{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"PUBLIC SERVICES & CAUSE APPEALS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"HAVAS ORTEGA, MANILA","is_link":false},{"keyword":"TITLE","content":"THE KITA INITIATIVE","is_link":false},{"keyword":"BRAND","content":"SPARK! PHILIPPINES","is_link":false},{"keyword":"ADVERTISER","content":"SPARK! PHILIPPINES","is_link":false},{"keyword":"AGENCY","content":"HAVAS ORTEGA, MANILA","is_link":false},{"keyword":"CHAIRMAN","content":"JOS ORTEGA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"JOS ORTEGA","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"ANGIE TIJAM-TOHID","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"RICA MANUEL","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"KAT RODRIGUEZ\/BIANCA BONJIBOD","is_link":false},{"keyword":"ART DIRECTOR","content":"DEUX LOPEZ\/ANJEL ELEMOS\/MEG CAPILI","is_link":false},{"keyword":"AGENCY PRODUCER","content":"WISH TORRES","is_link":false},{"keyword":"TYPE DESIGNER","content":"DANNI INTERDONATO","is_link":false},{"keyword":"BUSINESS DIRECTOR, PR","content":"ALEX PASTOR","is_link":false},{"keyword":"BUSINESS DIRECTOR","content":"JANLO CUI","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"ANDEE PUYAT","is_link":false},{"keyword":"DIRECTOR, SPECIAL PROJECTS","content":"IEA NEPOMUCENO","is_link":false},{"keyword":"DIRECTOR, STRATEGY & INSIGHTS","content":"GIAN DELA CRUZ","is_link":false},{"keyword":"MX BRIEF SENIOR STRATEGIST","content":"ANGELA AYUSON","is_link":false},{"keyword":"MEDIA AGENCY","content":"HAVAS ORTEGA, MANILA","is_link":false},{"keyword":"GENERAL MANAGER HEAD OF MX & DATA SCIENCE","content":"PHIL TIONGSON","is_link":false},{"keyword":"MEDIA DIRECTOR","content":"LIZ TORDISILLAS","is_link":false},{"keyword":"MEDIA PLANNER","content":"YANNA CAUNAN\/KRYSTAL YBAROLA\/AUBREY MITRA","is_link":false},{"keyword":"DIRECTOR, STRATEGY & INSIGHTS","content":"GIAN DELA CRUZ","is_link":false},{"keyword":"MX BRIEF SENIOR STRATEGIST","content":"ANGELA AYUSON","is_link":false},{"keyword":"BUSINESS UNIT DIRECTOR, INVESTMENT & PARTNERSHIPS","content":"AILEEN FLORES","is_link":false},{"keyword":"PR AGENCY","content":"HAVAS ORTEGA, MANILA","is_link":false},{"keyword":"PR MANAGER","content":"JEULS HERMOSISIMA\/KAREN BORROMEO\/JOOKIE RADOC\/DAYN GARCIA","is_link":false},{"keyword":"BUSINESS DIRECTOR, PR","content":"ALEX PASTOR","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"WHISK PRODUCTIONS, MANILA","is_link":false},{"keyword":"DIRECTOR","content":"ANJUNETTE CLARE","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"PANTIT PABLO","is_link":false},{"keyword":"CAMERAMAN","content":"KENNETH HERNANDEZ","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"GARLY BANGUE","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"TAM CUNANAN","is_link":false},{"keyword":"VFX ARTIST","content":"JOERIC NAVALATAN","is_link":false},{"keyword":"SOUND","content":"DAVEN MONTES","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"GREEN ROOM\/PROVILL STUDIOS, MANILA","is_link":false},{"keyword":"EDITOR","content":"DAN OPINA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"CHRISTINE ANGELA GERONA","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"WONDER COLLAB STUDIOS INC., MANILA","is_link":false},{"keyword":"TECH","content":"PATRICIA “PATTI” LANGAS","is_link":false},{"keyword":"SOUND EXECUTIVE PRODUCER","content":"YVETTE ACEBEDO","is_link":false},{"keyword":"VOICE CASTER","content":"CRISTINA DE LEON","is_link":false},{"keyword":"VOICE TALENT","content":"DESIREE DESEO","is_link":false},{"keyword":"MUSIC ARRANGER","content":"KAHLIL REFUERZO\/RG ALEGADO","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In the Philippines, women carry the local economy on their shoulders through micro, small, and medium enterprises. But their significant contributions remain invisible to many. Our breakthrough belief was simple: with visibility comes opportunity. If women-owned businesses could be seen where commerce happens, communities would recognize them differently—and support them more.\r\n<br> \r\n<br>We created KITA, the first typeface designed to make women entrepreneurs visible. “KITA” is a Filipino word that means both “seen” (adj) and “earnings” (n), its design is inspired by the Philippines’ traditional wear, the Filipiniana and its iconic butterfly sleeve. KITA turns typography into a badge of identity. The idea wasn’t to ‘campaign for women,’ but to build a practical visibility system that women entrepreneurs and partners could adopt and scale.