Havas Ortega's KITA looks to spark confidence in women entrepreneurs

Havas Ortega has launched The KITA Initiative, a programme designed to amplify the visibility and voices of women entrepreneurs. The initiative highlights the significant role of women in the country's economy while addressing their glaring underrepresentation in public discourse and recognition.

At the heart of the initiative is the KITA font, a bespoke typeface inspired by the butterfly sleeves of the terno, the iconic Philippine national dress.

This design serves as a powerful symbol of grace, strength, and Filipino heritage, while also representing the resilience and creativity of Filipino businesswomen, according to chairman and CEO of Havas Ortega, Jos Ortega.

"Over 60% of micro, small, and medium enterprises (MSMEs) in the Philippines are women-owned, yet when you search for 'Philippines entrepreneurs,' only three women appear in the top 18 results," Ortega said in a recent LinkedIn post.

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This imbalance underscores the need for greater recognition and visibility for the women driving the country's entrepreneurial spirit.

The font was created to help women entrepreneurs personalise their signage and communication materials, enabling them to showcase their businesses in a distinctive and compelling way.

Havas Ortega piloted the initiative at Kamuning Market in collaboration with SPARK Philippines and the Quezon City Government, sharing the inspiring stories of women storeowners.

"At HAVAS Ortega, we recognise the impact that women entrepreneurs have and believe it is time for them to be more visible and heard," said Ortega. "This font serves as a tool for businesswomen to amplify their presence and take a stand."

The programme also aims to foster collaboration between brands, organisations, and individuals to build a supportive ecosystem for women entrepreneurs.

Havas Ortega is inviting brand owners to join the initiative by developing more projects that elevate women in business. Individuals can also contribute by downloading and using the KITA font in daily communications, from presentations to digital content.

In a recent video, Havas Ortega shined a light on some of the hardworking women who have benefitted from the initiative.

"Since I got the signage, more people have availed of my printing service," one woman said.

"You gain the confidence to face the challenges of life. It made me realise I could do this and actually earn," another remarked.

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