In the past, noblesse oblige meant that privilege involved social responsibility. The term has since evolved into the idea of sharing time, talent and connections.

The women featured in this story personify noblesse oblige. They often appeared in glossy magazines and society columns not just because of who they are or what they’re wearing. (They are uncomfortable with being labeled “socialites.”) Although their position has enabled them to advance social causes, their support comes from the generosity of their spirit. For them, charity isn’t a seasonal obligation but a means to a life of contentment.

Margarita Moran Floirendo

Chair, Cultural Center of the Philippines (CCP)

How did you remain productive throughout this quarantine?

On the second month of the quarantine, the board of trustees of the CCP met using Zoom for the first time to discuss issues that affected the institution and its stakeholders. As chair, I initiated the amendment of the CCP Code of Governance to be more compliant with the Code of Governance of the Governance Commission for government-owned or -controlled corporations (GOCCs). This took a couple of months to be approved by the board.

Personally, I gave financial assistance to those who were affected by the lockdown in gratitude for being fortunate to survive this crisis. I helped raise funds for artists to alleviate their personal hardships due to their suspension of employment.

How has your social life changed since March?

My family and friends became my circle of intimates ever since communication became virtual. This was the best thing that ever happened during quarantine. I have always valued true friendships. I realized who the people I want to be with are, because we shared the same Christian spirituality.

I only left the comfort and safety of my home in August to attend intimate lunches and dinners with friends. There are fewer birthday parties and weddings and no galas and live fashion shows. Eventually, I became courageous enough to travel to Amanpulo, Davao, Boracay and enjoy yet again our destinations.

What insights have you gained from this quarantine?

At the beginning of the lockdown, I had difficulty accepting that this was happening in my lifetime. I feared for my family. I was all alone in my condominium in Bonifacio Global City. It had imposed a strict lockdown that made me feel like a Carmelite in seclusion.

Soon, I realized that I needed very little to live. My designer clothes, shoes and handbags meant nothing to me because there was nowhere to go. Shorts and Bench blouses became my Zoom fashion.

While in seclusion, I spent more time in prayer and meditation. In my walk with Jesus, I no longer feared the future nor the prospect of death. The loss of two brothers and 16 friends in less than a year gave death a more profound meaning.

Most important is that my time on earth must be managed, and every moment cherished because tomorrow might not happen. As I learn more from conversations with friends who are facing finality, I know now that life must be led with intention, love and forgiveness even if it is within the realm of the mind.

What are the charities and causes that you are working on this holiday season?

I am working on special programs with the CCP Board Committee on Artistic Matters and with CCP President Arsenio Lizaso to support artists in this crisis. It is designed to provide them with artistic employment and to arrest the possible deterioration of skills, techniques—performance excellence in general—through rehearsals and virtual performances. Although the CCP is closed until it will be allowed to be open to the public, programs such as these keep the arts alive, making it matter in the life of every Filipino.

What drives you to support these causes despite this challenging time?

Life is never fair, even in bad times. I am grateful that the good Lord has given me more than what I need in terms of time and resources to help others. It is my duty to share, as I am just a steward of whatever I have.

Helen Ong

Event chair, Philippine Cancer Society’s Best Dressed Women of the Philippines; chair, Society for Cultural Enrichment Inc.; honorary consul of Angola

How did you remain productive throughout this quarantine?

The night before the lockdown, I was attending parties. But the first thing I did after was to join online prayer groups. I continued my consular work and met up with ambassadors via Zoom.

Last summer, I organized a Viber group that could donate to a feeding program. We raised P120,000 during the enhanced community quarantine. We sent sacks of mung beans, dried fish and squash to some 10,000 people—500 families each from Tondo, Pasay, Mandaluyong and Quezon City. Their barangays distributed the food and documented it. We likewise gave out 1,450 pairs of slippers to flood victims in Tondo, Marikina and Cagayan.

How has your social life changed since March?

