Background Highlights

English proficiency is perceived as one of the Philippines’ key competitive advantages in the global market. In fact, the country is well positioned to receive more BPO investments, thus creating more job opportunities, if the qualified human resources were available.

However, this competitive advantage is fast diminishing with the decreasing level of English proficiency, especially among the younger generation. Some of the contributing factors identified are: insufficient quality of instruction and the prevalence of Taglish in local television advertising and programming. There is also a cultural hindrance to the practice of English among the youth: many lack the self-confidence to speak English because they are afraid to make mistakes, and English is now perceived as elitist. In other words: it is perceived as yet another obstacle to social success and integration rather than a means to achieve it.
There is the growing awareness within the Philippine society at large that “something must be done” but this perception of English as an exclusive language for the elite represents the greatest obstacle to a wide-scale practice that is needed to improve overall proficiency among the youth. There is an urgent need to convince the youth to be proud to be bilingual. In a globalized economy, English is a Ticket to the Future. Loving, learning and enjoying the language will open doors and improve their chances in life.

As a result of these arguments, the European Chamber of Commerce of the Philippines and Stakeholder Relations Firm EON Inc, have taken up the challenge to initiate and spearhead the English is Cool advocacy campaign!

MISSION

Reverse the decline in national English proficiency
a. by re-popularizing the English language primarily among the youth and its influencers;
b. by communicating the opportunities and gains of having a good command of the language;
c. by positioning English as accessible, desirable, fun;
d. by promoting English as a value-adding skill that is available to everyone;

Create mind-set change
e. by advocating constructive values such as volunteerism, self-correction and peer tutoring as a positive and doable means of complementing regular formal channels of language education

End objective
f. Inspire the youth to practice and improve;
g. Build up our youth’s employability and marketability;
h. Re-strengthen and maintain the country’s English language competitive advantage.

VISION

To be a catalyst and inspiration for positive mindset change about English and to encourage self-empowerment and self-confidence in every Filipino youth