when caring for a sick person—physically attending to the sick, dealing with his outbursts, among others. Mendoza captured the raw emotions involved, using his trademark style of laying bare the struggles of real individuals.
Ritemed General Manager Vincent Guerrero believes everyone can relate to the film. “All of us, at one time of another, have been taken care of by someone and have taken care of someone.”
The core message of Pagpupugay goes well with RiteMed’s “Tamang Alaga” campaign because it highlights that healing is not only about doctors and medicines. It is also about the love and comforting dedication of those around them, be their family, relatives, friends or professional caregivers.
When there is sickness involved, everyone’s attention is normally focused on the sick. Those who take care of them often go unnoticed and unappreciated. RiteMED, the country’s leading branded generics and a staunch advocate of the Filipinos’ right to health, is aware of the sacrifices of “carers” and their dedication to their patients.
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They have been in the music industry in the last three years. Deric Garnale, Levi Montilla, Patrick Abeleda, Sam Ayson, and Third Casas, familiar to their friends and families as Freshmen, a boy band that has been playing the circuit and slowly gaining a foothold in the industry.
In its third year, the boys decided to hold an anniversary concert that they call 3logy. It’s self explanatory, and it will be at the Music Museum on Friday, 8 p.m. and with HOPE (Helping One Person Everyday) as the beneficiary.
The boys thank Vicky Solis who is producing the show for them.
The group was formed in 2013 by Bobby Nazareno of PasParagon Talent Management Agency. While they may not ring a bell to most music lovers, the group has amassed various awards and citations. (Check them out on their Facebook page.)
Sue Ramirez and Garth Garcia guest on the Freshmen show on Friday.
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Alden Richards’s role as Lakan in Encantadia is a dream come true for the very popular GMA Network talent.
He is appearing in the fantaserye this week after his introduction in the latter part of last week.
Richards himself waited for the day that his character would make an appearance and when he saw himself in the Mulawin costume, he felt really thrilled. “I watched Mulawin with my mom when I wasn’t in show business yet. I fantasized about playing a similar role. And now I am even in costume,” he said.
He added, “Nung sinuot ko ‘yung costume, parang ayaw ko siya hubarin. Parang every after take, pag medyo saglit lang naman ‘yung gap bago ‘yung next na eksena, ayaw ko siyang hubarin. Masarap sa feeling eh. ‘Uy, parte na ako ng dati ko lang pinapanood sa TV. Grabe.”
Richards invites the followers of the show, “Salamat po. Na-miss ko rin talaga ‘yung pag-arte sa primetime. Magiging malaki ang parte ni Lakan sa buhay ng mga Sang’gre kaya tutukan lang ang Encantadia gabi-gabi.’’