PR PLAN: Responsible Voting

I. Rationale
According to Manila Times, Sixty-six percent (66%) of Filipino voters claim that they sometimes don’t
know enough about candidate they vote for. The 2019 national and election polls will be dominated by
voters from the young demographic, the Commission on Elections (Comelec) said. Fifty-six percent
(56%) of these voters fall under 18-to-35-year-old range and 7% are new voters. This translates to about
20 million voters. 1.5 million of this portion are Filipino youth who would be eligible to vote for the first
time this year, which could provide swing votes in the 2019 midterm elections, according to Sen.
Aquilino “Koko” Pimentel III.

“This is a significant portion of our population, one that should be given a say in choosing their leaders,”
said the ousted Senate president, who is seeking reelection in 2019.

However, this demographic, especially those under the lower economic classes don’t exert much effort
in knowing the candidates and end up choosing the wrong one most of the time. This electorate group
just chooses the candidates they’re voting based on the most obvious reasons— fame (25.2%), parental
lineage/dynasty, and personality (43.7%).

In fact, Vice President Leni Robredo even called on young Filipinos to be more discerning when they
vote during the 2019 elections. Robredo told reporters in Cotabato City on Thursday, October 25, that
young voters should not be swayed by candidates' sweet promises during the campaign period.
COMELEC Spokesman, James Jimenez said that voters should have an idea by now who they would vote
for.

II. Objectives
To inform the younger voter population of the importance of scrutinizing the political candidates’
characteristics, especially the more impactful but overlooked factors (i.e. experiences and platforms), by
the end of the 3 month campaign.

III. Key messages

“Mahalaga ang iyong boto kaya kilalanin ang bawat kandidato.”

Big Idea
“Kilala ko ang boto ko”

IV. Audience

DEMOGRAPHICS
18- 35 years old

Male and Female

Class D and E

Residing in NCR

PSYCHOGRAPHICS
They are…

Registered Filipino voters

Socially active

Updated to current news

However…

They just vote candidates for their most obvious characteristics

They are easily influenced by other’s opinions

Fickle minded in terms of decision-making

V. Strategy
The message will be conveyed to the target audience through direct and interactive (on-ground)
approach.
VI. PR Tools
a) Caravan

-There will be a caravan that will roam Manila which aims to educate the target market with regards to
responsible voting.

b) Senatorial Grand Debate

-There will be a senatorial debate which aims to help the target get to know more about the running
candidates for senatorial positions. This debate will be done with a tie-up with GMA.

c) Local Municipality Candidates Debate

-There will also be a debate for local municipality candidates (i.e. Mayor, etc.) in Metro Manila’s
seventeen cities. This will be done with a tie-up with GMA.

d) Responsible Voting Ambassadress

-Jessica Soho, recognized as the Most Trusted News Presenter, will be the campaign’s ambassadress for
responsible voting for the youth and will be promoting on social media the importance of getting to
know your chosen candidates.

e) Exhibit

-This one week exhibit will be brought forth along with the caravan which will showcase the facts about
the candidates especially their platforms, credentials and experiences.

f) TVC

g) Print

h) Radio

VII. Time Table

VIII. Budget
IX. Evaluation/Assessment

-The success of the campaign will be measured by the number of the caravan, debate, and exhibit
attendees, those who took the pledge, and the number of engagements on social media.

Mga kaigan, hindi lang dapat tayo dapat basta botante. Dapat tayo ay RESPONSABLENG botante.

- Dapat masusi nating kinikilala ang mga tumatakbong kandidato at ang mga isyung panlipunan.
- Inaalam niya ang kaniyang nakatakdang voting precinct at ang oras ng operasiyon nito.
- Inaalam niya ang tamang gamit at proseso ng pagboto sa kaniyang nakatakdang voting precinct.
- Siya ay may dalang mga dokumentong pang-identipikasiyon sa polling station.

RESPONSBLE ako.

Kilala ko ang boto ko.

- Siya ay may paggalang sa mga taong nagbabantay sa voting precincts.

- Siya ay may respeto sa privacy ng iba pang botante.
- Siya ay nagtatanong kung kinakailangan.
- Agad niyang sinasabi kung mayroon siyang napansing problema at paglabag sa election laws.
- Sinisigurado niyang ang kaniyang balota ay tama bago umalis ng polling station.