Ang Normal Mo, Normal ‘Yan! campaign drives TRUST repositioning
TRUST, the commercial brand of DKT Health, Inc., has unveiled a bold brand repositioning alongside its new campaign, “Ang Normal Mo, Normal ‘Yan!” at Monarch Manila on September 25, 2025.
The event introduced a refreshed identity that highlights inclusivity, empowerment, and social advocacy. Denise R. van Dijk, President and CEO of DKT Health, Inc., emphasized TRUST’s evolving mission: “For over thirty years, TRUST has been at the forefront of helping Filipinos take charge of their sexual health. Today, we renew that promise with a vision that goes further. Our new identity shows not just a change in look, but a deeper commitment to normalize conversations and ensure that every choice is respected.”
The campaign seeks to challenge taboos and normalize diverse sexual and reproductive health choices. It highlights the freedom to embrace one’s own path, whether through family planning, pursuing relationships on individual terms, or exploring non-traditional life choices. TRUST has rolled out the campaign across nationwide billboards, trains, print ads, and broadcast platforms, including TV and radio commercials and social media.
Brand Manifesto of TRUST
A highlight of the event was the unveiling of TRUST’s new logo, social enterprise seal, and brand manifesto. The manifesto reinforces TRUST’s goal of giving every Filipino “more”—more freedom, more knowledge, more security, and more care when it comes to sexual health.
The gathering also featured Drag Race Philippines Season 3 winner and TRUST ambassador Maxie Andreison, who performed her song “Halika Na Lika Na,” the official track for the new campaign’s TV commercial.
Gil Cadiz, Director of Marketing at DKT Health, Inc., stressed TRUST’s role as a social enterprise. He noted that every product purchase supports reproductive health programs and services for underserved communities. “With TRUST as a social enterprise, we go beyond being a commercial brand and carry out our advocacy by extending resources and services to fellow Filipinos who need them most,” Cadiz said.
Guests joined an interactive photowall, sharing messages about which reproductive health choices they believe should be normalized. This collective activity echoed the campaign’s goal to make open conversations about sexual and reproductive health part of everyday life.
TRUST reaffirmed its mission to advance access, education, and protection for all Filipinos. The brand’s repositioning reflects its continued commitment to inclusivity and social responsibility.
