 | In celebration of the 20th anniversary of the publication of Jing Si (Still Thoughts) Aphorisms, volunteers of the Tzu Chi Foundation, Philippines intensify their mission to further spread the aphorisms’ message of hope and compassion as they tap various Filipino and Chinese newspapers to have the sayings published regularly.
The country’s leading and most read tabloid, People’s Tonight, was the first to respond positively, allowing a Still Thought aphorism be published every day, for free. The very first saying it published was “Never lose courage. Never lose faith. Nothing in this world is impossible when you are determined,” which appeared on the lower left corner of the tabloid’s second page last July 17.
“I wanted to attract good vibrations for the paper and I saw that the Still Thoughts are feel-good sayings. With all those crimes and negative stories that we feature, we would also want our readers to have something that is enlightening, something that could give them hope whenever they have problems. And the Still Thoughts are worthy to ponder on everyday,” Ma. Teresa Lardizabal, People’s Tonight News Editor said.
People’s Tonight is a member of the country’s biggest group of daily tabloids, the Journal Group of Publications. According to surveys and market researches, People’s Tonight tops among 39 tabloids in the country in terms of content quality and daily circulation (320, 900).
Augusto Villanueva, Editor in Chief of People’s Tonight further explained “We are basically here to serve the people. And seeing the goals of the Tzu Chi Foundation, we thought that this is the right kind of group that we should support in our endeavor to help our depressed countrymen.”
Besides having the Still Thoughts published in their paper, the staff of People’s Tonight also pasted up Still Thoughts posters in their office. “They love it because it attracts good vibrations. The sayings inspire them to do better in their work. It gives them something to look forward to everyday,” Lardizabal shared.
The staff also welcomed the Tzu Chi coin bank, which they aptly placed at the entrance of their office where every one passing by can fill it up with their heartfelt donations. “I am happy that our employees are responding very well. Probably it is because in our company, we have made them feel that there is a need not to look only after ourselves but also to look after other people,” Villanueva remarked.
A recent study conducted by global market research firm Synovate said that affluent Filipinos are reading more newspapers and magazines due to increase in demand for good quality content. The study added that they are still choosing newspapers because they are a “lean forward” medium. It allows them to absorb and focus on a certain item, unlike TV and radio that broadcast fleeting messages.
With these facts on hand, Tzu Chi Philippines hopes that with the publication of Still Thoughts in People’s Tonight and other newspapers, its message of love and hope will reach more people, purify their hearts and minds, and eventually act upon good deeds that would make the world a harmonious and peaceful place to live in. |