Introduction:
From the very start of
his job, Secretary Juan M. Flavier realized
the need to get the widest possible support
not only from the Department of Health (DOH)
itself, but also from the public. This is vital
in order to succeed in the implementation of
its programs. But the problem was how to get
that support. It was decided that that kind
of support could be gained if a health program
is described in everyday or common language.
The identification of the program should be
dramatic and easily recalled.
Naming of Programs:
Health programs must therefore be presented
in easily understood terms. The identification
of the program must be simple enough so that
people will recognize it and know how to act
regarding that particular program. For example,
in the family planning program, the phrase adopted
was "control the gigil" - naughty, easy to understand,
but very applicable.
Thus, also the work of DOH and the Secretary
Health was described in one slogan: "Let's DOH
it!" It made DOH a household name, and the phrase
"Let's DOH it!" became part of everyday language.
The programs of DOH were publicized as well.
Various priority programs had their respective
slogans and catch phrases. The following are
examples:
-
"Alis
Disis" and "Ceasefire for Children" - National
Immunization Day and immunization of children
in war-torn areas.
-
"Doctors
to the Barrios" - program to encourage doctors
to serve in remote towns for two years.
- "Pusong Pinoy" -
part of the cardiovascular (heart) disease
prevention program.
- "Sagip Mata" - Saving
the eyes and various eye treatment programs
- "Yosi Kadiri" - describing
smoking as "kadiri" or repulsive.
Private
Sector Support:
Support from the private sector was solicited
actively. Thus, several large corporations helped
DOH in various ways to support the Department's
activities. Private companies were reminded
that business and profits go hand in hand with
social action and social responsibility.
In particular, stars and celebrities from the
entertainment and sports industries were invited
to help in the "Ceasefire for Children" and
other health programs, especially on TV shows.
Media Appearances:
Secretary Flavier appreciated the need to link
up the DOH with the media. At the outset, he started
to appear often at various media occasions to
talk about DOH programs. There was a time when
he had radio interviews with as many as three
to six radio stations every morning; on television
each week; and even appearing as guest in character
roles on TV shows. The DOH adopted the following
communication strategies in presenting its programs
to the people:
- Know the culture of your
audience. Find out the concerns and sentiments
of the people.
- Do not overload the people
with too much data. People should know just
enough about the program in order to be concerned.
The message is made simple and understandable.
- Know the issue. The program
itself and communication strategies used should
identify and concentrate on the real cause
of the problem.
- Be as specific as possible.
The appeal and action desired should be specific
and definite.
Making Government Programs
Work:
Secretary Flavier summarized three points to be
followed in order to make health programs more
successful:
- First, the national government
must take the lead in making plans, legislating,
and setting targets, standards, rules. Good
programs must be understood to be a concern
of the national government, not just of one
department.
- Second, there must be enough
money to sustain the program. Public sector
financing for the health sector must be streamlined,
improved, and institutionalized. Forging partnerships
with the private sector must be pursued vigorously.
- Third, the entire government
machinery should be streamlined and more efficient.
In particular, there is a need to reorganize
the DOH, especially in the view of decentralization
in the government.
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