I haven’t been to any party. I went out once to attend a luncheon hosted by Ihoko Haneda, wife of the Japanese ambassador. That was first time I saw the front of my house after eight months.

What insights have you gained from this quarantine?

I used to miss going out. Now I can live with the quarantine because I’m more productive. I can do more through phone calls, email and Messenger. There are no distractions from parties.

What are the charities and causes that you are working on this holiday season?

Since the annual Philippine Cancer Society’s Best Dressed Women of the Philippines (BDWP) gala dinner was canceled, I organized a coffee-table book project to raise funds. “Best Dressed Women of the Philippines 2020” is written by Jose Mari Ugarte and designed by Jean Cabrido. Women sent us high-resolution photographs. It is published by the Society for Cultural Enrichment.

Mario Katigbak is organizing the virtual launch on Dec. 14. The book costs P3,000.

Having presold it, we have raised P5 million. With pledges and the launch, we are targeting P8 million. That will be sufficient for the Philippine Cancer Society to help cancer patients in 2021.

What drives you to continue to support these causes despite this challenging time?

That’s my personality. People know me for these causes. They always call me when they have something to donate.

Marivic Rufino

Painter, columnist, vice chair of Philippine Red Cross Makati

How did you remain productive throughout this quarantine?

I surrounded myself with favorite books on art, spirituality, psychology, philosophy, poetry and history. I put the last touches on unfinished paintings. Seeing them after a long time gave me a different perspective.

To expand my knowledge, I enlisted in webinars. My big project was to be one of the artist-panelists in “Creadores: A Tribute to Betsy Westendorp,” a webinar organized by the Instituto Cervantes. I, likewise, joined the Assumption Alumnae Association “MAGNIFICart” auction to support mission schools.

What sustained me were Masses, novenas and recollections, all via Zoom. Spirituality has given each day a special significance.

How has your social life changed since March?

Frankly, I grew tired of events. Before the pandemic, people thought I was everywhere. I just happened to be photographed while I stayed at an event for only 15 minutes.

I miss the exhibit openings, the ballets and the cultural life. I saw family after 112 days. I sometimes meet up with a few friends for alfresco dining. Doctors warned me against staying too long in enclosed public spaces.

What insights have you gained from this quarantine?

It’s better to lead a simple life and let go of what is superfluous. Through the years, we have been surrounded by many objects and people who are either superficial or toxic. You learn who your true friends are.

I lost my brother Guillermo Rufino to COVID-19 pneumonia. He was very sociable throughout this pandemic. When he was hospitalized, his son Carlo and I had to talk to the doctors remotely. His demise taught me that loved ones will always remain alive in our memory.

No man is an island, as the saying goes. Even if you live by yourself, you need to reach out to others.

What are the charities and causes that you are working on this holiday season?

Although we are volunteers for Red Cross, the work is 24/7—all year-round. I get calls at midnight from people asking for blood donations. People want to help their relatives, so it’s urgent. I have to wake up our staff to source blood. Inadequate blood supply in the hospital banks is a challenge. Coordinating and multitasking happen at the same hour. Despite the stress, I find fulfillment in humanitarian service.

I continue to support the Marian Missionaries who protect abused children and incest victims. Helping need not always be in the form of dole-outs. Sometimes people just need a listening ear.

What drives you to continue to support these causes despite this challenging time?

We don’t know what will happen in the future, but we can initiate positive energy that will come back to us. Giving should come from the heart.

Sheila Romero

Vice chair of Air Asia Philippines; founder/ president of iWant To Share

How did you remain productive throughout this quarantine?

In March, I initiated a drive to provide acrylic intubation boxes which were donated to hospitals in the province.

Last April, iWant to Share foundation donated alcohol and personal protective equipment to front-liners.

The foundation has been focusing on the Philippine General Hospital (PGH) Pediatric Hematology-Oncology Department. Every quarter, we give a six-figure amount for medicines, special tests, caregivers and Wi-Fi at the ward. Last summer, we donated an alkaline water machine so kids can take 2 liters before they go home after their chemotherapy.

