Be Fit Kahit Busy, Galaw Galaw Pag May Time

Be Fit, Kahit Busy: Galaw Galaw Pag May Time!
DEVC 208 | COMMUNICATION, SOCIAL MARKETING & SOCIAL MOBILIZATION
1ST SEMESTER 2013- 2014
September 30, 2013
GROUP C-1
Silvie Jasmin Agravante

Victor Cajala
Leonard Calma
Khristine Dagalan
Maria Lourdes Ebilane
Jose Marcelo Madlansacay
Jett Molech Subaba
Contents
I
II
III
IV
V
VI
INTRODUCTION
Rationale
Behavior Objectives
STRATEGIC PLAN
Conceptual Framework
Scope and Limitation
SWOT Analysis
Target Audience
Strategic Partners
Marketing Mix Strategy

Product

Price

Place

Promotion
OPERATIONAL PLAN
Operational Campaign Plan

Activities

Schedule

In-charge

Location

Budget
.....................................1
.....................................2
.....................................2
.....................................5
.....................................6
.....................................6
.....................................7
.....................................8
.....................................10
PROJECT EVALUATION
Results/Output
Conclusion
Recommendation
.....................................11
.....................................19
.....................................20
REFERENCES
.....................................21
APPENDICES
.....................................22
DEVC 208 | Group C-1
iii
Appendices
Facebook and blog posts
iv
Figure 3.1. Simple Office Exercises
Figure 3.2. Benefits of Simple Exercises
Figure 3.3. Finding Time for Fitness
Figure 3.4. A Workout at Work
Figure 3.5. Radyo Natin San Jose Coverage
Figure 3.6. Pretend Jump Rope and Curls
Figures 3.7 August 29 Blog Entry
Figures 3.8 August 24 Blog Entry
.....................................22
Facebook Posts and Comments
.....................................30
Inquirer Article
.....................................34
FB Wall
.....................................36
Blog Screenshot
.....................................39
Campaign Logo
.....................................40
Snapshot of Video Exercises
.....................................41
Photo Documentation
.....................................42

