Ginang Alaska, one of the longest running brand activation initiatives in the Philippines now on its 9th year.
Starting out as small scale promotions nine years ago that coincided with the Flores de Mayo and Mother’s Day, it has evolved into a multi-channel, annual search conducted in as many as thirty cities nationwide. While the theme for the search is adjusted yearly to be current and topical, what has remained consistent is the fact that a Ginang Alaska is a mom that can balance her role as a wife, mother and inspiration for the community that she resides in.
Through the years, we’ve had varied mom contestants – from homemakers to working moms, to teachers to policewomen to entrepreneurs to call center agents. Heartwarming stories include moms saying that, when they were still not married, they’ve always wanted to join a pageant. However, for whatever reason, they were not able to. Now, Alaska was able to make them realize that dream – and not just on a superficial level, but on an even more meaningful platform, they are recognized as individuals that embody the qualities of the quintessential mother.