Beyond the four corners: How 'Absolute Kalinga' is building the nurturing village every family needs

There is much to love about raising a family in the Philippines. The biggest reason is having a “village” ready to lend a hand when parents need it. 

Running on the belief that “it takes a village to raise a child and support a family,” Absolute Distilled Drinking Water marked a meaningful milestone at the recent Family Welfare Day with the official launch of Absolute Kalinga, the brand’s new advocacy platform. 

What better way to launch a platform as important as this than with a celebration of family? For half a day, parents and their kids bonded over games, undertook wellness activities, and strengthened their connection. 

The event was made even more special by the attendance of Absolute’s beloved endorsers, the DenJen family—Dennis Trillo, Jennylyn Mercado, and their eldest, Calix—who embody the brand’s commitment to fostering Filipino families that are inclusive, healthy, and strong.

As part of the launch, Absolute made a donation to Autism Society Philippines, whose advocacy aligns with one of Absolute Kalinga’s core pillars—supporting child development and family wellness. 

Absolute’s donation will better support Autism Society Philippines' Homepowerment Program. 

“The program supports families with children in the autism spectrum. We teach parents and caregivers how to give appropriate intervention at home,” said Cecile Sicam, one of the co-founders of ASP. 

The nurturing village

Absolute Kalinga is built on four pillars: Health, Wellness, Security, and Community, demonstrating Absolute’s deep commitment to nurturing Filipino families beyond hydration. Applying all these together creates a holistic approach to championing Filipino families. 

Under the Health pillar, Absolute will run hydration education campaigns and spread product quality awareness along with partners in the medical field. 

In a similar vein, the Wellness pillar promotes physical, mental, and emotional well-being. Through this pillar, the brand will offer resources on mental health for parents. It will also defend inclusion and support for families with special needs. 

The Security pillar will help families have a safe and secure home. For Absolute, providing a stable and supportive family environment for its communities is a top priority. 

Finally, the Community and Togetherness pillar creates a supportive network for families. This includes encouraging shared experiences and bonding moments for families. 

This holistic family welfare platform includes Mommy Welfare, which maintains that the mother will always be the heart of every family. 

Shared responsibility

“We recognize na maraming nurturer sa community. It’s not just moms taking care of kids now; there’s an active role for others, including family members and the community,” said Justine Corpuz, marketing manager of Asia Brewery’s Bottled Water category.

“Since we’re now in the digital age, we want to raise awareness that communities are partaking in raising children. Everyone should take an active role in raising the future of our country,” she added. 

Through Absolute Kalinga, the brand will now have a consistent and recognizable advocacy platform, which is designed to work hand-in-hand with Absolute’s community partners. With platforms such as this raising the flag for Filipino families, there is much to hope for and aspire to. 

Editor’s Note: BrandedUp is designed to provide you with insightful, inspiring, and educational content created by PhilSTAR L!fe in collaboration with brands like Absolute Distilled Drinking Water.