INTRODUCTION
Rationale
Regular exercise is necessary for physical fitness and good health. It reduces the risk of heart disease,
cancer, high blood pressure, diabetes and other diseases. It can improve your appearance and delay the
aging process. When you exercise, your body uses energy to keep going. Aerobic exercise involves continuous
and rhythmic physical motion, such as walking and bicycling. It improves your stamina by training your
body to become more efficient and use less energy for the same amount of work. As your conditioning
level improve, your heart rate and breathing rate return to resting levels much sooner from strenuous
activity. Exercising with weights and other forms of resistance training develops your muscles, bones and
ligaments for increased strength and endurance. Your posture can be improved, and your muscles become
more firm and toned. You not only feel better, but you look better, too! Stretching exercises are also
important for good posture. They keep your body limber so that you can bend, reach and twist. Improving
your flexibility through exercise reduces the chance of injury and improves balance and coordination. If
you have stiff, tense areas, such as the upper back or neck, performing specific stretches can help loosen
those muscles, helping you feel more relaxed. Exercise is also a key to weight control because it burns
calories. If you burn off more calories than you take in, you lose weight. Its as simple as that.
World Health Organization (2002) had estimated that around 1.9 million people die each year as a
result of physical inactivity. At least 60% of the worlds population fails to complete the recommended
amount of physical activity required to induce health benefits. This is partly due to insufficient participation
in physical activity during leisure time and an increase in sedentary behavior during occupational and
domestic activities. An increase in the use of passive modes of transport has also been associated with
declining physical activity levels.
Recent studies revealed that levels of inactivity are high in virtually all developed and developing
countries (WHO, 2009). In developed countries more than half of adults are insufficiently active. In rapidly
growing large cities of the developing world, physical inactivity is an even greater problem. Urbanization
has resulted in several environmental factors which may discourage participation in physical activity, such
as: population over-crowding, increased poverty, increased levels of crime, high-density traffic, low air
quality and lack of parks, sidewalks and sports / recreation facilities.
In the Philippines, the proportion of physically inactive Filipino adults more than 20 years old is shown
to be as high as 92.6 in transport-related activities and leisure-related activities in 2003. In the same
year, more females are inactive in occupational-related activities while more males are inactive in nonoccupational related activities.
However, despite the many remarkable results tied to exercising, we all have the excuses why we
never get to do them. One of the basic excuses we make is the unavailability of time. Perhaps demands
at work and other many concerns, we feel that to dedicate a portion of our time solely for physical fitness
would only eventually mean an opportunity missed at work or in business. With this, our group decided
to come up with a campaign to be fit even if one is busy at the convenience of doing it at your work place
for one should find time to exercise to be healthy and more productive.
Behavior Objectives
The general objective of our campaign, dubbed as Be Fit, Kahit Busy: Galaw-Galaw Pag May Time,
rallies behind one of the most used social networking site, the Facebook, and others. The campaign
endeavors to influence the busy people to do little movements at the workplace. Using the social media
as the main platform for promotion, the target market maintains connection to the real world through
access to these sites.
Specifically, the project aims to achieve the following:
1. To get more than 1000 likers to participate in the social media campaign.
2. To measure the responsiveness of the followers by the number of seen, reached, like,
comment, and share.
3. To increase the readership about the Group Project on websites, newspapers, and other
communication media.
STRATEGIC PLAN
Conceptual Framework
Figure 2.1 presents the paradigm of the social marketing program entitled Be Fit, Kahit Busy: Galaw
Galaw Pag May Time. The framework is composed of four stages: the environmental scanning stage;
the product conceptualization stage; the social marketing and social mobilization stage; and the social
behavior adoption stage.
In the environmental scanning stage, the social marketers (Group C1) scanned the environment and
have identified a social problem focusing on the busy lifestyle of a typical office worker. Their busy work
requirements, such as typing, meeting, planning, brainstorming, and others, led them to neglect one
important aspect in having a healthy lifestyle. And that is doing a regular exercise. Continuous neglect
from exercising may lead to number of health-related problems such as weak muscles, brittle bones,
problems among others. With this identification, the social marketers firmly believe that dedicating some
time to exercise even within the workplace would improve their health. In addition, Kotler and Roberto (as
cited in Velasco, Cadiz & Lumanta, 1999) stated that it makes possible for social marketers to predict and
anticipate changes [to target adopters] giving them a chance to make timely and orderly adaptation to the
change in the life cycle of a social marketing program.
In the product conceptualization stage, the social marketers brainstormed a social product billed as
Be Fit, Kahit Busy: Galaw Galaw Pag May Time. By description, the social product is merely the behavior
asked from office workers (target adopters) to exercise at work. Having identified the product, the social
marketing and social mobilization stage will now take place. Firstly, the four elements of social marketing
(product, price, place, promotion) independently play a vital role in the social marketing continuum.
However, they have the common goal of inculcating a social behavior change to the office workers.the
behavior to exercise at work. At the onset of the social marketing program, these elements could interplay
with each other as reflected by the arrows pointed to the target adopters. The product message continues
to be exposed to the target adopters using promotional platforms such as online and other forms.
Figure 1. Social Marketing Paradigm for Exercising at Work Based on 4 Stages
A number of places where exercise can be done will also be presented through the continuous play of
exercise videos and other promotional avenues. The price, represented by the time asked from the target
adopters, will also be continuously disseminated via messages of the social marketing campaign.

In consonance with the social marketing efforts were the partners mobilized to maximize the social
marketing campaign. The partners of this program are various promotional avenues carrying the messages
of the crusade. They are the netizens who spreads the messages of the campaign, publishing companies
who published related articles, various social media sites exposing exercise videos, articles, comments,
and likes, and also the establishments who allow the social marketers to distribute flyers and personally
promote the cause. At some point, they also interplay with each other as presented by the connecting
lines of every partner. Nevertheless, these partners were mobilized to share a common goal, the goal of
instilling the behavior to exercise at work.

