Celine Murillo: Bridging Nature and Social Media in the Philippines

In a world where social media often showcases the glitz and glamour of urban life, Celine Murillo has taken a different path. When she left the bustling streets of Manila for the serene landscapes of the Bicol region, approximately 400 kilometers south, she embarked on a journey that would not only transform her life but also resonate with hundreds of thousands of people online. Through her TikTok account, which has amassed over 620,000 followers, Murillo has become a beacon of knowledge and inspiration, sharing her passion for the Philippines’ rich biodiversity.

A Journey from Travel Writing to TikTok Fame

Celine Murillo is no stranger to storytelling. As an experienced travel writer, she spent nearly a decade crafting long-form content that explored the natural world through written features, photo stories, and documentaries. However, despite her dedication, she felt her work was reaching only those who already cared about environmental issues. “For almost a decade, I’ve been creating stories about the natural world… I felt like they were reaching the people that already cared. There was this dread of being in an echo chamber,” she shared in an interview with Arab News.

Determined to broaden her audience, Murillo turned to TikTok, a platform that allows for quick, engaging content. “Where’s the audience? How can I make the message reach more of them?” she pondered. The answer was clear: TikTok was the medium that could connect her with a wider audience eager to learn about their country’s natural heritage.

Capturing the Wonders of Nature

Murillo’s TikTok journey is a collaborative effort with her husband, Dennis, who captures and edits their adventures. Together, they explore the Philippines’ breathtaking landscapes, from majestic mountains to lush forests, documenting the diverse flora and fauna that inhabit these regions. One of her standout videos, featuring the yellow-vented bulbul, a common bird in the Philippines, has garnered an astonishing 12 million views. Her series “Saribuhay sa Salapi” (Biodiversity in Local Currency) has also struck a chord, with individual clips attracting between 1 million to 3 million views.

Through her engaging content, Murillo has tapped into a growing curiosity among Filipinos about their own natural heritage. Many viewers are discovering the beauty of local species and ecosystems for the first time, filling a significant gap in the education system where native flora and fauna are often overlooked.

Addressing Systemic Issues in Environmental Awareness

Murillo’s mission goes beyond mere education; she aims to challenge the colonial narratives that have historically shaped the Filipino perception of nature. “It makes me sad and a little angry that foreign species like lions and cherry blossoms are more known to Filipinos than our own local biodiversity,” she lamented. She believes that this disconnect stems from a systemic issue where colonial ideas continue to influence how Filipinos view their environment.

“For so long, all of our institutions forward colonial ideas. This is true in all aspects of our lives as Filipinos, even in the way we perceive our environment,” she explained. Murillo advocates for a shift in mindset, urging that the appreciation of local biodiversity should be ingrained in the national consciousness and taught in schools.

Empowering Communities and Advocating for Change

Murillo’s work extends beyond social media; she actively engages with indigenous communities and collaborates with organizations like Climate Tracker Asia, which focuses on enhancing climate journalism. Through these experiences, she has witnessed the struggles of those fighting against environmental degradation, linking these challenges to the enduring presence of colonial systems that perpetuate exploitation.

“My work as a storyteller and communicator is built on the collective knowledge and experiences of scientists and Indigenous communities,” she stated. By sharing the insights of experts and grassroots organizations, Murillo aims to amplify voices that have long been marginalized in discussions about environmental conservation.

Inspiring a New Generation of Environmental Stewards

While Murillo acknowledges that her social media efforts are just the beginning, she hopes to instill a sense of wonder and love for nature in her viewers. “I know my work in social media is barely scratching the surface, but I hope this will instill a sense of wonder to the viewer, and hopefully, this will turn into love,” she expressed. Her ultimate goal is to inspire a collective movement towards a kinder, more compassionate world where the value of nature is recognized and cherished.

In a time when environmental issues are more pressing than ever, Celine Murillo stands out as a passionate advocate for the Philippines’ natural heritage. Through her engaging TikTok content, she not only educates but also empowers a new generation to appreciate and protect the rich biodiversity that surrounds them. As her follower count continues to grow, so does the hope that her message will resonate far and wide, fostering a deeper connection between Filipinos and their environment.