The first phase of ‘Pantawid ng Pag-ibig’ raised over P400 million in cash donations and pledgesAs Filipino families continue to struggle with the loss of jobs, ABS-CBN Foundation Inc. (AFI) moves to the second phase of the “Pantawid ng Pagibig” campaign with the aim of reaching a million families by the end of August 2020.
With the tagline “Isang Daan, Isang Pamilya” (“One Hundred, One Family”), the second phase of “Pantawid ng Pag-ibig” aims to encourage individuals to donate at least P100 or $2 to feed one family.
“With as little as P100, you can help feed a family with rice and a simple viand. If we can invite other equally able friends or family members to do the same, we can save a lot of people from hunger,” said Paul Mercado, head of AFI’s marketing department.
The foundation plans to partner with digitally inclined businesses like financial technology companies and ride-hailing apps that could provide their users the convenience of donating through mobile gadgets. Initial partners include GCash, Lazada and HSBC. The foundation also intends to work with artists, communities, religious and nonreligious organizations and other private companies.
With the support of its sponsors and partners, the campaign of ABS-CBN and AFI which started in March has raised over P400 million in cash donations and pledges as of May 31. To date, the project has fed over 750,000 Filipino families in the National Capital Region (NCR) and nearby provinces.
AFI managing director Susan Afan thanked the network and its many donors.
“Because of ABS-CBN and its partners working hand in hand with us, we were able to scale up and help thousands of families,” she said.
For more information, visit www.pantawidngpagibig.com.
(Story/Photos by: Kane Choa)