Having exposed with the social behavior message for a number of times, target adopters will now
be confined within the social behavior adoption stage. However, Velasco, Cadiz & Lumanta (1999) argued
that forces external to the social marketing campaign contribute to the adopters ability in developing and
maintaining the successful influence of the social product. Out of the listed forces, the socio-cultural force
can be a big power in blocking the desired behavior change to the intended adopters. Their attitudes, mind
sets, motivation and predisposition (Velasco, Cadiz & Lumanta, 1999) can have a bearing on their adoption
or non-adoption of exercising at work.
Therefore, the Transtheoretical Model of Behavior Change (TTM) developed by James O. Prochaska
in the 1970s becomes the basis in the behavior adoption of this social marketing program. The TTM has
five stages of change in the process of behavior change. Prochaska (as cited in Guion & Free, 2010) listed
these processes as precontemplation, contemplation, preparation, action and the maintenance of the
behavior.
During the pre-contemplation stage, office workers can either be skeptical in investing time to exercise
due to business at work. They may have no intention of changing their behavior in the near future. In the
contemplation stage, office workers may (Guion & Free, 2010) have acknowledged that they need to
change and are seriously considering changing their behavior [of not exercising], but have not made a
commitment to do so. Seiling and Shockey (as cited in Guion & Free, 2010) reiterated that oftentimes,
this is the information-gathering stage where adopters are seeking information and help. Hence, the role
of social marketing becomes vital in this stage where available campaign materials become the basis of
the adopters decision to change. Prochaska et al. (as cited in Guion & Free, 2010) further stated that selfreevaluation [of adopter] is important at this stage.
In the preparation stage, the office workers intend to make the necessary behavioral changes and
therefore adopt the recommended exercise at work. It is necessary that the educator provides opportunities
for the clientele to develop or enhance skills that gives them the critical competencies needed to make
the changes (Guion & Free, 2010). Social marketers, therefore, should make an intensive social behavior
campaign using the best available media. In this campaign, exercise videos were available 24/7 in Youtube
and Facebook pages. Continuous posting and commenting relative to exercising at work are also available
online. Also, the social marketers continuously make rounds with flyers to personally share the advocacy
of exercising at work. When the adopters are already exercising at work to better manage their health,
then theyre already on the action stage. The importance of individuals having helping relationships
would provide support and encouragement to the adopters in continuing the habit of exercising at work.
The campaign has the netizens as partners in helping adopters to continue their behavior of exercising
through constant discussion online.

Lastly, the maintenance stage (Guion & Free, 2010) begins after individuals have put the changes
into practice. This means that the office workers have already made the habit of exercising at work.
During this stage, lapse and relapses may occur. Watson and Tharp (as cited in Guion & Free, 2010) stated
that a lapse is an isolated mistake or a temporary slip back into old behaviors whereas a relapse is a
complete setback that is longer in term. Hence, social marketers need to monitor the social behavior
practice. Occurrence of lapses may be treated with just a simple reminder message while relapses need
to recall and reeducate adopters and may totally be employed to another round of social marketing and
social mobilization treatment.
Scope and Limitation

The scope of the groups campaign is to disseminate information through social media like Facebook,
Twitter, Youtube, and blog site about being fit despite having busy schedule with office work. The group
chose the social media in spreading the information on how to be fit while working on their respective
offices because the group is sure that their target audience has social media account in any of those
mentioned.
In disseminating the information through social media it includes liking the post, giving comments,
retweeting or even sharing it on their own wall in Facebook and had their friends noticed the post and
starts a conversation about it or asks their friends to share it as well.
The group also distributed flyers in able to have a personal campaign aside from the social media
campaign.
Promoting the campaign over radio station 103.3 FM Radyo Natin San Jose and 107.3 FM Radyo CLSU
in Nueva Ecija is one of the scopes of the groups campaign, with this the group believes it will reach more
of its target audience.
However, when it comes to its limitation, the campaign is kind of limited on monitoring whether the
target audience practices whatever they saw on the Facebook group page. The group is only aware that
there are likers who like and share the post being posted on Facebook wall.
The group also tried to have a feature article about being fit with simple exercises through Manila
Bulletin and Philippine Daily Inquirer, but due to tight schedule it was not published during the campaign
period. But the group decided to continue with its publication.

SWOT Analysis
STRENGHTS
1. The use of memes such as GALAWGALAW PAG MAY TIME for the campaign
is a major strength.
2. Target market is clearly identified.
3. No one wants to be unhealthy so the
campaign is easy to market.
4. The group understands and shares the
same goal in implementing the project.
5. Simple exercise is not time consuming
so it can easily be done.
6. Resource materials are easily accessed.
7. Less cost since exercise is free and it can
be done practically anywhere.
OPPORTUNITIES
1. The availability of social media as a
platform for the campaign is a great
advantage.
2. Some offices, agencies and institutions
already incorporated exercise in their
employees.
3. Partners availability - networks and
linkages e.g. for mass media is Philippine
Daily Inquirer, Manila Bulletin; offices
such as GOs and NGOs and individuals.
4. No one wants to be unhealthy so the
campaign is easy to market.
WEAKNESS
1. Assessment of individuals who practice
exercise is difficult to monitor (honesty
of participants is hard to validate).
2. Financial capability for the boost of the
campaign is limited
THREATS
1. Exercises that are moderately to heavily
strenuous can post danger to some
individuals who have medical conditions
such as hypertension.
2. Fast food and other meals that are cheap
may not be healthy but preferred by the
target clients who can affect health and
fitness.
3. Other campaigns using the same meme
might create confusion among target
market.
Target Audience
The project targets to reach the busy people who often neglect their health and consume much of
their time at work. The workaholics normally think of no other ways to staying fit and healthy due to much
work-related priorities. The following audiences would greatly benefit from the project.
Professionals
Working Parents and Students
BPO employees
Government employees

