Category: Advocacy

  • Philippine Book Festival 2025: BIGGER, BETTER, IN A NEW LOCATION

    Philippine Book Festival 2025: BIGGER, BETTER, IN A NEW LOCATION

    Join the Philippine Book Festival (PBF) 2025: Bigger, Better & New Location.

    MAKATI, PHILIPPINES – The Philippine Book Festival (PBF), the country’s biggest all-Filipino book festival is back – this time in a new location that is accessible to many. This year’s PBF will be happening at the Megatrade Hall in SM Megamall, Mandaluyong, City, from March 13 – 16, 2025.

    Registration is FREE for the four-day book festival, organized by the National Book Development Board (NBDB). Every year, this project puts Philippine Books at the center if a fiesta brimming with events, performances, and meet-and-greet sessions with your favorite authors.

    “In just over a month, we are bringing back the Philippine Book Festival. Now in its third year, the PBF started in 2023 as an attempt to create the largest marketplace for Philippine books that the country has yet to see. Now, it has become an important annual gathering for families, educators, creatives, and avid readers – all in the name of Philippine books.” said Charisse Aquino – Tugade, NBDB Executive Director.

    The PBF’s third edition promises to be more exciting, putting the spotlight on the country’s famnous festivals, each one designed by some of the best and brightest Filipino artists working today.

    THE CREATIVE MINDS BEHIND THE PBF 2025 REALMS. NBDB Executive Director Charisse Aquino-Tugade with National Artist and Scriptwriter Ricky Lee together with the artists of PBF 2025 Realms, Paul Eric Roca, Danielle Florendo, Joffrey “Pepot”Atienza and Juno Abreau.

    The first is the glorious Dinagyang Festival for Kid Lit (the PBF’s section dedicated to children’s literature), designed by Juno Abreau, and the Komiks realm inspired by the famous Tuna Festival in General Santos City, with design by illustrator and painter Paul Eric Roca. Aral Aklat, the section dedicated to text \books, draws inspiration from the colorful Pahiyas Festival in Quezon courtesy of Joffrey “Pepot” Atienza, himself a native of the province, and finally, Panagbenga or the Baguio Flower Festival for Booktopia (the section for fiction, non-fiction and poetry), with design by Danielle Florendo.

    The festive atmosphere is made all the more exciting as the PBF 2025 moves to a new venue – at the Megatrade Hall in SM Megamall. The NBDB believes this fresh location will bring new energy to the festival and draw and even larger audience.

    “The decision to move the PBF to a different and smaller venue is definitely a bold one. We hope to offset that with the venue’s accessibility and generate higher foot traffic, as well as provide convenience for more visitors from other areas” shared Tugade.

    The PBF is the largest all-Filipino book fair in the country and is one of the NBDB’s flagship programs. NBDB, which is celebrating its 30th anniversary this June has amped its readership efforts in the past four years, shifting to solutions-based programming to improve trade and distribution. Concerned with the lack of quality Philippine-authored books in libraries and bookstores across the country, Aguino-Tugade spearheaded the PBF in 2023, a retail activation space that celebrates Philippine books while bringing in revenue for publishing professionals.

    The fair also showcases the creme dela creme of Philippine literature, culture, and content – all situated in an engaging, experienced-based setting that fuses entertainment, education, and learning. Positioning PBF as a favorite pastime (reading) among Filipinos, all for a good cause.

    For complete details, visit the official FaceBook page of the National Book Development Board (NBDB) https://www.facebook.com/NBDBPhilippines

  • CHEF Al’s Baking Secrets with URC Flour

    CHEF Al’s Baking Secrets with URC Flour

    URC Flour’s Baking Secrets of CHEF AI.

    The FCBAI Bakery Fair is back, and this year, the theme “RISE and Shine” couldn’t be more fitting with thousands of bakers from different parts of the world flocked to the World Trade Center for a 3-day baking exhibit.

    This year’s fair is a celebration of resilience and innovation in the baking industry, a testament to the bakers who have weathered challenges and emerged stronger. URC Flour Brand Ambassador Chef Aileen Asilom more popularly known as Chef Ai, graced this year’s Bakery Fair and led the bakery demonstration at the URC Flour booth.

    Chef Aileen’s story is one of inspiration. From her modest beginnings, fueled by a deep love for baking, she has risen to become a respected figure, known for her dedication to sharing her knowledge and empowering fellow bakers. Her journey resonates with many, making her the perfect face for URC Flour, a brand committed to providing quality ingredients for every baker’s dream.

    URC Flour’s booth concept “SIKAT” reinforced the RISE and SHINE theme of this year’s Bakery Fair. Chef Ai’s path to being a successful baker is a story itself of passion and perseverance.

