A recent Google search of “Filipina” yielded 3,770,000 results, a high majority were links to Filipina dating sites, matchmaking, "bar" and "sexy" girls and personal ads.  These sites have defined Filipina women in the U.S.  Perpetuation of this "popular image" is almost at a "cultural icon" level, a much desired status for which corporations spend millions of dollars to get their products and services at mind-share level (Holt 2004).  This is a concern that FWN want to address resulting in a national campaign so the public will perceive Filipina women differently.

The campaign is about creating positive images and leadership opportunities for Filipina women in corporations, government and nonprofit organizations. Culture and media have immense power to shape public perceptions. Creating positive media images of Filipina women leaders is an important step in shifting the cultural climate so that Filipina women in powerful roles become commonplace and accepted in today’s society.

People often mimic the images, trends and ideas they glean from pop culture. Changing the perceptions within the popular culture can be a precursor to challenging and changing stereotypes that hold Filipina women back from becoming full participants in the workplace. Promoting more positive images of Filipina women in leadership roles will be a catalyst to making it absolutely normal in the eyes of the press and the public for Filipina women to ascend to the roles of senior management and public leadership.

FWN convened a Future Search during its 4th Annual Filipina Summit (October 2006) which resulted in Filipina Power 2012 game plan around five action projects:

• Capacity Building - Pinay Empowerment Fund, Asset Development

• Support Systems - Leadership Training [Filipina Women Who Could Be President], Mentoring Program

• Infrastructure - create a national database of Filipina women in the U.S. - (100 Most Influential Filipina Women in the U.S. and the Directory of Filipina Elected, Appointed Officials & Highest Ranking Filipinas in large organizations); FWN Magazine & V-Diaries, anti-violence resource guide publications

• Forums and Panels - Filipina Summit (2004, 2005, 2006, 2007), Professional Mondays @ FWN - Learning Series, The Vagina Monologues & Usaping Puki (social justice advocacy to end domestic violence against Filipina women and girls)

• "Shape the Filipina Image" - Remarkable Filipina Women "Power Lunch", Filipinas in Motion Discussion Groups, Filipina Caucus

These series of initiatives are aimed at working within popular culture venues. Key initiatives in changing the cultural climate are FWN's strategic collaborations with the following organizations:

• WIPP (Women Impacting Public Policy) advocating for changes in small business opportunities for Filipina women entrepreneurs.

• V-Day's Worldwide Campaign in producing The Vagina Monologues, and Usaping Puki (Tagalog version), an all Filipina cast working to raise money and awareness to stop violence against Filipina women and girls. The annual benefit performances which started in San Francisco in 2004 and launched in New York in 2006 are celebrated in March during Women's History Month.

• Women's Intercultural Network (Win) is a a Non-Governmental Organization (NGO) with consultative Status to the United Nations Economic and Social Council, WIN has participated at several global conferences of women, foremost being the Fourth World Conference on Women, Beijing, China September 1995. WIN continues working to advance the UN goals of equality, development and peace for women and girls in the interest of all humanity.

The Filipina Women's Network is dedicated to advancing Filipina women across all sectors, enhancing public perceptions of Filipina women's ability to lead and fostering the entry of Filipina women into leadership positions.