Strategic Partners
Netizens
Our 1,115 followers do share to their network of friends. The multiplier effects will reach more
audience.
Inquirer and Manila Bulletin
The social marketers sought the opportunity to promote the campaign on a national level through
the Philippine daily newspapers. The marketers sent articles, information and photos of the campaign
to the lifestyle sections of Philippine Daily Inquirer and Manila Bulletin for a nationwide publication.
The article is still not out during the indicative date of project implementation for DEVC 208.
However, the group decided that, even though it will not have any bearing to the projects grade, the
group will still push through the publication of the said article. We will follow up with the mass media
partners regarding the publication of the campaign and make sure that it comes out for the public to
see and learn.
Partners*
Population
1. Dualtech
2. Philippine Center for Postharvest Development and
Mechanization
3. China Systems Technology Corporation Manila Office
4. 103. 3 FM Radyo Natin San Jose
5. 107.3 FM Radyo CLSU

800
500
32
130,000
1,000
*These partners got the printed and e-copy flyers.
103. 3 FM Radyo Natin San Jose and 107.3 FM Radyo CLSU

Partnership with two local radio stations in Nueva Ecija helps promote the Facebook page of the
campaign, plus promoting the benefits of simple exercises to its listeners. The Radyo Natin San Jose
can reach three cities including San Jose City with more than 130,000 populations. While Radyo CLSU
reaches to four government offices with more than 1,000 government employees (National) around
Central Luzon State University.

Marketing Mix Strategies
Product
The social product is simply an exercise done in-between work by office workers. The social
marketers believe that due to the pre-occupied state of many office workers, such as typing, meeting,
planning, brainstorming, and others led them to neglect one important aspect in having a healthy
lifestyle. And that is doing a regular exercise. These in-between exercises can be done in basic areas
of the office such as in a chair, desk, stairs, platform, or in just a regular space beside the office area.
Proposed exercises that are fit within office parameters are the following: raise the roof; triceps kick;
the hulk; hamstring curl, knee lift and others. With the stated social product, a simple but meaningful
slogan which states BE FIT, KAHIT BUSY: GALAW GALAW PAG MAY TIME was conceptualized of which
it also became the social marketing programs catch statement.
Price
The social campaigns price refers mainly on the time the officer workers are willing to invest as
well as how much time they can devote for a number of routine exercises. Due to the busy schedule
of simple office workers, time for them is of the essence as theyre always preoccupied by many
tasks. This holds true in the statements of Velasco, Cadiz and Lumanta (1999) stating as to how much
time it takes [for the target adopters] to obtain the product. So, dedicating some time to adopt this
social behavior campaign becomes an essential decision for them to think of. Secondary to time is the
opportunity of the office workers in missing out the chance to get healthy through exercise at work.
Place
One need not go to the gym to do rigorous workout just to be fit. A conscious effort to be fit can
begin with doing simple stretches, leg lifts, and muscle clenches, which anyone can do while doing
other tasks. The office is a good place to start getting fit for busy working people who have very little
time left for exercise. The campaign addresses their fitness needs by suggesting simple exercises and
body movements that they can do at their own workplaces and at their own convenience. With these
simple exercises, the target audiences are encouraged to be fit and to increase physical activity even
while working.
Promotion
Admittedly, busy people still find time to check their Facebook account. In the past years,
Facebook has not only become a venue for socialization online but it has also become a great tool for
communication and for information dissemination. The emergence of high-tech smart phones and
gadgets and the proliferation of smart phone applications have made it even more popular, convenient
to use, and for some, indispensable. Thus, the team created a Facebook community page as a primary
means of promoting the campaign.

