MethNotOnce FINAL

METH NOT EVEN ONCE

An Integrated Marketing Communications Plan for Advocacy on Anti-Drugs
Presented to the Department of Business Administration
School of Business and Economics
University of San Carlos
Cebu City, Philippines

In Partial Fulfillment
Of the Requirements for the Course
Mark34
Integrated Marketing Communications
Summer 2015

By:

ALINABO, RUBEN B. JR.
BARBA, DANICKA VICTORIA L.
LI BI, TRINA MIKAELA B.
RECAMADAS, SHERYL
VALDERRAMA, ALEXANDRA NICHOLE S.

MAY 2015

TABLE OF CONTENTS

Executive Summary…………………………………………………………………….. 3
I. Situational Analysis…………………………………………………………….. 5
II. SWOT Analysis………………………………………………………………… 7
III. Objectives………………………………………………………………………. 9
IV. IMC Strategies………………………………………………………………….. 9
A. Creative Strategy……………………………………………………………. 9
B. IMC Media Application……………………………………………………... 11
V. Timetable………………………………………………………………………… 12
VI. Budget Utilization………………………………………………………………... 14
VII. Statement of Evaluation………………………………………………………..… 14
Appendices………………………………………………………………………….......... 16

GROUP NAME: BIG SEED
I. CAMPAIGN TITLE: “METH NOT EVEN ONCE”

II. STATEMENT OF THE PROBLEM: Drugs have increasingly become a trend in the times of today. Not only does it affect the health of the individual but the society as well such as broken families, increase in criminal rates and peer pressure amongst youth.

III. INSIGHTS AND LEARNINGS: We learned that drugs like meth taken just once could easily become an addiction. Most of us are not aware of the effects caused by these illegal drugs. Yet, we are certain that they are around us, offered to us and could be available to us whenever we choose to. Therefore, we chose Anti-Drugs as our advocacy to remind people of the severity of illegal drug use.

IV. OBJECTIVES: The main objective of this IMC campaign is to transform the social and cultural representation of lifestyles that promote the use of drugs. The campaign promotes prevention strategies through education and information, and is aimed at highly vulnerable groups by promoting healthy choices. It calls on people to make healthy and drug-free choices in different contexts of life such as at school, at home, with family and in the neighbourhood.

V. OVERALL STRATEGY:
The Prevention Action Plan, which aims to prevent illicit drug use and prescription drug abuse;
The Treatment Action Plan, which aims to treat those with drug dependencies; and
The Enforcement Action Plan, which aims to combat the production and distribution of illicit drugs.

VI. DETAILS OF THE PLAN
1. Positioning Statement: Drugs awareness campaign aim to lessen the usage of prohibited drugs in the country especially to children, youth and adults to develop the knowledge, skills and attitudes to appreciate the benefits of living healthily. Promote responsibility towards the use of drugs and relate these to their own actions and those of others, both now and in their future lives. It also provides opportunities for people to reflect on their own and others' attitudes to various psychoactive substances, their use and the people who use them. We would like to be perceived in a sense that when they think drugs they immediately associate it with our campaign “Meth Not Once.” We would also like to be the easiest to turn to whenever any drug abuser would like to make change in his life, one without drugs.

2. Target Market: The IMC plan is targeted to the Y-Generation, specifically ages 18-30 years old because they are highly influenced to drugs. The usage of drugs by today's generation is increasing per year and this has to stop or at the very least, minimize the usage of drugs every year. We are specifically targeting the people in Barangay Tangke, Talisay City, Cebu since it's one of the few barangays in the Province of Cebu that has a high rate of drug users and drug pushers (The Freeman, July 2014)

