Philippine Airlines and BBDO Guerrero launch ‘Fly With Her’ to empower aspiring women pilots

In a new step towards greater diversity and inclusion in aviation, Philippine Airlines (PAL) has launched the ‘Fly With Her’ campaign, created in partnership with BBDO Guerrero. Through this initiative, PAL is reinforcing its commitment to gender equality by pledging ₱10 million in scholarships via the PAL Foundation aiming to empower aspiring Filipina pilots and increase female representation in its pilot workforce. With this campaign, PAL seeks to break barriers and inspire more women to take up their place in the skies in a traditionally male-dominated industry.

According to CAPA Centre for Aviation, women currently make up approximately 6% of pilots worldwide, highlighting the importance of initiatives that open doors for future women aviators.

Launched in celebration of International Women’s Day last month, the campaign’s hero film Fly With Her is a touching narrative that follows a young girl discovering her love for airplanes and finding her courage to let her dreams take flight. The film stars a real Filipina Philippine Airlines pilot, proving that these dreams are not just aspirations, they are achievable realities.

Alvin Miranda, Vice President for Marketing at Philippine Airlines, said: “In aviation, skill and passion know no gender. 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 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.”

Beyond the film, Philippine Airlines extended the campaign’s message by introducing an illustrated children’s storybook designed to spark ambition in the hearts of future Filipina pilots. The book includes interactive features, such as a tear-out final page allowing kids to craft their own paper airplane. The storybooks were distributed to children on PAL flights captained by women pilots, both domestically and internationally.

Further bringing the campaign to life, young girls were invited to take over the airport PA systems and read the boarding announcements for Philippine Airlines flights to provide a firsthand experience on being part of the aviation industry.

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

With ‘Fly With Her’, Philippine Airlines is not just telling a story – it’s championing a movement that will inspire young girls to see the sky as a place where they belong.

Learn more about the Fly With Her program here.