In the campaigns Facebook page, the following are posted to encourage busy working people to
exercise and to support the campaign by sharing and liking the page:
1. articles about fitness
2. tips for exercising at work
3. videos on how to exercise at work
4. facts and figures about exercise
5. health and fitness
6. compelling images on health and wellness
Other promotional strategies that were employed to achieve the campaign objectives are as
follows:
1. Creation of a blog, Twitter account, YouTube channel, and other social media
2. Creation of videos showing simple exercises that can be done at work
3. News article submitted to Philippine Daily Inquirer and Manila Bulletin for publishing
4. Posting of risks of inactivity/ lack of physical activities on the FB page (Monday, Wednesday,
Friday)
5. Posting of benefits of regular exercise on the FB page (Tuesday, Thursday, Saturday)
6. Facebook advertisement on 2 weekends
7. Encouraging co-workers, family, and friends to do simple exercises at work, and to support the
campaign by liking and sharing the FB page.
8. Flyers given out to colleagues and friends
9. Statement T-shirts
10. Sending of email to friends and co-workers about the campaign
11. Radio campaign
12. Presentation about the campaign at PhilMechs Welness Day seminar

OPERATIONAL PLAN
Operational Campaign Plan
Activities/
Promotion
Facebook
Blog
Twitter
Flyer Distribution
Article at Lifestyle Section,

Philippine Daily
Inquirer & Manila
Bulletin
Radio Broadcast
at 103.3 FM
Radyo Natin San
Jose and 107.3
FM Radyo CLSU
10
Description
Main campaign environment platform
to reach busy people
who still connect
through Facebook
Collection of reading materials about
Exercise at work
Updates, Reminders,
and other short-messaging campaign
A printed / e-copy
campaign materials
for office distribution
Schedule
In-Charge
Location
Budget
July 07 to ALL
September
08, 2013
Web
Php 700
Tin
Web
Zero
Miami
Web
Zero
-Dualtech
-Philippine Center
for Postharvest
Development and
Mechanization
Nationwide
Circulation
Zero
September ALL
16 to 20,
2013
Write-up at newspaper outfit partners.
Silvie and
Jett
Prepared list of
September Jett
benefits of simple
16-onexercises and differ- wards
ent workouts to do
at work for broadcast
on radio.
Zero
San Jose City and

Zero
Science City of
Munoz, Nueva Ecija

PROJECT EVALUATION
Results/Ouput
FB Campaign Result
Facebook Community Page
Campaign Period
:
:
www.facebook.com/BeFitKahitBusy
July 20, 2013 September 24, 2013
Total Reach of the Campaign

During the campaign period, the teams FB community page has gained 1,115 likes and had a
highest total reach of 12,348 people (the total number of unique FB users who were exposed to any
content associated with the campaigns FB page).
The highest organic reach is 853, which pertains to the number of individuals who saw the
content in news feed, ticker, or in the FB community page. These are mostly subscribers or followers
of the FB page, individuals who are directly targeted by the campaign.
The highest viral reach is 5,412, which pertains to the number of individuals who saw a story
about the FB community page published by a friend (a subscriber or follower of the page). Stories
may be in the form of likes, shares, or comments. The huge difference between the highest organic
reach and highest viral reach (4,559) emphasizes the significance of the campaigns existing followers
as campaign partners. Through their likes, shares, and comments, the team was able to pass on the
campaign message to a larger group of people.
The highest paid reach is 6,439, which pertains to the number of individuals who saw the FB
advertisement pointing to the FB community page. The exposure to these unique FB users increased
the likelihood of gaining more campaign supporters. As shown by the great increase in the page likes
during the period when the campaign was advertised, many of these unique FB users exposed to the
FB advertisement were indeed drawn to the FB page and supported the campaign through likes and
shares.
Figure 2.1 Highest Total Reach of the Campaign (Source: Facebook Page Insights)
11

Majority of the FB users reached by the campaign belong to the 25-34 age brackets (39.3%, of
which 25.6% are female and 13.7% are male). This is followed by FB users belonging to 35-44 age
bracket (21.2%, of which 13.3% are female and 7.9% are male), and FB users belonging to 18-24 age
bracket (19.8%, of which 11% are female and 8.8% are male). Working people, who are targeted by
the campaign, belong to these age brackets.
Figure 2.2 Percentage of FB Users Reached by the Campaign (Source: Facebook Page Insights)
Through Facebook, the campaign was able to reach people from 20 countries. Apart from the
Philippines, the following countries had the biggest number of exposures with the campaign: United
States of America (USA), United Arab Emirates (UAE), and Canada. In the Philippines, the most number
of people reached by the campaign came from Cavite, Manila, Quezon City, Nueva Ecija, and Makati
City.
Figure 2.3 Location of FB Users Reached by the Campaign during the Last Week of the Campaign Period
(Source: Facebook Page Insights)
12

Responses from FB Users
The following are used as indicators of the FB users positive response to a post:
Number of Engaged Users. This pertains to the number of individuals who have clicked on a post.
Each click signifies interest or conformity to the shared or posted idea.
Number of Users Talking About the Post. Facebook users who talked about the post are those
who created a story about it through the following activities:
1. liking the post
2. posting on the Facebook pages wall
3. liking, commenting on, or sharing page post
4. mentioning the post
5. tagging someone in a comment
Top 5 Posts that Gained Most Number of Engaged Users

Posts
Engaged Users
Simple office exercise that anyone can follow!

