An integrated marketing communications campaign for the National Privacy Commission

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Romeo M. Catap, Jr.

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Roy Amparo
Michelle Saquido
Luz Suplido Jeong

Abstract/Summary

The proliferation of Information and Communication Technology both in the private and public sectors has brought about an increase in efficiency in handling transactions, communication and data base management. However it has also brought about threats that may range from an unauthorized log in in your personal email to a national data breach, exposing millions of people to identity theft. In response to this transition, the Philippine government created the Data Privacy Act of 2012 which mandated the formation of the National Privacy Commission (NPC).

The NPC, despite the law being ratified in 2012, has only been formed March 2016, a month after which it has handled a case which was considered to be the largest data breach in the history of the country, the hacking of the Commission on Elections’ voters’ data base. Despite having apprehended the hackers liable for the breach, the agency still suffers from low awareness for its function and existence as a government agency. As the survey indicated, only 98 of the 387 respondents are familiar with the agency. Moreover, on the aspect of data security threat awareness, majority of the respondents are only aware of 3 types of data security threats: Hacking, Trojans and Malwares. As literature and the survey of this study suggest, majority of the millennial Filipinos have an existing online personal account (email, social media account, online bank account, etc.) and primarily uses online sources for news and information. Another insight from the survey is that of those who have heard of the NPC, majority have been made aware of it through online sources. The National Privacy Commission could benefit from these insights by using it to increase awareness for its brand, the strategies to be employed in increasing it as well to which services should be improved and adapted by the agency that would further help its constituents.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006793

Shelf Location

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

Physical Description

103, 6, [4] leaves ; illustrations (some color) ; 28 cm. ; 1 computer optical disc ; 4 3/4 in.

Keywords

Data protection--Philippines; National Privacy Commission

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