Philippine Government (Department of Health) supports this campaign. Its will helps to invite the business community and industry, and the media to join this campaign the Public Service Advertisement. • Department of Education integrated physical education with arts, music and health. Reducing the number of hours in a school year devoted to physical activity. ECONOMICAL : • Trade liberalization that has increased the availability and affordability of processed and quick service foods. Low intake of fruits and vegetables -> the cost of affordability and the declining production and allocation of fruits and vegetables and indigenous produce for local consumption. SOCIOCULTURAL : • The fast paced and convenient lifestyle resulting in eating outside the home or quick delivery service, the use of computers and gaming the influence of commercial advertising and mass media. Significant degree of inactivity among Filipino children has a negative impact on their health. • Overall decline in the consumption of fruits and vegetables and other traditional staples. Paradigm shift in food eating habits and nutrition education among children and adults, especially children. • A favorable family relationship leads to a healthier and active lifestyle, while poor family relationships leads to a physiological and health difficulties. • Under or malnutrition an over-nutrition resulting in obesity and diet-related chronic diseases.
TECHNOLOGY : • Use of television, internet, computers and gaming, the influence of commercial advertising and mass media resulting the fast paced, convenient lifestyle, and physical inactivity. ENVIROMENTAL : The child’s home environment does not encourage physical activity as well as most of the family spend time viewing television or engaging in computer games. Whatever physical activity there, is largely devoted to shopping and minor household chores. DEMOGRAPHY : • The Philippine has a very young population. 65% of population distribution of children is Middle Childhood (6 to 12 years) and Adolescence (13 to 17 years). Majority located in Southern Tagalog (15%), National Capital Region (11%), Central Luzon (10%). • Urbanization increase, from 37% in 1980 to 60% in 2000, has increase over nutrition. TOWS ANALYSIS Threat : Use of television, internet, computers and gaming, the influence of commercial advertising and mass media resulting the fast paced, convenient lifestyle, and physical inactivity. • Trade liberalization that has increased the availability and affordability of processed and quick service foods. • Low intake of fruits and vegetables -> the cost of affordability and the declining production and allocation of fruits and vegetables and indigenous produce for local consumption. Opportunity : • Middle Childhood and Adolescence are in the age of emotionally instability, so that the effective campaign can be effectively change their paradigm.
Weakness : • Department of Education integrated physical education with arts, music and health. Reducing the number of hours in a school year devoted to physical activity. Strenght : • Philippine Government (Department of Health) supports this campaign. Its will helps to invite the business community and industry, also the media to join the Public Service Advertisement. COMMUNICATION OBJECTIVE: • Create awareness among 90% of the local population for the value and importance of health and wellness at a young stage specifically among tween and teen-aged children ages 7 to 18 years old. > 90% of 23. 6 Mio. = 21. 2 Mio. • Inform the general public that health and wellness is a choice and a lifestyle and is NOT expensive. • Educate Filipinos that overall health and encompasses the three areas of healthy nutrition, physical activity and mental simulation. • Get two of five Philippine households with young to adolescent kids to implement a healthy lifestyle. • Mount an informative, lifestyle campaign that is sustainable and progressively stickier overtime despite a modest PHp 150 Million budget in the first year. COMMUNICATION STRATEGIES : Target Market:
Since the children’s life style depend or their parents habits, so main target is their family (include their parents). • Primary : M/F in household with child (0-17 years old), Urban-rural area. • Secondary : Children 3-17 years old, all SES, Urban-rural area. • Demographic : priorities based on the highest children population by region, examples : on 3 region where majority of the children are located Southern Tagalog (15%), National Capital Region (11%), Central Luzon (10%). Positioning (of campaign): • As a ‘mother’ who care about health and wellness among the children.
Preliminary research (focus group discussion) : • To gather the information regarding a public figure who has the most ‘motherly’ image. Who will be the ambassador of the campaign. Altenative : government officer (president, minister), artist, doctor, any public figure who has a track record as a good mother in a good family. • To gather any information which will be beneficial for the campaign: what media to be used, what kind of activities which can enhance the awareness of the campaign. Manner of Communication : • Rational : to inform all the fact Emotional : inform the impact if people don’t change the attitude in emotionally. • Moral : touch the moral of the people to take action and to change the attitude as soon as possible. AIDA model : • Attention, get attention by inform all the fact and tremendous impact if people don’t change their attitude. • Interest, after getting the info, hope that they trying to know better about the situation. • Desire, people will aware on the situation and then think to do something. • Action, people do something, change the attitude, trying to have better quality of life. Concept Statement : “Healthy and wellness lifestyle… Physical activity to get better quality of family life”. Action Program Campaign: • “Ambassador of campaign” and some of public-figure family as talent of TV commercial and all of the communication flatforms. • Public Relation : o President speech, regarding the campaign and people have to change the attitude. On special public holiday, example: independence day, as 1st day of campaign. o Press kits, publication on all print, tv, radio on 1st day of campaign. o Charitable donations, to get sponsorship from big companies, which will participating on the campaign.
The companies gets the benefit as their Corporate Service Responsibility (Societal Marketing Concepts). o Conduct seminar regarding the topic, invite the speakers : government officer, doctor, demographic expert, athlete, artist/singers. • Advertising : o Create Public Service Advertising (PSA). The TV material include 5” tag-on TVC or logo from the sponsorships. o Print and Radio Public Service Advertising (PSA) to strengthen the campaign to penetrate to urban and rural area. o Billboards, in some strategic locations. o Billboard on public transportation, for examples : bus. • Event : Conduct sports events, such as : football or basketball competition for elementary to high school student. o Sponsoring some music concert of the favorite artist of the age under 17 years. Since this is a national/mass campaign with limited budget of campaign, so the agency have to be smart to use the budget and optimizing the opportunity of sponsorship of the event from the business community and as the material is Public Service Advertisement, the agency should have the best negotiation (special discount) from all the media supplier, to get the maximal exposure on the budget given.