121 (Please see Appendices,
Try it now!
Figure 5.1. Simple Office Exercises on pg. 27)
Duplicate post: Easy to Follow Office Exercise!
Try these simple office workouts!
Figure 5.4. A Workout at Work on pg.30)
You can exercise where ever you are and
whenever! Be healthy!
Figure 5.3. Finding Time for Fitness on pg.29)
Benefits of Simple Exercises!
70 (Please see Appendices, Figure 5.2.
Benefits of Simple Exercises on pg. 28)
Jump jump din pag may time! (video)
Pretend Jump Rope and Curls on pg.32)
The most number of people, 714 people, who talked about a post in the Facebook page, was
during the period when the page was advertised on Facebook (2 weekends from August 24) for added
visibility and reach. It is also during the same period when the campaign achieved its highest viral
reach (5,412 people).
13
Figure 2.4 Highest Response from FB Users and Highest Viral Reach
Top 5 Posts that Elicited the Most Responses Through

Likes, Comments, or Shares
Posts
Engaged Users
Simple office exercise that anyone can follow!

Try it now!
Figure 5.1. Simple Office Exercises on pg. 27)
Duplicate post: Easy to Follow Office Exercise!
Benefits of Simple Exercises!
Benefits of Simple Exercises on pg. 28)
You can exercise where ever you are and
whenever! Be healthy!
Figure 5.3. Finding Time for Fitness on pg. 29)
Try these simple office workouts!
Figure 5.4. A Workout at Work on pg. 30)
Radyo Natin San Jose coverage!
Radyo Natin San Jose Coverage on pg. 31)
14

Blog
URL
Total posts
Total page views
:
:
:
http://befitkahitbusy.blogspot.com/
19 posts (since August 17, 2013)
224 views
Figure 2.5 Traffic of Response on Page Views and Posts on the Campaigns Blog (Source: Blogger.com)
15
Figure 2.6 Highest Reach of Page Views of the Blog Site by Country
The following blog entries got the most views 7 views each:
1. Study shows light exercises help boost memory!
2. 6 Surprising Moves For Flatter Abs
(Please See Figures 5.7 and 5.8 in the Appendices section, pg. 33-34)
Traffic Sources
It is interesting to note that out of the 224 total blog page views; only 4 are from Facebook
where links to blog entries are posted. Most page views are coming from vampirestat.com, a Website
Statistics and domain appraisal service provider.
16
Figure 2.7 Source: Blogger.com
Budget
The following budget is allotted for the FB advertisement:
Php 650.60: for August 24-26 promotion of FB page
Php 50.29: promotion of August 26 post
Php 450.00: for August 31-September 2 promotion of FB page
Total: 1,150
17

Twitter
In searching the tweets of Be Fit Kahit Busy on the search engine of twitter itself, this will
appear:
Figure 2.8 Twitter Page 2 of the Campaign
First tweet was dated August 8, while the last tweet was September 7 with total of 9 tweets. There
were only 4 followers and none of which retweeted whatever it was posted on its twitter account.
18

