Mitsubishi PH helps reinvigorate a community’s awareness and pride in heritage

IN 2011, renowned advertising photographer John Chua was conducting a shoot of the Banaue rice terraces when he spotted numerous collapsed portions of the terraces.

He asked a resident about the damage, who explained that the collapsed parts couldn’t be fixed because “they were waiting for government funds.”
Surprised by this passive attitude, Chua set out to gather the town elders in the church (it was a Sunday), showed them the pictures, and asked them point-blank, “Do we have to wait for government funds in order to fix this?”

Chua and the elders then came to an agreement to hold a town assembly where the people could present a list of everything they needed to restore the damaged parts of the 2,000-year-old terraces, which was already in the list of Unesco’s endangered world heritage sites.

List of tools
After two weeks, the people came up with the list: spades, crowbars, rubber boots, hard hats and other construction tools. Chua said, “they were not asking for money, just tools.”
Chua posted the Banaue situation, and the people’s requests, on Facebook. Offers for help came quick. A hardware store offered to provide the tools.
Mitsubishi Motors Philippines Corp., a regular client of Chua, then offered to bring a media contingent to Batad town near Banaue for its upcoming ride-and-drive activities.

In February 2012, MMPC, led by vice president for marketing services Froilan Dytianquin, and several motoring scribes braved the long drive (using the Montero VGT) and the punishing trek to Batad.
The public attention as a result of the stories that came out of that media visit turned out to be pivotal, as private individuals, civil societies and even government agencies responded with offers of money, materials and labor.

“Because of that, the rice terraces were removed from the Unesco endangered list of heritage sites. It was the best proof of the power of the media and the people,” said Chua.

Spirit of volunteerism
Today, the story of how the Batad rice terraces were saved from destruction by the power of the pen and the spirit of volunteerism stands as a tried-and-tested template worthy of emulation by other communities.
Banaue Tourism officer Dale Humiwat explained: “It was the media brought in by MMPC that jumpstarted the awareness. After that, other media outlets, NGOs from Baguio, Manila and Ifugao followed suit. John Chua, who has been visiting us here since 1979, helped bridge us to these people.”

Last May 20 to 22, MMPC came back to Batad, still with a select group of motoring media. This time, the group of 37 was on board eight units of the all-new Strada pickup.

The group joined up with Chua and two of his volunteer-associates to strengthen ties with the Batad community. At the same time, five LED TV flatscreen units, five iPad Minis, books, school supplies and paints were donated to Batad Elementary School.

The Motioncars-Inquirer Motoring contingent also donated storybooks and Guyito stuffed toys for the Batad children. A hundred comic books from the People for the Ethical Treatment of Animals and stickers on animal rights were also donated.

Making a difference
During the turnover ceremony, Dytianquin told Motioncars-Inquirer Motoring that MMPC wanted to go “beyond the usual R&R drive.”

He stressed, “We want to make a difference.”

That difference can be seen not just in the restored rice terraces, but in the reinvigorated community spirit in and around Banaue and Batad.