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Council for the Welfare of Children

The Council for the Welfare of Children is the focal inter-agency body of the Philippine Government for children. It is mandated to coordinate the implementation and enforcement of all laws; formulate, monitor and evaluate policies, programs and measures for children. Providing dynamic leadership in ensuring a child-friendly and child-sensitive society where every child fully enjoys his/her rights.

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The Council for the Welfare of Children expresses its grave concern over the recent TV commercial of Gardenia entitled “Gardenia Drama.”

CWC is the government’s inter-agency body which is mandated to formulate policies and plans for children’s well-being and monitor the implementation and enforcement of laws to protect and promote children’s rights.

The 34-second video shows a family of four; meanwhile the father, son, and daughter expressing their sadness over the unbranded “Promo Bundle” bread in their table.

A scene in the recent Gardenia TV commercial screen captured from YouTube

On the first half of the commercial, the family conversation goes:

Son: “Akala niyo lang walang pinagkaiba pero meron, meron.”
Father: “Pinagpalit mo na ba kami?”
Daughter: “Bakit po ‘nay? Hindi niyo na ba kami mahal?”

The TV ad seemingly conveys how a family equates their mother’s love and care for them if they were to be provided with a Gardenia bread.

The CWC calls upon the media companies and advertising agencies to conceptualize appropriate advertisements sensitive to the values in which a child has to learn.

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