    Choosing the Right Flour

    Chef Ai emphasizes the importance of selecting the appropriate flour for each recipe. “URC Flour offers a diverse range, from the versatile All-Purpose Flour to the robust Hard Flour for breads and the delicate Cake Flour for pastries,” she explains. “Understanding the characteristics of each variant is crucial for achieving the desired texture and outcome” added Chef Ai. She often recommends using URC’s hard flour for breads that need a good rise and chew, and their cake flour for light and airy cakes.

    Chef Ai conducted live baking demonstrations together with other expert bakers,showcasing their signature recipes and innovative techniques, all using URC Flour. Attendees were able to witness firsthand the URC Flour quality products featuring DAISY, GLOBE, CONTINENTAL, SAMPAGUITA, BLEND 100 and CATTLEYA among others.

    The baking demonstration also features baking equipment from Vesmach Hyundai Home Appliances while ingredients for the delicious baked goods are courtesy of Anchor Food Professionals, Sugar King Industries, Oleo-Fats Inc. and Neco Philippines, Inc.

    In collaboration with URC Flour, Chef Ai curated a selection of recipes, featuring both classic favorites and modern creations, that were given to booth attendees to take home and recreate.

    URC Flour: A Partner in Success:

    Chef Al’s passion extends beyond her own creations. She believes in sharing her knowledge and inspiring others to embark on their baking journeys. “Baking is a gift that should be shared,” she says. “Through my partnership with URC Flour, | hope to empower bakers of all levels to create delicious memories.” Chef Ai’s partnership with URC Flour is a testament to the brand’s commitment to quality and its dedication to supporting the baking community. “URC Flour is more than just an ingredient; it’s a partner in my baking journey,” she concludes.

  • Cetaphil Introduces 2025 Brand Ambassadors and Reintroduces Trusted Advocates with Personal Skin Stories at Cetaphil SkinLabs

    Cetaphil Introduces 2025 Brand Ambassadors and Reintroduces Trusted Advocates with Personal Skin Stories at Cetaphil SkinLabs

    Who are the Cetaphil 2025 Brad Ambassadors and Trusted Advocates with Personal Skin Stories at Cetaphil SkinLabs?

    Cetaphil, the renowned dermatologist-recommended skincare brand for sensitive skin, announced the newest additions to its lineup of brand ambassadors for 2025 during the Cetaphil SkinLabs event.

    The immersive and educational experience focused on sensitive skincare, coupled with the unveiling of Cetaphil’s re-brand, underscored the brand’s commitment to providing trustworthy, expert-backed skincare solutions.

    The stellar lineup of Cetaphil’s esteemed roster of ambassadors features Catriona Gray, Atasha Muhlach, and the newest ambassador, Donny Pangilinan.

    Rounding up the current list of endorsers are Anne Curtis, Solenn Heussaff, Nico Bolzico and Jess Wilson. Also in attendance were Bianca Gonzalez, Andi Manzano, Bea Fabregas and Ella and Hannah Pangilinan. Together, these voices unite to promote the brand’s message of safe, effective, and gentle skincare tailored for sensitive skin.

    The Role of Brand Ambassadors in Cetaphil’s Advocacy

    In an era where misinformation about skincare runs rampant across social media, Cetaphil recognizes the importance of bridging the knowledge gap in dermatology and skincare science. By collaborating with a diverse group of trusted personalities, the brand leverages their voices and platforms to counteract misinformation and empower consumers with dermatologist-approved advice.

    “At Cetaphil, we understand that sensitive skin is personal—everyone experiences it differently. That’s why we partner with brand ambassadors who not only experience sensitive skin themselves but also have unique skin stories that their followers can relate to,” said Louie Roxas, General Manager of Cetaphil Philippines. “By sharing their journeys, they help us spread dermatologist-approved advice and empower more people to care for their skin with confidence.”

    Personal Skin Stories and Connection to Cetaphil

    Beyond their advocacy roles, each ambassador shared their personal skin stories and connection to the brand at the Cetaphil SkinLabs event. From Catriona’s longstanding trust in Cetaphil for her on-the-go lifestyle to Donny Pangilinan’s journey with sensitive skin, these authentic narratives highlight why Cetaphil remains a cornerstone in many skincare routines.

    “Being here was meant to be,” said Donny Pangilinan. The young actor shared how he and his sisters all grew up using the brand. “We are proud Cetaphil babies. Growing up we all had sensitive skin, so our mom would always apply the products to hydrate and protect our skin. I’m so happy to be here, and I’m looking forward to this journey.”

