Krem-Top invites Filipinos to #ChangefortheBetter this 2015. Last December 17, 2014, Krem-Top featured off their campaign at the #ChangefortheBetter Davao Event.
Gracing the affair is Dr. Mina Ramirez, a phenomenological sociologist and President of the Asian Social Institute. According to Dr. Ramirez, “The year 2015 is harvest time – harvesting all what is good about the Filipino to transform our country into a great nation.”
The #ChangefortheBetter Campaign is anchored on the Five Core Filipino Values from Dr. Ramirez’s study “The Filipino Worldview and Values.” These Core Values are rooted on the Basic Aspirations of a Filipino:
According to Dr. Ramirez, these values are reflected in Filipino traditions, languages and dialects, and even in how we interact with each other in the age of social media. With these values at the heart of their campaign, Krem-Top challenges Filipinos to #ChangefortheBetter.
The campaign started in 2012 with a call to commit to change and sustain the change throughout the year. Over time, the campaign has transformed into a call for a nationalistic mission to become better Filipinos for a better Philippines. Blen Fernando, Alaska Milk Corporation’s Vice President for Marketing and Krem-Top Change for the Better campaign lead shares “The mission of the brand is not just to build the business but it also advocates creating change for a better country.”
It is the hope of Krem-Top that through the #ChangefortheBetter campaign, Filipinos will commit, work, and sustain to change as they become more aware of what it means to be Filipinos. With the Five Filipino Core Values in mind, every Filipino is invited to #ChangefortheBetter. To be better Filipinos for a better Philipines.