Communications Plan and Production of Multi-Media Materials

Code:    06-056
Date:    01/15/2006 - 12/15/2006

How to effect behavior change in people to contribute effectively to population management? How to inform the youth, who comprise the majority of the population, about issues of population and development directly affecting them? What will speak meaningfully to heads of poor families, struggling to improve their lot in life, about the imperative to control the size of their growing families? What will make the national leaders act more collaboratively and deliberately on population management strategies?

As an indispensable tool for the strategic plan of PCPD, a communication plan laid out the key messages to be sent across to three targeted publics: the general public, the adolescents and young people, and the adult men and women especially coming from the lower-income classes.  The three publics were determined based on findings from recent researches, as well as from consultations and workshops held with PCPD partners, indicating that specific behavior change by these publics could lead to population management.

One reference used by PCPD in particular was the study by Herrin and Costello on the Sources of Future Population Growth in the Philippines and Implications for Public Policy published by the Population Council.  The study cited population momentum as the largest contributor to population growth.  It can be addressed by increasing the gap between generations either by delaying marriage or childbearing.  This will require investments in human development particularly in basic education and providing employment opportunities for women.  The other approach to addressing population momentum is to promote birth spacing.  The youth, being the major players in this momentum, will be a major target for intervention.  Such findings helped to shape the communication program of PCPD.