MediaQuest partnered with Public Relations Society of the Philippines (PRSP) and International Association of Business Communicators Philippines (IABC) to support Media Literacy through THINKaMuna Pilipinas through a Memoranda of Agreement signing ceremony held in Meralco Operating Center in Ortigas on Wednesday.
The collaboration focuses on research, training, and knowledge-sharing to build a more informed and discerning public.
"We celebrate a partnership that aims to bring good to our soceity," said Joe Zaldarriaga, Chairman of IABC.
He also said the public cannot control the flood of information goes to them. However, they have the power to navigate it wisely for themselves and their children.
The signing ceremony partaken by key figures from the partner organizations, including PRSP Treasurer Abigail Ho-Torres, Vice President for Internal Affairs Norman Agatep, and President Louie Sebastian; MediaQuest Holdings and TV5 President and CEO Guido Zaballero; IABC Philippines President Belle Tiongco, Chairman Joe Zaldarriaga, and Board Member Ramon Isberto, who also serves as MediaQuest’s Corporate Communications Consultant.
He emphasized that merely advocating for media and information literacy (MIL) is insufficient.
This led to the decision to partner with two leading professional communication organizations: PRSP, which he described as the country’s premier network of public relations professionals committed to ethical and strategic communication, and IABC Philippines, which links Filipino communication practitioners to the global community while upholding high standards in professional communication.
They will rollout research training programs and knowledge-sharing initiatives to make media and information literacy not just a skill, but a habit that every Filipino can practice in their daily lives, according to him.
"When we think critically before we click, we not only protect ourselves, protect our loved ones, our community, but we protect the whole country," he added.
Isberto, in his remarks, highlighted the impact of AI on individual perception, particularly its capacity to generate fake content that closely mimics legitimate sources, and its influence in deepening the country’s educational crisis.
In response, Isberto said the organizations' initiative plans to develop visually driven materials such as signs, images, and videos to better reach the general public. This is due to most available resources are academic in nature and primarily accessible within schools or educational institutions.
THINKaMuna Pilipinas is MediaQuest's MIL advocacy campaign that aims to empower Filipinos to critically assess information, identify credible sources, and engage responsibly online.