BUILD PILIPINAS campaign proposal
Introduction:
BUILD Pilipinas: A Beacon of Truth in the Digital Age
In today's interconnected world, the Philippines stands at a crossroads. As the "Social Media Capital" of the world, our nation is both empowered by digital connectivity and threatened by the rapid spread of misinformation. Amidst this backdrop, BUILD Pilipinas emerged as a movement, initially supporting the presidential candidacy of then Vice President Leni Robredo. Today, our mission has evolved, but our core values of Integrity, Excellence, Trust, and Shared Responsibility remain unwavering.
The Purpose of Our Campaign: The digital realm is rife with misinformation, and there's a pressing need for trusted sources. BUILD Pilipinas aims to be that beacon of truth for the Filipino community. While our overarching organizational goal is to establish authenticity, this specific campaign seeks to amplify our reach, impact, and membership. Our objective? To position BUILD Pilipinas as a leading force against digital misinformation in the Philippines, driving both awareness and membership growth.
As we navigate the challenges and opportunities of the digital age, we invite you to join us. Be part of the movement, be part of the solution, and together, let's build a well-informed and empowered Filipino community.
Background:
BUILD Pilipinas: Awakening in the Digital Age
From its inception, BUILD Pilipinas began with a clear vision and purpose, supporting a political candidacy and championing values of integrity and truth. However, it faced challenges that led to a period of dormancy. For a year, its digital presence remained silent, even as the digital misinformation landscape in the Philippines grew more complex and challenging.
The Philippines, known as the "Social Media Capital" of the world, has seen a surge in misinformation, especially in the lead-up to the 2022 elections. Civil society organizations have been actively combating threats to democratic ideals and values in the digital space, especially as social media remains the dominant news source for most voters (International Republican Institute, n.d.). This digital landscape has been exploited by anti-democratic actors who manipulate narratives, influence public opinion, and blur the lines between truth and fiction. The role of 'troll farms' in manipulating political narratives has been observed not just in the Philippines but also in international contexts, such as the 2016 U.S. election campaign (Badawy, Ferrara, & Lerman, 2018). Furthermore, the international experience of democratic countries shows that misinformation campaigns often aim to discredit democratic institutions and support anti-democratic leaders (Sunhurova, n.d.).
Given this backdrop, there's a pressing need for BUILD Pilipinas to re-emerge, revitalized and ready to tackle these challenges. This campaign is our strategic response to the misinformation crisis, aiming to reposition BUILD Pilipinas as a leading force against digital falsehoods and provide Filipinos with a reliable source of information.
Purpose of the Campaign: The primary aim of this campaign is to reposition BUILD Pilipinas as a leading force against digital misinformation in the Philippines, driving both awareness and membership growth.
Goals:
Establish BUILD Pilipinas as the premier platform for combating digital misinformation in the Philippines (Balonas, 2021).
Achieve a significant increase in membership, fortifying BUILD Pilipinas as a key player in the fight against misinformation.
Objectives:
Achieve a threefold to fivefold increase in website traffic within the next 6 months, leveraging past data and strategic insights for improved outcomes (Wątróbski, Jankowski, & Ziemba, 2016).
Launch and promote a user-friendly, interactive fact-checking tool on the website, aiming for a 25% engagement rate among new visitors.
Collaborate with influencers and digital personalities to promote the platform, targeting a combined audience of at least 1 million users across various social media channels within the first 3 months.
Initiate digital campaigns, such as challenges or contests, to encourage user-generated content that aligns with the values and mission of BUILD Pilipinas, targeting at least 10,000 participations in the first 4 months, using a systematic approach to achieve desired outcomes (Shalashova, 2020).
Target Audience:
The primary audience for this campaign is digitally active individuals in the Philippines, aged 18-35, who are concerned about the spread of misinformation online. This group represents the younger, tech-savvy generation that is most active on social media and online platforms. Research conducted by Park et al. (2020) during the COVID-19 pandemic found that younger individuals were more susceptible to stressors and actively sought coping mechanisms, emphasizing the importance of targeting this demographic with supportive digital campaigns. The secondary audience includes the older demographics, aged 36-55, who have begun to engage more actively online and are becoming increasingly aware of the challenges posed by digital misinformation.
Campaign Focus:
While the introduction of a digital fact-checking tool is a pivotal part of the campaign, it is not the sole focus. The primary aim is to bolster trust in BUILD Pilipinas and grow its membership. The fact-checking tool serves as a means to achieve this by providing a tangible service that demonstrates the organization's commitment to combating misinformation. Furthermore, the philosophy of BUILD Pilipinas, advocating for truth and transparency, is a universal appeal that transcends age demographics. The campaign will emphasize this philosophy, encouraging all to become beacons of truth in their communities. Digital marketing research has shown the importance of understanding the behavior, preferences, and needs of the target audience in the digital space, emphasizing the need for campaigns to align their tools and objectives with audience preferences (Asifulla, 2023).
