The KITA Initiative: Making Women-Owned Businesses Seen One Sign at a Time, a collaboration between SPARK! Philippines and Havas Ortega, proudly brought home a Bronze in the Best Use of Out of Home category at the Festival of Media Global Awards 2025, held recently.
Among several entries submitted from the Philippines, The KITA Initiative was the only one to win a Bronze, underscoring its distinction as a globally recognized campaign that fuses creative media with social impact.
The Festival of Media Global Awards, held annually in London, celebrates the most effective and innovative use of media worldwide. The KITA Initiative stood out for its purposeful storytelling, culturally rooted design, and commitment to empowering women entrepreneurs.
“Being the only Philippine campaign to bring home a Bronze this year is an honor,” said Jos Ortega, CEO of Havas Ortega. “It affirms that creative ideas anchored on social relevance and cultural insight can resonate on a global stage.”
A Movement for Visibility and Opportunity
In the Philippines, 66% of MSMEs are owned or led by women, yet many remain invisible in a male-dominated business landscape. Recognizing that visibility opens doors, The KITA Initiative set out to help these women-led businesses claim space, be seen, and be supported.
The campaign name, KITA, is rooted in the Filipino words for both “to see” and “to earn”. It captures the initiative’s goal: to spotlight the economic and social contributions of women entrepreneurs and encourage a shift in societal perception.
Design as a Tool, Not the End
While The KITA Initiative is first and foremost a movement, it uses the KITA Font—a custom-designed typeface inspired by the butterfly sleeves of the Filipiniana dress—as a tool to symbolically and visually empower women entrepreneurs. The font serves as a reflection of resilience, strength, and grace—qualities embodied by Filipina business owners across the country.
Deployed on physical storefront signage, packaging, and digital assets, the KITA Font transforms women-owned businesses into more visible, proudly owned spaces.
Widening Circles of Impact
The initiative has quickly evolved from a typographic innovation into a full-fledged ecosystem, with strong support from communities and global partners:
- Design platform Canva integrated the KITA typeface, making it accessible to its 220 million monthly users worldwide—exponentially expanding its reach
- Palawan’s first female-owned brewery, Palaweño Brewery, created a special-edition beer, committing 40% of its sales to support the initiative
- Filip+Inna has agreed to produce tote bags featuring the KITA typeface which will be used to package clothing sold from their label
- SM Supermalls used the KITA typeface in their communication materials for the Sining Filipina 2025, an all-women’s art competition by the Zonta Club of Makati & Environs Foundation, Inc., an event co-organized by SM Supermalls
- The Philippine Association of Store and Carinderia Owners (PASCO) distributed over 500 store signages to mark select member establishments as women-owned businesses
- The KITA font has been adopted by Bodyfood All-Natural and For Keeps Clean Beauty in its communication materials and collaterals
“The more women are seen, the more they are supported. That’s the heart of The KITA Initiative,” said Maica Teves, Executive Director of SPARK! Philippines.. “It’s incredibly meaningful to see a local movement like this make waves internationally.”
A Campaign of Creative and Strategic Excellence
In addition to its Festival of Media Global recognition, The KITA Initiative has garnered acclaim across multiple prestigious platforms:
- GOLD – Internationalist Awards for Innovation in Media
- BRONZE + Shortlist – Spikes Asia 2025
5 Wins at the 17th Kidlat Awards, including:
- SILVER – Classic Creativity: Design
- SILVER – Creativity in Engagement: PR
- BRONZE – Classic Creativity: Outdoor/Ambient
- BRONZE – Classic Creativity: Integrated
- BRONZE – Craft: Typography
These accolades reaffirm the campaign’s strength in combining creative innovation with measurable impact.
