"Frontline Heroes" billboards pop up across Metro Manila to pay tribute to COVID-19 workers

Media and creative agency Havas Ortega has paid tribute to all the frontline workers braving the threat of the Coronavirus disease 2019 (COVID-19). 

Frontline Heroes

Billboards in Metro Manila transform into messages of strength for COVID-19 frontliners

The campaign "Frontline Heroes" is shown through billboards in Metro Manila featuring comic books where frontliners are depicted as superheroes.

Every day our frontliners answer the call of duty, risking their health to take on extraordinary burdens brought about by these extraordinary times. But with the rest of the country in quarantine, they may feel left behind and alone outside. Frontline Heroes is our way of directly expressing our message of strength to the frontliners, cheering them on as they go to work and lifting their spirits as they go home, said Jos Ortega, CEO of Havas Ortega. 

Characters from Frontline Heroes like Commander Doctor (doctors), Power Packners (cashier and supermarket baggers), Kidlat Rider (delivery drivers), Incredible Guard (security guards), Super Nurse (nurses) and Truth Twins (journalists and cameramen).

Also included are Johnny Tor (janitors), Pharma Sis (pharmacists), Kalye Ranger (uniformed personnel), Kusina Titan (restaurant workers), COVID Hunter (lab technicians), Virus Blasters (disinfect crew), Pera Sentinel (bank clerks), Boom Bero (firefighters), and Metro Manong (garbage collectors).

Ortega was optimistic that this move could fire up the hope in the hearts of Filipinos despite the ongoing COVID-19 crisis in the country. 

He also urged Filipinos to join the campaign by using the #TuloyAngLaban on their social media accounts with a personal message, tagging frontliners.

With the physical, emotional, and mental strength required to do what they do, our frontliners are not just heroes, they are superheroes. But they need our help to keep them going! #TuloyAngLaban is the reaffirmation of support needed to renew our Frontline Heroes’ strength as they continue to fight a long and tiring battle against the pandemic, said Griffey de Guzman, Associate Creative Director of Havas Creatives.

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