The Liwanag sa Paliwanag campaign was created to simplify one of the most complex and often misunderstood industries in the Philippines: the power sector. AboitizPower recognizes that misinformation and knowledge gaps surrounding electricity, from supply and demand challenges to the roles of thermal and renewable energy in the Philippine energy transition, often shape public perception and, in turn, impact its core business.
Our goal is to provide audiences with clear, relatable explanations of how electricity is produced and delivered, its impact on daily life, how households and businesses can conserve energy, and what the country’s shift to a more balanced energy mix means for the future. Each video was designed to be concise, factual, and rooted in expert knowledge, while remaining engaging enough to stand out on social media.
By breaking down technical subjects into accessible stories, the campaign aimed to build trust, counter misinformation, and position AboitizPower as a reliable, affordable, and future-focused energy partner.
The title Liwanag sa Paliwanag itself reflects this mission: liwanag means “light” while paliwanag means “explanation,” capturing both the role of electricity in people’s lives and our intent to shed light on how the energy sector works.
Our strategy was to meet Filipinos where they already consume information: on social media. For technical topics like energy, simplicity and relatability were key. We crafted short, informative videos anchored on real concerns, from sudden power outages to the country’s energy transition journey.
We began by identifying the questions most Filipinos ask: why power outages occur, how power plants operate, and how power gets to their homes. Scripts were then developed in collaboration with subject-matter experts to remove jargon and use plain, conversational language without compromising accuracy.
Instead of influencers, we put AboitizPower’s own engineers, specialists, and leaders at the forefront. Filmed in their workplaces, from office desks to control rooms, they brought authenticity and transparency while giving audiences a behind-the-scenes look at the sector.
The biggest challenge was simplifying complex energy concepts without oversimplifying them. We addressed this issue with plain language, relatable analogies, and careful editing to ensure explanations are clear and concise.
What sets Liwanag sa Paliwanag apart is its consistency and accessibility. More than a one-off campaign, it is a branded series that makes energy education engaging, accurate, and ongoing, positioning AboitizPower as not just a power provider, but a trusted guide in the nation’s energy journey.
Liwanag sa Paliwanag exceeded expectations, turning technical energy topics into some of our most engaging digital content to date. On Facebook, where we aimed for a 2-3% engagement rate, the six-episode season achieved an average of 72.94%, far surpassing industry benchmarks.
The campaign went beyond engagement metrics by addressing issues that often confuse the public, from outages and supply challenges to renewable energy growth. Episodes on LNG, hydropower, and the energy transition provided audiences with a clearer understanding of energy security, while content on system operations explained how electricity is produced and delivered.
Audience responses reflected this impact, with many noting that the series explained issues in a way they could finally understand. Featuring real engineers and executives added transparency and credibility, showing the people behind the work and positioning AboitizPower as an accessible source of information about the sector.
