Krem-Top's Change for the Better Campaign

When else is it more apt to call on people towards progress and doing things better than the end of the year. While others might think the start of the year is better, this end of the year campaign also allows for us to celebrate the great accomplishments of the year that we are about to conclude.

Krem-Top has just spearheaded a national campaign towards "Change for the Better."  This started in 2012, as a call to action for people to commit and sustain the change to become better individuals.

Dr. Mina Ramirez (the person with the mic) identifies Filipino Core Values during the launch of Change for the Better Campaign

Krem-Top invited phenomenological sociologist Dr. Mina Ramirez of the Asian Social Institute, identified Five Core Values that defines the Filipino people. These core values make Filipinos different and stand out from the rest of the world and are vital for nation-building. Based on Dr. Ramirez’s study “The Filipino Worldview and Values” and her insights from decades of practice as a phenomenological sociologist, here are the Five Core Filipino Values based on the Basic Aspirations of a Filipino: Mapagpasalamat, Matatag, Masigasig, Mapagmalasakit and Magalang. 

“Filipinos may be hard pressed at times, but in general, we are rich. We are rich in natural resources; we are rich in our people. If we can just get to know more ourselves clearly and use our values to our advantage, we will become a better nation. It’s time to change for the better,” said Dr. Ramirez. 

Alaska Milk Corporation’s Vice President for Marketing and Krem-Top Change for the Better campaign lead, Blen Fernando, is optimistic that this project will help create awareness about the need to keep or enrich or restore these core values of Filipinos. “We hope that Krem-Top’s Change for the Better campaign will inspire us to be the better version of ourselves for the benefit of our families and our country. The public can count on our continued support to champion the Filipino spirit that will help make us a better and stronger nation.”