MANILA ELECTRIC CO. (Meralco) has officially aligned itself with MediaQuest Holdings, Inc. to combat the growing threat of false information by joining the “THINKaMuna Pilipinas” campaign. This strategic partnership, formalized through a memorandum of agreement signed this past Monday, marks a proactive step by the nation’s largest power distributor to instill media and information literacy within its internal ranks and, eventually, among its vast customer base of over eight million Filipinos.
The move comes as Meralco faces increasing challenges from the spread of misinformation and disinformation that target the company’s operations and reputation. By integrating the THINKaMuna framework into its corporate communication strategy, Meralco aims to equip its workforce with the essential skills to distinguish between factual reporting and deceptive content, ensuring that accurate information reaches the public despite a digital environment often cluttered with “fake news.”
Joe R. Zaldarriaga, Meralco’s Vice-President and Head of Corporate Communications, emphasized the necessity of this initiative during the signing ceremony. He noted that the battle against digital falsehoods is a relentless task, necessitated by the proliferation of platforms that frequently disseminate lies. According to Zaldarriaga, the company views this partnership not just as a corporate responsibility, but as a mandatory stance: “The fight against disinformation and misinformation never really stops… you really have to fight back. There really is not much choice on your part and the only way to fight back is to tell the truth.”
For its part, MediaQuest views the collaboration as a vital expansion of its 2024-launched advocacy. Ramon Isberto, a corporate affairs and communications consultant at MediaQuest, highlighted that the campaign is designed to foster critical thinking, which is a crucial skill in the modern digital age. By targeting the employees of both organizations first, the initiative seeks to create a ripple effect, setting a standard for responsible information consumption and sharing that can permeate throughout the broader community.
The signing ceremony featured a high-level delegation from both institutions, underscoring the importance placed on this advocacy. Present at the event were Meralco executives, including Executive Vice-President and Chief Operating Officer Ronnie L. Aperocho, and First Vice-President and Chief Human Resources Officer Hans Joachim R. Montenegro. Representing MediaQuest were President and CEO Victorico P. Vargas, Chief Financial Officer Christopher C. Lizo, and Chief People Officer Rolando S. Santos, all of whom committed their organizations to the long-term goal of fostering a more informed citizenry.
As the THINKaMuna Pilipinas campaign gains traction, the partnership highlights the deep institutional ties within the Philippine corporate sector. Meralco’s controlling shareholder, Beacon Electric Asset Holdings, Inc., maintains significant links to PLDT Inc., which is the parent company of MediaQuest. By leveraging these shared resources and networks, the collaboration serves as a robust defense mechanism against the erosion of truth in the public discourse, promising a renewed focus on fact-based communication in the service of millions of Meralco’s customers.