In an industry often driven by numbers, margins and competition, two health and wellness giants are choosing to spotlight something far more human: Alaga — a uniquely Filipino concept of care that’s sincere, personal and transformative.

To mark its 80th year of service to Filipino families, pharmaceutical and health care leader Unilab Inc. (Unilab) has teamed up with Watsons Philippines (Watsons), the country’s leading health and beauty retailer, to launch #ShareTheAlaga — a nationwide campaign that transforms everyday interactions into lasting moments of care and connection.

#SharetheAlaga campaign was unveiled in a warm, story-filled gathering of company executives, partners, and members of the media. More than a campaign, the event introduced a movement — one that reimagines each customer service as interaction or opportunity where alaga or care can be genuinely experienced.

“At Unilab, we mark 80 years of unwavering commitment to serving the Filipino people. What defines us is more than our portfolio — it’s our purpose and values,” says Sebastian Frederick F. Baquiran, president and chief executive officer of Unilab Inc. (Unilab) and Unilab Skin Sciences Inc. (ULSSI) “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.”

“As we launch the Share the Alaga campaign together, we couldn’t be more excited to continue this journey of care and service with you. Over the years, we’ve worked with Unilab hand-in-hand to deliver what matters most to our shoppers,” said Joweeh Liao, director of Health Business Unit, Finance, Property and Store Development of Watsons Philippines.

“At Watsons, we believe that every store should feel like a space where customers are truly looked after. We take the meaning of alaga to the next level. This isn’t just a campaign. It’s two industry leaders in health and retail coming together to celebrate the values and enduring collaboration based on the Filipino spirit of caring for one another.”

While the campaign includes perks like All Out Alaga Day with P80 off for every P500 purchase, exclusive Unilab bundles, and upcoming medical missions in key cities, its heart lies beyond promotions. At its core are stories — real moments that show how even the smallest act of care can ripple far beyond the moment it’s given.

One such story, shared by Alexander S. Panlilio, corporate vice president for Corporate Branding and Social Partnerships, Unilab Inc., inspired the campaign’s flagship short film. It tells the journey of a boy raised with consistent love and care by his mother, who grows up to become a doctor dedicated to serving far-flung 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.

Panlilio also bared that the same value of care became the seed for the unprecedented growth of the country’s leading pharmaceutical and health care company.

“Our founders started Unilab with the goal of serving the needs of our kababayans at a time when health products were scarce. They went out of their way to look for medicines needed by patients, regardless if they had to do the rounds in the entire city using a simple bicycle just to be able to serve,” Panlilio added.

Ermelo Villaroman Jr., corporate vice president and head of Sales and Customer Development, Unilab Inc., echoed the same message.

“Pag nararamdaman natin ang alaga, tayo ay nakakapag-alaga din. When we feel cared for, we become more capable of caring for others,” he said.

“Together, Unilab and Watsons have grown categories, created award-winning programs, and remained steadfast addressing evolving shopper needs, digital acceleration, and new health priorities. But beyond the numbers and wins, what truly anchors our partnership is a shared purpose — that every Filipino deserves to feel well, to feel seen, and to feel supported. That’s what alaga means, and that’s what we commit to deliver every single day.”

The shared vision between Unilab and Watsons gives the campaign its soul. Alaga isn’t transactional — it’s relational. It’s passed from person to person, deepening with every act.

#ShareTheAlaga offers a tender, powerful reminder: True care is in the quiet gestures — a pharmacist patiently explaining a prescription, a cashier offering a smile, a store clerk going out of their way to help.

For Unilab and Watsons, care isn’t just a tagline. It’s a legacy; a way of life. Through this partnership, they are showing that in the business of health and wellness, the most meaningful success is care that’s not just seen—but felt.