    The Cetaphil SkinLabs Experience

    Cetaphil SkinLabs brought the brand’s dermatologist-backed research to life with an interactive and educational experience. Attendees learned about the science of sensitive skincare and were among the first to witness Cetaphil’s rebranding, designed to highlight the brand’s legacy of innovation and trust.

    “Cetaphil’s mission to make good skincare for all skin types, especially sensitive skin, is why they are my go-to brand,” said Gray, who, in addition to being a loyal user of Cetaphil also appreciated the science-first mindset of the event. “I was surprised to learn that the Philippines number 6 globally in terms of having sensitive skin, and the only Southeast Asian country in the top 10 list.”

    For more information on Cetaphil and the new rebranding initiative, visit Cetaphil, follow @CetaphilPH on Instagram, Facebook and TikTok. Cetaphil products are available at Watsons, Mercury Drug, leading e-commerce platforms, and other key retailers.

    About Cetaphil

    Cetaphil is the global leader in sensitive skincare, trusted by dermatologists and millions of consumers worldwide. Dedicated to advancing skin science, Cetaphil develops gentle yet effective products designed to support and protect the skin’s barrier, ensuring everyone can enjoy healthy, radiant skin.

    Reference & Media Contact:

    CETAPHIL PR

  • Pamulinawen Festival 2025: PREVAIL! – Baro A Laoag Street Dance Competition 2025

    Baro A Laoag Street Dance Competition 2025 was held on February 10, 2025 at J. P. Rizal St. (In front of Aurora Park & Ilocos Norte Capitol), City of Laoag, Ilocos Norte.

    Pamulinawen Festival 2025’s Baro A Laoag Street Dance Competition 2025 was performed by eleven (11) Secondary Schools in Laoag City with Dance Challenge and Dance Showdown in the city’s main street with a dazzling display of artistry and tradition.

    Congratulations to all the winners of Baro A Laoag Street Dance Competition 2025 :

    Special Award:

    Miss Pamulinawen Festival Queen – Contestant No. 7, Northwestern University

    Consolation Winners:

    Contingent No. 10

    Buttong Integrated School

    Contingent No. 3

    Caaoacan High School

    Contingent No. 11

    Ilocos Norte Regional School of Fisheries

    Contingent No. 8

    Data Center College of the Philippines

    Contingent No. 1

    Gabu National High School

    Contingent No. 5

    San Mateo Integrated School

    Contingent No. 9

    Mariano Marcos State University Laboratory High School

    Contingent No. 7

    Northwestern University High School Department

    2nd Runner-up: Contingent No. 2

    Balatong Integrated School

    1st Runner-up: Contingent No. 4

    Ilocos Norte College of Arts and Trades

    Champion: Contingent No. 6

    Ilocos Norte National High School

    The Board of Judges in both the street dance and showdown competitions are Mr. Jonas V. Dizon from Pangasinan, Prof. Restituto Dagupan City, Mr. Geo Patrick Buenavista from Sta. Praxedes, Cagayan, Dr. Lloyd Rosquita of DepEd Ilocos Norte, Ms. R.E. Guerrero Brillantes from Vigan City, Mr. Joshua Isidera of the National Commission for Culture and the Arts and Mr. Rodel Mayor Fronda the Chairman of the Philippine Folk Dance Society.

    The organizers and the production team was headed by Atty. Charito Malicad, City Tourism of Laoag Officer and Production Team, Direk Anthony “Tonton” Salva, the Creative Director, and Mr. Janjan Carbonell, Overall Choreographer.

    REFERENCES:

    Hon. Michael Marcos Keon, Mayor of City of Laoag

    City Government of Laoag

    #BaroALaoag #BagongPilipinas #LaoagCity #PamulinawenFestival2025 #Prevail

  • DOST – NCR FoodBitz Webinar on Sanitation Standard Operating Procedures (SSOP)

    DOST – NCR FoodBitz Webinar on Sanitation Standard Operating Procedures (SSOP)

    Department of Science and Technology (DOST) – National Capital Region (NCR) has conducted a FoodBitz Webinar on Basics of Sanitation Standard Operating Procedures (SSOP) on February 11, 2025, Thursday, 9:00 AM to 12:00 PM., Virtual via Zoom Teleconference, with Resource Speaker, Mr. Carlos Antonio M. Pena, PFT, Science Research Specialist II, DOST-National Capital Region.

    I participated the DOST-NCR (Foodbitz Webinar) to gain insights and knowledge about the Basics of Sanitation Standard Operating Procedure (SSOP).

