Company: PLDT and Smart, Makati City, Philippines
Company Description: PLDT is the Philippines' largest fully integrated telco company. PLDT offers a wide range of telecommunications and digital services across the Philippines’ most extensive fiber optic backbone, and fixed line and cellular networks. The company is listed in Philippine Stock Exchange (PSE:TEL) and its American Depositary Shares are listed on the New York Stock Exchange (NYSE:PHI).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations
 Nomination Title: Madiskarte Moms PH: Building an Empowered Community of Mompreneurs
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 2020 - Present
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 166 words used.
Madiskarte Moms PH (“Resourceful Moms”), an online community that has created an ecosystem that supports “mompreneurs” who want to start home-based businesses, was founded at the height of the pandemic. Understanding the financial hardship that millions of families were facing, PLDT Home and a group of Filipino mompreneurs launched MMPH in September 2020.
The Philippines was one of the hardest COVID-hit countries in Asia. It also had the longest and strictest lockdown that left 17.6% of the workforce unemployed by April 2020. Filipino women were particularly vulnerable because they made up the majority of the shuttered service industries, and at the same time they bore the burden of domestic responsibilities at home.
To empower mompreneurs, MMPH became an accessible, online “academy” and community onFacebook that provides inspiring and educational content, talks, and online business toolkits and workshops that share best practices and ideas on how moms could find new revenue streams. It also engaged members with relevant and educational online business content onYouTube.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
During the 2020 pandemic, amidst Filipinos exploring new avenues for income like online selling, PLDT Home observed a rising interest in online home-based entrepreneurship. This prompted the MMPH team to spend three months from June to August 2020 meticulously planning Madiskarte Moms PH's launch. The strategy centered on five core areas:
Community Development: Fostering a supportive and collaborative environment for aspiring and existing online mompreneurs.
Brand Building: Establishing Madiskarte Moms PH as a trusted resource and empowering community.
Growth Strategy: Developing a clear roadmap to attract and retain members.
Content Strategy: Crafting valuable content that resonates with the community's needs.
Influencer Evaluation: Understanding the potential role of influencers in engaging the community.
September 2020 marked Madiskarte Moms PH's launch, following a structured three-year plan:
Year 1 aimed at rapid community expansion. Year 2 focused on enhancing engagement through interactive programs and diverse content. Year 3 aimed to solidify MMPH as a premier brand in online entrepreneurship.
This strategic approach bore fruit. By year-end one, the community boasted 79,000 members, with engagement soaring 477%. by year two. Year three brought accolades from local and international bodies, cementing our brand.
A cornerstone of MMPH's success was our adaptable content framework, offering diverse formats like educational, inspirational, and engaging content.
For our Facebook Group, at least three admin posts weekly and five user-generated content pieces daily. On our YouTube Channel, uploads occurred twice weekly. This ensured a steady flow of content catering to varied preferences, underpinning our community's vibrant growth and engagement.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
Since 2022, MMPH has helped members to:
1. Be a seller on e-commerce platforms like Lazada and Shopee
2. Streamline their operations, analyze their sales to determine and curate their product offerings
3. Learn simple accounting and effective marketing on digital platforms
4.Adopt a creative and sustainable mindset
5. Explore unique business models like dropshipping
To sustain engagement, the community conducts regular online contests—winners receive online business starter kits (PLDT Home broadband connections, baking tools, etc.) as prizes.
The community converted 318 of its members into Lazada sellers and helped 153 members land jobs with Ellana Cosmetics. Through the Diskarteng Pi’Nay online trade expo, MMPH helped 2,663 members connect with DTI-registered suppliers necessary for their businesses.
In 2022, MMPH and PLDT Home launched the first Gawad Madiskarte Awards on International Women’s Day with two main categories: Start Up businesses and Scale Up businesses that recognizes the fastest growing, most eco-friendly, and most sustainable business.
MMPH has reaped marketing awards such as The Grand Anvil Award, Gold Anvil Award for Public Relations Program – Specialized PR Program, Gold Anvil Award Public Relations Tool – Special Event and Exhibit; Silver Award for Innovation in Community Relations or Public Service Communications at the Asia Pacific Awards; Gold Award for Best PR Program at ASEAN PR Excellence Awards; and Prosperity Award at UN Global Compact Network Philippines SDG Awards. It was also recognized as one of the Top Mom Communities for Business/Entrepreneurship by Run By Moms, a platform under Facebook’s #SheMeansBusiness campaign.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 248 words used.
No other group has consolidated knowledge, network and support that’s easily accessible to all its members. From a few thousand mompreneurs in 2020, MMPH has now reached 178,000 and trained more than 15,000 mompreneurs. MMPH has also transitioned into a movement that is led by women and for women to achieve financial freedom. It’s a cycle of being mentored and mentoring as members become successful and pay it forward to new ones.
What was once thought of as a community to help women deal with the pandemic is here to discover new mompreneurs all over the country. With a trusted brand that’s also committed to nation building, PLDT Home has enabled MMPH to gain credibility as a business force and made it easier to partner with brands to give members an edge. Lazada, for instance, gave an exclusive masterclass on tips and tricks to set up and grow their Lazada pages. Community Supply, a marketplace for sellers and resellers, offered insights into what makes online brands popular, and offered a concrete way to earn money with no puhunan. Ellana Cosmetics opened an affiliate program for members to earn.
Canva, the biggest name in free graphic design, provided webinars on how to build a brand and do effective social media marketing. The Department of Trade and Industry (DTI) also provided members with a network of suppliers from One Town, One Product (OTOP), the agency’s grassroots program that promoted locally made goods and products from around the country.
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