The Pasig River Rehabilitation Commission (PRRC), National Commission for Culture and the Arts (NCCA), Philippine Educational Theatre Association (PETA), national government agencies, local government units (LGUs) and private organizations join forces for the development of the Pasig River through a creative campaign entitled “Taga-Alog, River Pasig: Balik Tanaw, Balik Sigla!” launched today, June 28, 2018.
The PRRC, NCCA, and PETA together with Department of Tourism (DOT), the Metropolitan Manila Development Authority (MMDA), local governments of Pasig, Makati, Manila, Mandaluyong, San Juan and Marikina and the British Council convened to promote the development of Pasig River as a source of Filipino identity.
The Taga-Alog is a project paying homage to the Pasig River as medium and space for collective memory and cultural identity and to show concern for the community through the artistic creations and research initiatives that can be used by the community as a basis for crafting development initiatives
According to PRRC Executive Director Jose Antonio E. Goitia “we welcome the various art forms that will be used to promote the value and significance of the Pasig River as a source of Filipino cultural identity and PRRC will do its best to support and help in the realization of these advocacy projects.”
To strengthen the cooperation between agencies, a memorandum of understanding has been signed by the officials of the aforementioned agencies for the implementation of the campaign.
Under the agreement, the group will conduct series of researches for the formulation of creative strategies and site development of Pasig River and the communities alongside it. The campaign will be experienced through visual arts, films/ photography, literature, music, dance, theatre which will be shared in multimedia platforms.
Goitia emphasized the importance of cooperation between the public and private sectors for the success of the project. “This project will foster the enrichment of a Filipino national culture. In this way, more people would eventually give importance and appreciation for the Pasig River,” Goitia concluded.