WHEN Avida Land recently celebrated its 30th anniversary, the Ayala Land Inc. subsidiary embarked on purpose-driven collaborations with local livelihood brands.
Moreover the move was in line with Ayala Corp.s crusade to uplift Filipinos’ lives. In other words, Avida has chosen to “celebrate life,” as its very name denotes, for a cause.
To jump-start in celebrating the milestone, Avida partnered with social enterprises Rags2Riches and Messy Bessy that made their mark by empowering dignified local artisans and at-risk youth, respectively.
Prior to the collaboration with Rags2Riches, Avida partnered with Homegrown Life + Style, a collection of eco-ethical artisanal crafts highlighting the rich Filipino culture. Avida has also partnered with Messy Bessy and its at-risk youth beneficiaries in the past, having tapped the brand for all-natural home products which served as welcome gifts to its homeowners.
For its 30-year feat, Avida once again teamed up with Rags2Riches and their community artisans for an exclusive line of merchandise called the Safe & Sound Care Set. The carefully curated items include a face mask with filters and a hand sanitizer, packaged in a personalized pouch.
Furthermore, multipurpose organizers were also crafted especially for Avida, made of natural materials and indigenous textiles.
“Each set is intentionally designed to enrich the homes that they will be part of while empowering the people who made them,” said Reese Fernandez-Ruiz, president and founding partner of Rags2Riches. “Partnering with a company like Avida, especially during this challenging time, is encouraging and inspiring but on top of that, it is creating an actual positive impact on the lives of our community artisans,” Fernandez said in a press statement.
To further enhance the impact that would benefit a bigger number of stakeholders, Avida again formed a partnership with Messy Bessy in support of its mission to assure 30 scholars a college education through the 30 Years, 30 Scholars campaign. With each special set of organic and non-toxic home cleaning essentials handed to every new Avida homeowner, comes new hope for 30 at-risk youth who have chosen to go back to school.
“Our goal is for all 30 of our scholars to finish the program armed with the first college degree in their family lifting the entire family out of poverty permanently,” Krie Reyes-Lopez, founder and CEO of Messy Bessy said. “Beyond the 30 scholars, Avida’s support will also spread our advocacy to their community who we know share in our aspirations for a healthier planet and a better future for everyone. Avida’s openness and generosity to support a small company like ours is truly inspiring us to continue our work providing greener, safer homes for more Filipino families, and brighter opportunities for our marginalized youth.”
Avida said the shared partnerships with Rags2Riches and Messy Bessy reflects the company’s thrusts, sustainability, as it expands its footprint nationwide. Rags2Riches and Messy Bessy are active promoters of sustainability not only with the materials that they use, but with their relationship with the communities that they support
Avida said these tie-ups are one way of saying thank you to its supporters throughout its three-decade run.
“Celebrating life with gratitude and hope is more meaningful when we extend this hope to more Filipinos,” said Tess Tatco, Avida Land marketing head. “For us at Avida, there is no better way to express our immense gratitude for 30 eventful years in the industry than by partnering with local life and livelihood businesses driven by causes that are likewise close to our heart.”
Complementing its 30th anniversary efforts, Avida launched a series of informative webcasts aimed at empowering Filipinos to live their aspirations. Last October 17, industry expert Rex Mendoza of Rampver Financials gave a talk on how to build your dream house in these changing times. Meanwhile, Avida will launch its Avida 360 Designer Showroom on October 24 that will feature new design process for the new normal living in collaboration with Gussy Design.