Biogesic’s “Say It With Ingat” Advocacy Campaign Wins Silver at the 2025 Araw Values Awards

Biogesic brought “Ingat” to a whole new level by tackling a growing issue in the Philippine social media landscape: the rise of online hate speech and careless indifference. As a brand long associated with unconditional care, Biogesic recognized that these harmful behaviors can take a toll on people’s mental and emotional well-being which can manifest physically. Staying true to its purpose, the brand launched its Say It With Ingat advocacy campaign which reminded Filipinos that the same mouths and fingers used to spread hate can also be used to spread care, empathy, and kindness online and offline.

This initiative came at a crucial time when, contrary to the Philippines' reputation for being one of the happiest and kindest nations, social media behavior had become increasingly toxic, filled with trolls and hate speech. This has real world implications, as online hate speech can spill over into real world violence (Philippines Commission on Human Rights, 2023).

The advocacy focuses on the simple yet powerful act of being intentional in caring with words and actions. It encourages Filipinos to think about how they can show care in their everyday interactions. The core message was, "Sa maingat na salita at gawa, ramdam nating lahat ang alaga." It leveraged on authentic mouthpieces and a word-of-mouth strategy rather than traditional advertising placements. Biogesic’s brand endorsers, Jodi Sta. Maria and Belle Mariano, shared personal stories and insights to help bring the message of care to life. As a result, through digital storytelling, Biogesic inspired Filipinos to show care in everyday moments, with talkability for the brand increasing by 170 percent. The response was heartfelt—with over 22 million engagements from Filipinos who embraced the call to Say It with Ingat, all expressing support for the advocacy, trust in the brand endorsers, and love for Biogesic.

And so on March 18, 2025 during the 12th Araw Values Awards Night at Aliw Theater, Pasay City, Biogesic’s Say It With Ingat campaign won Silver for the category on “Respect and care for human life and dignity and the rights of all.” The Araw Values Advertising Awards is an awarding body that is geared to promote positive values for social changes and values advertising within the industry, anchored on the ARAW 7 Cornerstone Values.
 

(L-R: ASC Executive Director Roberto Aligada, UL CMG Media Manager Annelyn Del Rosario, ULCH HFF Segment Head Dominique Godino-De Vera, Ogilvy Business Director Danni Nocom, Biogesic Product Manager Stephanie Sandoval, Biogesic Product Officer Carmela Baba, Biogesic Product Associate Angela Arguelles, Ogilvy Account Director Ellan Estrologo, Ogilvy Creative Director Ca Abrigo, Ogilvy Associate Creative Director Jayvee Tabaniag, Ogilvy Managing Director Mike Garcia, and Board Member Ad Foundation Belen Fernando)

Through this campaign, Biogesic helped shape mean words into messages of kindness and care. The brand took steps to turn hurt into healing and led with compassion in every conversation. But there’s still a long way to go for kindness to become our everyday language. This advocacy continues, as Biogesic celebrates its 60th year, creating a culture of care that cancels hate, one word at a time.