As the country celebrates Mother’s Day, the Aboitiz Foundation honors the strength and resilience of Filipino mothers by spotlighting a transformative initiative that is changing lives through digital empowerment.
At the heart of this movement is Elevate AIDA (Artificial Intelligence and Data Annotation), a flagship program led by the Aboitiz Foundation in partnership with Connected Women, the Department of the Interior and Local Government, and the Philippine Commission on Women.
Designed to equip women from 30 local government units with in-demand digital skills, the initiative helps them access online work opportunities from the safety of their homes.
“Elevate AIDA isn’t just about digital training — it’s about giving women real opportunities to change their lives, support their families, and contribute meaningfully to their communities,” said Ginggay Hontiveros-Malvar, president of Aboitiz Foundation.
Since its inception, the program has enrolled nearly 2,000 women, 1,865 of whom have completed the training. Many were previously unemployed or underemployed. Now, they earn up to ₱600 per day, gaining financial independence while building brighter futures for their families.
Among the inspiring stories is Jehaida Aidarus, a survivor of domestic abuse. Once denied the chance to work or study, she escaped her circumstances and joined the Elevate AIDA program. Through it, she is rebuilding her life and working toward the goal of reuniting with her children on her terms.
In Basilan, Nima Duma, a mother of three, lost her online selling business during the pandemic. Despite intermittent internet access and power outages, she completed the training and now performs digital tasks from home. For Nima, each peso earned through honest work is a step toward dignity and stability.
For Anna Marie Tubon, a single mother and customer service representative, Elevate AIDA became a stepping stone for career advancement. She now aspires to move into a leadership role, using her newly strengthened digital skills.
The results are encouraging: 58 percent of graduates have applied for jobs through Connected Women, and 40 percent are now employed — proof that the program is effectively bridging the gap between training and livelihood.