\r\n<br> \r\n<br>The execution reclaimed storefront signage as media. We began with grassroots signage transformations to prove that visibility could be redesigned quickly and meaningfully in real communities. To remove adoption barriers, we built a free toolkit of templates and a simple layout generator so entrepreneurs could create their own signages and communications, using the KITA typeface, without cost or design expertise. The platform was designed for participation: entrepreneurs could adopt it directly, while partners could multiply visibility by distributing signages, donating placements, and integrating the typeface into their own communications—turning visibility into a shared responsibility.\r\n<br> \r\n<br>Effectiveness was measured through documented PR coverage and out-of-home reporting. Across launch, partner activations, and interviews, the initiative generated ₱55,506,331 (933,837 USD) in earned media value and achieved 29,438,659 total reach. With ₱0 paid media spend, out-of-home partners donated placements with an estimated rate-card value of ₱878,500 (14,745 USD)—demonstrating disproportionate impact driven by cultural resonance and earned participation.\r\n<br>\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The KITA Initiative was created to change public perception of women entrepreneurs by turning everyday store signs into powerful statements of presence and pride. With zero media budget, we set out to achieve what traditional campaigns couldn't: make these women—and their businesses—impossible to ignore. \r\n<br>\r\n<br>\r\n<br>A movement for visibility, the campaign is centered around a custom-designed font, KITA—a Filipino word meaning both “seen” and “earnings.” \r\n<br>\r\n<br>\r\n<br>The typeface is inspired by the Filipiniana dress—often worn during special ceremonies, and cultural events and is a symbol of national identity and pride. This design not only reflects the aesthetic and cultural identity of the Filipina but also serves as a tribute to their resilience, grace, and determination. The Filipina is an embodiment of strength and perseverance in the Philippines, playing a crucial role in both family and economic structures. However, their contributions have historically been underrecognized, making visibility initiatives like KITA even more essential. \r\n<br>\r\n<br>\r\n<br>The strategy focused on reclaiming store signage as a media space for women entrepreneurs. By transforming business signages using the KITA font, we shifted the spotlight onto the entrepreneurs themselves. The store signs became more than just markers of business locations; they became powerful declarations of presence and impact. \r\n<br> \r\n<br>\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Visibility drives credibility, customer trust, and access to support. \r\n<br>\r\n<br>Our approach: reclaim signage as media and transform it into a feminist statement. By creating the KITA typeface, inspired by the Filipiniana butterfly sleeve, we gave women entrepreneurs a badge of identity and empowerment.\r\n<br>\r\n<br>Our core strategic pillars:\r\n<br>Reclaim Everyday Spaces\r\n<br>Storefronts, roadside stalls, and markets became advocacy platforms. Signage was redesigned to mark businesses as proudly women-owned, turning overlooked spaces into high-frequency media.\r\n<br>\r\n<br>Leverage Cultural Symbolism\r\n<br>The KITA typeface rooted the movement in heritage, signaling strength and leadership while celebrating Filipina identity.\r\n<br>\r\n<br>Empower Through Accessibility\r\n<br>Visibility should not be a privilege. Free toolkits, templates, and a layout generator were launched via www.thekitainitiative.com, removing cost and technical barriers. Integration with Canva design platform extended reach to millions of users, democratizing design for women entrepreneurs.\r\n<br>\r\n<br>Mobilize Partnerships for Scale\r\n<br>With zero media budget, we relied on collective action. Collaborations with LGUs, NGOs, retail associations, brands, and media vendors amplified advocacy across physical and digital landscapes. Partners lent spaces, platforms, and voices to make visibility a shared responsibility.\r\n<br>\r\n<br>Create a Movement, Not Just a Campaign\r\n<br>Through storytelling, grassroots activation, and social content, KITA positioned visibility as a national conversation. Every message reinforced the truth: when women are seen, their economic strength becomes undeniable.