Last July 8, 2011, I met with the representatives of Unilever Philippines to discuss what they have done and what they plan to do in the coming weeks with regards to protecting the rights of children (and women) as contestants and viewers of live game shows on Philippine TV. The points discussed during this meeting is summarized in their recent statement. (Click here to read their statement.)

For the benefit of those who are not familiar with this story, allow me to share some of the highlights:
(Note: A complete timeline can be found on this GMA News piece.) 



March 12 - a boy was made to dance "ala macho dancer" by TV host Willie Revillame on his show on TV5. The boy, who was crying, was made to dance at least five times.

March 26 - the Facebook Page "Para Kay Jan-jan" was started to raise awareness on the issue and gather signatures for a petition submitted to various government agencies and concerned groups.

March 28 - a copy of the petition was submitted to the Philippine Association of National Advertisers (PANA) with the request to forward the same to their members

April 1 - a letter requesting Unilever to suspend its ad placement on Mr. Revillame's show was sent to Unilever Philippines and their corporate headquarters based in the Netherlands.

April 3 - an urgent call was made to Unilever Netherlands to act on our request

April 7 - Unilever Philippines met with members of the Para Sa Mga Bata group to discuss their plan of action

April 8 - Unilever Philippines suspended ad placements on ALL LIVE GAME SHOWS in the country

(Between April and July, Unilever claims to have been working with PANA and the 3 stations to come up with a guidelines on the participation of children on live games shows, among others.)

My view

Among all the previous advertisers of Mr. Revillame, I believe Unilever was the most responsive to our call for action. Though some of my colleagues in the environmental movement might castigate me for praising Unilever, I believe I have to give credit where credit is due.

1. Unilever actively involved us in their decision making. Before they came out with their decision to pull out, they met with us to get our perspective on their plan.

2. Unilever elevated the cause into more than just an issue with one person by pulling out its ads from all live game shows in the country.

3. Unilever did more than what we asked them. They actively worked with PANA and the top 3 station for the drafting of the guidelines and they stood their ground that they will not return in any show unless such guidelines are in place.

When I wrote Unilever, I had two objectives in mind.

One, was for Unilever to recognize the voice of its consumers and consider our views in their decision making.

Two, for companies  to be responsible in the quality of the shows in which they advertise.

I believe in our engagement with Unilever that these objectives are achieved.

I respect the fact that they do have a business to protect, but they also have shown that at the end of the day, it's not all about the money. And I have to thank them for that.

Patuloy na umiibig sa Pilipinas, 
At naniniwala sa galing ng Pilipino,

Froilan Grate | GreenMinds  
www.NoBystanders.blogspot.com