3. Specific Strategies, Plans & Tactics
The Prevention Action Plan focuses on preventing illicit drug use and prescription drug abuse among young people. It provides information to those most affected by drug use, including parents, young people, educators, law enforcement authorities, and communities. We will be using Public Relations to be able to get people to read about our campaign in the newspaper and magazines. We will also be advertising through billboards, flyers, radio and television. We will also make people aware through Interactive Internet Marketing like social media sites.
The Treatment Action Plan supports innovative approaches to treating and rehabilitating people addicted to illicit drugs. It provides information to the people who are using drugs by sending them to the advocacy programs such as National Youth Congress on Drug Abuse, Rehabilitation Center, DOH, PDEA and DSWD which designed to provide an open and comfortable atmosphere for fun and innovative strategic planning to address the drug problem in the respective localities of the youth participants. With advertisements and interactive internet marketing as our marketing tools to get the word out.These anti-drug advocates and facilitators provide participants the opportunity for positive discussions, workshops and inputs for them to have a better and healthier life. We will also visit our targeted area in their Barangay Hall to conduct a survey in order to gather information about what most people do or are they using illegal drugs so that we can help them and reduce the demand for illicit drugs.
The Enforcement Action Plan increases law enforcement's capacity to proactively target organized crime involvement in illicit drug production and distribution operations. It also enhances the capacity of the criminal justice system to investigate, interdict and prosecute offenders. In Philippines there are two drug agencies which are PNP and NBI Special Operation Task Force for the Anti-Illegal drugs
4. IMC Campaign Support and Budgets
Local government units shall appropriate a substantial portion of their respective annual budgets to assist in or enhance the enforcement of this Act giving priority to preventive or educational programs and the rehabilitation or treatment of drug dependents. In creating a Facebook Page, Instagram, Twitter and a website plus ads in other sites we need to have a 2 million php for it and we will make a page for the donations with the help of the people who were addicted of the illicit drugs. To put at-least two or four billboards within the city we need to have a 500, 000 php for every billboard it cost for 125, 000 php. For the TV ad about the campaign is that we need to have a budget of 150,000 per airing the advertisement and it only takes for about 40 seconds. In making a fliers and newspapers the budget for it is 1 million php and it’s already included for that certain amount for the person who will give the fliers and newspapers.For the radio announcements, we need 300,000 php for it and same as the billboard it will be only aired for 4 weeks and it will be aired twice a day.

VII. METRICS AND MEASURES: Evaluation research tracks target audience attitudes, knowledge and behaviour in relation to the key campaign messages on the use of drugs.
• Level of campaign awareness, message recall and acceptability among the target audiences
• Attitudes towards drugs
• Perceptions of the risks involved in using illicit drugs
• Intentions and behaviours regarding using drugs and help-seeking behaviours.
Benchmark research obtains measures of pre-campaign knowledge, attitudes and behaviour. Post-campaign evaluation research assesses the effectiveness of the campaign by monitoring changes in these measures.

I. SITUATIONAL ANALYSIS
The Prevention Action Plan, which aims to prevent illicit drug use and prescription drug abuse;
The Treatment Action Plan, which aims to treat those with drug dependencies; and
The Enforcement Action Plan, which aims to combat the production and distribution of illicit drugs.

The Prevention Action Plan focuses on preventing illicit drug use and prescription drug abuse among young people. It provides information to those most affected by drug use, including parents, young people, educators, law enforcement authorities, and communities.
1. Funds the development and implementation of community-based interventions and initiatives to prevent illicit drug use and abuse of prescription drugs, especially among youth;
2. Discourages illicit drug use and prescription drug abuse by providing information directly to youth as well as to their parents and other concerned adults through the Web; and
3. Supports development of awareness materials and provision of awareness sessions to school-age youth, parents, professionals, and other community members.

The Treatment Action Plan supports innovative approaches to treating and rehabilitating people addicted to illicit and prescription drugs.
1. Supports efforts to improve treatment systems, programs and services to address illicit drug dependency and prescription drug abuse.
2. Supports treatment programs for youth in the justice system with drug-related problems;
3. Provides support for the use of drug treatment courts, which offer an alternative to the traditional justice system for offenders who have committed non-violent crimes motivated by their addictions; and
4. Supports research on new treatment models and on the consequences of illicit drug use.

The Enforcement Action Plan increases law enforcement's capacity to proactively target organized crime involvement in illicit drug production and distribution operations. It also enhances the capacity of the criminal justice system to investigate, interdict and prosecute offenders
1. Provides funding to the PNP and to all armed forces to expand its efforts to help locate, investigate and shut down organizations involved in the production and distribution of illicit drugs;
2. Gives additional resources to them to provide legal advice to law enforcement at the investigative stage and to effectively prosecute those involved with the production and distribution of illicit drugs;
3. Increases the number of health inspectors and investigators to ensure accurate and timely analysis of suspected illicit drugs seized by law enforcement;
4. Helps law enforcement stop the flow of money that organized crime makes from the illicit drug trade;
5. Ensures that serious penalties are in place for serious drug crimes.

