KALAHI CIDSS-NCDDP

STRATEGIC
COMMUNICATIONS
and
BRANDING GUIDELINES

Municipal Information Officers Forum

February 13, 2015

Hotel Alejandro

Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

KALAHI
CIDSS-NCDDP
KALAHI CIDSS-NCDDP
COMMUNICATION OBJECTIVES
COMMUNICATION
OBJECTIVES
Anchored on:
DSWDs 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 OBJECTIVES
GOAL: To contribute to the NCDDPs 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-NCDDP
COMMUNICATION MISSION

Make

CDD

(Community-Driven
Development)
a household word !!!

Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

GOAL, OBJECTIVES, and

MISSION
goa
l

Empowerment and
Local Development

1. Increase PUBLIC
objective
support
s 2. Produce advocates

missio
n

Make CDD a
HOUSEHOLD word

Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

KALAHI CIDSS-NCDDP
MAIN MESSAGE

Community-driven development
(CDD) brings together different
stakeholders so they can work
cohesively and transparently to
move toward progress, leaving
no one behind
Kaya natin ang pagbabago
kung magkakapit-bisig tayo!
Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

KALAHI CIDSS-NCDDP
OVERARCHING 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

SECOND
ARY

NGAs

Legislator
s

Devt
Partners

PRIMARY

NCDDP

Communitie
s

CSOs

Internal

General
Public

Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

Who is the BEST KALAHI CIDSSNCDDP

COMMUNICATOR/PROMOTER?
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!

What are the CHANNELS TO

EXPLORE?

Examples
Availability
Social media
Frequency of use
TV
Appropriateness
Radio
Cost
Newspapers
Reports
Fora
One-on-one
communication
Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

KALAHI CIDSS-NCDDP
GENERAL SOCIAL MARKETING
DIRECTIVES
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-NCDDP
GENERAL SOCIAL MARKETING
DIRECTIVES
Building up of champions from various
sectors e.g. P/M/B LCEs, communities,
CSOs
Pay particular attention to LGUs and NGAs
Coordinate with ACTs in developing tailor-fit
materials
Use impact evaluation results and other data
Learning 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 closing
Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

PROMOTE!

PLUG!

Website
http://fo8.dswd.gov.ph
http://ncddp.dswd.gov.ph
Facebook
https://www.facebook.com/kalahiCIDSSNCDDPRegion8
Email Address
kc_me_regionviii@yahoo.com
Twitter
https://twitter.com/KalahiCIDSS
Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

IMPLEMENTATION
FRAMEWORK

1
3

Awarene
ss Increase
awareness
About the
program;
build buzz

Acceptanc
e Encourage

acceptance
of program by
emphasizing what
they can get from it

Arous
Raise
alawareness

(emotional, mental) to
build audiences
connection with
The program

Actio
Calln
to action; their
active engagement

is
necessary to
transform
advocacy into
action
Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!

COMMUNICATION PHASING

Sa KALAHI CIDSS-NCDDP Kaya natin ang pagbabago kung magkakapit-bisig tayo!