Sun. Jun 20th, 2021
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Major food companies in the Philippines and Rise Against Hunger Philippines have kicked off a drive to give families badly affected by the coronavirus disease 2019 (Covid-19) and the recent typhoons a chance have their Noche Buena this coming Christmas.

The effort is dubbed “Brand Aid: Noche Buena Para sa Lahat.”  

“Christmas will be different for millions of Filipinos due to the Covid-19 pandemic, as a recent survey revealed that 7.6 million Filipinos experienced involuntary hunger at least once during the third quarter of this year. Most of these families may not be able to afford to put food on the table or even think of preparing Noche Buena,” the food companies said in a joint statement on Wednesday. 

The food companies participating in the effort are Unilever Philippines, RFM Corporation, Dole Philippines and Century Pacific Food Inc. Online marketing firm Lazada has also joined the effort.

“It is the first ever collaboration of the biggest food companies in the Philippines to spark hope and bring Noche Buena to Filipinos in need,” the food companies said.

The food companies have pledged to donate 100,000 Noche Buena kits for Filipino families, including those affected by the recent calamities.

“We see and experience the reality of hunger every day through the communities we serve. In their mission to spark hope through Noche Buena meals for this Christmas, Brand Aid sends a clear message that businesses, the government, and everyday people can come together to rise against hunger. We are happy to continue the fight with them, and we hope to encourage others to support Brand Aid,” said Jomar Fleras, Executive Director, Rise Against Hunger Philippines – an international hunger relief organization.

Brand Aid forms part of the group’s support to the advocacy of Pilipinas Kontra Gutom, a movement working with the government’s Task Force Zero Hunger led by Cabinet Secretary Karlo Nograles.

Nograles believes Brand Aid: Noche Buena Para sa Lahat! gives hope “that no one will be left behind, na lahat kasali, lahat kasalo dahil nanawagan ito ng malawakang pakikilahok (nobody is left out, all are will be part of this sharing because the call is for wider participation), because everyone must be involved and everyone can contribute so everyone will be able to partake of a meal – our Noche Buena.”

The companies behind Brand Aid also bring in their network of creatives, event specialists, media groups, artists, influencers, and social communities led by Petch & Partners, MullenLowe MARC, Yaparazzi Events, Activations Advertising Inc., Shoppertainment LIVE, Get Hooked 360, Slingshot Manila, Hit Productions, Film Pabrika Inc., Facebook, ABS-CBN, GMA and TV5 to bring the advocacy to more Filipinos who want to be part of this worthy cause.

Other companies and individuals can also sponsor a family’s Noche Buena via special kits available at Lazada for only P300. The Noche Buena kits will contain ingredients to create traditional Christmas dishes, helping Filipino families continue a beloved tradition and strengthen bonds despite these difficult times. JONATHAN ARACELI FOR SOVEREIGNPH

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