He is easily one of the most recognizable
faces on a television screen that is not found on a news program. Alden Richards
has been pretty ubiquitous as one of those “multimedia” stars, being actor, TV
host, recording artist and a trusted face guaranteed to sell products. While
the COVID-19 pandemic (again) has restricted the things he could do somewhat,
Alden has never shied away at any opportunity to help out, even if he gets more
exposure – of the media kind – as a bonus. That would explain why he is now the
latest celebrity face to spearhead a DOH campaign.
As TV viewers must have already
seen onscreen, and confirmed by The
Manila Bulletin, the Department of Health (DOH) has tapped Alden Richards
to be the face of their new public information and awareness campaign against
the ravages of the novel coronavirus. The campaign is entitled “BIDA Solusyon
sa COVID-19,” and the bida/”hero”
imagery is plain to see in the comic-book visuals of the accompanying public
service commercial starring Richards. Dressed in a campaign vest, he is hailed
as the health department’s “BIDA Champion,” and in the PSA Alden re-presents
the old health anti-COVID safety protocols in a more colorful way.
In an easily-memorable fashion, “BIDA”
is an acronym for four key safety tips to guard against COVID-19 infection, as
Richards and his front-liner companions demonstrate. “B” stands for “Bawal walang mask” (“No-Mask is prohibited”);
“I” means “I-sanitize ang mga kamay;
iwas-hawak sa mga bagay” (“Sanitize the hands; don’t touch anything”); “D”
is “Dumistansya ng isang metro”
(One-meter distancing”); and finally “A” reminds Filipinos to “Alamin ang totoong informasyon” (“Learn
factual information”). To summarize, “BIDA” reiterates the adages of facemask
use, hand-washing and minimized physical contact, physical distancing and
making sure to get proper info.
If Filipinos are getting rather tired
of the healthy protocol reminders as they have been echoed week after week
since even before the community quarantines began in March, then perhaps
hearing it one more time from Alden Richards might reinvigorate listeners to
taking this precaution seriously. Only time will tell; but then it is Alden.
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