Christmas has long been known as the season of giving. It is a time to show love and appreciation to those who truly matter, whether it’s family who have stayed by our side, friends, or even strangers who have touched our lives, through simple acts of kindness and generosity.
But the thing is, generosity has always been part of Filipinos’ everyday lives—even without them realizing it. No matter how small or big the act may be, generosity is deeply embedded in their culture. It is in the Filipino nature to give from the heart without expecting anything in return.
One story that beautifully reflects this spirit is that of Eugene Dela Cruz, whose journey captured the hearts of many when it went viral in June 2025. At just 12 years old, he found himself homeless, holding on to every peso he earned on the streets. Through the generosity of strangers and his own determination, he eventually found hope again.
Despite his early challenges, he chose to rise through hard work. Eugene took on many jobs, from choreographing dance routines to tutoring others, which eventually helped him secure admission and a scholarship to Ateneo de Manila University. His academic journey culminated with his graduation with honors from the Bachelor of Arts in Economics (Honors Program), with a specialization in Financial Economics and a minor in Decision Science.
Though it was his perseverance that brought him success, Eugene knows he would not have made it without the people who showed him generosity in many forms. One of them is Erin, his high school friend, who offered unwavering support throughout his academic life. There’s JP, Eugene’s dance teammate, whose companionship made life bearable through its ups and downs. And then, there’s Kamille, a university admin officer, who didn’t know that her simple “kamusta” became a lifeline of warmth and encouragement for Eugene.
Those who lifted Eugene along his journey remind us that generosity often comes in humble, heartfelt ways. Inspired by stories like his, Cadbury this Christmas gives back to everyday givers who brighten lives through quiet acts of kindness. In its latest campaign, the brand shares a film highlighting Eugene’s story and the people who left a lasting mark on his path, from life as a street dweller to graduating as a college scholar. It shows that generosity isn’t measured by grandeur, but by small gestures that create meaningful impact.
“This Christmas, I’m thankful for generous people. I encounter generosity in different places. In school, at work, and in groups I join,” Eugene says. “Generosity is the force that keeps us going. Talking to people around you or even just lending an ear, that’s a big help because you don’t know what they are going through. Simple things like saying, ‘You can do it!’ It goes a long way.”
With Cadbury Dairy Milk’s new, richer, and more chocolatey taste, it makes the perfect treat to give and share this Christmas time. The iconic chocolate bar also comes in a limited-edition Christmas sleeve, allowing everyone to pen their heartfelt message for “every generous one in their life.”
“This campaign is our way of celebrating the spirit of generosity in all its forms,” said Assistant Brand Manager of Cadbury, Allana Paz. “Generosity does not have to be in grand gestures; it is also the small, everyday acts that deserve to be thanked for. Eugene’s journey is a beautiful reflection of how simple acts of kindness can change lives, and that’s exactly what Cadbury stands for. We hope to inspire everyone to pass on that sweetness, one thoughtful gesture at a time.”
To watch Cadbury’s latest film, visit https://www.facebook.com/cadburyph/
