UPMG Philippines’ annual campaign encourages children to read more, think more, and share more.
Seven out of 10 Filipino students lack basic reading skills.
A Southeast Asia Primary Learning Metrics (SEA-PLM) report shows that many struggle to understand even simple texts, making it harder for them to keep up in class.
This is the gap the United Print and Multimedia Group (UPMG) Philippines aims to address.
Through its annual Back to Basic Reading Campaign, UPMG Philippines brings together publishers, educators, and learners to rediscover the importance and joy of reading.
“What pushes us to do this is the need to improve children’s comprehension,” says UPMG President Vivienne Motomal.
“They need to understand what they read and consume, whether online or in print, so they can form their own thoughts and become responsible members of society.”
MAKING READING A HABIT
On September 7, the campaign marked its second year at Rosauro Almario Elementary School, carrying the theme “Flip and Scroll: A Reading Quest for Every Kid on Pages and Screens.”
Malaysian Ambassador H.E. Dato’ Abdul Malik Melvin Castelino attended the event and echoed the same sentiment in his speech:
“Reading is the first step to learning, progress, and growth. It enhances your critical thinking.”
“If you read today, you can be a president, a doctor, a lawyer someday — an important person who can make important decisions for yourself and for those around you.”
The initiative brings this message to life through activities that make reading engaging and meaningful.
A storytelling session led by Therese Alebusa of Nameless Books gave students from Grades 3 and 4 the opportunity to participate, strengthen their literacy skills, and win special prizes.
A DAY OF STORIES AND SMILES
The event also featured a book distribution for more than 100 attendees.
Nameless Books donated a selection of children’s literature, including “Newton,” “Snapper: The Perfect Christmas Tree,” “Teddy Takes a Train,” and more.
Adding to the fun were free lunch and Yakult for everyone.
Yakult Medical Relations Assistant Myka Ronalou Estillore commended UPMG’s commitment to promoting print while also championing digital resources, noting:
“Thank you for inviting us here. We appreciate your passion for reading because we believe reading is what shapes the future.”
TAKING THE ADVOCACY FURTHER
UPMG Treasurer Sherly Baula says the group’s goal is simple:
To help elementary students develop critical thinking, creativity, and confidence.
“Remember, when you read a book, whether you flip through its pages or scroll on a tablet, as long as you read, you win. We hope today we inspired you to read more, think more, and share more.”
Looking ahead, UPMG Philippines remains committed to expanding its advocacy and encouraging others to take part.
One of its initiatives is a CSR project that invites people to donate reading materials to its beneficiaries, including the Aetas of Zambales and St. Francis Learning School.
The project will be part of an event on November 11 celebrating UPMG Philippines’ 25th anniversary.
This year’s Back to Basic Reading Campaign, themed “Flip and Scroll: A Reading Quest for Every Kid on Pages and Screens,” was sponsored by the Embassy of Malaysia in Manila, Nameless Books, Lounge Cafe Bookstore, and Yakult, with the support of the Ad Standards Council.
