Hedcor, Aboitiz Foundation, and partners empower women through Elevate AIDA
A group of breastfeeding mothers, fondly called as “Super Nanays,” have shown remarkable resilience by completing Elevate AIDA (Artificial Intelligence Data Annotation), a program that equips women with in-demand digital skills to pursue new income opportunities while meeting the demands of motherhood.
The Elevate AIDA program, a collaboration among Hedcor, Aboitiz Foundation, Connected Women, and local government units, is designed to empower vulnerable women, such as stay-at-home mothers, single parents, and displaced workers, by equipping them with flexible skills to join the global digital economy. The program enables participants to earn a sustainable income without sacrificing their roles at home.
Thirty-eight mothers, including breastfeeding moms, from the municipalities of Manolo Fortich and Impasugong, Bukidnon, recently graduated from the program. Many of these women attended sessions while carrying and nursing their infants, underscoring both the program’s inclusivity and their commitment to balancing family and personal development.
For women like Wennice Bataan, a breastfeeding mother who left her job as a customer service representative to care for her newborn, the training was life-changing.
“Daku kaayu ni na blessing sa akoa! Nakatuon ko unsaon magkatrabaho online samtang nagaatiman sa akong anak. Kampante ang akong pamati karon nga makatabang ko sa among pamilya bisan nia lang ko sa panimalay,” (This training is a huge blessing. I learned how to work online while taking care of my child. Now, I’m confident I can support my family even while staying at home) Wennice shared.
Noreen Vicencio, Hedcor’s Vice President for Corporate Affairs, emphasized the program’s transformative impact, “We’ve seen firsthand how determination and care for family can go hand in hand. These mothers showed that, with the right support, even the biggest challenges can be overcome. Watching them learn new skills while juggling childcare has been a powerful reminder of what’s possible when we invest in people’s potential. We’re proud to be part of their journey and to see their success inspire others.”
A growing movement
Elevate AIDA continues to create a transformative impact beyond Bukidnon. In Davao del Sur, 57 mothers have completed the training, while Negros Occidental has seen its largest cohorts yet—95 graduates in San Carlos and 99 in Calatrava. Connected Women further supports these graduates through monthly upskilling sessions, job placement updates, and career guidance at three, six, and twelve months after graduation, ensuring their long-term success.
Ginggay Hontiveros-Malvar, Aboitiz Foundation’s President, shares, “At Aboitiz Foundation, we’re proud of the ‘Super Nanays’ showing that moms can do it all — raise their families while building meaningful careers. From zero income to earning P600 a day, their transformation is life-changing. Through Elevate AIDA, we’re helping women gain future-ready skills, build stronger communities, and create a more inclusive workforce. Our goal is to empower 300,000 women across the country.”
By balancing career aspirations and family life, these “Super Nanays” prove that resilience, collaboration, and the right opportunities can spark meaningful change. As they step into the digital workforce, they show that combining parenting with professional growth is not only possible but also a powerful way to achieve financial independence and uplift their communities.
