'Belong ka dito': How Rainbow Radyo is rewriting inclusive marketing for the Philippine airwaves

Rainbow Radyo may sit on the AM band, but its ambitions go far beyond radio. Positioned as the Philippines’ first and only programme for the LGBTQIA+ community and its allies, it is fast becoming a case study for brands looking to understand what inclusive, community-built marketing looks like in practice. In pitching to brand partners, the team showcases how it has re-energised a legacy format through digital-led community engagement.

At the heart of the show is a simple but disarming insight: “if people would only intentionally look beyond gender differences and sexual preferences, they will realise that we all have shared experiences,” the anchor Coach Myke Celis (pictured) told MARKETING-INTERACTIVE. That message shapes every episode, segment, and digital extension - an ethos that is proving sticky with audiences far wider than expected.

The radio show has already begun assembling a diverse slate of voices who bring both lived experience and subject-matter expertise to the table. Recent episodes have featured Dale Dizon, members of the pit crew from Drag Race Philippines and the Mr Gay World Philippines 1st runner-up, as well as grassroots advocates such as Chikee Balina, founder of 1LGBT Filipinas Incorporated.

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A radio show that behaves like a modern brand

While Rainbow Radyo is built for LGBTQIA+ listeners, its infotainment-first approach has been deliberately crafted to reach across demographics. The anchor shared that “we cater to male and female (and every gender in between), 30-45 years old, broad C market,” and yet the programme has unexpectedly attracted an 18-25 audience - evidence that entertainment, language play, and non-intimidating education are pulling younger Filipinos in.

This emerging cross-demographic appeal sits at the centre of its tagline: “Belong ka dito” (You belong here). It’s a line the team believes “allows us to transcend gender, status, race and other boundaries which the society in general has created,” Celis said.

For marketers, Rainbow Radyo offers a blueprint many legacy channels struggle to unlock: a traditional format rebuilt through the behaviours of digital community media.

The programme’s strategy now spans Facebook livestreams, YouTube distribution, the PBS Receiver App, and soon - if plans push through - free-to-air broadcast on PTV4. Reel highlights, playful micro-content, and a consistent, youthful tone reposition the AM band as something more elastic and culturally present. This became possible after the rebrand of Radyo Magasin 1278 Khz AM, which gave the team the freedom to explore the platforms best suited to the show today.

Building a community, not just a listener base

Much of Rainbow Radyo’s momentum stems from a team that builds from lived experience. “As a proud member of the LGBTQIA+ community myself… we draw from actual experience while backing up each and every proposed topic with research,” the anchor explained. The team has already mapped out 12 episodes in advance to align guests and experts by relevance, ensuring conversations hit both emotional and informational depth.

Community engagement is equally deliberate. Through “Man on the Street” interviews and real-time viewer interaction, “we welcome questions for our guests and experts through our livestreams and answer them real time.” The show’s Facebook page is updated consistently, with the team making it a point to “answer each and every comment or private messages sent to us in a timely manner.”

This degree of responsiveness positions the show less as a broadcast property and more as an always-on digital brand - one powered by fans, or as they call them, “ka-Rainbows.”

Why brands should pay attention

Rainbow Radyo is already seeing organic support from influencers and LGBTQIA+ organisations - an early signal that social proof is building. But its ambitions extend much further. The team is currently developing a show portfolio to invite brand partners who share its mission: “to have a world where no one gets left behind.”

In Celis’ own words: “Size does not matter in this case.” Any brand that aligns with its vision of inclusion and education is welcome. The long-term ambition is unapologetically expansive: a multi-media property spanning online video, television, podcasts, and strategic partnerships across sectors.

“I know that Rainbow Radyo is just the beginning of having a more inclusive programming on mainstream media and all it needs now is everyone’s support for this worthy cause,” Celis emphasised.

For those navigating increasingly diverse and value-driven audiences in the Philippines, Rainbow Radyo provides a compelling lesson: inclusion resonates when it is lived, not performatively stated. As Celis puts it, “Rainbow Radyo is a testament of the LGBTQIA+ community taking a stand… everyone, regardless of gender, is seen, heard, felt and celebrated because we are all worthy to take up space as we are.”

And if the team’s hopes materialise - “brand sponsors onboard, a TV and online show, podcast and multiple global partners” - Rainbow Radyo may soon graduate from a pioneering programme to a full-fledged brand-ready platform for LGBTQIA+ storytelling in the Philippines.

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