\r\n<br>\r\n<br>This strategy is more than branding—it is a social justice imperative and an economic catalyst. By making Filipinas visible, we open doors for growth, challenge stereotypes, and collectively shape an inclusive economy.\r\n<br>\r\n<br>\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The KITA Initiative unfolded in phases, starting at the grassroots and scaling through strategic partnerships and digital platforms.\r\n<br>\r\n<br>Phase 1–Foundation \r\n<br>•Collaborated with the Local Government of Quezon City through its Small Business and Cooperatives Development and Promotions Office.\r\n<br>•Designed the KITA typeface, and developed a toolkit including graphics, and templates.\r\n<br>•Built www.thekitainitiative.com enabling entrepreneurs to download the font and create customized signage and social content at no cost.\r\n<br>\r\n<br>Phase 2–Launch \r\n<br>•Coinciding with Women’s Entrepreneurship Day, the initiative launched in Kamuning Market in Quezon City - a public market in the country’s most populous city, transforming 21 stores into bold statements of identity.\r\n<br>•A media event led by SPARK! Philippines and Mayor Joy Belmonte—a prominent women’s advocate in the Philippines—amplified the advocacy, signaling the start of the movement.\r\n<br>\r\n<br>Phase 3–Scale \r\n<br>From launch through Women’s Month 2025, KITA scaled through notable collaborations:\r\n<br>•Canva integrated the KITA font into its platform, making it accessible to 220 million monthly users worldwide.\r\n<br>•Palaweño Brewery, the first female-owned brewery in the Philippines, made a special beer variant for the KITA Initiative, pledging 40% of this product’s sales to support the movement. \r\n<br>•Local and women-led brands like SM Supermalls (the country’s biggest retail chain), Filip+Inna, Bodyfood All-Natural, and For Keeps Clean Beauty among others adopted the KITA typeface on various marketing collaterals.\r\n<br>•The Philippine Association of Store and Carinderia (Eatery) Owners distributed 500+ store signages to mark member establishments as women-owned.\r\n<br>•Media vendors—United Neon, Strong Media, and DOOH—donated placements to amplify the movement’s advocacy.\r\n<br>•Partnerships include Coca-Cola, 2Go Express, and World Vision, pledging support for women micro-businesses.\r\n<br>\r\n<br>Phase 4–Advocacy & Thought Leadership\r\n<br>The KITA Initiative became a voice for women’s economic empowerment, with invitations to speak at major events—even leading a workshop to help women entrepreneurs design their own marketing materials.\r\n<br>\r\n<br>\r\n<br>\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The KITA Initiative was designed to get people’s attention by transforming a familiar sight—storefront signage—into an unexpected cultural symbol. These signages sit at every point of purchase and community interaction, every transformed storefront became ‘always-on’ public communication: a visible marker that a business is proudly women-owned.\r\n<br> \r\n<br>Across earned stories and interviews, KITA generated ₱55,506,331 (933,837 USD) in earned media value and delivered 29,438,659 total reach. These outcomes were achieved with ₱0 paid media spend—driven instead by cultural relevance and participation, which earned attention and distribution.\r\n<br> \r\n<br>Out-of-home amplified the work through donated placements, with a rate-card value of ₱878,500 (14,745 USD). This mattered because the work didn’t just ‘go public’—it was made visible repeatedly in high-frequency environments where micro-business discovery happens.\r\n<br> \r\n<br>Engagement came from designing KITA as a tool people could use, not a message they could only watch. Entrepreneurs could adopt the typeface using free templates and a simple layout generator, reducing cost and skill barriers. Partners could participate by distributing signages, lending platforms and spaces, and using KITA in their own communications—turning the initiative into a shared system for visibility. Communities, in turn, gained a clearer way to recognize and support women-owned businesses in everyday life.\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.thekitainitiative.com\/","is_link":true}],"files2":[{"name":"EF06_001.mp4","type":"mp4"},{"name":"EF06_001_DI01L.jpg","type":"jpg"}],"count":2}