II. SWOT ANALYSIS

Strengths
 We’re exposed to people who are meth users and we can freely interview them.
 People working on the campaign are driven and willing to work.
 There are programs and institutions within a locality which develops and implements a drug abuse prevention programs such as community information and educational activities on the ill effects of drug abuse, literacy programs, skills and livelihood activities and values education towards the promotion of a positive lifestyle which we may be able to tap or just improve on.

Weaknesses
 It is costly to do this campaign and we are limited to a student’s allowance
 Our proposals might not be approved by certain departments and will take a long a process to be approved if ever
 Our safety as students are at risk if we would like to do any further research or interviews with drug abusers

Opportunities
 Creation of a government commission to review the Action Plan on combating drug addiction and drug trafficking and to develop a new antidrug Strategy and action plan, taking into recent data on drug policy.
 People who were using will change their lives into a better and a happier life.
 The out -of school youth will have a chance to live at DSWD and will learn good things there.
 There would be a less money spent on medical bills.
 A drug free lifestyle is having a completely functional brain.

Threats
 Lack of cooperation in development and lack of willingness to adopt and implement a new anti-drug Strategy.
 Lack of financial resources or willingness to allocate funds for implementation of the new Strategy
 Prioritization by politicians to reduce drug supply in the context of drug policy.
 Lack of competence / professionalism of staff in drug.
 "Habit" to develop different strategies and action plans without being implemented in practice.
 Lack of coordination and funding mechanism is a risk that this Strategy and Action Plan will not be implemented in practice.

III. OBJECTIVES
The core values of this IMC campaign is to guide our continuing standard of our advocacy and commitment to the well-being of those who use illegal drugs as we:

 Help the target people achieve and maintain their health by focusing our activities and attitudes on their needs.
 Provide quality drug research programs that exceed community expectations.
 Advance the standard of prevention in the drug abuse through innovative leadership that facilitates change and creates real difference.
 Build public trust through integrity and professionalism through productive and responsible partnerships with the related organizations.
 Provide a safe and productive environment/workplace that is challenging, rewarding, and enjoyable, where every student and employee is part of the team and where trust, respect, creativity, and open communication prevail.
 Encourage good citizenship through individual and organizational involvement in the community where we live and work.

IV. IMC STRATEGIES
A. CREATIVE STRATEGY
The Prevention Action Plan focuses on preventing illicit drug use and prescription drug abuse among young people. It provides information to those most affected by drug use, including parents, young people, educators, law enforcement authorities, and communities. For this we will hold programs in the barangay to for the public to be aware of the use of drugs specifically known as shabu. Programs like talks that will be held together with sports like basketball or soccer, these sports will invite the boys or men around to actively participate. We will also have programs fit for the women such as sewing and cooking classes which not only are very useful but the classes will update with the facts about drug use. We will visit schools and have fun yet educational talks to discourage illicit drug use. We will create social networking sites that will enable for them to keep updated with news and for them to help spread the word on drug use specifically shabu.
The Treatment Action Plan supports innovative approaches to treating and rehabilitating people addicted to illicit and prescription drugs. We will advertise on good rehab centers, we will make it look like it is a great place to stay in, where it’s safe and where there’s hope for drug users to change. We will create support treatment for the youth with drug related problems, a circle of inidividuals where they can share their experiences with the drugs and how they can make a change. We will also advertise in a way that the audience know where to call with problems relating to drugs. We will provide support for the use of drug treatment courts, which offer an alternative to the traditional justice system for offenders who have committed non-violent crimes motivated by their addictions.

