In the late ‘70s to early ‘80s, Ricardo “Dickie” Aguado organized grassroots theater guilds in urban poor communities in Manila as a vehicle for social transformation—employing out-of-school youth as actors and producers, whilst providing their family employment opportunities as vendors and hawkers.
Dickie joined the advertising industry in the ‘80s and worked with advertisers to pioneer corporate social responsibility programs such as the MILO Summer Sports Clinics, Bear Brand Kite Fest, and Nido and Crayola Arts Workshops.
In 1998, Dickie and his organization spearheaded the production of the June 12 Grand Philippine Centennial Independence Day Parade at the Luneta Grandstand. He is also the brains behind social marketing campaigns-cum-icons such as “Yosi Kadiri” for the Department of Health, and “Sa Mata ng Isang Bata” for Nestle Philippines.
Dickie sat as consultant to the Department of Tourism for the development of community-based tourism programs and domestic tourism promotions under the terms of Secretaries Mina Gabor, Gemma Cruz-Araneta, and Richard Gordon.
In this Greater Good Philippines exclusive, Dickie talks about Larong Pinoy and the three main values it purports to give to the Filipino society–nationalism, family bonding, and sense of community. He also shares how he was able to instill frugality amongst his children, and why it is important to spend dinner times with family.
Hear more about Dickie Aguado, executive director of Magna Kultura, only here on Greater Good Philippines.
