Pantawid Pamilyang Pilipino Program Advocacy

PANTAWID PAMILYANG PILIPINO PROGRAM Department of Social Welfare and Development A PILOT IMPLEMENTATION OF A SPECIAL ADVOCACY PROGRAM IN SELECTED AREAS FOR THE PANTAWID PAMILYANG PILIPINO PROGRAM I. Background

Since the implementation of Pantawid Pamilyang Pilipino Program in 2007, significant developments in the lives of poor households have already been observed. Increased enrolment among school children and high availment of health services are some of the early positive results. Researches and studies also reveal that behavioral change and improved perspective in life are some of the outcomes documented to have occurred among the lives of beneficiaries which can be attributed to the program. Various social marketing strategies and advocacy measure have been implemented to disseminate these developments to specific target audiences. However, the growing traditional criticisms of the public against Pantawid Pamilya have proven the ineffectiveness of these traditional approaches of communication. The use of typical media such as newsletters, advertorials, and radio plugs and the like have diminished efficacy because of their limitations in terms of audience reach and coverage. Moreover, tapping government media and doing in-house production of information materials for publicity and promotion has also limited efficacy as it contends with issues on transparency and credibility. As Pantawid Pamilya expands to cover more households, bigger challenges await.Thus an effective communication strategy to deliver messages of good governance and life transformation is essential to be immediately undertaken by the DSWD. It is in this context that the expertise of the social marketing consultant is proposed to develop a special advocacy program initially in the form of a news publication that will bring out positive human stories on Pantawid Pamilya ang other DSWD core programs in the local community. Subsequently, other forms of media such as radio and TV maybe explored...