SPARK! Philippines – KITA Initiative (Philippines)
Made women entrepreneurs literally visible by redesigning store signage with culturally inspired typography, thanks to SPARK, a nonprofit that champions women and youth.
Submitted by Havas Ortega, Manila
Winner’s Citation
PLATINUM in the 2025 Marketing Makes a World of Difference Awards
The “KITA Initiative” made women entrepreneurs visible—literally. By transforming store signage with a typeface rooted in Filipino culture, SPARK! Philippines empowered over 500 women-led businesses to claim their presence in public space. With no media budget, the campaign generated millions in earned value, drove sales and foot traffic, and sparked a national conversation on gender equity. This simple but profound act of design showed how visibility itself can be a form of empowerment—and a catalyst for change.
How it Makes a World of Difference
In the Philippines, 60% of small businesses are run by women, yet their contributions remain largely invisible. The KITA Initiative—named for the Filipino word meaning both “seen” and “earnings”—turned everyday store signage into a powerful medium of recognition. By creating a new typeface inspired by the butterfly sleeves of the Filipiniana dress, the campaign celebrated women’s resilience and gave their businesses a visual identity impossible to overlook. With zero media budget, this initiative reframed visibility as empowerment, proving that design and culture can elevate marginalized voices and drive community change.
Jury Lens Evaluation
- Promise Becomes Action: SPARK! promised to empower women entrepreneurs and acted by literally making them visible through signage, culture, and design.
- Trust: The initiative built trust by being community-driven, women-created, and endorsed by local leadership, from Mayor Joy Belmonte to corporate partners.
- Growth: Women entrepreneurs reported increased foot traffic and sales, demonstrating direct business benefits alongside broader societal impact.
- Difference: By reimagining signage as media, the campaign created a scalable, cost-effective model of empowerment adaptable to other markets worldwide.
Results that Make a Difference
- ₱13 million ($230,000) in earned media value generated without paid spend.
- 4 million+ people engaged with the campaign.
- 500+ business signs redesigned, giving women-owned businesses greater visibility.
- Partnerships with Coca-Cola, SM Supermalls, One Mega Group, Filip+Inna, and Canva ensured sustainability and credibility.
- Women entrepreneurs reported increased customer traffic and higher sales.
- Sparked a national conversation on gender equity in business, positioning women entrepreneurs as key economic players.
