The Project:

Introduction:

From the very start of his job, Secretary Juan M. Flavier realized the need to get the widest possible support not only from the Department of Health (DOH) itself, but also from the public. This is vital in order to succeed in the implementation of its programs. But the problem was how to get that support. It was decided that that kind of support could be gained if a health program is described in everyday or common language. The identification of the program should be dramatic and easily recalled.

Naming of Programs:

Health programs must therefore be presented in easily understood terms. The identification of the program must be simple enough so that people will recognize it and know how to act regarding that particular program. For example, in the family planning program, the phrase adopted was "control the gigil" - naughty, easy to understand, but very applicable.

Thus, also the work of DOH and the Secretary Health was described in one slogan: "Let's DOH it!" It made DOH a household name, and the phrase "Let's DOH it!" became part of everyday language.

The programs of DOH were publicized as well. Various priority programs had their respective slogans and catch phrases. The following are examples:

• "Alis Disis" and "Ceasefire for Children" - National Immunization Day and immunization of children in war-torn areas.
• "Doctors to the Barrios" - program to encourage doctors to serve in remote towns for two years.
• "Pusong Pinoy" - part of the cardiovascular (heart) disease prevention program.
• "Sagip Mata" - Saving the eyes and various eye treatment programs
• "Yosi Kadiri" - describing smoking as "kadiri" or repulsive.

Private Sector Support:

Support from the private sector was solicited actively. Thus, several large corporations helped DOH in various ways to support the Department's activities. Private companies were reminded that business and profits go hand in hand with social action and social responsibility.

In particular, stars and celebrities from the entertainment and sports industries were invited to help in the "Ceasefire for Children" and other health programs, especially on TV shows.

Media Appearances:

1. Secretary Flavier appreciated the need to link up the DOH with the media. At the outset, he started to appear often at various media occasions to talk about DOH programs. There was a time when he had radio interviews with as many as three to six radio stations every morning; on television each week; and even appearing as guest in character roles on TV shows. The DOH adopted the following communication strategies in presenting its programs to the people:
2. Know the culture of your audience. Find out the concerns and sentiments of the people.
3. Do not overload the people with too much data. People should know just enough about the program in order to be concerned. The message is made simple and understandable.
4. Know the issue. The program itself and communication strategies used should identify and concentrate on the real cause of the problem.
5. Be as specific as possible. The appeal and action desired should be specific and definite.

Making Government Programs Work:

Secretary Flavier summarized three points to be followed in order to make health programs more successful:

• First, the national government must take the lead in making plans, legislating, and setting targets, standards, rules. Good programs must be understood to be a concern of the national government, not just of one department.
• Second, there must be enough money to sustain the program. Public sector financing for the health sector must be streamlined, improved, and institutionalized. Forging partnerships with the private sector must be pursued vigorously.
• Third, the entire government machinery should be streamlined and more efficient. In particular, there is a need to reorganize the DOH, especially in the view of decentralization in the government.