Thesis Title

Blow the Orange Whistle: A Development and Evaluation of An Advocacy Campaign Toward the Issue of Violence Against Women (VAW) at Bulacan State University, Using Guerilla Marketing Strategy

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Awards and Recognition

Academic Published, Best Thesis Paper in Broadcasting Department, 2016 Donna Thea Dela Rosa, Best Thesis Individual Presenter, 2016

 

Rationale In the Philippines, VAW becomes the country's one of most alarming and gradually increasing social problems. In August 2014, Philippine National Police Women and Children Protection Center stated that a total of 5,493 rape incidents occurred in 2013. The given data was roughly equivalent to one victim for every 96 minutes.

 

Despite campaigns for the issue, one major concern in violence is the negative emotional long-term effect of it towards women and children, which can undeniably be intrusive to one's life and disrupts social relationships. Moreover, this aspect, usually neglected, as it does not show evident bruises and scars, yet the suffering is left unhealed in flashbacks and lingers daily.

 

In a random purposive sampling in the state university alone, several college students suffered from VAW in their childhood and young adult stage. In response, Blow the Orange Whistle Campaign targeted the issue by applying and root in the key practices and abides with the rules of Media and Communication Studies, Interactive Advertising, Guerilla Marketing Strategy, and Social Marketing Theory. The campaign also aligned the guidelines of 4P's in Marketing and exposure to Communication-Persuasion theory in developing a purposive advocacy thesis. With a hope that the campaign would extensively relay awareness and information, connect women to emergency help, communicate their situation, and creative expression to at least lessen the daily burden.

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Methodology, KPIs, Benchmark, and Analysis of Data

The study both used Quantitative and Qualitative data from its development up to evaluation. Divided into three major stages, comprised of five rigorous processes conducted throughout that academic year.

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A. Assessment

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The first wave was case studies of physically and emotionally abused women whose experiences ranged from childhood to adult. The study also conducted interviews with internationally- acclaimed advertising and marketing experts, police officers, social workers, and medical professionals.

 

B. Development Stage

 

The second wave focused on the development and execution of the whole campaign plan. Blow the Orange Whistle aligned the assessment details and advocacy concept in ideation, creation, and execution of online campaigns and an outdoor campaign. The campaign is aided and rooted in the key practices of Interactive Advertising, Guerilla Marketing Strategy, and Social Marketing Theory—using the guidelines of 4P's in Marketing and exposure to Communication-Persuasion theory.

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C. Evaluation Stage: KPIs and Benchmark set

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Ground-Based Outdoor Interactivity

The campaign created copious amounts of social buzz on that same day as it was conducted outdoors and in a 'surprise' tactic following the research design and strategies. Aside from the valuable foot traffic, evident people who have stayed along with the program, another benchmark of interactivity we have concretely based is the 400 whistles scattered around the campus that people took.

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Documented Outdoor Campaign, Multimedia Sustaining Ads, and Online Interactivity

The outdoor campaign was followed by series of social media waves—documented and created as a video material that served as the primary campaign call. It has reached 4,000 views online organically. Consequently, the online page reached 23,211 people.

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Output Evaluation: Advertising Industry

Blow the Orange Whistle Campaign has also gained positive reviews and evaluation from the campaign development to the campaign execution, from the Philippines' leading advertising company, housing internationally acclaimed experts through a face-to-face presentation and evaluation interview.

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Output Evaluation: Students and Abused Women

Last but the most essential are the private evaluation from the women case studies the study initially had, and the students who have stopped by during the outdoor campaign. Blow the Orange Whistle conducted a Focus Group Discussion as a part of its qualitative data gathering process.

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