Filipino Time advocacy is gaining renewed attention as JCI Senate Philippines joins the Department of Science and Technology in promoting punctuality, productivity, and respect for time as national values.

Many of us grew up associating the term “Filipino Time” with tardiness and, to some extent, a lack of respect for other people’s time—often overlooking its potential economic costs and the impact on our relationships with colleagues and loved ones.

In response to persistent challenges surrounding the cultural habit of punctuality as a nation, the Department of Science and Technology (DOST) is redefining ‘Filipino Time’ through its Oras Pinas advocacy campaign, promoting it as values anchored in respect and productivity.

 To further strengthen this initiative, the Department of Science and Technology–Science and Technology Information Institute (DOST-STII) partnered with JCI Senate Philippines to conduct activities, engagements, and specialized content designed to help every Filipino understand the tangible benefits of responsible time management and reframe Filipino Time in a more positive light.

A Memorandum of Understanding (MoU) signing was held on January 22, 2026, at the DOST Central Office in Bicutan, Taguig City.

Under this MoU, several activities will be conducted by DOST-STII and JCI Senate Philippines through its Project W.A.T.C.H, focusing heavily on social media campaigns through content creation, as well as distributing time-consciousness-related promotional materials to various activities of educational institutions, national government agencies, and local government units.

“We recognize the tremendous network and reach of JCI Senate Philippines, whose members span across regions and sectors, as a vital channel for promoting the Oras Pinas: Filipino, On Time Ka! advocacy. Through your grassroots engagement and national presence, this campaign can inspire millions of Filipinos to embrace punctuality not just as a habit, but as a symbol of discipline, productivity, and respect for one another,” said DOST Assistant Secretary for Technology Transfer, Communications, and Commercialization and the DOST-STII Officer-in-Charge Napoleon K. Juanillo, Jr., PhD.

He added that partnering with JCI, DOST-STII can amplify the message of time consciousness across workplaces, schools, and communities, ultimately transforming it into a nationwide movement.

“We at the JCI Senate Philippines, our initiative aims to shift the cultural narrative away from “Filipino Time” by instilling a sense of punctuality and integrity across all sectors of society,” said National President JCI Senator Cecilia La Madrid-Dy.

Dr. Dy emphasized that every second wasted equates to a loss of value—both personally and economically—and notes that the program has already seen over a decade of success through its existing collaboration with the Department of Education (DepEd), particularly in Regions 2 and 5.

“With a new, strategic partnership with the DOST, expressing optimism that this collaboration will significantly boost the project’s national reach. By framing time consciousness as a matter of “science” and technical precision, the speaker believes local government units (LGUs) and the public will be more inclined to adopt these habits. Ultimately, the goal is to create a culture of discipline that elevates the Philippines’ global standing and efficiency,” explained Dr. Dy. 

Philippine Standard Time Act of 2013 and Oras Pinas Advocacy Campaign

By virtue of Republic Act 10535, or the Philippine Standard Time Act of 2013, the DOST is tasked at promoting the National Time Consciousness Week every first week of the year. Together with its attached agencies, particularly the Philippine Atmospheric, Geophysical, and Astronomical Services Administration (PAGASA)—which maintains the Philippine Standard Time as the official national reference—and the Science and Technology Information Institute, mandated to raise public awareness on synchronizing timepieces, it aims to cultivate a culture that values time and supported by science and technology as an essential resource for national progress.

This year, the Oras Pinas campaign, anchored on the theme ‘Filipino, On Time Ka!’, seeks to transform the negative perception of ‘Filipino time’ into a culture of discipline and respect for others’ time.

The “Oras Pinas’ campaign is one of the initiatives of the Department of Science and Technology (DOST) aimed at providing science-based, innovative, and inclusive solutions across four strategic pillars: human well-being, wealth creation, wealth protection, and sustainability. These pillars embody the mantra OneDOST4U: Solutions and Opportunities for All.