Presidential Adviser on Creative Communications Paul Soriano has clarified that the "We give the world the best" tagline in an advertisement spotted in London is meant to "uplift the spirit" of overseas Filipino workers (OFWs) and not promote the tourist destinations of the Philippines.
"Through this country branding campaign, we want to uplift the spirit of our Overseas Filipinos, and honor them, particularly for their values that make Filipinos known to do their best at whatever chosen field, wherever they go, and whatever it is they do," Soriano said in a statement released by his office on Saturday, May 13.
He asserted that it "was not meant, in any way, to promote the country’s tourist destinations".
The clarification comes days after Senator Nancy Binay, who chairs the Senate Committee on Tourism, said that she was bothered by the intent of the ad's tagline —which she deemed to be implying that the country is selling Filipino nurses to the world.
The advertisement, featuring Filipina-British nurse May Parsons who administered the first COVID-19 vaccine in the world, was spotted in the iconic double-deck buses in the United Kingdom (UK) in the same week of the coronation of King Charles III.
The full tagline of the bus ad stated that "The nurse who gave the world’s first COVID-19 vaccine. A Filipina. We give the world our best. The Philippines.”
According to Soriano, apart from the London bus ad, his office also simultaneously rolled out videos about the life stories of one Filipina caregiver in London and a Filipino barista in Italy.
He underscored that these projects seek to showcase to the world "how good, compassionate, and competent Filipinos are."
The presidential communications office is now coordinating with the Department of Tourism (DOTr) in launching "their own versions of the best branding."
Tourism Secretary Christina Garcia Frasco first clarified that the "We give the world the best” is not a replacement for the country's tourism campaign slogan "It's More Fun in the Philippines."
