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"MAG HL TAYO"

NATIONAL HEALTHY LIFESTYLE CAMPAIGN

RATIONALE:

     The Department of Health, cognizant of the increasing prevalence of lifestyle related diseases, has taken as one of its priorities for the year 2003, the Promotion of Healthy Lifestyles. The promotion of healthy lifestyles emphasizes the anti-smoking campaign, regular physical activity and weight control. It also includes healthy diet and nutrition, stress management and regular health check up.

THE NATIONAL HEALTHY LIFESTYLE CAMPAIGN

     The National Healthy Lifestyle Campaign is being undertaken in collaboration with the Philippine Heart Association and a Coalition of Stakeholders composed of various medical societies, professional organizations, academe and other government agencies.

     As a year round advocacy and IEC campaign it aims to:

1. Raise the awareness of the Filipinos on the need to practice healthier lifestyles.

2. Raise the consciousness of policy makers on the need to provide the Filipinos with an environment supportive of healthy lifestyle.

Healthy lifestyle in this context is defined as a way of life which promotes and protects one’s health and well-being. The campaign promotes the following messages: 

1. Don't  smoke 
2. Regular exercise 
3. Eat a healthy diet everyday
4. Watch your weight/Weight control
5. Manage stress
6. Regular health check up

TARGET AUDIENCES:

     Primary Audience:

1. All family members - grandparents, parents, sons and daughters belonging to the C-D-E economic classes in urban areas.
2. Each of the 5 healthy messages will specifically prioritize the following target audiences:
   • Adults to elderly for exercise
   • Schoolchildren for healthy diet
   • Mothers and daughters for watch your weight
   • Teenagers for Don't smoke
   • Working adults for manage stress
3. For purposes of this campaign, the profile of the family members are as follows:
   • Grandparents: 60 years old and above
   • Father: 40-45 years old
   • Mother 30-35 years old
   • Teenage son: 13-15 years old
   • Preteen daughter: 9-12 years old

     Secondary Audience:

1. Executives and employees of local government units
2. Legislators/politicians
3. Media

COMMUNICATION HANDLE/ACTION TAGLINE

          MAG HL TAYO!

COMMUNICATION STRATEGIES

The process of behavioral changes that will lead to the adoption of a healthy lifestyle in individuals is long and tedious. Thus, the healthy lifestyle campaign should be continuous, sustained and integrated. Because of limited resources, the DOH needs to start small but intense and hope that various sectors of society jump in the bandwagon. For the first year of implementation, the following strategies were adopted:

1. Convened the National Healthy Lifestyle Coalition composed of stakeholders from various sectors who formulated the health promotion and communication plan and implement them in their various capacities.
2. Developed, produced and disseminated the various IEC materials to be used for the campaign.
3. Highlight and schedule one Healthy Lifestyle message at certain times of the year in connection with other more popular health campaign or traditional or cultural celebrations of the country.
4. Mobilize politicians, legislators, media practitioners, and members of various government and non-government agencies and organizations to push laws, ordinances and activities to create supportive environments in communities and places where most people are congregating.

     Various activities lines up to drum up awareness are:

1. Tri-Media Campaign with a communication handle:
                          "MAG HL TAYO"
   1. Exposure on TV and Radio of infomercials developed
   2. Press releases
   3. Articles/write ups on various publications/magazines
   4. Rounds of TV and Radio visits to talk about healthy lifestyle
   5. Postings of posters on strategic places: buses/LRT/MRT
   6. Distribution of flyers to target population
   7. Distribution of journalist's manuals to various media outlets
2. High Profile Launching of the Campaign on February 16, 2003
3. conduct of Periodic "MAG HL TAYO" Campaign to celebrate various awareness weeks highlighting the following messages:
   1. February- - - Hearth Month- - - Exercise Regularly
   2. May 31/June- - - World No Tobacco Day/Month- - - Don't Smoke
   3. July- - - Nutrition Month- - - Eat a healthy Diet Everyday
   4. October- - - Mental Health Week- - - Manage Stress
   5. December - - - - - - - - - - - - - - - - - -  Watch Your Weight

      The messages on regular health check up underlines all the other messages.

REGIONAL ACTIVITIES

The regions are given a free hand in implementing regional Mag HL Tayo Campaign based on their own needs and resources. They are also enjoined to observe the conduct of the scheduled periodic thematic Mag HL Tayo Campaign.

Reports of various activities conducted should be submitted.   .