Straight from the Heart

What better way to catch someone's attention if you talk to them over things and issues that matters to them and their family. This is probably one of the main reasons why most ads we see on TV nowadays focus more on family values and relationships because as Filipinos, those are the things that matter to us. 

Like I said, those kind of commercials are for me, more unforgettable. To a point that whenever I see the product in stores, or whenever I go and eat in a particular fastfood chain, it plays over and over in my head like it was set on a loop in the video player. Maybe it is my way of acknowledging their efforts to keep their promotion real by tapping into the things that are important to me. 

Of course, keeping it real and giving an honest to goodness statement is a difficult thing to maintain at this day and age, where competition is stiff and tight. But if I am going to promote a cause and aiming to make a difference, I still would like to keep this vibe in making them happen. To quote Paulo Coehlo, "Remember that wherever your heart is, there you will find your treasure."

The Barriers; The Competition; and the Influential Other

I usually raise my eyebrow in doubt whenever I see an ad of a new product on TV, especially if they choose to use a celebrity to endorse their product to consumers. Part of my doubt probably stems on my skepticism whether these celebrity endorsers use the product themselves when we all know for a fact that they can afford to use more expensive ones for personal consumption. A friend once told me that I am one of those people that are quite keen to TV commercials. They are part of my decision making process whether to buy a certain product or not. If I like the endorser, of if I like the message of the commercial, I will give the product a chance, so to speak. If the commercial gives me doubts, I will definitely not consider using it, regardless of the popularity to most people.

I should say that I felt the same way towards the community issue that I chose. Sure, I had doubts with the implementation of the plastic ban a few months back. But despite having that feeling, I made certain that I understood the ordinance and I am fully updated on the efforts made by the local government to make it as convenient to us as possible. Looking back, I think the reputation of our city mayor was also a major factor on my open mindedness and my willingness to give the ordinance a shot. Our city mayor created a reputation of thinking of projects that would benefit everyone in the long run and starting them as soon as she could. This ordinance was one of them. So far, things are doing well as far as implementation is concerned.

Her firmness over implementing her projects truly was influential to the success of this cause. I guess this is something that some celebrity endorsers should learn. To fully believe in the product that you are marketing to people. Because once you believe in something and you stand firm on that belief, then people would have a second take and then follow eventually.

Now that, is the main challenge in Social Marketing.

What Drives You?

I came across this site while I tried to Google the title I chose for this entry. After taking that short quiz, it gave me a result that I am a type of person driven by self-improvement. Then I can't help but ask myself: Is my way showing care for the environment part of self-improvement too? How do we measure self-improvement?

I observe that tons of people nowadays document their achievements, causes, beliefs, and principles through the Internet. I think they measure the intensity of their self-improvement by the number of "likes" and "retweets" they receive. I could be wrong, but with tons of posts that I see around the social networking sites, I wonder which ones are real, who are the sincere ones. But then I guess that part is none of my business. If the career path I choose would be something like how I would be able to influence these people to care and to make a difference, then I should focus more on thinking and finding ways on how to make influence the majority to choose the right habits and to make a difference.

Although it would not hurt if I become perceptive of their intention. That would make the social marketing job a whole lot easier, wouldn't it? 

Where Do I Begin?

                I previously emphasized in my Social Marketing Focus and Environment activity that individuals and business sectors are the primary audience in promoting the plastic ban in the city. Apparently, this initiative came from the city government, so basically our role in the ordinance is to follow and make it happen in our city.

                With this ordinance in place, it appears that it is up to us individuals to bring that policy to another level. From what I observe, business establishments reckoned that providing consumers alternative to non-biodegradable bags is just enough adherence to the ordinance. We cannot blame them, at least entirely. So it will definitely fall more on us individuals, on how to take it to another level.

                But the big question here is, will I be courageous enough to make the first move? Will I have the guts and the balls to carry an extra bag with me, or a “bayong” at that when I am out shopping or buying food? Despite me taking up this course in my graduate studies, and as much as I would want to walk my talk, I have to admit it is hard. I am still stuck with me just following the rules and I cannot move forward by thinking of ways to make a bigger impact in lessening my carbon footprint, which I believe is one of the long term goals of this ordinance.  Recently, I have been telling baggers to not pack my small purchase anymore, as stated in the ordinance. Fortunately, they would willingly oblige to my request so long I attach the official receipt to the item. The “bayong” and other reusable bags are also stipulated in the ordinance. I still hope that one day I would be able to adhere to it as this would lessen my waste disposal more, and for me to really “walk the talk” this time around. 

Things I Learned from the Plastic Ban

The implementation of the Plastic Ban in our city last 28 June was the main reason why I chose this community issue for the 4^th module of my Social Marketing and Social Mobilization project. The said ordinance gave me a mixed feeling of some sort. Will this even work when the solid waste management is still not that manageable enough in our community in the first place? Will it be a long term deal should everyone embrace this new ordinance?

                Fortunately, when the implementation day arrived, stores and restaurants were using alternatives in storing their products like in a paper bag or in biodegradable plastic bags. Good sign, I thought. But what about the attitudes of the people over the ban? Will they just follow for the heck of it and it will just remain that way?

                I have been reading wall posts and tweets from fellow locals on how proud they are on this plastic ban in the city. But I think showing how proud we are over this “achievement,” if we may call it that, is not enough to sustain this ordinance. I hope that the city government is also thinking of making this ordinance go beyond us locals just “following orders.” I am suddenly thinking of what Laguna did, encouraging people to bring their own reusable bags and “bayongs” to market and/ or grocery stores. I hope the people in this city will consider doing this, as well, and that stores and establishments will also think of this as a good way of implementing austerity measures in their businesses.

                And maybe this should be one of the challenges in development communication in our city.  The city ordinance is a good start. Let us hope that a long term follow through is just around the corner.

All About the Money...or is it?

“It’s easy to make a buck. It’s a lot tougher to make a difference.” – Tom Brokaw

                When I accepted my current job six years ago, I was told that my main task is to help write articles, or research results in such a way that even a layperson can understand it. Looking back, that task was the most welcoming challenge I have had in my professional career, by far. However, by the time I started working, I realized that the task is far beyond that job description.  

                Faculty and students alike flinch whenever they hear the word “research,” most especially if the endeavor would involve them. The first few years of the office worked on fostering the research culture most especially to the faculty since research is part of their requirement for ranking. It is also part of the requirement of the CHED and other accrediting bodies. Despite the mandate and the requirement for promotion, the turnout of faculty researchers is still low.

                Privileges and incentives are given to faculty researchers. The office even makes certain that ongoing researchers are provided with what they need, be it materials, consultation, and anything in between.  Apparently,   these efforts are not enough. It was then I realized that we need to go beyond what I thought I should do. To be able to reach our goals for the College, I realized that we need to start doing more than facilitating those faculty researchers what they need to finish their research. We also need to come up with efforts to in encouraging them to do research, to continue doing research, and to not stop unless and until they have published their finished work. All efforts will be moot if projects will end the moment the research study has also end. Personally, this has been a challenge for me for as long as I can remember. And I am hoping that with the lessons I learned from this course in Social Marketing and Social Mobilization, I may be able to at least leave a certain legacy as far as academic research is concerned in the College.   

                And this task, is far more than just doing my job and receiving my salary I should say.