Operation Tulong — Manila Broadcasting Company's 45-year-old corporate social responsibility initiative — is expanding its commitment beyond Manila to provide aid and facilitate meaningful changes within the communities served by the broadcast network nationwide.

Beginning October 14, the definitive public service program launched by MBC's flagship station DZRH in 1978 will encompass the participation of its FM radio operations nationwide via Love Radio, Yes the Best, Easy Rock, and Aksyon Radyo stations in La Union, Baguio, Dagupan, Laoag, Lucena, San Fernando, Santiago, Tarlac, Bacolod, Cebu, Iloilo, Tacloban, Butuan, Davao, General Santos City, and Cagayan de Oro.
Since its inception, Operation Tulong has grown from a simple mission manned by radio anchors led by Manny Calpito, who responded to requests from indigent listeners for financial assistance to buy medicines.
Back then, its member volunteers were taxi drivers, and their primary role was to pick-up donations, pledged on air via the station's evening programs. For this, the program received a special Papal award from no less than Pope John Paul 2nd during his visit.
Believing that radiomen have the power to get things done, Operation Tulong has also allowed listeners to air their grievances, call on missing relatives all over the world, seek help for free legal assistance, or appeal to government officials to act on issues and complaints.
In 1983, it was elevated to the Radio Hall of Fame in the Catholic Mass Media Awards, where to this day, DZRH continues to be cited for airing the Best Public Service Program.
Through the years, Operation Tulong made its presence felt in various ways.
DZRH anchor Mae Binauhan has constantly worked on feeding programs, medical and dental missions, bloodletting activities, job fairs, and other outreach activities in cooperation with LGUs, medical associations, and private entities. They have treated public utility drivers to modest care packages, with entertainment thrown in. They man emergency assistance kiosks during All Saints Day and Holy Week. Fellowship activities with soldiers wounded in Marawi were also held. Transistor radios have been donated to disaster-prone areas. Volunteers have led the regular cleanup of Manila Bay.
With its teams on 24-hour duty, disaster search, rescue and relief operations of the national government have, for over four decades now, relied heavily on the support that Operation Tulong renders. Field reporters from all over the country continue to risk their lives giving on-the-spot situationers during natural calamities and disasters, day in and day out.
At present, Operation Tulong, in collaboration with the International Council For Small Business Philippines and different Rotary Clubs, provides business opportunities to poor families living in Metro Manila.
Operation Tulong also strengthened the sense of volunteerism in civic society. By by making it a full-fledged corporate-wide program, encompassing all its stations nationwide, including FM Radio Operations, MBC now harnesses the strength, reach, and public awareness of more than 200 stations, which for years, have made it the largest broadcasting network in Asia.