P&G Philippines: Caring for Frontliners


Medical frontliners have been the unsung heroes amidst the COVID-19 pandemic. They work round the clock as they risk their own lives to care for the sick while many others are encouraged to stay at home. What is left unsaid, however, is that they are also real people with families waiting for them. Through the “Frontliner’s Sacrifice” online video, P&G Philippines shows how we can be a #ForceForGood as we #CareForFrontliners and encourage the public to do its part to help them come home soon.

P&G Philippines premiered the online video on May 1, which is Labor Day in the Philippines. The video captures real clips and footages from the frontliners to drive an authentic message. P&G Philippines employees were the first ambassadors to share the video across social media platforms. Frontliners themselves, P&G brand ambassadors and partner influencers helped us spread the message.

In just 48 hours after its release, the video received 1 million online views…and still counting. Beyond the number of views, we are very pleased to see our consumers join us in sharing the gratitude we feel for the frontliners.

P&G’s commitment to caring for frontliners is brought to life with a pledge to donate 1 million masks to the Philippines Department of Health. This will help address the rising need for masks among frontliners in the coming months.

P&G Philippines is considering additional ways to bring hope and optimism while still encouraging the public to do its part so that medical frontliners can go back home to their families soon.