WINNING | Watsons doubles down on purpose-led health push

Insider Spotlight

• Watsons Philippines is scaling purpose-driven campaigns as health education demand rises
• Advocacy-led storytelling is becoming a growth lever for major retailers
• Strategic communications now tie brand equity to measurable community impact
  
  

Watsons Philippines is sharpening its focus on health education and community engagement as Filipino consumers increasingly expect brands to play a more active role in everyday well-being, not just retail convenience.

Health, wellness, and beauty retailers are no longer judged solely on price or assortment. The winners are those that translate scale into trust—using campaigns that inform, empower, and influence behavior at the community level.

Zoom in

Watsons’ recent campaigns show how large retailers can use strategic communications to bridge public health gaps, from diabetes awareness to pharmacist-led education, while still driving brand engagement and commercial results, the company said in a statement on Feb. 9.

Watsons Philippines was recently recognized at the 61st Anvil Awards, the country’s top public relations awards program, taking home two Gold Anvil Awards and three Silver Anvil Awards for campaigns spanning advocacy, brand communication, partnerships, and experiential marketing.

One Gold Anvil went to “Together Raising Awareness on Kids’ Diabetes,” an advocacy campaign built around the #Type1Story initiative. 

The program tackled low awareness of Type 1 Diabetes among Filipino families through empathetic storytelling, expert partnerships, and accessible education—helping reduce stigma and promote early diagnosis nationwide.

The other Gold Anvil recognized Watsons’ summer campaign, “Summer starts at WATSONS, Ready for fun araw-araw kahit saan!” which combined sun care education, sports partnerships, on-ground activations, and digital amplification. 

The campaign’s data-led, experience-driven execution also earned it a shortlist for the Grand Anvil, the highest PR distinction.

Watsons also picked up Silver Anvil Awards for its HWB Awards 2025 program, its Diabetes Educator Program in partnership with Diabetes Philippines, and for PR tools under Special Events and Exhibits. 

The Diabetes Educator Program, in particular, strengthened the role of Watsons pharmacists nationwide through structured training, elevating in-store diabetes counseling and patient support.

What they’re saying

“At Watsons, every campaign starts with a clear purpose—how we can better serve our customers and put a smile on their faces every day. These recognitions inspire us to keep raising the bar, not just creatively, but in terms of impact,” Danilo Chiong, managing director of Watsons Philippines, said in the statement.

“Whether it’s advocating for children with diabetes, equipping our pharmacists with deeper expertise, or creating meaningful brand experiences, we want our work to genuinely improve everyday lives and make wellness more accessible for every Filipino,” Chiong added.

The bottom line

Watsons’ momentum underscores a broader shift in Philippine retail—where purpose-driven communications are no longer optional, but central to building trust, relevance, and long-term growth. —Vanessa Hidalgo | Ed: Corrie S. Narisma