For most Filipinas, the phrase ‘Kababae mong tao…’ is a statement that they have probably heard at least once in their lives. It’s a seemingly harmless remark that aims to put them in their place, a reprimand that tells them what they should and should not do. And while society has over time become more progressive, we still have a long way to go in addressing this deeply-ingrained and unconscious discrimination – one that inhibits women from realizing their full potential.
Coca-Cola Philippines believes that the place of a woman is anywhere and anything she wants to be. And this Women’s Month in the Philippines, Coca-Cola is reappropriating ‘Kababae mong tao…’ by re-telling and re-casting the narrative in an inspiring way. Coca-Cola’s simple yet powerful online film advocates for uplifting women and fighting against gender biases. The film features women from different walks of life who choose to challenge societal norms by showing how their perceived ‘faults’ are actually their strengths. As such, the film celebrates the very traits that make them who they are whether it is a ‘brusko’ drummer, a ‘palaban’ photojournalist, and more.
