National Family Planning Communication Programme

Service providers were trained and logistics systems were in place and fully operational prior to the campaign. Television, radio and newspapers were used in three distinct phases (waves). Health providers were promoted, and family planning was emphasised as an informed choice. The logo of "If you love them, plan for them" was promoted to enforce the Filipino's love of children.

A three phase approach to communication programming was used in this campaign. The first phase used radio and television spots representing the "voice of the people". Phase two encouraged visits to local health care centres, and phase three used actual testimonials of contraceptive users. The materials were rebroadcast a year later with extra male motivation and spousal communication messages.

Population, family planning, HIV/AIDS, women, gender, economic development, infant and maternal mortality.

The project used research including focus-group discussions and in-depth interviews to choose the most appropriate wording for the campaign to describe the benefits of contraceptive methods in television spots. Family planning had come under an increasing amount of criticism due to the Catholic leaders of the country, but a popular president and a strong Minister of Health were able to approach the subject more vigorously than their predecessors.