18 November 2020, Manila, Philippines—Christmas is one of the most significant celebrations in the Philippines. And one of its highest points is the Noche Buena, where families come together to share stories of love and hope over their favorite Filipino meal.
But this year, Christmas will be different for millions of Filipinos due to the Covid-19 pandemic. It is estimated that 7.6 million1 Filipinos went hungry during the crisis, going below poverty line and experiencing “involuntary hunger.”
Most of these families may not be able to afford to put food on the table or even think of preparing Noche Buena. And because of this, we are partnering with the RFM Corporation, Dole Philippines, Century Pacific Food, Inc., and Lazada have come together to offer some respite for Filipino families that are part of this staggering statistic.
Together with Rise Against Hunger Philippines—an international hunger relief organization—we will launch an initiative called Brand Aid: Noche Buena Para sa Lahat. 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.
Together with our partner companies and other sectors of society, we commit to actively advocate for a Philippines that is free from hunger. And through Brand-Aid: Noche Buena Para sa Lahat, we will embark on this journey with a pledge of 70,000 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,” shares Jomar Fleras, Executive Director, Rise Against Hunger Philippines. Brand Aid forms part of our support to the advocacy of Pilipinas Kontra Gutom, a movement under the government’s Task Force Zero Hunger led by Cabinet Secretary Karlo Nograles.
We will also bring in our 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.
Through Brand Aid, companies and individuals can sponsor a family’s Noche Buena via special kits available at Lazada for only PHP 300. These Noche Buena kits contain ingredients to create traditional Christmas dishes, helping Filipino families continue a beloved tradition and strengthen bonds despite these difficult times.
1. The proportion of families experiencing involuntary hunger – hunger due to lack of food to eat – at least once in the past three months reached a new record-high of 30.7%, or an estimated 7.6 million households, according to the Social Weather Stations (SWS) September 17-20, 2020 National Mobile Survey.
2. Each Brand Aid: Noche Buena Para sa Lahat kit contains: 1 Dole Fruit Cocktail 822g, 1 Angel Kremdensada 410mL, 1 Fiesta Spaghetti Noodles 350g, 1 Fiesta Spaghetti Sauce 500g, 2 Knorr Pork Cubes 10g , 1 Fiesta Elbow Macaroni 400g , 1 Lady’s Choice Real Mayonnaise 220mL