MANILA, Philippines — Apart from creating entertaining and informative content, the GMA network also takes on the role of reminding everyone about Filipino and universal values that should remain alive amidst technological advancement.
They serve as “guideposts” as one lives in a fast-paced world, strengthening Pinoy identity and sense of humanity.
For its 75th anniversary, the Kapuso network came up with “Ganito Tayo, Kapuso,” a collection of seven short films that presented seven Filipino core values such as “Maka-Diyos,” “Masayahin,” “Maabilidad,” “Makabayan,” “Mapagmalasakit sa Kapwa,” “Mapagmahal sa Pamilya” and “Malikhain.” Their close English equivalents are “God-fearing,” “cheerful,” “resourceful,” “patriotic,” “concern for others,” “family-oriented” and “creative.”
It tapped its artists such as Althea Ablan, Mikee Quintos, Allen Ansay, Thea Tolentino, Euwenn Mikaell, Patricia Tumulak, Vaness del Moral, Matt Lozano and Anton Vinzon to star in these shorts. GMA Playlist artists like Kim De Leon, Seb Pajarillo and Mitzi Josh lent their voices to Atin ang Mundo, Ikaw Na Lang Ang Kulang and Basta’t Magkakasama Tayo as songs for the short film “G.G.,” focusing on “Masayahin” as part of the GMA values campaign.
The other shorts are “Opo, ” “Para! Sa Pamilya,” “Raketera,” “The Job Interbrew,” “The Mami Returns” and “Tres Marias.”
The calling to campaign or advocate for something good and timely carries on with “Click Kindness,” which was launched when the network’s talent management arm, Sparkle GMA Artist Center, turned 30 last November. And one of its most prized talents, Alden Richards, talked about it during the event and celebration, “Sparkle Trenta.”
“Madali naman tayong magpakita ng magandang katangian sa tunay na mundo (it’s easy to show good traits in the world),” said the actor-host-entrepreneur-and-singer in a statement given by the GMA network’s publicity team. “So, siyempre, gamitin din natin ito online (of course, we also do it online) because our reach online combined is very powerful. Lahat ng posts natin dapat nagbibigay ng inspirasyon, hindi nagbibigay ng hateful feedback (all posts should give inspiration rather than hateful feedback).”
“Hindi nang-aaway, kundi nagbibigay ng pag-mamahal (posts that don’t invite conflicts, but give love),” added he. “Kindness goes a long way, and it starts with all of us... with you, with me, and (with) everyone online.”
The talent management also made a special video for the campaign, being aired on GMA, to further put across the message behind “Click Kindness.” It features Alden, Julie Anne San Jose, Ruru Madrid, Miguel Tanfelix, Kyline Alcantara, Ysabel Ortega, Shuvee Etrata, Ashley Ortega, Allen Ansay, Rita Daniela, Jessica Villarubin, Roxie Smith and Prince Carlos.
“Pag ka-tingin mo na medyo foul at masakit yung sinasabi, parang magandang ‘wag na lang nating pansinin (if you think the statement is foul or hurtful, perhaps, it’s better to ignore it),” said Ruru in a GMA News Integrated News-“24 Oras Weekend” report, also featuring Kyline and Alden.
As for Kyline, she shared that “love and kindness (are) free. We can easily give it and receive it. So, I hope magawa po natin yun araw-araw (we can do it every day).”
“We encourage people to be positive, to stay positive and (to) bring out the best in each other when it comes to the postings on social media. It’s very much healthy at makaka-create pa tayo ng mas magandang community (and it will create a better community) with this,” said Alden, “and we can use our platforms for the benefit of the common good.”
The campaign’s purpose is “to inspire positivity and compassion” with the goal to reach people in the virtual or real world.
It also makes one reflect on the value of choosing kindness and being kind to anyone who is part of one’s circle or community of friends.
A piece of information from the artists’ publicity team says that “Sparkle encourages everyone to continue to flood the digital world with kindness using the hashtag #ClickKindness, with high hopes to create a ripple effect that extends far beyond its fan base because kindness benefits everyone.”
(For details on ‘Click Kindness’ and Sparkle GMA Artist Center artists, follow @sparklegmaartistcenter on Instagram, Facebook, X and TikTok.)