A New Chapter for Mothers Through Elevate AIDA

As we celebrate Mother’s Day and reflect on the enduring strength of Filipino mothers, the Aboitiz Foundation shines a light on stories of hope, courage, and transformation—stories written by women who are reclaiming their futures through digital empowerment.

Through the flagship Elevate AIDA program—short for Artificial Intelligence and Data Annotation—the Aboitiz Foundation, in partnership with Connected Women, the Department of the Interior and Local Government (DILG), and the Philippine Commission on Women (PCW), is empowering women across 30 local government units with meaningful, digital-related work opportunities. The program focuses on providing training in digital skills and remote work, enabling women to participate in the growing online economy from the safety and convenience of their own homes.

“We are incredibly proud of the resilience and determination women show every day,” said Ginggay Hontiveros-Malvar, President of Aboitiz Foundation. “Elevate AIDA isn’t just about digital training—it’s about giving women real opportunities to change their lives, support their families, and contribute meaningfully to their communities.”

Since its launch, 1,931 women have enrolled, with 1,865 completing the program—and the numbers continue to grow. Many of these women previously had no access to a stable income. Today, thanks to Elevate AIDA, they are now earning up to ₱600 per day, a significant and empowering shift that is changing the course of their lives and the lives of their families.

Among these inspiring women is Jehaida Aidarus, a mother and survivor of domestic violence. For years, she was prevented from working or studying by her abusive husband. Determined to break free, Jehaida fled her home and joined the AIDA training. Through the program, she’s building the skills she needs to become financially independent and dreams of reuniting with her children on her own terms.

In Basilan, Nima Duma, a mother of three and former online seller, watched her livelihood disappear during the pandemic. Struggling to make ends meet, she joined the AIDA program. Despite poor internet and power outages, she completed her training and has since taken on digital tasks. For Nima, every peso earned from honest, digital work is not just income—it’s dignity.

Anna Marie Tubon, a single mother and customer service representative, used her Elevate AIDA training to strengthen her skills and apply for a team lead or quality assurance role at Alorica. For her, the program offered a pathway not only to stability, but to upward mobility.

The results speak volumes: 58% of graduates have applied for jobs through Connected Women, while 40% have already found employment with various companies—underscoring the program’s success in enabling job readiness and economic participation.

Looking ahead, the Aboitiz Foundation is committed to scaling up the initiative with a bold vision: to train and place 300,000 Filipino women in digital-related work. As the foundation continues to work hand-in-hand with government and community partners, Elevate AIDA stands as a model for inclusive, technology-enabled development.

This Mother’s Day, the Aboitiz Foundation celebrates the remarkable women who are not only raising children—but also raising the bar for what’s possible when mothers are empowered, equipped, and given the chance to thrive.