Philippine Association of Interpreters for Deaf Empowerment: A Facebook advocacy campaign

Date of Publication

2017

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Adviser

Carlo Magno P. Figueroa

Defense Panel Member

Jake Ruiz
Donna Baño
Cheryll Ruth R. Soriano

Abstract/Summary

The thesis focuses on strategically communicating the advocacy of Philippine Association of Interpreters for Deaf Empowerment (PAIDE), a non-profit organization that offers sign language interpreting classes and interpreting services. An initial communication audit found that PAIDE was unable to effectively communicate their advocacy to their target audience (18-23 years old) through their Facebook page and website. Making use of Patterson & Radtke's (2009) 7-step model for strategic communication planning for NGOs, the thesis involved a Facebook advocacy campaign, #BeTheSign, which made use of strategic messages crafted specifically at their target audience. Following Patterson and Radtke (2009), a revamp of the website, guided by Kent and Taylor's (1998) dialogic communication theory, was done as well in order to communicate with its target well and become an effective vehicle for their advocacy. A manual was also produced to ensure the campaign's sustainability. The manual contained guides on the following: (1.) Facebook maintenance (2.) #BeThe Sign advocacy campaign, and (3.) website maintenance. The post-campaign assessment showed that the campaign was effective in reaching its intended audience. A comparison of the old website and the new website was done, and the feedback from the user experience interviews were positive and the target was now aware of PAIDE and its advocacy, especially the importance of learning sign language. The campaign generated an increase in their current enrollees and online inquiries for classes from their target.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU21328

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

103 leaves : illustrations (some color) ; 28 cm. + ; online manual. + 1 computer disc ; 4 3/4 in.

Keywords

Philippine Association of Interpreters for Deaf Empowerment--Marketing; Non-governmental organizations--Marketing; Internet marketing--Philippines

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