PRESS RELEASE

12 April 2010

Mini-Documentary to Challenge the Negative Pinay Stereotype Released from
DubaiDubai, UAE – Under the Patronage of the Philippine Embassy in Abu Dhabi,
Filipino lifestyle magazine Illustrado has joined forces with Dubai-based
Filipino film director Kamil Roxas, Winner of the Hayah Film Competition at
the Middle East International Film Festival (MEIFF) in 2008, to create
“The Empowered Filipina.” The mini-documentary film provides a
compelling message of Filipina empowerment that is slated to create
positive ripples throughout the Filipino expatriate community in the region
and around the world.

Illustrado Magazine’s Publisher and Editor-in-Chief Lalaine Benitez
states, “This film carries the message of empowerment which is the core
of our Women of Substance Project – and that is a call for Filipinas to
uplift themselves despite prevalent negative stereotypes.” She adds,
“The film has been created not only to make Filipinos aware of the
effects of Pinay stereotyping, especially here in the Gulf, but most
importantly to create that spark of positive action that will encourage
each Filipina to carve a better future for herself by further enriching her
talents and skills and developing love for self, confidence and
self-respect.”

According to Kamil Roxas, “I think a documentary has always been a
beautiful medium and a vitally necessary form of information. Even more so
when the subject is something that you can really respond to. And so for my
part, it was a choice to capture not only the exploitation and stereotyping
but also to change the incorrect mindset some people have of Filipinas and
to share that with as many people as we possibly can.” He continues,
“Luckily for us, the need to make it, and the need to raise as much
awareness resonates with everyone involved in the production and has
propelled us through the very long process of shooting this film.”

“The Empowered Filipina” which had its premiere screening at
Illustrado’s Women of Substance event in Dubai on the 27th March 2010 was
released on the WWW today via Youtube and through social networking sites. The mini-documentary whose trailer has been the topic of lively discussion
on the internet has gained excitement and anticipation throughout the
Filipino community around the world, will be rolled-out in independent
screenings events through links with Filipino schools, community
organizations, Philippine government offices, NGOs, women’s groups,
socio-civic as well as spiritual groups. To date, the film showing is
already slated for the UAE, Bahrain, Thailand, Malaysia, Ireland, Norway,
Canada, Germany, and the Philippines.