This document outlines a campaign by PhilHealth, the Philippines' social health insurance program, to improve public awareness and trust in the organization. The campaign aims to personify PhilHealth as "Mang Phil", a dependable friend, to rebuild PhilHealth's image and communicate that quality healthcare is an entitlement for Filipinos. The campaign strategy involves 4 phases to increase exposure through social media, generate membership, and strengthen PhilHealth's capacity to deliver healthcare services. The objectives are to boost social media awareness, increase sponsorships, membership, utilization rates, and strengthen government support for PhilHealth.