Smile and go the extra mile!
A smile is a universal form of non-verbal communication. It signifies the same thing in all cultures— joy, warmth, and affirmation.
With natural disasters, violent conflict, poverty, and a number of deep-seated societal issues, the common Filipino’s “resilience” has constantly been held up as a shining character trait. However, a growing number of people are seeing this slant towards “Resilience Porn” as a glorified coping mechanism, seemingly resigned to just powering through adversities with a mindset to live to survive each day.
Optimism in Action: Giving people a reason to smile about the future
Filipinos are known for being generally positive and sunny by nature. We always try to find a reason to smile! We beam because we know there’s always a bright side to everything. You could say Filipinos are born to conquer challenges with a smile on their face.
Colgate aims to reinstate the optimistic spirit behind Filipino smiles, but in a way that galvanizes people towards progressive action. “Optimism-in-Action” means individuals make an effort to enact positive change, tackle challenges and issues head on with a strong smile, while fully believing in the bright future they aim to create.
Colgate’s #SmileStrong campaign spotlights three exceptional individuals, or Muses, whose Optimism-in-Action has previously sparked positive change among their respective communities and social spheres. Arizza Nocum, Candy Pangilinan, and Brina Maxino share the same bright smile, born out of their own individual hardships and the strength they mustered to achieve what convention told them they could not.
Muses of positive change
Arizza Nocum is a peace advocate, leader, and entrepreneur who co-founded KRIS, a non-profit organization promoting peace through education. Operating as libraries/educational centers for disadvantaged youth in conflict-ridden areas, KRIS is the manifestation of Arizza’s hopeful vision that people of different faiths can better understand each other through shared learning.
Actress Candy Pangilinan is a single mom to 16-year old Quentin, who has ADHD. Candy admits that her difficult experience in raising a child with special needs has been as rewarding. Her book, “Mommy Dear: Our Special Love”, details her journey towards overcoming fears and dealing with her son’s condition, even as it nd continues to challenge the stigma of being a single parent, using whatever platform she can.
Brina Maxino has Down Syndrome, yet went above and beyond what was expected of her. She is now an assistant teacher at PEAN Integrated School and the Special Olympics Global Youth Ambassador for the Asia-Pacific region. Brina credits her bright and positive attitude to her parents, who fully believed in her abilities and shaped her conviction – that a disability was not a barrier to living a full life.
Enacting #SmileStrong initiatives through media events and activities
Colgate champions these muses, who smile through uphill battles, who challenge the status quo with a positive outlook, and shape the future with their confidence.
“While a lot of Filipinos may just smile their troubles away, there are those who silently do what they can, with the circumstances they are dealt with, to make their lives, and lives of other people – better. And they do all of these with a smile!” says Ari Mandelbaum, Marketing Director of Colgate- Palmolive Philippines. ”[The muses] live the spirit of Optimism-in-Action everyday through their own unique stories and struggles, and manage to rise above challenges – serving as inspirations to society in their own unique way.”
Join Colgate in realizing our inner optimist’s potential for constructive change so we can all #SmileStrong and share in the joy of those victories – big or small.
Know more about this campaign and our muses here.
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