A National Tri-Media Campaign on Tuberculosis (2002-2004)

ReachOut addressed the problem of tuberculosis through a comprehensive tri-media campaign that will eliminate the stigma attached to TB by debunking myths and misconceptions about the symptoms, causes, prevention, and treatment of the disease. To achieve this, the project produced TV and radio public service announcements (PSAs) and were distributed and aired nationwide. Information, education, and communication materials in the form of posters and comic books were produced and disseminated nationwide. Radio and TV discussions were organized. Press releases were distributed to national and local publications.

The national surveys conducted by the Social Weather Station (SWS) to assess the reach and possible impact of the campaign showed that two out of every five Filipinos were aware of a TB advertisement during the campaign duration. Among them, 78% saw the advertisement on television while 20% heard it over the radio. The audience clearly recalled the main messages of the TB ads which are, taking care of their health, consulting a doctor, and visiting health centers for free treatment of the disease.

Grant received: US$ 481,887.50
Worth of free media space: US$ 2,500,000.00

Funding Partner: United States Agency for International Development (USAID)