Safeguard is a heritage brand in the Philippines. Having been in the market for 50 years, it has touched lives of generations of Filipino families. To live up to this stature, we brought to life a story that celebrates the value of parenting. 

The story of Norman King is a story of a mother providing protection for her child in the world outside. The life lessons that his mom imparted protected him from blows to his indigenous identity, enabling him to become the first Aeta to graduate from the Philippines’ premier state university.

By taking on a strong stand on a deep-rooted cultural issue, we sparked serious conversation among Filipinos.