MANILA, PHILIPPINES — The Department of Health (DOH)’s “RESBAKUNA: Kasangga ng Bida” campaign in partnership with DDB Group Philippines won a Silver prize at the 57th Anvil Awards organized by the Public Relations Society of the Philippines (PRSP).
A massive information drive aimed at addressing Filipinos’ vaccine hesitancy, the campaign was geared towards making Filipinos understand and trust the government’s vaccination program and recognize such as part of the latter’s crucial COVID-19 response alongside mandated public health protocols.
“We are deeply grateful to everyone who has worked hard to protect the community through vaccination. Ang pagkilalang ito ay hindi lamang para sa Kagawaran ng Kalusugan kung hindi para sa lahat ng nagpairal ng disiplina at malasakit sa bawat isa – mapa-araw o gabi, Sabado o Linggo – na walang hinihinging kapalit, para sa proteksyon ng bawat pamilyang Pilipino. (This recognition is not only for DOH but for those who enabled discipline and concern for one another to prevail – be it day or night, Saturday or Sunday – without asking for anything in return, for the protection of every Filipino family),” said Secretary of Health Francisco T. Duque III.
DDB Group Philippines, DOH’s pro bono creative agency for the campaign, helped the government agency craft RESBAKUNA’s communications strategy, branding, and key visuals.
DDB Group Philippines Chief Culture Officer Anna Chua-Norbert, who served as the agency group’s project lead for the campaign, explained that RESBAKUNA came from the combination of the words “resbak” (retaliation) and “bakuna” (vaccine). It was an apt term for COVID-19 jabs, which the masses must-see as not the enemy but an ally that will give them a fighting chance against the deadly virus.
“We are glad to have helped the Department of Health in coming up with an impactful branding and communications strategy that have convinced more Filipinos to get vaccinated and thus enabled the country to become closer to achieving its desired herd immunity. These types of campaigns fulfill our vision towards becoming ‘Shapers of Society’,” said Chua-Norbert.
RESBAKUNA has entailed partnering with key stakeholders and utilizing different platforms and strategies that include above- and below-the-line marketing, social mobilization, advocacy, and social & behavior change communications targeting vaccine-eligible sectors.
The ongoing campaign has successfully reduced vaccine hesitancy among Filipinos. Survey results clearly indicated that 100% more Filipinos now trust COVID-19 vaccinations administered by the government with vaccine take-up among the country’s eligible populations having steadily increased since the government’s vaccination rollout started in the first week of March last year.
