Philippine Association of Interpreters for Deaf Empowerment: A Facebook advocacy campaign

• Main Authors: Evangelista, Patricia Louise, Galza, Angela Monique, Reynoso, Raphaella Ranae
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Philippine Association of Interpreters for Deaf Empowerment > Marketing; Non-governmental organizations > Marketing; Internet marketing > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/9581
• Institution: De La Salle University

The thesis focuses on strategically communicating the advocacy of Philippine Association of Interpreters for Deaf Empowerment (PAIDE), a non-profit organization that offers sign language interpreting classes and interpreting services. An initial communication audit found that PAIDE was unable to effectively communicate their advocacy to their target audience (18-23 years old) through their Facebook page and website. Making use of Patterson & Radtke's (2009) 7-step model for strategic communication planning for NGOs, the thesis involved a Facebook advocacy campaign, #BeTheSign, which made use of strategic messages crafted specifically at their target audience. Following Patterson and Radtke (2009), a revamp of the website, guided by Kent and Taylor's (1998) dialogic communication theory, was done as well in order to communicate with its target well and become an effective vehicle for their advocacy. A manual was also produced to ensure the campaign's sustainability. The manual contained guides on the following: (1.) Facebook maintenance (2.) #BeThe Sign advocacy campaign, and (3.) website maintenance. The post-campaign assessment showed that the campaign was effective in reaching its intended audience. A comparison of the old website and the new website was done, and the feedback from the user experience interviews were positive and the target was now aware of PAIDE and its advocacy, especially the importance of learning sign language. The campaign generated an increase in their current enrollees and online inquiries for classes from their target.