Broadcasting network ABS-CBN is doing away with grand celebrations to commemorate its 55th anniversary. Instead, the countrys largest media conglomerate has embarked on a massive social service campaign dubbed as “Bayanijuan” for the entire year.
ABS-CBN Foundation Managing Director Gina Lopez said “Bayanijuan” is the broadcast networks response to the Filipinos clamor for decency in these days of rampant corruption.
She said that the idea is to choose communities that reject corruption as a way of life and reward them.
“We feel that if we invest there and we create a model of excellence, its going to snowball,” Lopez said.
The rewards come in the form of services, provided by Bayanijuan. Among them—modernized education through “E-media,” help for abused children through “Bantay Bata”, and microfinance programs to encourage business ownership among low income families.
“The idea there is the realization that if you put things together, you make a much bigger difference,” Lopez added.
Fund raising
To make this happen, Lopez embarked on a five-cities fundraising tour in the United States.
In Sundays “Concert for Heroes” in Chicago, Filipino Americans, despite hard economic times, gave at least US$70,000 to fund the Bayanijuan project for Bicol.
“Even though its tight now, but compared to what the people in the Philippines, what theyre experiencing, we are lucky,” said Bernard Bartilad, a finance executive in Chicago.
“When she got up there and told us about how much, how little it would cost to build a house or to feed a child and you saw for yourself how many people immediately raised their hands,” said Cristina Tabora, organizer and Chicago fundraiser.
ABS-CBN Foundation raised at least US$58,000 in New York last May.
Lopez is set to continue the fund-raising drive to Los Angeles, San Francisco and Washington DC - her goal - to raise at least one million dollars for the Bayanijuan project.
Reports from Don Tagala, ABS-CBN News Chicago
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