Serving the Lord by serving the poor: An awareness campaign plan for Tahanan ng Pagmamahal Children's Home, Inc.

• Main Authors: Agustin, Diana Isabela D., Calapas, Kimberly S. D.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Tahanan ng Pagmamahal Children's Home, Inc. (Philippines) > Public relations; Nonprofit organizations—Marketing; Web sites—Design; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/5482
• Institution: De La Salle University

This research project aimed to create an effective awareness campaign plan for Pasig City-based Tahanan ng Pagmamahal Children's Home, Inc., (Tahanan ) a private, non-profit organization founded to help abused and abandoned children.Communication audit showed that Tahanan needed volunteers to interact with the children through educational activities and interactive programs to help in their growth and development. Site visits showed that Tahanan lacked communication with its target volunteer-audience (residents of the barangays surrounding the shelters), resulting in a lack of volunteers. Surveys showed that majority were not aware of Tahanan and its need for volunteers. Also, specific communication roles and tasks were needed for Tahanan's internal audience for backend support of the communication activities.Based on these findings, arrived at within the limitations of the study, a need and opportunity arose for an awareness campaign on the organization, its advocacy, and its existing volunteer program especially for its target audience.The theoretical framework used was the Two-Way Symmetric Model of Public Relations by James E. Grunig (two-way communication for mutual understanding and respect), a model used by and relevant to non-profits. The operational framework used was six-step International Quill Method of communication excellence management of the International Association of Business Communicators (IABC). With the website identified by its target audience-respondents as the top communication tool, the campaign plan aimed to make the residents of barangays near its shelters and other online visitors aware of the organization, Tahanan, its purpose, and its need for volunteer to interact with its youth wards.