The Department of Science and Technology has called on the public to support the observance of the National Time Consciousness Week on 1 to 7 January 2023 with the theme "Oras Pinas: Tamang Oras Tungo sa Maunlad na Pilipinas."

The program, according to the DoST, aims to synchronize all timepieces across the country.

"This year's theme is anchored on promoting the culture of punctuality, of being on time, and in giving mutual respect for each other's time," said the DoST.

The agency added that "the wise use of time serves as key driver in building a progressive nation that aspires for inclusive growth and development."

The advocacy aims to promote the new Filipino time which is under Republic Act 10535 or The Philippine Standard Time Act of 2013.

"The law requires all national and local government agencies, as well as broadcasting companies, to adhere to and display the PhST in their respective offices," the DoST said, adding that it will be a perfect gesture of synergy needed to efficiently run a bureaucracy.

The DoST-Philippine Atmospheric, Geophysical, and Astronomical Services Administration is designated as the official timekeeper.

To fully implement the law, the DoST started in 2011 an advocacy campaign which was called "Juan Time," a word play on "One Time" (single or unified time) and "Juan" being the common name for Filipinos.

The main campaign was rebranded two years ago into "Oras Pinas" to be more inclusive and meaningful for every Filipino and to dispel the negative connotation that Pilipino time is "always late."

In 2021, the theme was "One Nation, One Time: Pilipinas On Time" which aimed to institutionalize the new Filipino culture of being always on time and having only one time as a nation. Then in 2022, the theme was Bangon Pinas Para sa Bagong Bukas: Sundin ang Tamang Oras, which focused on advocating recovery from the Covid-19 pandemic.

The theme also zeroed in on the idea of helping in the nation-building, supporting efforts to achieve sustainable development, and promote inclusive growth by valuing time.