The Enforcement Action Plan increases law enforcement's capacity to proactively target organized crime involvement in illicit drug production and distribution operations. It also enhances the capacity of the criminal justice system to investigate, interdict and prosecute offenders. With the help of the PNP, we will expand its efforts to help locate, investigate and shut down organizations involved in the production and distribution of illicit drugs; We will make a hotline as well where people who are exposed to drug user can call whenever they have problems with the drug user and more importantly to provide legal advice to law enforcement at the investigative stage and to effectively prosecute those involved with the production and distribution of illicit drugs. We will in increases the number of health inspectors and investigators to ensure accurate and timely analysis of suspected illicit drugs seized by law enforcement, help law enforcement stop the flow of money that organized crime makes from the illicit drug trade; We will see to it that serious penalties are in place for serious drug crimes. The hotline for rehab will also help those who are exposed to the drug user to be away from it.
B. IMC MEDIA APPLICATION
For our plans to be successful, the programs stated on our prevention plan, we decided to invite people from the barangay which will be through word of mouth but flyers, brochures, post a tarpaulin as well. At the program the youth and can interact with each other through sports and cooking. We will also hold talks at schools. Through this, a talk will be in session after the interaction for the awareness, prevention and action plan. We will show them our hot line where they can call us when they are in distress from any drug user or for the drug user themselves to call if they would like to make the change. We will also teach them ways on how to deal with drug users through the phone. Other than the hotline, we will create social networking sites like Facebook, Instagram and Twitter to promote Anti-Drugs and be updated with news about it. This could also be a way to spread the word easily. We will post stories of drug addiction and the effects of drug abuse specifically shabu. We will focus that even just one try of meth/shabu could make a difference of your life and you could be hooked forever. It is not something to try or be curious about. We will also post videos about drug addiction. Other advertising tools we will use to promote all of this is PR, it’s a great way to soft sell our campaign, direct selling could be too forward and this could make it more interesting and fun for our campaign. From this we will be out in magazines and newspapers. We will create small circles where old drug users who are now clean can share their experiences to those who are still being rehabilitated to drugs and those who aren’t even taking drugs just so they can be aware. These small talks could be a weekly gathering so the participants may form bonds and be reminded to stay away from temptations.

V. TIMETABLE
Prevention Action Plan (May - July)
 Give away fliers and posters to the areas where we will conduct our research.
 Post big tarpaulins outside the school, barangay hall, and health care center of the selected barangay.
 Raise awareness of drugs through newspapers, television and radio ads.
 Post anti-drugs campaign or the ill effects of drugs through social media sites like Facebook and Youtube.

Treatment Action Plan (August - October)
 Conduct a research in the selected barangay for drug cases
 Talk to barangay officials and arrange programs for their barangay
 Conduct seminars for the barangay for the months of May, June, and July, with the help of DSWD, PDEA, and DOH to raise awareness of drug usage and drug abuse.
 Have a psychiatric assessment to investigate concurrent disorders or psychological assessment to drug users
 Conduct behavioral therapies such as group counseling or individual counseling
 Conduct livelihood activities and seminars (making of accessories, soap making, etc) that would make them productive and would divert their attention.
 Arrange a sports clinic like basketball or soccer for the young boys to help them start living a healthy lifestyle
 Arrange a fun run to raise drug awareness

Enforcement Plan (November - January)
 With the help of the barangay officials, we could make investigations and surprise check-ups to the areas where most drug users are.
 Promote public awareness of the bad effects of drugs
 Develop educational programs and information drive of the dangerous effects of drugs to the general public.
 Conduct policy studies, program monitoring and evaluations and other researches on drug prevention, control and enforcement

VI. BUDGET UTILIZATION
 Facebook - Php 44.64/day x 3 months (92 days) =Php. 4,106.88
 Newspaper - Php 5,000
 Tarpaulin - Php 300 x 3 pieces = Php 900.00
 Fliers - Php 3.00/pc x 100 pcs. = Php 300.00
 Brochures - Php 6.00/pc x 100 pcs. = Php 600.00
 Posters (colored) - Php 25.00 x 10 pcs. = Php 250.00
 Speakers = Php 10,000 × 3 = 30,000 × 6 programs = Php 180,000
 Newspaper ads = Php 50,000
 Food = Php 30,000/month
 Livelihood materials = Php 85,000
 Speakers = Php 65,000
 Sound systems = Php 70,00
 PR = 60,000

VII. STATEMENT OF EVALUATION