Isang Nayon is the village that seeks to develop the Whole Child. But choosing this advocacy was not as straightforward as it might seem. The conceptualization of REX Book Store’s Whole Child campaign and Isang Nayon began in an FGD of key opinion leaders. On June 25, 2015, REX gathered the following experts in education in a round table discussion: curriculum and instruction expert Rita Atienza, marketing research guru Dr. Ned Roberto, former Department of Education (DepEd) Secretary Dr. Fe Hidalgo, Metro Manila Concert Orchestra (MMCO) Executive Director Chinggay Lagdameo, Miriam College professor and expert on family, life, and child development Dr. Paz Manaligod, University of Asia and the Pacific (UA&P) University Fellow and Trustee Dr. Antonio Torralba, and Center for Educational Measurement (CEM) President Dr. Lenore Decenteceo. Together with REX management, they had an intensive discussion on the meaning of the “Whole Child”, what it takes to raise one, and how REX can contribute to the “Whole Child’s” development. From this FGD, REX’s new advocacy, “Para sa Bata”, was born.