Starting this July until December 2022, the Department of Trade and Industry – Bureau of Domestic Trade Promotion (DTI-BDTP) will promote the #FlexPHridays campaign in over 140 digital screens of LRT 1 and MRT 3 stations in Metro Manila.

This will be the first attempt of the #FlexPHridays campaign to go beyond digital advertising, making use of mass transport media to further raise awareness. With LRT 1’s daily average of commuters/riders between 400,000 to 500,000 and MRT 3 with 500,000 riders per day, #FlexPHridays is bound to reach and touch a wider audience.

It’s not just a campaign, it’s a movement

 #FlexPHridays is an offshoot of the DTI’s Buy Local, Go Lokal campaign, which focuses on promoting the products and services of local MSMEs in the mainstream market.

Inspired by the Filipinos’ love for being in the know, #FlexPHridays has been encouraging a healthy “flex” culture in social media to boost MSME exposure and consumer base. This is done through a Friday weekly habit of getting both brands and consumers to post photos or videos featuring any Filipino product or service, which may include food, fashion, and furniture, on social media using the hashtags #GoLokal and #FlexPHridays.

Riding the TRENd (Ride the Train)

The #FlexPHridays campaign’s platform advertising will be seen in all 20 LRT 1 stations (Baclaran, EDSA, Libertad, Gil Puyat, Vito Cruz, Quirino Avenue, Pedro Gil, United Nations, Central Terminal, Carriedo, Doroteo Jose, Bambang, Tayuman, Blumentritt, Abad Santos, R. Papa, 5th Avenue, Monumento, Balintawak, Roosevelt) while in-train advertising will be present in both LRT 1 and all 13 MRT 3 stations (North Avenue, Quezon Avenue, Kamuning, Araneta Center-Cubao, Santolan-Anapolis, Ortigas Avenue, Shaw Boulevard, Boni, Guadalupe, Buendia, Ayala, Magallanes, and Taft Avenue).

Commuters taking the light rapid transit system in Metro Manila will see the Buy Local, Go Lokal campaign AVP and Social Media Accounts of #FlexPHridays as well as listen to the catchy #FlexPHridays jingle. Riders will learn how to become a BUYaning Pinoy, which are shown in three steps: Buy local products, snap a photo or video of your purchases, and flex it online by including the hashtag #FlexPHridays. Exploring a different approach to advertising #FlexPHridays, the DTI hopes that the campaign will reach a wider audience and stimulate the demand for homegrown brands even more.

Follow #FlexPHridays’ socials media accounts on Facebook, Instagram and Twitter. For more information on the DTI’s #FlexPHRidays campaign and the Go Lokal Program, you may also email:  DTI-BDTP Director Marievic M. Bonoan or Go Lokal officers Imee Lopez or Korina Santos at♦

Date of Release: 19 July 2022