Budget
The budget for the campaign is a vital component that determines the feasibility and scope of the proposed activities. Given the grassroots nature of BUILD Pilipinas and the challenges faced in the Philippine context, it's essential to allocate funds judiciously to maximize impact.
Digital Collaborations: ₱400,000
Influencer Collaborations (including TikTokers, YouTubers): Collaborations with influencers can be a cost-effective way to reach a broad audience. The Philippines has a vibrant online community, and leveraging these platforms can provide significant reach. The budget will cover collaboration fees, content creation, and promotional activities.
Digital Advertising: ₱400,000
Website Maintenance & Fact-Checking Platform: ₱250,000
Website Hosting & Maintenance: ₱50,000
Development of Fact-Checking Mechanism: ₱200,000
Collaborations with Educational Institutions: ₱400,000
Materials & Training Programs: ₱300,000
Partnership Initiatives: ₱100,000
Miscellaneous Expenses: ₱700,000
Design, Branding, & Merchandise: ₱200,000
Operational Costs: ₱1,000,000
Emergency Fund: ₱500,000
TOTAL: ₱3,500,000
Contextual Information:
The grassroots nature of political campaigns in the Philippines has been highlighted in recent years. For instance, the campaign of Vice President Maria Leonor “Leni” Robredo has been characterized by public flash mobs, a “truth army” to counter online disinformation, and door-to-door canvassing by volunteers (Cabato, 2022). Despite challenges, such as smear campaigns and disinformation, grassroots initiatives have shown potential in challenging traditional political dynamics in the Philippines.
Given the digital landscape in the Philippines, where nearly everyone is online but many struggle with distinguishing between disinformation and authentic reports, grassroots campaigns have had to adapt. Efforts like Robredo's "truth army" aim to combat the rampant culture of vote-buying and disinformation by engaging directly with communities and leveraging social media platforms.
However, it's essential to note that while grassroots campaigns can be impactful, they also face challenges in terms of funding. The budget proposed here aims to strike a balance between feasibility and impact, ensuring that BUILD Pilipinas can effectively execute its campaign without overextending its resources.
Strategies and Tactics
Strategies are overarching approaches that guide the campaign towards achieving its objectives, while tactics are specific actions or methods used to execute these strategies.
Strategy 1: Digital Engagement to Foster Trust
Tactic 1.1: Collaborate with influencers, including TikTokers and YouTubers, to create content that highlights the importance of truth and the role of BUILD Pilipinas in combating misinformation (McDougall et al., 2019).
Tactic 1.2: Launch an interactive fact-checking tool on the BUILD Pilipinas website, allowing users to verify information and share results on social media.
Tactic 1.3: Host monthly webinars or live sessions on social media platforms discussing current events, misinformation trends, and the importance of critical thinking in the digital age (Sharun & Smith, 2020).
Strategy 2: Educational Partnerships to Amplify Reach
Tactic 2.1: Collaborate with educational institutions to integrate modules or sessions on digital literacy and the dangers of misinformation (McDougall et al., 2019).
Tactic 2.2: Organize quarterly workshops or seminars for educators, providing them with tools and resources to teach students about digital misinformation.
Tactic 2.3: Launch a student ambassador program, where selected students champion the cause of BUILD Pilipinas in their respective schools and colleges.
Implementation Plan
The implementation plan is structured chronologically, detailing the activities month by month or quarter by quarter, depending on the campaign's duration.
Q1: Building the Foundation
Website Development and Fact-Checking Tool: Begin the development of the interactive fact-checking tool on the BUILD Pilipinas website. Aim for a beta version by the end of Q1. This approach aligns with the findings of a study on the rollout of a national school-based human papillomavirus (HPV) vaccination program in South Africa, which emphasized the importance of careful planning and coordination for successful implementation (Delany-Moretlwe et al., 2018).
Influencer Outreach: Identify and reach out to potential influencers, including TikTokers, YouTubers, and other digital personalities, for collaboration. Finalize agreements and content creation schedules.
Educational Partnerships: Initiate discussions with educational institutions for potential collaborations. Draft digital literacy modules and gather feedback.
Q2: Launch and Engagement
Fact-Checking Tool Launch: Officially launch the fact-checking tool on the BUILD Pilipinas website. Promote its features across all digital platforms.
Influencer Collaborations: Roll out content created in collaboration with influencers. Monitor engagement and gather feedback for potential improvements.
Educational Workshops: Organize the first set of workshops or seminars for educators. Distribute digital literacy resources and gather feedback for refinement.
Q3: Expansion and Deepening Engagement
Student Ambassador Program: Launch the student ambassador program. Organize training sessions for selected ambassadors and provide them with necessary resources.
Digital Campaigns: Initiate the first digital campaign or challenge promoting the values and mission of BUILD Pilipinas. Monitor participation and engagement.
Feedback Loop: Gather feedback on the fact-checking tool and make necessary refinements. Engage with the community to understand their needs better.
