On the other hand, responsible means being amenable of the person, reliable on his/her act. With such, the “Be Responsible” advocacy campaign Of the Department Of Agriculture has made. Be responsible campaign aims to promote the responsibility of every Filipino to their bodies and to our country for better health and rice self- sufficiency. Apart from the role of the farmers, it is informing the consumers, and policy makers on how they can help the country achieve the rice-self sufficiency. Furthermore, assessment is determining the effectiveness of the campaign.
According to Leon Coastguard, a campaign that is seems to succeed is a waste of time and money without assessment. In accordance to him, survey research on public opinion and practices can used to contrast the different perspective experiences of a campaign or advocacy. And the purpose Of this study is to assess the effectiveness of the be responsible campaign. The Department of Agriculture is the government agency that is accountable in all the transaction that is happening in the agricultural sector of our country.
While Philippine Rice Research Institute ( Philippic) of the country, omitting to help the Philippines reaches its goal of rice-self sufficiency, heighten public awareness on rice, and resolve issues relating malnutrition (Garcia, 2014). In the Presidential Proclamation No. 525, issued on January 2004, declares that the month of November as National Rice awareness month yearly. The department of Agriculture region 3 directing every provincial offices in responsible rice consumption. And for the year 2014, the theme announced as “We are Responsible”.
The theme affirms the commitment of the Philippines to inform the consumers and policy makers on how they can help he country achieve rice-self sufficiency. Rice self sufficiency is producing enough rice for the country, not requiring importing into other country. As accordance to the statistics, every Filipino wastes 2 tablespoons Of rice everyday which if not wasted can feed 2. 6 million Filipinos a year and could save 6. 2 billion of import. The advocacy was made informing people through posting steamers, giving of pins and bibs, t-shirts, and through social media such as television and radio via commercial.
Government employees including schools, recite the panting maximally apart from the singing of National Anthem. In line with the said proclamation the “run for the rice; be responsible” was conducted in Nag city, Tagging city, and in Ankara, Turkey last November 2014. To summarize the study, it aims to evaluate the effectiveness of the program/ campaign in attaining the ” Be Responsible” advocacy, to achieve the rice-self sufficiency by encouraging people to prepare the exact amount of rice that they can consume, and don’t go beyond their capacity. Objectives of the Study Generally, the study aims to evaluate the effectiveness of the program/ campaign in attaining the Objectives. Specifically, the study designs to: 1. Determine the socio-demographic profile of the respondents. A. Age b. Sex c. Civil Status d. Educational Attainment e. Employment Record 2. Identify the awareness of the respondents towards the campaign. 3. Document their practices in relevance to the campaign. 4. Determine issues during project implementation. . Suggest possible solutions to solve the issues identified. Ill. Theoretical Framework Public communication campaign can be defined as purposive attempt s to inform or influence behaviors in large audiences with a specified time period sing an organize set of communication activities and featuring an array of mediated messages in multiple channels generally to produce noncommercial benefits to individual and society (Rice and Atkins, 2009).
As according to their book, campaign designers perform a situational analysis and set objectives leading to development of a coherent set of strategies and implement the campaign by creating informational and persuasive messages that are disseminated via traditional mass media, new technologies, and interpersonal networks. In Atkins and Rice Theory and Principles of Public Communication Campaign 2009), campaign has four evaluation methods, the first process is the Formative Evaluation, and it is the statistical databases and custom survey to learn about audience pre dispositions, channel, and appeals.
Second, is the process evaluation, this is determining the effectiveness of the campaign management and identifying lessons for overcoming social and structural obstacles. Third is the summarize or outcome evaluation, it is performed to assess outcome. Lastly, the campaign effectiveness is research findings suggest that campaigns are capable of generating moderate to strong outcomes, less influence on attitudinal outcomes, and still less on behavior outcomes. IV. Conceptual Framework The researcher will use the following steps in evaluating the program concerned.
First, The researcher collect the data about the existing campaign. Next, identify the socio demographic profile of the respondents (the respondents will be the mother, household manager). The exposure to the campaign implemented will be the next step, it will define the media that was used in the campaign. Next is the documentation of the data with the use of questionnaires. It will follow by the discussion of the study, behavior of the students toward the campaign.