An advocacy campaign on Tabang Mindanao

• Main Authors: Koh, Shiney O., Lee, Leanore L., Yu, Charmaine S.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17653
• Institution: De La Salle University

Among the indigenous peoples, the Lumads of Mindanao are the largest in population. Today, a number of government and non-government agencies have helped them with their plight but most of them concentrate only on small groups or tribes. Tabang Mindanaw is the largest agency focusing on helping the Lumads of Mindanao as a whole. Through the years, Tabang Mindanaw has not had any major campaign that would help promote the foundation. This campaign, being stage one, has the objective to persuade at least 60% of the target audience to participate in the campaign against land exploitation of the Lumads. The proponents of the group are confident that it will not only help Tabang Mindanaw, but also the people that it has placed its utmost and tireless attention on. In order to attain the goal of public awareness, the proponents came up with the ONE with the LUMADS campaign, which suggests partnership between the public and the Lumads. The campaign has an estimated cost of Php 21,000,000.00, and the task forces that are tied up with Tabang Mindanaw will absorb almost 60% of the cost. The campaign will use both traditional and non-traditional media such as television, Internet and print, to reach the largest share of the market possible. The campaign also proposes other creative actions that can be done to further promote the campaign and meet its objective. This paper proves that the campaign is not only particularly worthwhile to the lives of the Lumads, but also highly implementable with the many task force members contributing their efforts and working together with the foundation.