ICPD at 10 Media Campaign (2004)

The United Nations Population Fund (UNFPA) tapped ReachOut’s expertise in media advocacy to drum up interest in and support for the commencement of the 10th anniversary of the International Conference on Population and Development (ICPD) or ICPD +10.

ReachOut employed a tri-media strategy to reach policy-makers, key stakeholders, and the general public. The following ready-to-broadcast materials were produced.

Five (5) radio public service announcements
Five (5) television public service announcements

In partnership with the Philippine Cable Television Association, Inc. (PCTA), the TV public service announcements were aired pro bono in over 300 cable television stations nationwide.

ReachOut adopted the ICPD +10 logo and theme. Billboards were developed, produced and placed at strategic locations in Manila. ReachOut negotiated with media partners for the discussion of reproductive health issues in radio and television talk shows, investigative programs, and debates. For more in-depth coverage of issues, ReachOut organized and coordinated observation and study tours all over the Philippines for media practitioners.

This resulted in the following: Ten (10) radio discussions on reproductive health and related issues; Six (6) TV news coverages on ICPD +10; and Seventeen (17) TV features on ICPD +10 and reproductive health and related issues.

Grant received: US$ 90,355.00
Worth of free media space: US$ 1,707,630.00

Funding Partner: United Nations Population Fund (UNFPA)