Through the award-winning initiative, AFI and ABS-CBN have delivered food, vitamins and basic commodities to almost a million families all over the countryAs of September 23, 2020, the “Pantawid ng Pag-ibig” campaign of ABS-CBN Corporation and ABS-CBN Foundation Inc. (AFI), with the support of their donors and partners, has distributed a total of P455,185,989 worth of goods to over 910,000 families in the National Capital Region and selected provinces all over the country.
The cash donations collected amounting to P347,603,519 were used to purchase food, vitamins and basic commodities. Some donors donated in kind (food and groceries), with a computed value of P114,111,646. Part of the campaign also involved the distribution of hot meals to families in need and front liners in hospitals.
The campaign started in March, and the Lopez Group which includes ABS-CBN provided the seed money with a donation of P100 million.
AFI managing director Susan Afan said to their donors and supporters: “Thank you for your continued trust in ABS-CBN Foundation. In spite of the economic crisis in the Philippines and in the rest of the world, you generously shared whatever extra resources you have for our needy Kapamilyas.”
The second phase of the campaign, “Isang Daan, Isang Pamilya,” encouraged individuals to donate at least P100 which could feed one family. Filipinos responded well to this campaign.
“When we pooled P100 each from various donors, we were able to share thousands of additional meals with so many more families,” said Paul Vincent Mercado, marketing head of AFI.
With the help of financial technology companies and online platforms like GCash, PayMaya, GrabPay, Lazada and partners like HSBC, Metrobank, Cebuana Lhuillier, Landers and theAsianparent, donating to the campaign became faster and more convenient for the donors.
The international community has recognized ABS-CBN’s swift and compassionate initiatives to help Filipinos during the COVID-19 pandemic.
The network won a Silver Stevie for Most Valuable Corporate Response at the 17th International Business Awards (IBA), which will have its virtual awarding in December.
IBA is considered the premier business award that confers recognition for achievement and impactful contributions of companies worldwide.
“The ‘Pantawid ng Pag-ibig’ campaign shall continue for as long our Kapamilyas need us and our donors continue to collaborate and support our efforts,” said Afan.