Conclusion
1. Among the Facebook (FB) users exposed in the campaign, almost half (39.3%) of the total
spectators belong to the 25-34 age brackets. It can be concluded that this bracket comprises
the majority of office workers wherein aspects of their health is of paramount concern to them.
On the other hand, less than one-fourth (21.2%) of the users exposed in the campaign belongs
to the 35-44 age brackets. It is not surprising that this bracket had the interest to health-related
postings as persons belonging to these ages seem to start feeling body aches, sporting some fat
bellies, experiencing results of heart problems, some have mismatched body mass index (BMI)
among others.
2. Obviously, majority of the FB users exposed in the campaign were from the Philippines as the
campaigns origin is within the country. Topping the city which the campaign was most exposed
with were from Silang, Cavite; Manila; Quezon City; San Jose City, Nueva Ecija; and Makati City.
This concentration of campaign exposures were brought about by the fact that most of the
social marketers (Group C1) do hail from these areas. Hence, a solid following of the campaign
were felt within these vicinities.
3. The computer and desk stretches have the most number of engaged users (121) as these
exercises can be easily done within the confines of ones office. This premise is justified by the
duplicate posts given by the spectators stating that the exercises therein are easy to follow.
On the other hand, a workout at work followed with the most number of engaged users. Just
the same with the former exercise, this workout can be easily followed as it also comes with
illustrations and pictures. It is therefore conclusive that these two exercise posts were effective
in affecting the behavior of office workers to exercise while at work.
4. Postings at FB made a good impact on the campaign for it elicited positive comments relative
to doing an exercise at work. Based on the qualitative responses, comments generally reflect
how the message of the campaign transcends to a number of FB users through creation of
discussions and talks. Hence, it is conclusive that the campaign contents generated a buzz to
FB users as well as the use of FB had maximized the needed exposure and promotion of the
campaigns social product.
5. Though not as popular as the FB, the blog site of the campaign (http://befitkahitbusy.blogspot.
com/) did generate a considerable visit from online spectators. With almost two weeks of
campaigning the social product through blogging, the more than two hundred page views has
contributed in making a buzz about the campaigns social product.
6. The twitter account of the campaign did not meet the needed promotion and exposure of the
campaigns social product. This is justified by the meager number of tweets (9) and followers
(4) done between August 8, 2013 to September 7, 2013. It is therefore concluded that though
twitter is one of the popular social media sites, it has also the capacity to select topics to
generate support and following.
7. Overall, the contents created to market the social product as well as the platforms used in
promoting the social product were all successful based on the figures and qualitative comments
it generated. Hence, the social marketing campaign can be concluded as successful.
19

Recommendation
The implementers of this project should continue to encourage individuals to engage in physical
activities; the posts that garnered large audience should be promoted more. The implementers on the
other hand should improve and strengthen its campaign for the cited weaknesses and other things it lacks
to be addressed immediately. The following are vital people and institutions for the success of the entire
project:
School Administrators, Principal
Establishing school-based programs increases the likelihood of children and families to commit to
enjoyable and lifelong physical activities. School-based programs influence the lives of youth, families
and the community at large.
Educators, Professors, Teachers.
Creativity and innovative ideas of the physical education instructors ensure programs that are
enjoyable and of interest.
Mass Media Personnel.
Mass-media campaigns promoting physical activity are also known to be effective when associated
with community-based activities and policies that address local environment barriers.
Office Executive, Managers, Unit Heads Employers.
They could influence the employees toward health by establishing supportive policies to provide
an environment for physical activity program. Encouraging health behaviors can reduce preventable
diseases, disabilities and even death.
Government Officials.
Community programs for physical activity need to consider the diversity of target population.
Thus, in planning, implementation and evaluation, diverse sports and recreation activities need to
be considered. Group based physical activity programs can be targeting specific groups of individuals
such as women or older adults.
Policy Makers.
Policies encouraging implementation of physical activity programs and provision of physical
environment conducive to physical activity also contribute in a big way in promoting physical activity
programs, whether for individuals or groups of people.
Community Health Workers.
Health workers play a big role in motivating individuals and groups to prevent living sedentary
lifestyles that increase their risk for NCD. You have the responsibility to increase their knowledge and
skills needed to engage in physical activities and exercise. It is also your role to motivate them enough
to start being physically active and to encourage them to maintain this behavior.
20

Doctors, Therapists and Health Professionals.
Health professionals should broaden their advice to clients beyond the traditional prescriptive
program. The overall challenge for health professionals is to be able to enroll increasing numbers of
APPENDICES participants in physical activity programs and be able to support them through behavioral
management and environmental change strategies to sustain a physically active lifestyle.
Individuals
Individually adapted behavior change is critical to facilitate a physically active lifestyle, but the
process involves a number of factors, including personal, programmatic, social, environmental and
related factors. To achieve long- term changes in health-related behaviors, these and medical factors
must be addressed collectively.
REFERENCES
Cadiz et.al. 1999. DEVC208 Communication, Social Marketing & Social Mobilization.
Guion, L.A. & Free, T.R. (2010). Conceptual framework for infusing behavior change theories into
program design, delivery, and evaluation: A financial education example. Retrieved September
12, 2013 from http://ncsu.edu/ffci/publications/2010/v15-n1-2010-spring/guion-free.php
http://www.wpro.who.int/philippines/publications/module4.pdf
Noth Dela Where.Office exercises working out at work. Retrieved July 2013 on http://northdelawhere.
happeningmag.com/working-out-at-work-delaware/office-exercises-to-lose-weight1.
Tecco, Armand M.Ed. 1999. Why is Exercise Important?. Retrieved (nd) on http://www.healthdiscovery.
net/articles/exercise_importa.htm
Velasco, M.H., Cadiz, M.C. & Lumanta, M.F. (1999). DEVC 208: Communication, social marketing &
social mobilization. Quezon City: UP Open University.
21

