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PIA Press Release
2010/03/16

Rural women seek respect, opportunities

By Mai Gevera

Davao City (16 March) -- After viewing the television commercial that underscores the plight of women in the rural community, rural women from various parts of Mindanao want further information dissemination to see greater impact on women empowerment.

This is the result of the recent Palibhasa Babae Bida Ka campaign in time for the celebration of the Women's month.

The international non-profit group Oxfam and Harrison Communications initiated a commercial campaign that showed the daily struggle of poor women from the rural areas. The television advertisement was given a free one-week airtime over ABS-CBN channel.

The commercial is starred by award-winning television and film actress Cherry Pie Picache who gave her free services just to learn the sacrifices of rural women and at the same time contribute to their upliftment.

Picache said that she personally chose this advocacy being a mother and knowing how women sacrifice a lot for the family, career, and community.

During the launching of the campaign held in Davao City last Saturday (March 13), Picache listened to the personal experiences of women from rural areas in Mindanao.

Noraisa Macaumbao of Pigcawayan, North Cotabato narrated how difficult it is for a single parent like her to bring up three kids.

" Sana'y pahalagahan ako ng aking mga anak sa aking ipinakitang pagod,hirap, at puyat mapalaki lang sila." (I hope that my children would appreciate all my efforts and sacrifices just to give them a future.), she said.

Bai Magdalena of the Manobo and Matigsalog tribe also cried for respect of her husband. Magdalena, after cooking breakfast for the family would then go to the tribal council office where she serves as chairperson of the Council of Elders. She mediates between tribal members who are in conflict with each other. After handling such cases, she goes back home to clean the house and prepare food for the family.

"Unta makita sa akong bana unsa kalisud ang mga ginahimu sa usa ka inahan sama nako. (I hope that my husband would also realize how difficult it is to be a mother like me)," she said.

Maricel Pangilinan of Harrison Communications Inc, maker of the TV commercial explained that the reason for choosing "Palibhasa Babae Bida Ka" as the campaign battlecry is for everyone to change the notion of " Palibhasa Babae" from a negative note to something positive that will lift the status of every woman. (PIA XI) [top]

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