    The SSOP Learning Objectives are as follows:

    1. Understand basic principles of cleaning and sanitation.
    2. Appreciate the role of SSOP in food safety management systems.
    3. Enumerate sanitation controls.
    4. Draft a sample SSOP and SSOP plan.
    5. Identify and understand SSOP components.

    The Topic Outline includes:

    I. SSOP in food safety management system.

    II. Basic principles in cleaning and sanitation.

    III. Sanitation controls.

    IV. SSOP control checks and verification.

    V. SSOP development and SSOP plan.

    Sanitation Standard Operating Procedure (SSOP) is a detailed written procedures that describe cleaning and sanitation procedures and practices that an establishment develops and implements to prevent direct contamination or adulteration of products (USDA, 2023).

    In the webinar, I’ve learned the importance of cleaning and sanitizing in Food Establishments. Cleaning removes visible contamination such as food waste, dirt and grease from a surface. In sanitizing, Sanitation kills microorganisms, thereby reducing the numbers of microorganisms present on a surface.

    The DOST-NCR issued a Certificate of Participation for participating in “Sanitation Standard Operating Procedures” conducted on February 11, 2025 via Zoom Videoconferencing Application.

    #OneDOST4U #DOST #DOSTNCR #BagongPilipinas

  • Grand Float Parade 2025 at Pamulinawen Festival 2025: PREVAIL!

    Grand Float Parade 2025 at Pamulinawen Festival 2025: PREVAIL!

    The Grand Float Parade 2025 was held on February 09, 2025 at J. P. Rizal St. (In front of Aurora Park & Ilocos Norte Provincial Capitol, City of Laoag, Ilocos Norte.

    Grand Float Parade is one of the activities of Pamulinawen Festival that most watched or viewed by the diverse persons in Laoag City and other diverse communities. The participants were thrilled in unveiling or showcasing their creative and artistic floats, that was applauded by the huge audiences during the Grand Float Parade 2025 at Pamulinawen Festival 2025: PREVAIL!

    Hon. Michael Marcos Keon, Mayor of City of Laoag, led the Grand Float Parade 2025, together with Vice Mayor Rey Carlos Fariñas and members of the Sangguniang Panlungsod namely Hon. John Michael Fariñas and Hon. Roger John Fariñas. Led the parade on the first float, accompanied by a stunning array of 12 small floats and 26 big floats.

    The members of the Board of Judges are Arch. Arnold Palagua Dabo, Arch. Dacia Nicael P. Salva, Arch. Naomi Raisa S. Aquino, Ms. Jem Juan Gaoiran and Ms. Loejai Lopez, the Chairman of the Board of Judges.

    Congratulations to all the winners in both the small float and big float categories.

    Big Float Category

    1st Place – Brgy. Naglicuan, Pasuquin (Trophy with P100,000.00)


    2nd Place – Brgy. Darasdas, Solsona, and JOMR Builders Construction Supply (Trophy with P80,000.00)
    3rd Place – REGASCO (Trophy with P50,000.00)

    Small Float Category

    1st Place – Brgy. Nalasin, Solsona (Trophy with P50,000.00)
    2nd Place – Brgy. Capurictan, Solsona (Trophy with P35,000.00)
    3rd Place – Brgy. Mariquet, Solsona (Trophy with P25,000.00)

    Reference: Mayor Michael Marcos Keon, City of Laoag

    BaroALaoag #LaoagCity #MayorMMK #AsensoLaoagueño #PamulinawenFestival2025 #PamulinawenFestivalPrevail

  • HONOR Leads the Fight Against Deepfake, To Intro AI That Detects Face-Swaps in MWC 2025

    HONOR Leads the Fight Against Deepfake, To Intro AI That Detects Face-Swaps in MWC 2025

    Discover more about this AI Tech at HONOR MWC 2025.

    HONOR Philippines has announced on February 21, 2025 the Fight Against Deepfake. As AI-generated deepfakes become a growing concern for businesses and individuals, HONOR unveils its pioneering AI Deepfake Detection feature in 2024. This advanced technology offers unmatched precision in identifying fabricated content by analyzing eye contact, lighting, image clarity, and video playback.

    Deepfakes pose significant threats and risks, with nearly half of companies worldwide reporting incidents in 2024, according to industry reports. HONOR’s innovative solution immediately alerts users to potential deepfake content, protecting their privacy and increasing their digital security.

    “With mobile devices storing vast amounts of personal data, AI Deepfake Detection is a powerful tool to combat fraud and privacy risks, enabling individuals and industries to thrive in a secure digital environment.” said Marco Kamiya, UNIDO Representative.

