Kaya ng Pinay: Capturing the story of the only female traverse of Mt. Everest with Live the Dream 2
Challenge
In 2007, three Filipinas completed the world’s first and only all-women traverse of Mount Everest, yet eighteen years later, this historic achievement risked fading from public memory. Kaya ng Pinoy, Inc. sought to reclaim this narrative by creating an enduring medium to preserve the expedition’s legacy for future generations. The core objective was to document the team’s journey with emotional depth while reintroducing its significance to inspire a contemporary audience.
Solution
The response was Live the Dream 2, a legacy coffee-table book featuring expedition notes by leader Art Valdez and Himalayan photography by Fung Yu. Grupo Agatep spearheaded the strategic communications campaign, positioning the launch as both a historical record and a modern narrative of national pride. Held at Rockwell Center, the event featured targeted media relations, key stakeholder engagement, and ceremonial book turnovers to national cultural institutions to maximize reach.
Results
The campaign generated widespread coverage across major national and lifestyle outlets, yielding multi-million peso media value that far surpassed initial targets. The launch event drew double its expected turnout, convening key media representatives, government leaders, and cultural figures. Crucially, hundreds of copies were placed directly in national archives, universities, and libraries, ensuring the expedition’s legacy remains permanently preserved.
