After over 30 years of making affordable contraceptives accessible to Filipinos, Trust marked a new chapter on September 25, 2025, with a bold relaunch at Monarch Manila — redefining itself with a stronger voice and a clear mission: to normalize conversations on sexual and reproductive health and empower every Filipino to want more.
At the campaign launch, Denise Van Dijk, President and CEO of DKT Health, Inc., emphasized how Trust has evolved to meet the needs of today’s Filipino society.
Photo shows (from left:) Denise R. van Dijk, President and CEO of DKT Health, Inc., Maxie Andreison, TRUST brand ambassador and winner of Drag Race Philippines Season 3, and Gil Cadiz, Director of Marketing, DKT Health, Inc., during TRUST’s brand repositioning campaign launch
“We have taken steps to listen to our consumers, to Filipino society, to figure out what you need from us,” Denise said. “Trust wants more for you – more freedom, more knowledge, more security, more care, and yes, more ecstasy.”
Denise van Dijk, President and CEO of DKT Health, Inc., while delivering her opening remarks
From contraceptives to advocacy
Trust began over three decades ago with just one contraceptive product. Today, it is the leading provider of sexual and reproductive health solutions in the Philippines. But the relaunch goes beyond product recognition — it signals a shift from being known primarily as a contraceptives brand to being recognized as a social enterprise with a deeper advocacy.
Behind Trust is the DKT Philippines Foundation, which reinvests a portion of sales into community programs such as mobile family planning clinics, reproductive health caravans, and education campaigns. One example is the Trust Mobile Clinic, which has traveled across Luzon, providing free ligation, vasectomy, and contraceptive services to underserved communities.
According to Gil Cadiz, Director of Marketing at DKT Health, Inc., every purchase directly contributes to these programs.
“Every purchase of Trust products contributes to funding programs and services so that nobody gets left behind,” he explained. “For example, 108 condoms sold can fund one free vasectomy.”
Normalizing the “Uncomfortable”
The event also sparked a candid conversation on breaking long-held taboos around sexual health in the Philippines. Panelists agreed that discussions on sex remain weighed down by silence, shame, and misinformation.
Denise identified three key barriers that continue to hinder Filipinos:
- Lack of comprehensive sex education in schools, where lessons often focus only on abstinence, leaving students unprepared for real-life experiences such as peer pressure, relationships, or even abuse.
- Parents’ discomfort in talking to their children about sex, stemming from limited knowledge or lingering stigma.
- Absence of safe spaces for young people to ask questions, which drives many to turn to pornography as their main source of information.
To address these gaps, Trust is leveraging both digital and offline strategies. Its website, Trust.ph, is available in multiple languages and features quizzes to help individuals determine the contraceptive options that best fit their needs. The brand also introduced an AI-powered chatbot that allows Filipinos to anonymously ask sensitive questions without judgment.
Offline, Trust partners with schools, local government units, midwives, and pharmacists to create safe and accessible channels for education. By arming these community frontliners with accurate, stigma-free knowledge, Trust hopes to make sexual health conversations more open and empowering.
Voices of Inclusivity
Inclusivity was another central theme of the campaign, highlighted by the participation of drag artist Maxie, who performed Halika na, Lika, the official campaign anthem. The message, “Ang Normal Mo, Normal ‘Yan!”—which translates to “Your normal is normal”—resonated strongly with the LGBTQ+ community.
“Because, girl, boy, gay, tomboy—we all have sex. And no matter what, we should talk about it without judgment,” Maxie said.
Maxie, who has a strong following on TikTok and other platforms, pledged to use her influence to raise awareness on HIV prevention and sexual wellness, especially among the youth. She shared that every performance is also an opportunity to remind audiences about protection and inclusivity.
A Call to Break the Silence
During the Q&A portion, media participants raised the challenge of reaching families and communities in rural areas. Denise responded that Trust is expanding its efforts by training student ambassadors, empowering midwives, and collaborating with pharmacists—often the first point of contact for people seeking information.
“We want to turn silence into conversation, shame into understanding, and fear into empowerment,” Denise explained.
This holistic approach reflects Trust’s commitment not only to provide products, but also to foster a culture where conversations about sexual and reproductive health are normalized rather than hidden.
More Than Just a Brand
The relaunch culminated with a powerful affirmation: “Ang Normal Mo, Normal ‘Yan!”
With teenage pregnancies and HIV cases on the rise in the Philippines, Trust aims to position itself not merely as a brand but as a movement—one that challenges Filipinos to openly discuss sexual health, embrace inclusivity, and claim their right to safety, choice, and pleasure.
As Denise put it, “Anything less is not enough.”
