Kickstarting the values revolution

A values revolution is the only real solution to our society’s perennial problems. It is not a quick-fix, but generationally transformative. It is not a one-off event, but a lifelong pursuit. Its main purpose is not to change our leaders, but to effect a change in them. It is not intended to dictate and compel, but to guide and inspire our countrymen. It is not an external mandate, but an internal motivation to clarify what is important to us.

The incipient values revolution in the Philippines is spearheaded by a dedicated group of values-driven citizens who realize that meaningful and lasting change in our society can be achieved only through internal values transformation, not by an inconsistent educational system, mediocre governance, sporadic investigative commissions that eventually disappear or new laws that are circumvented at every turn.

As an initial step, the group has identified a ground-breaking workshop (with an accompanying book and a digital platform for sustainability) which has had a track record of enthusiastic reception wherever it has been conducted, abroad and most recently in the Philippines.

But first, a brief background of how values awareness in our country came to the fore in recent times. In 1985, in the midst of the political and economic crisis our country was mired in after 14 years of martial rule, I wrote an extensive article titled “Values: Cornerstones of a Society’s Destiny.” Surprisingly, against all expectations, it was published in the government-approved newspaper of the time over two consecutive days. My main contention was this: the predominant values of any society determine not only the society’s character, but also its ultimate destiny, and that our on country was heading toward national disaster with our deteriorating values.

The immediate flood of approving reactions from all over the country reflected an outburst of the long-suppressed voices of our countrymen under the dictatorship. Fortunately, the peaceful EDSA Revolution in 1986 saved us from the impending national tragedy and a semblance of normalcy returned with the restoration of democracy and its institutions.

To contribute its share in rebuilding the country, the advertising industry, through the ADBOARD (the national organization of advertisers, ad agencies, media and allied industries), embarked on a nationwide communications initiative encouraging the practice of nation-building values and civic-consciousness, in the process strengthening our democratic institutions greatly weakened by martial rule.

After several years of these values-centered efforts, the ADBOARD (of which I had become chairman in 1991) formally presented to then president Cory Aquino a commemorative book containing all the collections of TV, radio, print, outdoor and cinema ads which had promoted those nation-rebuilding values since EDSA in 1986. The book’s title: “Philippine Advertising: Promoting Values, Moving a Nation.”

Fast forward to today. Once more, our perennial negative values and traits have manifested a major resurgence in the form of massive corruption in government. Once again, after 41 years, I wrote an article echoing my old thesis titled: “Values: the lasting antidote to corruption.” Again, a group of values advocates is in the process of coming up with a series of actions, hopefully with generational results, now in the works. But what can kickstart the whole process with the potential to produce lasting results? As in the past, synchronicity has shown up.

The Rediscover Values Program

Joey Bonifacio was a successful businessman whose company was my ad agency’s advertising client years ago. Later he moved to Singapore and was based there for eight years, traveling widely across five continents and acquiring a multi-cultural perspective. He has authored six books, including the widely read “The LEGO Principle.” He is a thought-leader with the rare ability to bridge the marketplace with a values-driven way of life.

It was in Singapore where the strong values orientation of its leaders and citizens inspired him to develop his “Rediscover Values” workshop and its components (“The Big Little Book of Values” and an interactive digital platform). In essence the program addresses the confusing issues of today’s modern world, where “we are more connected yet more divided, more informed yet less certain, more successful yet less fulfilled.” In short, a crisis of values. It was among the government, business and the community leaders of Singapore that Bonifacio first exposed his Rediscover Values workshop.

A sampling of their collective feedback speaks for itself: “Young or old, male or female, the Big Little Book of Values and its workshop…will help you live a values-filled life.” – Dr. Lee Suan Yew, former president, Singapore Medical Council, and brother of Singapore’s founding president Lee Kuan Yew.

“It will help anyone understand and apply the right values at the right time and season. It is the secret to lasting success, not just at work but in life.” – Ai Boon Ong, director, Association of Banks in Singapore.

Since its debut in Singapore, Joey Bonifacio’s workshop has been introduced over the past year to diverse groups in the Philippines. Its latest beneficiary is the teaching faculty of the Philippine Military Academy just this April. A typical feedback is this comment from a member of the PMA faculty: “It is probably the best workshop I’ve attended in 18 years.”

But the most meaningful observation came from the PMA’s academic dean himself: “The Rediscover Values Workshop offered a grounded and accessible approach to understanding values in the modern world. Where technological advances, social media and other influences increasingly shape how people think and act, values must be taught deliberately, embraced consciously and lived consistently. In the military profession and academic service, values are not optional. We see it as a core teaching we want all our staff and cadets to experience.

“We cannot expect a new society to emerge from old mindsets. The true measure of a nation’s development is not its GDP, but the evolution of its people’s conscience.” – Brig. Gen. Stephen Victor Agtoto, Dean of the Corps of Professors, Philippine Military Academy.

With broad support, the society-wide values revolution in the Philippines has hopefully begun.

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Find out more about the Rediscover Values program at rediscovervalues.com or via email at [email protected]