Pharmaceutical firm Unilab, Inc. and health and beauty retailer Watsons Philippines have launched the #ShareTheAlaga campaign, a nationwide initiative promoting the Filipino value of alaga, or genuine care, in customer service and community health efforts.

Unveiled during Unilab’s 80th anniversary, the campaign includes promotional events such as All-Out Alaga Day, exclusive Unilab bundles, and upcoming medical missions in key cities. But at its core, the initiative focuses on turning everyday moments into lasting acts of care.

“What defines us is more than our portfolio—it’s our purpose and values,” said Sebastian Baquiran, Unilab president and CEO. “Today, we bring those values to life through #ShareTheAlaga with Watsons, a partner that shares our passion for helping every Filipino look good, feel great, and live well.”

The campaign’s centerpiece is a short film inspired by a true story: a boy raised with consistent care by his mother who grows up to become a doctor serving remote communities.

“That’s a genuine story. Simpleng alaga, malaki ang nagagawa. From one small act of care from home, it rippled through the patients served by this doctor, who dedicated himself to serving as many communities as he can.” Panlilio said.  

Watsons Philippines also highlighted the shared vision behind the partnership. “At Watsons, we believe every store should feel like a space where customers are truly looked after,” said Joweeh Liao, Watsons director for health. “This isn’t just a campaign—it’s a celebration of our shared commitment to care.”

Through #ShareTheAlaga, both companies aim to emphasize that true care is not just transactional, but relational—passed from person to person in both quiet gestures and everyday service.