EMILIO S. DE QUIROS, JR.

President and CEO Social Security System (SSS)

Since 2010, the SSS has relied on the vision of Emilio S. de Quiros, Jr., one of the most accomplished and respected names in the banking, finance, and insurance industry, to gain awareness and support for the government agency.

His goal was to bring SSS closer to Filipinos, and he was successful in doing so through spearheading the extension of the organization’s branch network and the enhancement of its service accessibility.

De Quiros is a staunch believer of strategic communication. To support the reforms he is doing in SSS, he considered communicating to SSS members with straightforward and value-added messages, so that they understand and appreciate what they are doing. This was brilliantly executed in their thematic tri-media campaigns. In the “Miyembro,

Bilib Kami Sa ‘Yo” campaign, they effectively captured the attention and trust of its target market by paying tribute to all Filipino workers who toil hard for their families’ financial security, while assuring their own future social protection through their active membership with SSS. They followed it up with the “Buti na lang, may SSS! Aming Kontribusyon, Ipong Nagbibigay

Proteksyon,” campaign, where they used feedback of gratitude and inspiring stories from actual members to highlight the relevance and value of SSS contributions.

His business foresight and ability to read market trends also enabled him to ensure the long-term financial viability of SSS by giving more focus on SSS investment activities, and also in developing new programs such as the ALKANSSSYA program, which provides coverage for self-employed workers in informal sectors.