Since my birthday last July 23, we have been sending 80 food packs thrice a week. When my friends posted photos in their social media pages, people started offering modest amounts of money or volunteered to cook and pack the meals.

Meanwhile, AirAsia donated bottled water, canned goods, slippers and underwear to typhoon victims in Tuguegarao.

How has your social life changed since March?

Friends said I was one of the first to hold a Zoom party. For my birthday, I sent express meals from our restaurant, Nara Thai, to friends. My social life has been centered on seeing my barkada in Zoom Bible studies four times a week and bonding with my daughter and her friends—also on Zoom—to talk about God and the Bible.

I’ve been entertaining three guests at a time at home.

What insights have you gained from this quarantine?

Prioritize the things that fulfill you the most. The Bible studies have taught me to find the values in our spirit and to live according to those values.

What are the charities and causes that you are working on this holiday season?

On Dec. 8, IWant to Share will continue the tradition of presenting gift boxes for the noche buena at the PGH Pediatric Hematology-Oncology Department. I want to help relieve the burden of the parents of children with cancer. Following strict protocols, I plan to meet the parents and give them hope at this difficult time.

The foundation will also carry on its annual gift-giving to over 600 children of farmers in Agdangan town, Quezon province.

What drives you to continue to support these causes despite this challenging time?

Compassion is the result of my love for Christ. I’m likewise fulfilling His purpose. I want to encourage friends to share this season. The genuinely selfless act of helping others is priceless.

Cris Albert

CEO/president of Fila Philippines

How did you remain productive throughout this quarantine?

I worked double time in retail as we pivoted to e-commerce. We came up with new tactics that would fit the new lifestyle, such as producing masks. Capitalizing on the acronym WFH (work from home), we developed our own #WFH-Wear Fila at Home and Wear Fila for the Holidays, a capsule collection.

Last summer, our foreign suppliers donated masks. We collaborated with designers Rajo Laurel and Puey Quiñones to produce PPE (personal protective equipment) coveralls.

The Fila family—about 1,000 of them—has been my main concern. During the lockdown, I had to extend help by paying their vacation leaves. When their ayuda was delayed, I had to advance.

While other companies were retrenching, we were hiring executives who could help me take the company to the next level. Despite the recession, we hit our sales target this October and November.

We continued with our feeding program in Mandaluyong. Helping our ministries, iFoster and iRebuild, only stopped during the lockdowns. The Department of Social Welfare and Development has been sending children to the iFoster home, which helps in the adoption of abandoned and orphaned children. iRebuild continues to provide temporary shelter. It recently helped the typhoon victims who were left homeless in Tacloban and Bicol. The support is coming from the pockets of Butch (chair of Fila Philippines) and I.

How has your social life changed since March?

I go to the office and bond with my people. That’s my priority.

I marked my birthday last July 11 in Tali Beach and sent champagne to my friends. We celebrated my son’s graduation in Tagaytay and took a break in Amanpulo. Since October, I’ve only been to Manila House. I got stressed wearing high heels because I’m no longer used to them.

I’ve been so busy having substantial conversations with my kids. Every Sunday, we have “Chef’s Kitchen,” a culinary contest among the family. I got to enjoy things which I had taken for granted.

What insights have you gained from this quarantine?

In the beginning, I thought I was in a bad dream. Everything was uncertain. When I panicked, I realized that I forgot about God. I have a one-on-one Bible study from New York, and I join Anton San Diego’s Bible group. These have given me hope and the power to be with people again.

What are the charities and causes that you are working on this holiday season?

Fila has a Buy a Soul, Feed a Soul promotion. For every purchase of a Fila product, P25 goes to our ministries—iFoster, iRebuild and Christ the Living Word, a community in Mandaluyong.

What drives you to continue to support these causes despite this challenging time?

Fila is like a family. As a leader of an organization, I feel responsible for the well-being my employees. The ministries are our calling. Fulfillment is derived from leading a life of doing good. —CONTRIBUTED INQ