An integrated marketing communications campaign for Project Noah

• Main Author: Rio, Rommel Marvin C.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Subjects: Emergency management—Public relations; Hazard mitigation—Public relations; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5124; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/11962/viewcontent/Rommel_Rio___IMC_Campaign_for_Project_NOAH2.pdf
• Institution: De La Salle University

Extreme weather events brought by natural disasters like those of tropical cyclones Sendong, Pablo, and Yolanda in the early 2010s have increased the concern for safety and security among Filipinos. In fact, the prevalence of unusual weather and climate phenomena has increased public concern globally (M2 Presswire, 2015). As a response, the Philippine government launched Project NOAH, which promotes safety from natural hazards through its syndicated weather forecasts and state-of-the-art hazard maps. Three years after it was launched, the program still faces lack of significant awareness and engagement, particularly to individual information consumers. Moreover, survey showed that most of those who have tried the program said they only accessed Project NOAH once some of them complained about the program being too technical, too academic, and not user friendly. As a result, they tend to look for other sources of weather and hazard information that are more convenient and offer laymanized information. On the other hand, Project NOAH said it has been working on improvements, particularly on its website, but some developments have yet to be seen. Online statistics supported by survey showed that young adults are familiar the most with Project NOAH, but they prefer social media and mainstream news more as sources of weather and hazard information. Members of this market segment are heavy online users and social media savvy. They use social media to regularly communicate with peers as they always want to stay connected with them (Alt, 2015). This behavior influences them to create online content, which they want to be recognized or given attention by other online users through likes, shares, etc. Meanwhile, Project NOAH could benefit from this insight by encouraging online users to be directly involved in its operations and become part of the system.