You were engaged as development communication consultant by one of the offices under the Office of the President of the Philippines. You were presented with the following social problems which were perceived to hinder attainment of SDGs (Sustainable Development Goals).

Choose one social problem and applying all that you have learned in this course and your experience doing the term project, develop a social marketing and social mobilization program to address the social problem you have selected.

The social problems:

1. High incidence of malnutrition among children
2. Flooding in so many areas of the country
3. Teenage Pregnancy
4. Child labor (a focus on child pornography can be done)
5. Digital divide

Social Problem: Teenage Pregnancy

Audience Segmentation:


o 15 – 19 year old
o Female
o Filipino
o Single
o High school to College students
o Parents that are low to middle income earners
o Only child or have 1 – 3 siblings
o Roman Catholic / Christian
o Resident of Cauayan, Negros Occidental


o Engaged in unprotected pre-marital sex
o High exposure to television, internet and other media
o Occasional alcohol drinker
o Non-smoker
o Influenced by peers


o Engaged in unprotected pre-marital sex but does not want to get pregnant
o Enjoys using social media
o Values time with friends rather than with family
o Concerned with health and appearance

Primary Participants: The project is intended for teenagers, girls of child-bearing age, and young mothers.

Secondary Participants: The group has identified young mothers, health workers, teachers, religious leaders, and parents as participants who could motivate, teach, and influence the primary participants.

Tertiary Participants: The campaign will utilize the DOH, NGOs that are advocating social health and decreasing rates of teenage pregnancies as tertiary participants.


• At the end of 6 months, at least 75% of the female teenagers of Cauayan, Negros Occidental will be knowledgeable about the facts of sexual health and teenage pregnancy.
• At the end of 6 months, at least 80% of the sexually active female teenagers of Cauayan, Negros Occidental will be using contraceptives and family planning methods.

Major P’s of Social Marketing:

Product: Poster presenting facts about sexual health and teenage pregnancy and the use of contraceptives and family planning methods.

Price: Time that will be spent in attending local talks and seminars and cost of different contraceptives that they will soon purchase.

Place: Schools (High schools and Colleges) in the Municipality.

Promotion: Posters will be placed all over the campus: bulletin boards, library, and classrooms.

People: The female teenagers who are sexually active.

Process: Counselling.

Presentation: Visually appealing posters and non-judgmental tone of seminars/talks.

Positioning: Reduction of unintended pregnancies

Partnership: DOH, local NGOs, school clubs and organizations with the same objectives.

Policy: Activities that are carried out by the RH Law.

Communication Campaign Matrix:

Stakeholder Desired Action Message Channels/Methods
Sexually Active

Female Teenagers

Demonstrate knowledge about sexual health and teenage pregnancy. Infographics: Adolescent Sexual and Reproductive Health (ASRH) is quickly becoming the ultimate issue of the generation in the Philippines as it is racing towards a national teenage pregnancy crisis. Posters
Sexually Active

Female Teenagers

Verbalize understanding about the use of contraceptives and family planning methods. Seminar: Verbal discussions about several safe practices and options for those who are engaged in pre-marital sex. Seminars


Monitoring and Evaluation Mechanics:

Monitoring methods will include reports on Poster and Seminar feedbacks, facilitator’s field report / inputs on every seminar conducted, and inventories of products bought for presentation.

Evaluation will use the Interrupted Time Series Design where the same group of teenagers will be observed and evaluated constantly.

Propose a model or framework which integrates social marketing and social mobilization into one C4D (communication for development) framework.

The model or framework I am proposing is a simple pyramid that represents four essential elements for development. The people being at the base which are the catalysts of change. Social marketing and social mobilization as being the strong foundation of the pyramid, and the development as the peak in which it is the quest for an improved quality of life. Social marketing and social mobilization in the context of communication for development supports true development through people orientation and participation for yield empowerment.


The identification of social problems are done by concerned organizations and people (the sole foundation of the pyramid) where they bring about social marketing efforts and mobilize a community to effect positive social change – development.

Communication, a big player in effecting change is the pyramid.

(Published: December 5, 2015)