TRUST Wants More for Every Filipino, Unveils New Campaign and Bold Repositioning

by - September 27, 2025

TRUST, the commercial brand of DKT Health, Inc., celebrated over three decades of empowering Filipinos with a transformative brand repositioning event at Monarch Manila last September 25, 2025.

The gathering introduced a reimagined brand identity and TRUST’s latest mass media campaign that underscores the brand’s evolution into a more progressive, inclusive, and socially driven brand.


The program opened with remarks from Denise R. van Dijk, President and CEO of DKT Health, Inc., who spoke about TRUST’s journey over the last three decades and its bold step into this new chapter. “For over thirty years, TRUST has been at the forefront of helping Filipinos take charge of their sexual health.

From left to right: Denise R. van Dijk, President and CEO of DKT Health, Inc., Maxie Andreison, TRUST brand ambassador and winner of Drag Race Philippines Season 3, and Gil Cadiz, Director of Marketing, DKT Health, Inc., launch the brand repositioning campaign of TRUST

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,” van Dijk said.

“Ang Normal Mo, Normal ‘Yan!” Campaign Takes Center Stage
Anchored on the idea “Ang Normal Mo, Normal ‘Yan!,” this campaign confronts taboos and empowers individuals to embrace their own choices, whether it means pursuing a fulfilling sex life, choosing parenthood on their own terms, or exploring non-traditional relationships. The campaign aims to normalize diverse experiences and break cycles of silence and shame.

To amplify this message, TRUST has also rolled out its nationwide billboards, print, and train ads, as well as radio and TV commercials, now airing and available on the brand’s official YouTube and other social media channels.
During the event, the refreshed logo, social enterprise seal, and brand manifesto were also unveiled. The manifesto serves as a declaration of TRUST’s vision for the future, affirming the brand and every Filipino’s desire to want more — more freedom, more knowledge, more security, and more care when it comes to sexual health choices.

The program also celebrated creativity and inclusivity with a spirited performance by Maxie Andreison, brand ambassador and winner of Drag Race Philippines Season 3. She performed her song “Halika Na Lika Na,” which also served as the main track of TRUST’s latest TV commercial, followed by a toast and photo opportunity with executives and guests.

TRUST and DKT as a Social Enterprise

Afterwards, a casual fireside chat and Q&A session was held, which spotlighted insights from Denise R. van Dijk, Maxie Andreison, and Gil Cadiz, Director of Marketing at DKT Health, Inc. Cadiz highlighted TRUST’s role as a social enterprise, explaining how each purchase not only provides protection but also funds free reproductive health products and services for underserved communities. “Our goal is to bring light to these sexual and reproductive discussions and make them part of everyday life. 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 shared.

Guests were invited to take part in an interactive photowall where they wrote down what sexual and reproductive health choices they believe should be normalized in society. This activity, kicked off by Denise R. van Dijk and Maxie Andreison, reinforced the campaign’s message and created space for shared expression.
A Collective Call to Normalize Sexual and Reproductive Health Conversations

As the event closed, TRUST reaffirmed its mission to provide access, education, and protection for all. The brand invites Filipinos to join this shared movement and normalize conversations on sexual and reproductive health.

To learn more about TRUST’s mission, explore product guides, and find clinics near you, visit TRUST.ph. Stay up to date with the latest campaigns, health tips, and initiatives by following TRUST on Facebook.

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