Empowering children of the future: Tang showcases kids’ brilliance through ‘Yan ang Isip-bata Movement

MANILA, Philippines — As a brand for families, Tang seeks to be the voice of children, and aims to prepare kids for a better future.

The initial release of the advocacy campaign centered around the call to action: “Baguhin natin ang ibig sabihin ng isip-bata.” This initiative aims to combat the negative association of the term with individuals being immature and unreliable.

Much has been said and done throughout Tang’s efforts to change the negative connotation of the term “isip-bata” as a whole. However, sparking the movement wasn’t so simple—as the term’s 91% of conversations online were negative.

The brand released a film that highlights the existing stigma around being “isip-bata” and how it is negatively used in society today. It also featured Grade 6 student Jade Go Patawaran and her exceptional invention, a flood detection device, stressing that children can make a positive impact within their communities.

Changing the meaning of being “isip-bata” needed efforts beyond planting a seed in the minds of many. Therefore, Tang still needed to relay the excellence of local kids today.

In doing so, the brand organized the first-ever Tang Kidnovator camp last October 7, at Novotel Manila Araneta City—bringing together 36 young and talented kids from the metro who were tasked to utilize Tang packs and address the lack of electricity in schools.

Students, parents and teachers all had a blast as participating kids ultimately crafted and presented their own brilliant inventions after learning from an esteemed panel of experts.

With hopes of driving positive change from the public, negative comments about the term “isip-bata” were flashed on different billboards across EDSA—encouraging the public to change the term by sharing positive comments and stories about being isip-bata on Facebook.

Since then, positive comments written by social media users have now flashed across the same billboard locations. This successfully showcased the public’s response to changing the term, along with Tang’s commitment to pushing their advocacy for children.

To give the public an in-depth view of why being isip-bata entails being creative and bright, Tang launched the ‘Yan Ang Isip Bata