Indigenous Peoples (IP) communities through eBizNovation, a capacity-building
program designed to help micro and small enterprises strengthen their online presence.
In Barangay Cugman, Cagayan de Oro, the initiative has supported the Higaonon
community in Malasag as they expand their beadwork enterprise—a cultural tradition
that has also become an important source of income.
“Through programs like eBizNovation, we are helping Indigenous communities harness
technology to protect their culture while expanding their opportunities. When
communities gain the skills to bring traditional crafts into digital spaces, they not only
strengthen their livelihood but also ensure that their stories reach wider audiences,”
shared Judee Caroline Chaves, Mindanao Relations Head at PLDT and Smart.
Beadwork holds deep cultural value for the Higaonon. For IP woman leader Mia
Jabiniar, each handcrafted piece carries their heritage and identity. “As culture-bearers,
we must never forget the art of making beadwork. If the tribe no longer knows how to
create what our elders have taught us, then we are letting our traditions slip away,” she
said.
Through several training sessions, the Higaonon artisans learned to appreciate online
marketing, how to set up a social media page, use AI tools to create logos and captions,
and capture better product photos.
“Before, we just displayed our beadwork in our own homes, or sometimes at events.
The training helped us a lot and gave us more motivation. By posting online, we gained
many customers from different places,” Mia said.
The impact was immediate. IP youth leader Monaliza Digamon shared, “A month after
the training and creating content for our social media page, for the first time, we
generated up to Php20,000 in income, which we used to pay for our daily expenses.”
For Jude Jabiniar, Indigenous Peoples Mandatory Representative of Barangay
Cugman, the initiative strengthens both their livelihood and cultural visibility. “The
training has greatly strengthened our community. Now, it’s easier to showcase our work
through online pages and apps. This helps more people, in Cagayan de Oro and
beyond, to realize that there are IP communities who continue to practice these
traditions.”
These initiatives are part of PLDT and Smart’s broader support for the United Nations
Sustainable Development Goals (SDGs), specifically SDG 8: Decent Work and
Economic Growth, SDG 10: Reduced Inequalities, and SDG 11: Sustainable Cities and Communities. PR
Cugman IP enterprise
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