‘Pagpag’ blends PH humor and culture with important message
FOLLOWING three humorous and fun videos that featured unique Filipino cultural beliefs, memorial care company Forest Lake Memorial Parks has released the fourth installment of its groundbreaking series in time for Halloween, “Pagpag.”
In a light-hearted and quirky way, Pagpag is a Halloween video explores the Filipino tradition of “pagpag,” in which mourners avoid going home straight from a funeral wake to “deter” the spirit of the departed from following them home.
Through this long-standing custom, Forest Lake also delivers a deeper and more significant message: while we people try to delay or avoid death, the “end of life” is very much a part of the life cycle — and one that we must ultimately embrace.
In Pagpag, Forest Lake also reminds families of the importance of planning ahead — taking proactive steps for the future as preparedness is key to ensuring security for the ones we love.
“Old customs like ‘pagpag’ reflect Filipinos’ desire to shield themselves and their families from the unknown. Forest Lake, however, believes that true peace of mind comes not from avoiding the topic of death, but from accepting it as an inevitable part of life and preparing for it in meaningful ways,” said Alfred XerezBurgos III, CEO and president of Forest Lake Development Inc.
The Pagpag Halloween video is the fourth video of Forest Lake’s campaign series titled ‘Di Mo Inexpect No,’ which aims to present Filipino life-and-death-related customs and superstitions in unique and unexpected ways.
Previous videos in the series are “Paliwanag,” which reflects on the unpredictability of life; “Itim na Pusa,” which tackles superstitions involving bad luck; and “Talon,” a fun take on the belief that jumping on New Year’s Eve will make someone taller.
This latest campaign stresses the importance of preparation, reminding Filipinos that accepting death is also about planning for it in different ways: arranging memorial services, securing interment rights, and considering long-term care options, which, in the long run, ease the emotional and financial burdens that come with loss.