At this time when the COVID 19 virus and the resulting restrictions have been causing great worry and getting people feel down, the Filipino-Australian community recently has a reason to celebrate. One of its long serving writers, Ms Benjie de Ubago was awarded the Lifetime Achievement Award in the 2020 NSW Premier's Multicultural Communications Awards (PMCAs).
The PMCAs recognise the valuable contribution multicultural media and marketing plays in our society by connecting people to their cultural heritage and identity. These awards celebrate and recognise the important role journalists, editors and publishers in print, radio, television and digital media play. They also honour innovative and creative marketing campaigns that promote social cohesion and community harmony.
Benjie's award recognises her extensive media experience over the years - working for Channels 7 and 9 and being a prolific contributor and columnist for the Filipino papers on a volunteer basis more than thirty five years.
Benjie advised that she was originally only going to nominate Handog Pinoy for Marketing Campaign for the Bushfire Appeal. Handog Pinoy became one of the 3 finalists in the Marketing category. Then somebody decided to nominate her for the Lifetime Achievement Award.
The Australian Filipina caught up with Benjie to congratulate her and Handog Pinoy for their recognition. We are glad to share Benjie's responses to a few questions about the award and her media work.
What does this award mean to you?
It’s the culmination of 4 decades of work. Receiving this award is validation that I did something right. It’s like the ribbon that ties up the gift.
How did you feel when you were told you won the award?
I was informed that Handog Pinoy and I were finalists. Considering the competition, we were very happy we made it as finalists. So when the NSW Premier announced the winner, it was a big surprise.
Due to COVID, the award ceremony was going to be via zoom which happened on Wednesday, November 25. The trophy and certificate still has to be mailed
Which part of your media and community work do you enjoy most?
I like the variety that my career path has offered me. I enjoy the creative part. It’s like building and shaping something and seeing the end result is satisfaction enough.
Frankly, I don’t consider myself a community leader, although I was one of the originals in the Philippine Community Council of NSW.
I got involved in the community because I did my Filipin-Oz Directory. Then I thought I could share my PR and advertising experience with the community and help lift the profile of Filipinos in Australia. If we as a people want to be proud, then we must do it right and lift our game. No “puwede na”.
With writing, I’m a purveyor of the truth and my curious nature drives me to dig for information
On the flip side, what major challenges have you faced and overcome?
Running my own business, Ideas for Sale has had its challenges. Deadlines were demanding too. Being a one-woman show was difficult – you were the boss and cleaner. Then, there were also health challenges.
Is there one or two media work that stand out and you hold fondly in your heart as your achievement/s?
Television was glam and exciting and I got to attend Academy, Grammy and Logie Awards. But If I had to pick a highlight, it would be the move of Paddy’s Markets to Redfern and its return to Haymarket. I did the advertising, publicity and promotions for the grand return to Haymarket.
For the community, there was the first Fiesta, the Presidential Visits and the Global Conference.
If there is anything that you could change in what you have done or experienced, what would they be?
Nothing I can think off. I carefully plotted my career path to allow me to experience and absorb as much as I could from all marketing fields.
Is there a message you wish to give to people who have worked with you and supported you over the years, including the subjects of your media work?
I would thank my English teacher who gave me a solid and basic knowledge of the English language and for inspiring me to write. Thank you to my demanding bosses who believed I could do it.
Lastly, how do you define 'success'?
Success is subjective. It depends on what your goals are at the start. If you meet your goals and are happy, then that’s it!
For me, I always wanted to write since I was 8 years old and I ended up doing just that all my life. I learned to write for different mediums – whether – print, radio, television, or copywriting for ads. As the saying goes: “it’s not how many breaths you take but the moments that take your breath away.” I think, I’m glad, I’ve had such moments.
ABOUT BENJIE DE UBAGO
Benjie’s family migrated to Australia in April 1971. She is the eldest of six kids – three boys and three girls.
She completed her Bachelor of Arts in Communication Arts at the University of Santo Thomas. She also completed an Advertising Certificate from the Sydney Technical College and a Copywriting course from the Asian Institute for the Development Advertising. She is also a qualified trainer.
She’s a prolific writer with a creative flair who is able to fuse her journalism and advertising skills. She has amassed a wealth of experience working for: Channels 7 and 9 Sydney; Leo Burnett Advertising Agency; a 10 year stint with Paddy’s Markets Flemington and Haymarket; as Filipino Community Relations Manager for Western Union. She started her own creative outfit, Ideas for Sale and some of her clients included: Roads & Traffic Authority, State Rail Authority, Parramatta City Council, Canada Bay, Auburn Council and most recently Western Union.
She was a lecturer for TAFE - English/Communications; a mentor for “Women in Business” Training Workshops for Business Enterprise Center, Parramatta and was a member of the Filipino Consultative Committee.
She has dedicated more than 35 years to writing regularly as a contributor and a columnist for the Filipino papers ‘gratis et amore’. She has initiated and collaborated various cultural and fundraising projects of various Filipino government offices and community organisations some of which are: Philippine Community Council of NSW (she was one of the original Board member), PASC/Fiesta, FAME, RPMC, SAFSI, PAMA, and was behind the State Visits of Presidents Ramos and Aquino and the Filipino Global Conference.
She also published the Filipin-Oz Directory, linking the Filipino-Australian community and co-authored a book “When In Doubt – Surviving Martial Law In Malacañang”.
ADDENDUM - Dec 13, 2020
Benjie was given her award via a zoom event. She has recently received the actual award and we are glad to add the photo below.
