MANILA, Philippines, 10 November 2020 – Biogesic has continuously reminded us Filipinos of the importance of unconditional care for ourselves or others. With the new normal changing our daily lives, the brand understood that our capacity to care may have changed in form or expression, but never in intent.
Addressing this reality, the brand launched the Alaga Stories – a series of videos to remind all of us how we can show and express our care to others, especially when the world needs care more than ever.
Changing times never compromise our capacity to care
Canvas is the brand’s first digital film which illustrates the enduring nature of care, amid uncertainty and change. Using real paintings, the film gives a glimpse of the different vulnerabilities in our new normal, and how unconditional care remains instrumental despite challenging times.
The film features a montage of different relationships: young and old couples, new and old families, and even strangers. These images are combined in one painting, highlighting the interconnectedness of our innate abilities to show care. The material ends with a call-to-action to remain steadfast and caring despite the uncertainty that tomorrow may bring.
Directed by Erin Pascual, the film has touched the hearts of many people, garnering more than 7 million views to date.
“While there is no going back to how things were, we can hold to the hope of a better tomorrow with the people around us. Canvas reminds us that unconditional care, especially in a world going through unprecedented changes, is bigger than our anxieties and fears,” shares Pascual.
Promises of love and care only grows stronger with time
Recently, the brand also launched Pangako to highlight our commitment to care for our loved ones continues, despite the challenges of changing times. To illustrate this, the material dives into a relationship of an old couple, showing how their promise of care for each other transcends time and circumstance.
The story follows a couple celebrating their wedding anniversary, where the wife’s weakened memory is seen to affect her ability to remember this milestone. Despite this, the husband remains consistent in extending love and care for his wife, echoing the promise they made to each other when they got married.
Pepe Diokno, the film’s director, expounds on the relevance of this narrative. “The fragility of our memories is a reality that oftentimes strike fear among us. We wanted to show that unconditional care from the people who matter to us, is far more powerful than these uncertainties. Genuine relationships are built on promises that should only grow stronger over time,” he shares.
Inspiring unconditional care in uncertain times
The two Alaga Stories digital videos headline the brand’s “Project Care” initiative, which seeks to inspire and remind Filipinos of the power of care amid our new context
“More than providing physical relief from headache and fever, we are also in a unique position to spark hope and positivity. With this in mind, we wanted our Alaga Stories to creatively inspire everyone, regardless of age, gender and social class to continue manifesting our signature brand of unconditional care for themselves and extending it to the people around them,” shares Mariel Alfonso, Biogesic’s Product Manager.
For more information head to the brand’s Facebook page to check out updates about new stories and even tips on practicing care.
