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Municipal Information Officers ForumFebruary 13, 2015 I Hotel Alejandro
KALAHI CIDSS-NCDDPSTRATEGIC
COMMUNICATIONSand
BRANDING GUIDELINES
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
Anchored on:DSWD’s overall Strategic Communications Management Objective for 2013-2016
•To increase support of key players on social protection programs so that these can be operationalized in a transparent, integrated, responsive and sustainable way to contribute to the attainment of the strategic goals by 2016
NCDDP Program Objective•To have barangays/communities of targeted municipalities become empowered to achieve improved access to services and to participate in more inclusive local planning, budgeting, and implementation
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDP COMMUNICATION OBJECTIVESKALAHI CIDSS-NCDDPCOMMUNICATION OBJECTIVES
GOAL: To contribute to the NCDDP’s goals of empowerment and local development.
SPECIFIC COMMUNICATION OBJECTIVES•To obtain, maintain and/or increase public support of NCDDP by ensuring their full understanding of and commitment to the objectives, operations, and processes of the program.•To produce advocates of CDD in poverty alleviation through building and establishing relationships with key publics/stakeholders.
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPCOMMUNICATION OBJECTIVES
Make CDD (Community-Driven Development)
a household word !!!
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPCOMMUNICATION MISSION
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
GOAL, OBJECTIVES, and MISSION
Empowerment and Local Development
Make CDD a HOUSEHOLD word
goal
mission
1. Increase PUBLIC support2. Produce advocates
objectives
Community-driven development (CDD) brings together different stakeholders
so they can work cohesively and transparently to move toward progress,
leaving no one behind
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPMAIN MESSAGE
“Kaya natin ang pagbabago kung magkakapit-bisig tayo!”
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPOVERARCHING THEME
“Kaya natin ang pagbabago kung magkakapit-bisig tayo!”
EMPOWERMENT
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
WHO are the TARGET AUDIENCE?
LGUs/
LCEs
NGAs
Communities
Legislators
Dev’t
Partners
General
Public
PRIMARY
SECONDARY
Internal
CSOs
NCDDP
The audience will determine who the right communicator is Who is the best communicator to talk with:
•Community volunteers?•Barangay captains? •Mayors?•Governors?•Regional directors of line agencies?•Press?
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
Who is the BEST KALAHI CIDSS-NCDDP COMMUNICATOR/PROMOTER?
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
What are the CHANNELS TO EXPLORE?
•Availability•Frequency of use•Appropriateness •Cost
ExamplesSocial mediaTVRadioNewspapersReports ForaOne-on-one
communication
Consistency of name (KALAHI CIDSS-NCDDP)
Focus on empowerment, not on infra and financial aspects
Emphasize community participation and the involvement of different stakeholders
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPGENERAL SOCIAL MARKETING DIRECTIVES
Building up of champions from various sectors e.g. P/M/B LCEs, communities, CSOs
Pay particular attention to LGUs and NGAsCoordinate with ACTs in developing tailor-fit materialsUse impact evaluation results and other dataLearning visits of NGAs to KC sites
Use social media (FB and Twitter: KALAHI CIDSS-NCDDP)
For MCC areas: Support in the preparation for KC-MCC closingSa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
KALAHI CIDSS-NCDDPGENERAL SOCIAL MARKETING DIRECTIVES
Website http://fo8.dswd.gov.ph
http://ncddp.dswd.gov.phFacebook
https://www.facebook.com/kalahiCIDSS-NCDDPRegion8
Email Address [email protected]
Twitterhttps://twitter.com/KalahiCIDSSSa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
PROMOTE! PLUG!
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
IMPLEMENTATION FRAMEWORK
Awareness
Acceptance
Arousal
Action
Raise awareness (emotional, mental) to build audience’s connection with
The program
4
Increase awarenessAbout the program;
build buzz
Encourage acceptanceof program by
emphasizing whatthey can get from it
Call to action; theiractive engagement is
necessary to transform advocacy into action
1 2
3
Sa KALAHI CIDSS-NCDDP … Kaya natin ang pagbabago kung magkakapit-bisig tayo!
COMMUNICATION PHASING