Philippine Airlines launches 'Fly with her' campaign to uplift Filipina pilots

Philippine Airlines (PAL) has launched a new campaign aimed at empowering more Filipinas to pursue careers as pilots, underscoring a growing industry effort to close the gender gap in aviation.

Titled Fly With Her, the campaign was created in partnership with BBDO Guerrero and unveiled in time for International Women’s Day celebrations.

At the heart of the initiative is a 10 million pesos scholarship pledge via the PAL Foundation, which will go towards funding education for aspiring female aviators. PAL said the campaign is part of its broader commitment to gender inclusivity and increasing female representation within its pilot workforce.

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“In aviation, skill and passion know no gender,” said Alvin Miranda, vice president for marketing at Philippine Airlines. “Through Fly With Her, we want young Filipinas to know that their ambitions are valid, their dreams are possible, and their presence in the aviation field is not only welcome but essential."

"Our 10 million pesos pledge to the PAL Foundation underscores our commitment to making this dream a reality, ensuring that the next generation of Filipina aviators can get the support they need to take off," he added.

Globally, women make up just 6% of the pilot population, according to data from CAPA Centre for Aviation. PAL’s campaign attempts to address this disparity with storytelling at the forefront.

The campaign’s hero film tells the story of a young girl who discovers her love for aviation, with her journey mirroring the real-life experience of the film’s star, a Filipina PAL pilot.

The airline also distributed an illustrated children’s book on select flights captained by women pilots, featuring a narrative designed to spark early interest in flying. Each book includes a tear-out paper airplane activity to reinforce the theme of imagination taking flight.

Further driving home the message, PAL invited young girls to read boarding announcements over the airport PA system for actual PAL flights, offering them a glimpse into what it’s like to be part of the industry.

“We wanted to send a powerful message we truly believe in, that there are no limits to what Filipinas can achieve,” said Mica Dela Rosa, creative director at BBDO Guerrero. “We hope that through this movement, more girls will be inspired to dream fearlessly and soar.”

While airlines around the world face growing pressure to diversify their ranks, PAL’s efforts stand out for weaving education, creative storytelling, and brand purpose into a multi-touchpoint campaign. With Fly With Her, the carrier is not only promoting gender equity, it’s laying the groundwork for a more inclusive future in the skies.

Just in December last year, PAL and BBDO Guerrero partnered up for the “Alaga” brand film, named after the Tagalog word for "care", emphasising the source of deep and meaningful care provided by the airlines. This also tied in with the airline's Christmas film "Sopresa" ('Surprise'), which told the story of how old dreams can be revived during Christmastime, including surprises which were meant to happen 40 years ago but got sidetracked by life's other plans.

These films fall under the umbrella of the #CareThatComesFromTheHeart campaign, which showcases how PAL’s crew and staff exemplify Filipino hospitality through the genuine care they extend to customers, and service that is deeply rooted in heart and sincerity. 

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