Products of Peace Cradle Bag
Office of the Presidential Adviser on Peace, Reconciliation, and Unity
TBWA\SMP
The Challenge
Decades of armed conflict in parts of the Philippines have left many communities damaged and impoverished. In recent years, some areas have slowly recovered from the conflict. However, the peace they’ve gained is fragile, as a lack of economic opportunities and social reintegration may encourage insurgency. Providing these newly peaceful communities with sustainable livelihoods is the only way to maintain peace. Despite there being no shortage of people who want to help, they lack the access to aid these communities effectively.
The Solution
A transformative product of peace, the Cradle Bag helps rebuild war-torn communities by harnessing their talents, stories, and resilience to create its different components. Its frame is hand-sewn by displaced artisans using locally sourced leather, preserving craftsmanship while restoring livelihoods. The interchangeable compartments are intricately woven by Muslim warrior weavers using native Philippine cotton and rayon threads—a tribute to heritage and healing. The outer fabric is rewoven from retired Philippine military uniforms by soldiers’ wives, using circular design principles and turning remnants of conflict into a product of peace.
Watch the Case Study
The Results
Launched in the country’s most anticipated trade fair, Products of Peace became a highlight, generating over PHP 22.8 million in PR value and earning over half a million pesos in sales in just two days. It successfully engaged individuals and communities most interested in supporting the cause.
Beyond commercial success, hundreds of individuals from newly peaceful communities were recognized for their craftsmanship for the first time. The initial success garnered widespread support, with nine new partners and social enterprises joining the cause. Government agencies like the Department of Trade and Industry and the Armed Forces of the Philippines have agreed to back Products of Peace. Notably, despite traditionally avoiding war-related efforts, the country’s biggest conglomerates are in talks to scale the movement.
