Public relations firm Verde Creatives, recognized for embedding advocacy into its practice, marked the fifth edition of its annual Pamaskong Pasasalamat, reinforcing its commitment to purpose-driven public relations.
Through a holiday outreach carried out in collaboration with key partners, the initiative provided Christmas assistance to indigent LGBTQIA+ senior citizens and youth leaders in Baseco, Tondo, while also extending support to the LTFRB LGBTQIA+ Association—communities that continue to be among the most underserved in Philippine society.
Sustained for five consecutive years, Pamaskong Pasasalamat has evolved into Verde Creatives’ cornerstone year-end program—an expression of the firm’s commitment to reinvesting its professional gains into grassroots communities. The 2024 edition carries added meaning as it aligns with the company’s eighth anniversary, a period Verde Creatives regards as a particularly auspicious chapter marked by deepened partnerships, broader collaboration, and an expanding footprint in social impact work.
From its earliest planning stages, the initiative benefited from the unwavering backing of the Ladlad LGBT Party-list, a long-standing advocacy ally of Verde Creatives. Beyond symbolic support, Ladlad played a hands-on role in the execution of the activity—overseeing venue preparations within the Baseco compound and actively assisting in the identification and mobilization of beneficiaries. This close, ground-level collaboration ensured that both logistics and community outreach were carried out with order, efficiency, and a clear commitment to inclusion.
Organizers likewise recognized early on that a holiday gathering in a densely populated urban poor community such as Basecowould inevitably draw more than just intended recipients. Rather than viewing this as a challenge, the proponents deliberately embraced the occasion as a strategic platform—one that could transcend aid distribution and become a moment for public engagement and learning. With this in mind, Verde Creatives enlisted the Society of Trans Women of the Philippines (STRAP) to integrate an educational dimension into the program, transforming a festive crowd into an attentive audience open to dialogue on gender equality and social justice.
“This initiative reflects how we choose to give thanks—not performatively, but through sustained action,” said Bemz Benedito, Managing Director of Verde Creatives. “For eight years, our growth has been anchored in standing alongside communities that are too often pushed to the margins. Pamaskong Pasasalamat is a reminder that dignity, visibility, and care must be practiced consistently, not reserved for a single season.”
The collaboration translated into tangible support on the ground, with 60 Noche Buena packs distributed to Baseco beneficiaries—twice the initially planned number—alongside 20 additional packs allotted for members of the LTFRB LGBTQIA+ Association. Food packs were also shared with all attendees, reinforcing the project’s aim of delivering not only material assistance, but a genuinely celebratory and respectful holiday experience.
As planned, STRAP conducted a clear and well-received SOGIESC 101 (Sexual Orientation, Gender Identity, Gender Expression, and Sex Characteristics) session during the event, delivering basic information on gender equality and social justice to attendees who had initially gathered as onlookers but became an engaged audience. The educational segment complemented the gift distribution by turning the occasion into an opportunity for awareness-raising and community learning.
To keep the mood joyful and participation high, Ladlad officialsco-officiated parlor games together with Verde Creatives, with STRAP providing support. The games encouraged active involvement from beneficiaries, drew laughter and cheers from participants and spectators alike, and helped strengthen the sense of community during the outreach.
Baseco, one of Manila’s most densely populated urban poor communities, was selected for its heightened vulnerability, particularly among elderly residents and youth leaders. This year’s initiative specifically supported LGBTQIA+ elderlies, who face compounded discrimination due to age, gender identity, and economic status, as well as members of the Sangguniang Kabataan (SK) and Katipunan ng Kabataan (KK), recognizing their vital role in grassroots leadership.
Senator Loren Legarda, a long-time advocate for inclusive governance and social protection, underscored the importance of compassion and solidarity during the holiday season. “Christmas is a time to remember those who need our support the most,” Legarda said. “Our urban poor communities, LGBTQIA+ elderlies, and young leaders deserve not only assistance, but recognition and respect. Initiatives like Pamaskong Pasasalamatremind us that governance must always be rooted in empathy and service.”
Congressman Leandro Leviste, who also contributed to the distribution of Noche Buena packs, emphasized the value of targeted and inclusive community engagement. “Real public service happens on the ground,” Leviste said. “By working directly with communities like Baseco and supporting LGBTQIA+ public servants, we make sure that help reaches those who are often overlooked. This collaboration reflects the kind of leadership that listens, includes, and acts.”
The 2024 Pamaskong Pasasalamat also extended support to the LTFRB LGBTQIA+ Association, the first officially recognized LGBTQIA+ organization within the Department of Transportation. The association has been active in promoting safe spaces, gender sensitivity, and institutional inclusion within government service.
Pamaskong Pasasalamat is the second major gift-giving initiative undertaken by Verde Creatives this year, following an earlier collaboration with the Golden Gays, a group of elderly gay men and transgender women, during the firm’s anniversary celebration. As the event concluded, organizers reported strong turnout, enthusiastic participation in both educational and recreational activities, and positive community feedback—making the gift-giving occasion an overwhelming success in both relief and outreach objectives.
“As we move forward, our commitment remains the same,” Benedito added. “Success means very little if it is not shared. Pamaskong Pasasalamat is about making sure no one is invisible—especially during the season of giving.”
As it looks toward its sixth year in 2025, Verde Creatives reaffirmed its commitment to intersectional advocacy—bridging public relations, governance, and community empowerment—demonstrating how collaboration across civil society, political partners, and government institutions can create meaningful, lasting impact for marginalized sectors.
