In its commitment to be the partner of Filipino families in addressing their needs in every life stage,
Johnson & Johnson Philippines launched Camp Courage – a movement that seeks to help Filipina teens overcome the many difficult challenges they go through during their teenage years, such as dyahe, hiya, and kaba, by providing the right tools and information to build their confidence in seizing every moment for them to reach their full potential.
According to a study* conducted about the behavior of teens nowadays, 75% of girls ages 13-17 want to feel accepted yet are afraid of being judged. Among Filipinas, this translates to dyahe, hiya, and kaba, which are amplified by the many changes they go through physically, emotionally, and socially.
This prompted J&J Philippines to jumpstart the advocacy, Camp Courage. “Knowing and understanding the needs of young Filipinas is the very foundation of the advocacy we are doing at J&J Philippines,” shared Karen Co, Group Brand Manager for Women’s Health & Beauty of J&J Philippines. “It is during the teenage years when girls start to feel new emotions that translate into their perception about themselves and how they relate to others. Madalas nandyan yung ‘dyahe’, ‘hiya’, at ‘kaba’ especially when they start to get affected by the many changes that are happening around them, which also include the bodily changes resulting in discomfort. That is why we developed Camp Courage: an advocacy that helps today’s girls fight hiya, dyahe, and kaba, and turn them into saying “kayang-kaya!” We want to empower Filipina teens to celebrate their teenage years by building up their confidence to seize every moment with the right tools and information, leading up to realizing their full potential.”
Camp Courage will go around the Philippines to reach out to about 400,000 Filipina teens in 500 schools
nationwide. It will conduct workshops and activities that will help girls understand their bodies even better, know the right things to do in any situation, and find opportunities where they can enhance their talents and skills even more. More importantly, the Camp Courage School Program will encourage teens to face their teen challenges head on, inspiring them to believe in themselves and their abilities.
The advocacy will also run online at www.ourcampcourage.ph where teens can support each other by sharing information and inspiring stories to help them be the best that they can be. This platform will be a venue to house
a strong support system for girls encouraging other girls, making it a safe place where they can share their thoughts and feelings, and receive much needed support as they go through the challenges of teenage life.
Among the brands supporting this campaign are Clean & Clear, which seeks to help girls show their real self with the confidence of clean and clear skin; Carefree, which aims to let them discover and fully enjoy new experiences with a well-maintained fresh confidence; and, lastly, Modess, which empowers them to make their move with unrestrained confidence.
Camp Courage seeks to inspire every Filipina teen to be determined to discover her full potential by not being held back by the many changes happening in her life, instead, allowing her to celebrate the many opportunities being young brings about!
Join the conversations and encourage other girls online by visiting www.ourcampcourage.ph this September, and by using the hashtag #CampCouragePH.