By Joanna Lavoie, Reporter - Toronto Star
Fri., June 25, 2021
Spearheaded by Filipino-Canadians Joycelyn David and Argentina Beltran, neighbours and friends from south Etobicoke’s Mimico area, #FILIPINOW launched just in time for Filipino Heritage Month, which starting this year will happen every June in Ontario.
The concept for #FILIPINOW, which officially launched on June 1, is simple. People are asked to create social media posts that highlight the contributions of Filipinos worldwide. Participants are asked to use the hashtag #FILIPINOW.
During a recent interview with toronto.com, Beltran said she and David came up with the initiative because they felt the diversity of the Filipino community was not always represented.
“We still find a lot of stereotypes and misunderstandings about what our community is all about,” she said. “We want Filipinos to be honoured and recognized."
Beltran, an entrepreneur and branding/marketing strategist, and David, who owns a Toronto-based multicultural marketing business, combined their skills and resources, and tapped into their networks, to create the social media campaign, which went viral in a matter of weeks. So far, #FILIPINOW posts have received roughly 2 million impressions.
“(#FILIPINOW) has really taken on a life of its own. … I hope this goes beyond Filipino Heritage Month. We hope this campaign struck a match and it’ll continue,” said David.
“People want to tell their own stories. They want to be seen and heard.”
Beltran said they're grateful that so many people have participated in #FILIPINOW.
“We’re humbled and proud of the support we’ve been receiving from the community... We don’t want this movement to end this month,” she said.
One of the things that has come out of the successful social media campaign is a collaboration with One Down, a Filipino American platform, to release a #FILIPINOW video on Wednesday, June 30. The trailer, which was shared on social media channels on June 24, already has more than 13,000 views.
Moving forward, Beltran and David said they’re exploring developing a #FILIPINOW mentorship program to connect Filipinos of all backgrounds and generations with others from their culture who are doing positive and inspiring things.
“We’re getting Filipino participants from all walks of life. Why not leverage that talent pool to uplift others?” said David.