The Homecoming of Heroes
The modern day hero is nowhere near Andres Bonifacio or Jose Rizal. He does not carry a sword; nor does he wield a pen to rally a revolution. He is largely unknown and unacknowledged. But his sacrifice is no less valiant – after all he carries the dream of his family and a country’s economic security (17 billion USD in remittances and a 12% in GDP) on his shoulders.
So how do you say ‘thank you’ to a hero? How do you give back to the 11 million overseas Filipino workers who are sustaining our nation?
The Commission on Filipinos Overseas, Duty Free Philippines, Good News Pilipinas and Kraft Asia and Toblerone are stepping up to the challenge by announcing the opening of nominations for the first Thank You Global Pinoy Awards.
The Thank You Global Pinoy Awards is an initiative that seeks to search for the most outstanding global Filipino workers who deserve the gratitude not only of their loved ones; but also of the nation as a whole. It is primarily led by the Commission on Filipinos Overseas (CFO)—the government agency tasked to promote and uphold the interests of Filipino emigrants and permanent residents abroad and Toblerone as the key proponent of Thank You Day in 2007.
“We envision a community of well- respected and proudly competitive Filipinos overseas who contribute significantly to the productivity and well-being of the countries where they reside and work; while maintaining strong ties with the Philippines,” says Ms. Imelda Nicolas, CFO Chairperson. “And we believe that the Thank You Global Pinoy Awards, with its thrust to thank and give recognition to Global Pinoys, is a good way to achieve this.”
Duty Free Chief Operating Officer Mr. Lorenzo Formoso explains, “We have always been committed to satisfy the shopping needs of the international traveler in an efficient service environment showcasing the Filipino traits of warmth, hospitality and gratitude. We support the Thank You Global Pinoy Awards because it is a good channel to promote our intrinsic Filipino trait of showing appreciation.”
A purely below-the-line initiative, the Thank You Global Pinoy Awards will invite nominations of outstanding overseas Filipino workers who deserve to be thanked. Participants will have to log on to www.thankyouglobalpinoy.com to register, nominate and vote for the ultimate Global Pinoy. The top 10 stories will be awarded in January 2012.
A Heritage of Gratitude
The private sector has also shown great interest for the project with industry leaders Duty Free Philippines, Kraft Asia and the “thank you chocolate” Toblerone indicating their support.
In 2007, Toblerone challenged a Reader’s Digest poll that ranked Manila as one of the least courteous cities in the world, by staging the Philippines’ first ever “National Thank You Day” on October 20, 2007. Two years after, Toblerone elevated personal gratitude to a social exercise that involved the whole country with “The Thank You Day Awards.” Here, a grateful nation paid tribute to public Filipino figures Manny Pacquiao, Francis Magalona, Dolphy, Daniel Razon and Cory Aquino.
This time, together with the Thank You Global Pinoy Awards, the Swiss chocolate brand will be launching the Special Rewards Passport. The passport can be used to redeem gifts from partner establishments every time users do their shopping or go on vacation. Through this promo, Toblerone shows its appreciation to Global Pinoys by not only recognizing their efforts online, but also giving them a pasalubong that they can enjoy with their family.
“Four years ago, the brand sought to simultaneously revive the art of saying thank you and position Toblerone as synonymous with the value of gratitude,” shares Mr. Jaya Singh, Region Director, Middle East and Asia Pacific, Kraft Foods World Travel Retail.
“And the overwhelming support that we got – a congressional legislation declaring an official ‘National Thank You Day’ alongside massive media and private sector participation— proved that yes, the value of gratitude resounded with Filipinos. This year, we hope to rally that same groundswell of support, this time, for our Global Filipinos.”
Be part of a grateful nation. Join the rest of the country as it honors the ultimate global pinoy whom a grateful nation will say a resounding thank you to. For more information, visit www.thankyouglobalpinoy.com .
About Kraft Foods
Kraft Foods makes ‘today’ delicious in 150 countries around the globe. Our 100,000 Kraft Foodies work tirelessly to make delicious foods consumers can feel good about. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Côte d’Or, Lacta and Toblerone chocolates, our brands deliver millions of smiles a day. For more information visit http://www.kraftfoodscompany.com.
