Palawan “There Na” campaign spotlights OFWs as modern-day heroes

MANILA — The Palawan Group of Companies has launched a nationwide campaign honoring overseas Filipino workers (OFWs), underscoring the emotional and economic lifeline of remittances for millions of families.

Dubbed “There Na,” the campaign positions OFWs as modern-day heroes whose sacrifices sustain households across the Philippines, while promoting the company’s international remittance services through PalawanPay and its branch network.

The campaign’s commercial features real-life-inspired narratives: a construction worker in Dubai sending school allowance to his son in Luzon, a seafarer in Alaska supporting her partner in the Visayas, and workers in Hong Kong providing for families back home.

The message is clear — distance no longer prevents timely support.

Actress Marian Rivera headlines the campaign, drawing parallels to her iconic role as Darna — a symbol of strength and rescue in Philippine pop culture.

In the advertisement, Rivera receives a remittance from Spain, illustrating how funds can be accessed quickly and securely.

“OFWs are real heroes, working tirelessly, often from thousands of miles away,” said Palawan Group President and CEO Karlo M. Castro. “Every peso they send carries love, hope, and dreams.”

The company said its services allow families to receive money through more than 45 international partners, over 3,500 branches nationwide, or digitally via its app — a hybrid approach aimed at accessibility and convenience.

Chief Marketing Officer Bernard Kaibigan emphasized that remittances go beyond financial transactions.

“Distance may separate families physically, but it should never weaken the love that binds them,” he said.

Remittances remain a cornerstone of the Philippine economy, supporting education, healthcare and daily living expenses.

By aligning its campaign with the lived experiences of OFWs, Palawan Group aims to reinforce trust and emotional connection with its users.

The campaign’s central message — “There Na” — underscores immediacy and reassurance: when support is sent, it arrives safely and without delay.