Pagpag: Blending Humor and Culture to Spark Conversations on Death and Planning

We’re excited to share our latest campaign video, “Pagpag,” the fourth installment in our ‘Di Mo Inexpect No’ series. This lighthearted Halloween-themed video explores the Filipino tradition of “pagpag,” where mourners avoid going home directly after a wake to prevent the spirit of the departed from following them.

While the video brings humor to this cultural practice, it also conveys a deeper message: death is an inevitable part of life, and preparing for it can bring peace of mind. As our CEO, Alfred Xerez-Burgos III, states, “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.”

This campaign encourages Filipinos to embrace end-of-life planning, ensuring that their loved ones are spared unnecessary stress during difficult times. Our services, such as Libing Anywhere, Libre Burol, QRonicle, and our Customer Portal, are designed to provide comprehensive support and convenience for families.