Sparkle GMA Artist Center marked its 30th anniversary recently with a mission bigger than itself. During the “Sparkle Trenta” event held at the MOA Sky Amphitheater, Asia’s Multimedia Star Alden Richards formally launched "Click Kindness," a new advocacy campaign calling for compassion and responsible engagement online. The movement is inspired by the death of Emmanuelle “Emman” Atienza, whose passing deeply affected her fellow young artists in Sparkle.

Alden said the campaign could not come at a more urgent time, especially in an era when social media has become both powerful and potentially harmful.

“We now live in an age where social media is very dominant,” he noted. “And lahat po tayo ngayon ay nasa social media (we are all now on social media). Siguro po, karamihan sa atin ay nakaka-experience ng hateful comments or online bashing (many of us experience hate or online bashing).”

Alden emphasized that even established celebrities are not spared. “Even we here in Sparkle also experience the same thing. And one way or another, we are being affected by those hateful comments and negative comments,” he said. “Affected na tayo, nalulungkot tayo, nagagalit, nasasaktan (We become affected, sad, angry, hurt), and siyempre, our mental health is being compromised.”

The actor explained that "Click Kindness" seeks to counter the rising culture of online hostility and bullying by promoting empathy and positivity. The initiative encourages Filipinos to nurture the same warmth and generosity online that they readily display in real life.

“Madali naman tayong magpakita ng magandang katangian sa tunay na mundo (It’s easy for us to show our good traits in the real world). So siyempre, gamitin din natin ito online (let’s also apply that online), because our reach online combined is very powerful,” Alden said.

The campaign invites internet users to post content that inspires instead of harms, uplifts rather than attacks, and spreads “pagmamahal at love (love and affection),” as Alden put it.

As part of the launch, Alden asked everyone to participate actively. He encouraged attendees to take out their phones and post something positive right then.

“Maybe we can encourage everyone here to post something really nice, something kind, and send it to whoever you want,” Alden said. Then he quipped: “Sama mo na pati yung mga bashers mo, pwede rin ‘yan (Include even your bashers, that works too).”

He also urged supporters to use the official hashtag #ClickKindness to help unite the movement and amplify its reach across all platforms.

Sparkle executives acknowledged that "Click Kindness" was created in memory of Emman, whose untimely passing this year left a profound impact on fellow Sparkle artists. Emman was known not only for her talent but also for her gentle, uplifting presence, qualities the campaign hopes to bring forward.

Alden closed his message with a simple appeal: “Kindness goes a long way, and it starts with all of us... with you, with me, and everyone online.”

This year’s Sparkle Trenta celebration was graced by the presence of some of Sparkle’s most beloved and bankable talents such as Barbie Forteza, Julie Anne San Jose and other stars.

Also rendering special numbers were the New Generation Sang’gre cast, Sparkle Teens, Sparkle 10, Sparkle Campus Cuties, and Pinoy Big Brother: Celebrity Collab Edition Sparkle housemates.