ITALIAN designer and social entrepreneur Sergio Boero believes in making a world of difference by providing a “beam” of hope to an underserved portion of the Philippine populace.
Boero recently shared with the BusinessMirror his aspirations to help alleviate the situation, as well as the challenges he sees currently clouding the delivery of fundamental needs that impede comfortable living for many.
He pins his aspirations on the solar lantern he christened “Sunny Sonny Story” to provide basic lighting to millions of Filipinos, while he looks forward to the day when expatriates like him could exercise their rights equally within the country they live in and have learned to love.
ENVOYS&EXPATS: What was the idea behind Sunny Sonny Story?
BOERO: When I first arrived in the Philippines, I was working most of the time for local handicraft companies, and got the chance to go around and see the situation of the communities they operate in. I was negatively surprised with the fact that, after some time, laborers come in and then, they were soon gone. They cannot work anymore, simply because there was no light. I realized they don’t have the basic access to electricity.
Coming from Europe and China, I started to dig for insights and discovered that in the Philippines, there are around 30 million people without ready electrical power, and probably 2 billion more in Africa and in the whole of Southeast Asia within the same predicament.
By chance, a friend of mine, who is also my business partner in Italy, came from Hong Kong and showed me the lantern. He demonstrated that it could be useful for people who spend a lot of time in the outdoors, like camping and fishing.
So I had an idea of changing the positioning of the item: Instead of promoting it to ordinary people who have access to electricity, we made the lantern for (those) who are deprived of the basic utility. That’s when it started—I arrived at a name, a brand image, a strategy and a brand story. Thus came about Sunny Sonny Story.
The lantern got its name from this guy called “Friendly Sonny,” and “Sunny,” that’s from the “sun” or solar power, and then “Story,” because we want to tell a story to everyone, thus: Sunny Sonny Story.
If you go to our web site, you’ll see this cartoon of a boy with a lantern. He begins to tell his tale, so to speak, in the Philippines, and then all around the world, to give the lantern to people around, despite the casualties they experience, like those in Tacloban, Leyte, post-Haiyan.
You must have been around the world a lot, mostly for business.
I travel a lot to promote my social enterprise to business circles. Even in Italy, I meet with, for example, the Rotarians, who have been helpful with these kinds of ventures. I also network with entities like the Lions Club or philanthropists around the world—those who have the money to buy the lantern or the willingness to donate.
I started this (social enterprise) in the Philippines simply because I was already here. When I was going around for other reasons, I discovered there were so many people that don’t have access to electricity. That should have been in the hands of the state: to provide water, light, education and opportunities for everyone.
You spoke about positioning earlier, which is now considered one of the “Ps” in marketing. Could you share a little about your professional background?
I just managed to establish a new company, based on my experience in design thinking and design management. Despite the fact that this is an existing item that we ship from one market to another, the resultant business model was an outcome of my previous experiences.
I have worked with the fashion industry for 15 years: around Asia, in the furniture business and mostly in design education, as well.
You seem to wear a lot of hats: as a designer, entrepreneur, and a marketer. What are you first and foremost?
That’s a good question. (Laughter.) If I have to define myself, I don’t have a “specific” role, because I had different experiences. Before I entered the fashion (industry), my first job was actually in public relations (PR). I studied in Istituto Europeo di Design in Milan, so I have an overview of the design system.
Then I also mastered PR and marketing. After I worked about three to four years in PR, I had the chance to move. I entered into advertising, but that was different also. I started to manage a campaign for a fashion company—organized their shoot and productions, as well as managed their budgets.
In the years that followed, I was asked if I wanted to go into sales and marketing. I did just that. Then after 15 years, I was offered the chance to be a dean of the school, to which I said yes. Thus, I entered the Italian education system. I became a professor of the school where I studied. My mom was so surprised!
I started the process, and knew then how to do the job, with more inputs to start a foundation, like what I did with Sunny Sonny Story.
I’m also involved with a project in China, where we are building a 100,000-square-meter building in the province of Xiang. I am also working with fashion-design schools in Milan.
May we know your thoughts about doing business here in the Philippines?
It’s very difficult. First of all, there are laws (working) against the expat. Local limitations. If for anything, there is discrepancy of some (sort). It is really complicated. If you are a foreigner, you receive a special treatment. If you are a Filipino, you do not (experience) the same.
If you look the map of Asean, the Philippines should have been up to the task (of leadership, considering its geographical position). With its history (linked to) America, your country should have been the most advanced one, but it remained at a certain stage. There are a lot of laws against people who are all for investing for a nation with 30 million people without lighting.
However, we are also here where it is very easy to live. I think it makes us very proud for staying here, while we fight for our rights. And also, we found love for Filipinos. I mean, we don’t want special laws for us (expats). We just want to have a fair set of laws that place everyone on (a level playing field; where) everyone has the same opportunity.
I’m talking about myself, and just thinking about the millions of other Filipinos.
How far has been Sunny Sonny Story’s reach around the country?
From my point of view, we’re doing very slowly. Actually, I thought that it could go very fast because, as I’ve said, (there are) 30 million of people without light. I thought it was a great idea when I talk to people.
I tried to talk to those who are aligned with the idea, because I don’t have to convince (them) that their countrymen who are in the dark need some form of light source. If you think like me, we can try to do things together.
What gives you fulfillment in everything you do?
Well, I believe that living in an area where I have some privileges while other people don’t doesn’t make me comfortable. So that’s one point.
Sometimes, when I talk to media people, they make me feel like I am a superhero or a special person. But without being offensive, I always say, “I’m a normal person.” (It is) not normal though when he/she does not think about the rest of the world surrounding him/her. That’s what I believe in.
And when I talk, I always try to make people aware of the problem, and then also try to get them to embark (on a cause). For this project, we need a lot of people to spread the voice, like talking to the media, not only here in the Philippines but all over the world.
When I was speaking with other journalists, I was saying I want to give to anyone. The lantern is for people who live in the dark. We cannot allow their dire situation to continue and say, “Oh, it’s their own problem.” We need to do something.
Sometimes, for some reason, if the government cannot do its part, I think we can try to make a way. I’m sure we are in the position to do something. Because if you complain or worry about something, but always wait for someone else to act, then it’s up to you if you want to wait or not.
Me? I don’t. Absolutely not!
Image credits: JImbo Albano