This document outlines a campaign by PhilHealth, the Philippines' social health insurance program, to improve public awareness and trust in the organization. The campaign aims to personify PhilHealth as "Mang Phil", a dependable friend, to rebuild PhilHealth's image and communicate that quality healthcare is an entitlement for Filipinos. The campaign strategy involves 4 phases to increase exposure through social media, generate membership, and strengthen PhilHealth's capacity to deliver healthcare services. The objectives are to boost social media awareness, increase sponsorships, membership, utilization rates, and strengthen government support for PhilHealth.

1. PHILHEALTH:
ANG RESBAK NG BUHAY
MO!

2. HEALTHCARE IN THE
PHILIPPINES
Aquino Health Agenda
Universal Health Care for all Filipinos:
Kalusugang Pangkalahatan (KP)
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3. PHILHEALTH TODAY
Quality healthcare for
Priority to the poor
Sponsored ProgramNon-membership & underutilization
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4. 1. Lack of information on membership &
benefits
RATIONALE
2. Lack of awareness of
nearby accredited health facilities
3. Lack of funds for excess
medical billing*
4. Immediate needs prioritized over
future investment
5. Public is unaware of improved
PhilHealth facilities
6. Former PR strategy focused on
traditional media only

5. PHILHEALTH:
ANG RESBAK NG
BUHAY MO!
CAMPAIGN
Not a privilege, but an
entitlement for every Filipino
Rebuild the image of PhilHealth for
effective communications with its constituents
PhilHealth in social media
“A dependable friend”
A strong back-up to defend & protect
someone in times of need
RESBAK

6. CAMPAIGN OBJECTIVES
1. Capture the attention & build resounding trust
2. Aggressively increase exposure
3. Generate increased membership
4. Attain higher utilization rates
5. Increased number of sponsorships
6. Strengthen capacities of PhilHealth
7. Appeal to the government
Effectively deliver the message to the
target audience that...
A new and improved PhilHealth is ready
to deliver quality healthcare services to its
members
Quality healthcare is an entitlement to
being a Filipino

7. THE FILIPINO MASSES

8. THE GOVERNMENT

9. PRIVATE PARTNERS

10. MEDIA PARTNERS

11. ONLINE YOUTH
Power of social mediaActive advocates for
public healthcare

12. STRATEGY
Personify
PhilHealth
Engaging
Relevant
Accessible
Relatable
Phase 1:
Ang Barkada
ni Mang Phil
Phase 2:
Sino si Mang
Phil?
Phase 3:
Makibarkada kay
Mang Phil
Phase 4:
Resbak niyo si
Mang Phil!

13. PHASE 1
ANG BARKADA NI MANG PHIL
Identify, Gather & Evaluate Data
Meet with PhilHealth
Officials, Sponsors & Members
Strategize
Strengthen Support from Government
Agencies
Focus Group Discussions
Gather Champions & Sponsors

14. Create Awareness of PhilHealth’s New
Image
PHASE 2
SINO SI MANG PHIL?
Improve Transparency, Visibility &
Education
SINO SI MANG PHIL?
Ako si Mang Phil!

15. I-TAG SI MANG PHIL
@ TWITTER & FACEBOOK
MGA KWENTO NI MANG
PHIL

16. MANG PHIL MEMESTEXT BLASTS

17. KAUSAPIN SI MANG PHIL TARPAULINSFANS NI MANG PHILBOSES NI MANG PHIL
KAPITBAHAY NI
MANG PHIL WORKSHOPS
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18. PHASE 3
MAKIBARKADA KAY
MANG PHIL
Generate Membership & Participation
Demonstrate effectiveness, reliability & benefits of
PhilHealth membership
Involvement

19. MANG PHIL TO
THE RESCUE!
MEDICAL
MISSIONS
Free medical missions to showcase
the benefits of being a member
Cultivate the habit of having
regular medical assistance
PHASE 3
MAKIBARKADA KAY
MANG PHIL
Comic strip contest
Theme:
Benefits & Services
of PhilHealth

20. FEEL NA FEEL
ANG HEALTH SA
PHILHEALTH FAIRNSO
REGISTRATION
PHASE 3
MAKIBARKADA KAY
MANG PHIL
Celebration of
health and wellness
Culminating affair
Jumpstart their
PhilHealth membership

21. PHASE 4
RESBAK NIYO SI MANG PHIL!
Evaluation & Sustainability
Maintain the new image of PhilHealth
Nurture a trusting community among members &
PhilHealth officials
Internal Feedback & Assessment
Involvement of more private investors
Mang Phil Calendar

22. MEETING
WITH
P.NOY

23. TIMETABLE
December 2012 to May 2013

24. MEASUREMENT OF IMPACT
Social Media AwarenessIncrease in sponsorships and government
subsidy
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Higher utilization rates and membership
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25. PHILHEALTH
ANG RESBAK NG BUHAY
MO!