Baguio City formally launches Ating Dibdibin

Following the signing of a Memorandum of Agreement with ICanServe Foundation Inc. on March 21, 2025, the City Government of Baguio officially launched its Ating Dibdibin program at Baguio City Hall on May 28, 2025. The celebration was attended by city government officials, barangay health workers, patient advocates, and other stakeholders and supporters. A free breast and cervical cancer screening entitled “PuroKalusugan: Mass Cancer Screening” was held as part of the launch event.
Ating Dibdibin, ICanServe’s community-based breast cancer control program, is designed to detect breast cancer cases early and provide patients with the necessary navigation and support services throughout their journey, to ensure that they receive timely and correct treatment. With the launch, Baguio officially becomes ICanServe’s seventh partner city, after Marikina, Panabo, Taguig, Muntinlupa, Tagum, and San Juan.
The launch program included messages from Mayor Benjamin Magalong, ICanServe Cordillera Region Coordinator Marivic Bugasto, Acting Assistant City Health Officer Dr. Malou Pakoy (representing Dr. Celia Brillantes), ICanServe Founding President Kara Magsanoc-Alikpala, Councilor Betty Tabanda, cancer survivor Yen Humiwat, PhilHealth Regional VP for CAR Dr. Dominga Gadgad, and Health Services Office Cancer Coordinator Dr. Ana Marie Banta. ICanServe President Nikoy de Guzman joined city officials and ICanServe representatives in the unveiling of the pink ribbon as a pledge of support.
In his confirmation speech and expression of support, Mayor Benjie Magalong, invited stakeholders to embrace the program, saying, “Let’s take this to heart, Ating Dibdibin, because every life matters, every early detection counts, and every act of compassion saves a future.” He immediately convened a meeting with program leaders after the launch event to discuss its implementation.
“This is a strong declaration of our commitment to saving lives, empowering communities, and building a future where no one fights breast cancer alone. With this program, we are changing the narrative,” Mayor Magalong said.
Dr. Celia Flor C. Brillantes, City Health Officer, said, “Our goal is clear: no one should face breast cancer alone, and every patient should have a fighting chance at life. Ating Dibdibin empowers individuals through education, promotes early detection, and builds a strong, responsive referral system that connects patients to the care they need—when they need it most.”
Baguio City is the second city in the country to localize the National Integrated Cancer Control Act (NICCA) of 2019. The City chose ICanServe Foundation as its implementing partner.
ICanServe pioneered the community-based breast cancer control model in the Philippines.
ICanServe founding president Kara Magsanoc-Alikpala said, “What makes us different though, is that our program is patient-centered, built by and for patients. Survivors know what it takes. What it feels like. They know what to say and when to say it. The will of a cancer survivor is unmatched. They journey with a patient until the very end. And they do this, out of deep empathy, and purpose.”
Magsanoc-Alikpala honored Marivic Bugasto, ICanServe’s Coordinator for the Cordillera Region, and a breast cancer survivor herself: “Everytime we pitch Ating Dibdibin to a city, we first find a champion. And the best gateway for us to a city is always through the heart of a breast cancer survivor. Thank you Marivic and to everyone who shared her journey. Today is your dream come true.”
Over the past 16 years, Marivic Bugasto and her team have collaborated with the ICanServe for breast cancer forums, free clinics, and campaigns promoting early diagnosis and treatment.
Bugasto explained, “We have walked hand in hand with women—from screening and diagnosis to treatment, recovery, and survivorship. We’ve stood by them in their darkest moments and celebrated as they rang the chemo bell in victory. These are not just numbers or statistics—they are lives transformed because a community cared.”
“Today, I help shape patient-centered programs and represent survivor voices in national councils. I’ve shared our Baguio story at conferences across the country, showing that local action can spark nationwide change.”
Breast Cancer survivor Yen Humiwat attests to the strong partnership of Baguio City and the ICanServe Foundation, “ICanServe and Baguio City and other survivor volunteers didn’t leave me to face this alone. They helped me access financial assistance. Each step of the way, there was someone helping me figure out the next step. And although my journey is far from over, I can proudly say I am thriving. I am alive. I am strong and I am filled with hope. It gave me my life back.”
The launch event culminated with the unveiling of a floral pink ribbon, the international symbol for breast cancer awareness, led by Mayor Magalong. The  free breast and cervical cancer screening throughout the day served Baguio City Hall employees, Bureau of Jail Management and Penology personnel, and members of the Bureau of Fire Protection.
Dr. Ann Marie Banta, Cancer Control Program Manager of the Baguio City Health Services Office, said, “Ating Dibdibin represents what healthcare should be—community-driven, patient-focused, and anchored in strong partnerships. This program doesn’t just raise awareness; it provides real, life-saving access to care. Today, we celebrate progress, collaboration, and hope.”
Ating Dibdibin has been recognized internationally, featured in The Lancet Oncology, and has earned a Galing Pook Award in partnership with Taguig City for excellence in local governance.
ICanServe works with both government and private sector stakeholders to forge regional and international alliances that promote patient-centered health policy at the local, national, and regional levels.
Additionally, ICanServe is a founding member of the Cancer Coalition Philippines, which led the advocacy for the landmark NICCA.