UPMG Philippines returned to Rosauro Almario Elementary School for the second year of its Back to Basic Reading Campaign, bringing together publishers, educators, and young learners around the shared goal of strengthening reading comprehension and encouraging children to enjoy reading in both print and digital formats.
Held on September 7, this year’s campaign carried the theme “Flip and Scroll: A Reading Quest for Every Kid on Pages and Screens.” The initiative reflects growing concern over literacy gaps among Filipino learners, particularly difficulties in understanding even simple texts.
Building reading into everyday learning
UPMG Philippines president Vivienne Motomal emphasized the importance of comprehension in helping children become more thoughtful and responsible readers.
“What pushes us to do this is the need to improve children’s comprehension,” she said. “They need to understand what they read and consume, whether online or in print, so they can form their own thoughts and become responsible members of society.”
The campaign encouraged students to see reading not only as an academic requirement but as a habit that can strengthen critical thinking, creativity, and confidence. That message was reinforced through activities designed to make reading more participatory and enjoyable.
Storytelling and books for young readers
A storytelling session led by Therese Alebusa of Nameless Books gave Grades 3 and 4 students the chance to take part in literacy activities while engaging directly with stories.
The event also included a book distribution for more than 100 attendees, with Nameless Books donating children’s titles such as “Newton,” “Snapper: The Perfect Christmas Tree,” and “Teddy Takes a Train.” Meals and Yakult were also provided during the program.
“Thank you for inviting us here. We appreciate your passion for reading because we believe reading is what shapes the future,” said Myka Ronalou Estillore, medical relations assistant at Yakult.
Reading as a path to confidence
Malaysian Ambassador H.E. Dato’ Abdul Malik Melvin Castelino Anthony also joined the event and spoke about the role of reading in learning and personal development.
“Reading is the first step to learning, progress, and growth. It enhances your critical thinking,” he said. “If you read today, you can be a president, a doctor, a lawyer someday, an important person who can make important decisions for yourself and for those around you.”
UPMG treasurer Sherly Baula echoed the same message, emphasizing that the format matters less than the habit itself.
“Remember, when you read a book, whether you flip through its pages or scroll on a tablet, as long as you read, you win,” she said. “We hope today we inspired you to read more, think more, and share more.”
Taking the advocacy further
UPMG Philippines plans to continue expanding the campaign through additional literacy initiatives and donations of reading materials.
One upcoming CSR project will invite people to contribute books and other materials for beneficiaries, including the Aetas of Zambales and St. Francis Learning School. The initiative will be part of an event on November 11, 2026, celebrating UPMG Philippines’ 25th anniversary.
This year’s Back to Basic Reading Campaign was sponsored by the Embassy of Malaysia in Manila, Nameless Books, Lounge Cafe Bookstore, and Yakult, with support from the Ad Standards Council.