GMA Network has launched “Be Juan Tama,” an advocacy campaign encouraging viewers to choose content that promotes mental, emotional, and social growth, as part of its 75th anniversary celebration.
The campaign was made official on Tuesday during a partnership launch and memorandum of agreement signing at the GMA Network Center in Quezon City.
Three of GMA’s infotainment and talk shows—Fast Talk with Boy Abunda, i-Bilib, and Amazing Earth—will spearhead the initiative. Hosts Boy Abunda, Chris Tiu, and Dingdong Dantes will lead efforts to promote learning, meaningful conversations, and discovery for Filipino audiences.
Partner organizations include Anak TV Foundation, National Council for Children’s Television, World Wide Fund for Nature Philippines, Office of Civil Defense, Philippine Entertainment Portal (PEP), and Philippine Women’s University.
GMA was represented at the signing by Cheryl Ching-Sy, officer-in-charge for the Entertainment Group and vice president for drama; Janine Piad-Nacar, vice president of business development division 2; and Enri Calaycay, assistant vice president of business development division 2. Abunda, Tiu, and Dantes also attended.
Signing for the partner groups were Elvira Y. Go, president of Anak TV; Maria Jowelyne A. Abendan, officer-in-charge of the National Council for Children’s Television; Usec. Harold Cabreros, civil defense administrator of the Office of Civil Defense; Jo-Ann Q. Maglipon, editor-in-chief of PEP.ph; Marielle Benitez Javellana, director of campus life at Philippine Women’s University; and Katherine Custodio, executive director of WWF Philippines.
Ching-Sy said the initiative is “a movement to show that learning through entertainment is one of the most powerful ways to instill values, inspire knowledge, and impart life lessons that uplift lives.”
“Be Juan Tama” highlights the importance of educational and inspirational entertainment in today’s information-heavy environment. The campaign reframes the persona of “Juan Tamad” into “Juan Tama,” symbolizing Filipinos who make the right choices.
A key feature of the campaign is the GMA Masterclass: Be Juan Tama Conversation Series, which will visit universities nationwide in coordination with GMA Regional TV and Synergy, featuring Abunda, Tiu, and Dantes.
For updates, viewers can visit the official websites and social media pages of GMA Network, Fast Talk with Boy Abunda, i-Bilib, and Amazing Earth.
