WAGI ang “Pagpupugay” advocacy video ng RiteMED, na isang bonggang tribute para sa mga tagapag-alaga o ang tinatawag na “carers” ng mga maysakit, sa 10th Araw Values Awards 2016.
Ang nasabing video na idinirek ng internationally-acclaimed and award-winning director na si Brillante Mendoza ay nanalo ng Gold for Branded Communications under the value of Love of Country and Respect for National Customs and Traditions.
Among the Gold awardees, it won the Pla-tinum Award, for the same category and value, “It is the highest award and given only to campaigns that exceed the criteria of the Gold award category and truly exemplify Filipino values.
Pagpupugay was created for RiteMED by advertising group Estima.”
The Araw Values Awards is organized by the Advertising Foundation of the Philippines to uphold traditional and positive Fi-lipino values in the industry and promote responsible advertising. It gives recognition to responsible brands that help promote Filipino va-lues.
Ayon sa mga taga-RiteMed, “’Pagpupugay’ poignantly captures the struggles faced by a spouse, a sibling, a parent, son, daughter, a family member or a professional caregiver when they care for a sick loved one or patient. It depicts the Filipino value of caring for a family member, especially one afflicted with sickness.”
Kaya hindi na nakapagtataka kung ang nasabing 2-minute film ni Brillante Mendoza ay mabilis nag-trending sa social media with more than 3.2 million views.
Ayon kay direk Brillante, malapit sa puso niya ang nasabing short film, “It’s special because this is about the unsung heroes in our society. We normally forget about the difficulties they go through. Through the film, we give them the tribute they deserve.”
“It is really a big honor for us to be recognized by Araw Awards from among hundreds of entries. On top of the distinction, we are glad that our message touched the hearts of Fi-lipinos. We give back the honor to the main characters of Pagpupugay, the caregivers or carers who embody the best of Filipino values,” ayon kay RiteMED General Manager Vincent Guerrero.
Samantala, mas magi-ging busy si direk Dante sa pagpasok pa lang ng 2017 dahil siya nga ang magdidirek ng bagong mini series ng TV5, bukod pa riyan ang mga nakatakda niyang short films na mapapanood din sa Kapatid Network next year.