APPENDICES
Appendix 1. Facebook and Blog posts
Figure 3.1 Simple Office Exercises
22
Figure 3.2 Benefits of Simple Exercises
23
Figure 3.3 Finding Time for Fitness
24
Figure 3.4 A Workout at Work
25
Figure 3.5 Radyo Natin San Jose Coverage
26
Figure 3.6 Pretend Jump Rope and Curls
27
Figure 3.7 August 29 Blog Entry
28
Figure 3.8 August 24 Blog Entry
29
Appendix 2. Facebook Posts and Comments
Figure 4.1 FB post: Overworked?
30
Figure 4.2 FB post: Sitting Disease
31
Figure 4.3 FB post: 3 Stretches to do at your desk to relieve stress at work
32
Figure 4.4 FB post: FInding time for fitness
Figure 4.5 Comments to FB post--Simple office workouts
33
Figure 4.6 Comments to FB post--Simple office exercise that anyone can follow
Appendix 3. Inquirer Article

Lets face it all of us would want to have healthy and fit
bodies free from those flab and excess handles that droops
out when wearing sexy and tight-fitting wardrobes. Who
wouldnt, since this world dictates that to stay fabulous is to
have the ideal waist of 24 for the ladies and a six-packed abs
for the gentlemen. However, not everyone gets to achieve
this most coveted feat and most would say that we dont have
the luxury of time to go to the gym after a tiring day at work.
A group of graduate Development Communication
students from the University of the Philippines Open
University thought of a Social Mobilization Campaign that
shall advocate exercising even in the workplace. Dubbed as
Be Fit Kahit Busy Galaw Galaw Pag May Time, this campaign
seeks to encourage those in the workplace to stay fit despite
the hectic working schedule through proper simple exercises
that can be conveniently done even during work.
We launched this campaign using the social networking
sites with the desire that this becomes viral and shall be
accessible to all those employees trying to maximize work
with a time to be fit without having to miss responsibilities
at work, explained Leonard Calma, team leader of the DEV208 Master in Development Communication
class.
34

Among practical exercises included in this campaign are simple neck rotation exercises, leg lifting
and other simple movements that can be done even while sitting and doing paperworks. More of these
exercises can be found in https://www.facebook.com/BeFitKahitBusy, where the group frequently updates
physical therapy approved light exercises to go combo with daily work routines.
Like that familiar advertising tagline, great things start from small beginnings I would like to believe
that small steps like this can help us better our health and our disposition not only at work but in life as a
whole, Calma added.
May it be just a mere campaign or a fad, healthy living is something that can never be guised in the
long run. This is something we owe ourselves even in the midst of a very serious meeting or even with the
loads of paper work waiting to be signed. Kaya be fit kahit busy, galaw-galaw pag may time!
35

Appendix 4. Facebook Wall (As of September 29, 2013 )
36
37
38
Appendix 4. Blog
39
Appendix 5. Campaign Logo
40

Appendix 6. Snapshot of Video Exercises
41
Appendix 7. Photo Documentation
42
43
Presentation of the Campaign at PHilMechs Wellness Day
44

Be Fit Kahit Busy, Galaw Galaw Pag May Time

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Be Fit, Kahit Busy: Galaw Galaw Pag May Time!

DEVC 208 | COMMUNICATION, SOCIAL MARKETING & SOCIAL MOBILIZATION

1ST SEMESTER 2013- 2014

September 30, 2013

Silvie Jasmin Agravante

DEVC 208 | Group C-1

Figure 3.1. Simple Office Exercises

Figure 3.2. Benefits of Simple Exercises

Figure 3.3. Finding Time for Fitness

Figure 3.4. A Workout at Work

Figure 3.5. Radyo Natin San Jose Coverage

Figure 3.6. Pretend Jump Rope and Curls

Figures 3.7 August 29 Blog Entry

Figures 3.8 August 24 Blog Entry

Facebook Posts and Comments

Snapshot of Video Exercises

DEVC 208 | Group C-1