    The alarming growth of deepfake attacks, with a 244% increase in incidents reported between 2023 and 2024, emphasizes the urgency of such advancements. Many companies still lack protocols to address these risks, leaving individuals and businesses open to fraud and privacy breaches. HONOR’s technology provides a timely response, empowering users to navigate the digital world with greater confidence.

    For more information and announcements during HONOR MWC 2025, you may visit HONOR’s website www.hihonor.com or social media platforms: Facebook (Facebook.com/HonorPhilippines), Instagram (Instagram.com/honorph/) and TikTok Shop: (Tiktok.com/@honorphilippines). To check out HONOR’s complete list of retail stores, go to https://www.hihonor.com/ph/retailers/.

    About HONOR 

    HONOR is a leading global provider of smart devices. It is dedicated to becoming a global iconic technology brand and creating a new intelligent world for everyone through its powerful products and services. With an unwavering focus on R&D, it is committed to developing technology that empowers people around the globe to go beyond, giving them the freedom to achieve and do more. Offering a range of high-quality smartphones, tablets, laptops and wearables to suit every budget, HONOR’s portfolio of innovative, premium and reliable products enable people to become a better version of themselves.

    Reference & Media Contacts:

    Pao Oga 
    PR Manager  paoo_honor@prl.ph   09190016898 
    Denis Santos 
    PR Supervisor  deniss_honor@prl.ph  09171745327 
    Jaye Mendoza
    PR Officer jeremiem_honor@prl.ph 09997025053         
  • Calesa Parade 2025 at Pamulinawen Festival 2025: PREVAIL!

    Calesa Parade 2025 at Pamulinawen Festival 2025: PREVAIL!

    The Pamulinawen Festival 2025: PREVAIL! – Calesa Parade 2025 was held on February 07, 2025 at J. P. Rizal St. (In front of Aurora Park & Ilocos Norte Provincial Capitol, City of Laoag, Ilocos Norte.

    Calesa Parade 2025 in Laoag City is part of the Pamulinawen Festival 2025 that represents of the city’s rich cultural heritage, and remarkable that reminds the importance of Calesa in the diverse community and beyond. Calesa is a cultural heritage mode of transportation of the diverse people in the community and a source of livelihood of the contingents in Laoag City. Besides, Calesa is considered as attraction of the local and international tourists, and this will bring success and increase or promote tourism in Laoag City.

    The successful event was witnessed by Mayor Michael Marcos Keon, Vice Mayor Rey Carlos Fariñas and members of the Sangguniang Panlungsod namely Hon. Jeff Fariñas, Hon. Roger John Fariñas, Hon. John Michael Fariñas, Hon. Derick Lao and Hon. Juan Conrado Respicio II.

    According to Mayor Keon, each calesa, meticulously decorated with indigenous materials, colorful ribbons, and traditional Filipino fabrics, exuded an air of nostalgic elegance. The horses, adorned with intricate braids and tassels, pranced proudly, embodying the grace and grandeur of a bygone era. The parade itself was a spectacle of creativity and craftsmanship.

    The calesa drivers guided their embellished carriages through the streets, showcasing a stunning array of designs and themes. Some calesas boasted motifs inspired by the city’s history, depicting scenes of

    Laoag’s colonial past and its journey to the present. Others celebrated the natural beauty of the city, with floral arrangements and indigenous materials.

    Congratulations to the following winners:

    Champion (P25,000)- Nang and Tang Store


    1st Runner-up (P20,000)- Pepsi Cola


    2nd Runner-up (P15,000)- Pila Cooperative


    3rd Runner-up (P10,000)- Northwestern University Cooperative


    Consolacion Prize (P2,000 each)
    Federated OFW
    Nueva Segovia Consortiums of Cooperative NSCC)
    Brgy. Zamboanga Cooperative
    Ilocos Norte National High School Cooperative
    CASA G Restaurant
    Baggak ti Daya Development Cooperative
    KJM Builders
    Barhys Gowns
    Laoag City Sand Dunes
    Probinsyano Ako Partylist

    The members of the Board of Judges of the Calesa Parade 2025 was Arch. Rex Hofilenia- UAP True North Chapter, Arch. Jasper Bunnao- Vice President, UAP Ilocos Norte and Mr. Jerry Asuncion- Teacher III, INCAT.

    Mayor Michael Marcos Keon mentioned Mr. Jun Miguel and his staff at the City Cooperative Office for putting the event together and for a job well done!

    REFERENCE: Mayor Michael Marco Keon

    BaroALaoag #LaoagCity #MayorMMK #AsensoLaoagueño #PamulinawenFestival2025 #PamulinawenFestivalPrevail