Q4: Review and Future Planning
Performance Review: Analyze the campaign's performance against set objectives. Identify areas of success and areas needing improvement.
Community Engagement: Organize community sessions to gather feedback and understand their evolving needs.
Future Planning: Based on the campaign's performance and community feedback, draft a plan for the next year, focusing on scaling and deepening impact.
Evaluation and Measurement
To ensure the campaign's success and to make data-driven decisions, it's crucial to continuously evaluate and measure the campaign's performance against its set objectives. Here's how we plan to do it:
Website Traffic and Engagement: Utilize website analytics tools to monitor the number of visitors, their behavior on the site, and the engagement rate with the fact-checking tool. The goal is to achieve a threefold to fivefold increase in website traffic within the next 6 months and a 25% engagement rate with the fact-checking tool. Website analytics have been identified as crucial tools for assessing user engagement and behavior, providing insights into the effectiveness of digital campaigns.
Social Media Metrics: Track the reach, engagement, and conversion metrics of all digital campaigns, especially those involving influencers. The objective is to reach a combined audience of at least 1 million users across various social media channels within the first 3 months. Social media metrics provide valuable insights into audience engagement and the effectiveness of content strategies (Peters et al., 2013).
Educational Workshops Feedback: Gather feedback from educators and participants after each workshop or seminar. This will help in refining the content and approach for future sessions.
Student Ambassador Program: Monitor the activities and impact of student ambassadors in their respective institutions. Collect feedback and testimonials to gauge the program's effectiveness.
Digital Campaign Participation: Track the number of participations in digital campaigns, challenges, or contests. The aim is to achieve at least 10,000 participations in the first 4 months.
Stakeholder Feedback: Engage with partners, collaborators, and other stakeholders to gather feedback on the campaign's impact and areas of improvement.
Quarterly Reviews: Conduct quarterly reviews to assess the campaign's performance against its objectives. This will provide an opportunity to make necessary adjustments and refinements.
By continuously monitoring and evaluating these metrics, we can ensure that the campaign remains on track to achieve its objectives and can make informed decisions based on data.
Conclusion and Recommendations
The digital age, characterized by the rapid dissemination of information and the pervasive influence of social media, presents both challenges and opportunities for organizations like BUILD Pilipinas. Misinformation and fake news can spread quickly, but so can truth and authentic narratives. The proposed campaign aims to leverage the latter, positioning BUILD Pilipinas as a beacon of truth in the digital realm.
The strategies and tactics outlined in this proposal are designed to resonate with both younger and older demographics, emphasizing the importance of critical thinking, digital literacy, and community engagement. By collaborating with influencers, integrating an interactive fact-checking tool, and fostering educational partnerships, BUILD Pilipinas can amplify its reach and impact.
However, the success of any campaign hinges on its adaptability. It's crucial to continuously monitor, evaluate, and adjust the campaign based on data-driven insights and feedback from the target audience.
Recommendations:
Continuous Engagement: Beyond the campaign's duration, it's essential to maintain engagement levels, ensuring that the momentum gained is not lost. The rise of misinformation, especially during events like the COVID-19 pandemic, has shown the importance of continuous engagement and the role of social media in disseminating accurate information (Prompiengchai et al., 2022).
Collaborate with Tech Platforms: Consider partnerships with tech platforms like Google or Facebook to further enhance the fact-checking tool's capabilities and reach. The digital age has brought about significant changes in the media landscape, making collaborations with tech platforms crucial (Mrisho & Dominic, 2023).
Expand Geographically: While the initial focus is on the Philippines, there's potential to expand the campaign to other regions facing similar challenges with misinformation.
Leverage User-Generated Content: Encourage users to share their stories and experiences with misinformation, fostering a sense of community and shared responsibility. The role of media literacy in the digital age cannot be understated, and user-generated content can play a pivotal role in promoting media literacy (Nettlefold & Williams, 2021).
Adapt to the Age of Disinformation: In the current era, where disinformation, misinformation, and malinformation are rampant, it's vital to adapt and develop data literacy frameworks that go beyond individual understanding and critically think about the online ecosystem (Carmi et al., 2020).
References:
Badawy, A., Ferrara, E., & Lerman, K. (2018). Analyzing the Digital Traces of Political Manipulation: The 2016 Russian Interference Twitter Campaign. Retrieved from https://arxiv.org/pdf/1802.04291.
International Republican Institute. (n.d.). A Re-Written History: How Digital Misinformation is Distorting Facts in the Philippines. Retrieved from https://www.iri.org/news/a-re-written-history-how-digital-misinformation-is-distorting-facts-in-the-philippines/.
Sunhurova, S. (n.d.). INTERNATIONAL EXPERIENCE OF STRUGGLING WITH THE POLITICAL VIOLENCE BY MEANS OF INFORMATION WARFARE. Retrieved from https://zpv.knu.ua/index.php/pb/article/download/141/126.References:
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