Making Possible
A Smoke Less Makati
What We Need To Do
Launch the revised City Ordinance No. 2002-090 which governs the regulation of cigarette and tobacco smoking and trading in the city of Makati.
Objectives
Get people aware and properly informed about our revised anti-smoking city ordinance.
Get Makati to comply.
The Challenge For Us
How to make the ordinance work – through compliance…
through implementation. FOLLOWERS
What The Challenge Really Means
We need to effect an attitudinal change in the smoking population…and in ourselves.
The Realities We Face
There Is A Natural Aversion To Rules
“Kalokohan! Ano sila bali?!?
The most immediate and natural reaction to a new city ordinance is to find ways to go around it.
Public: “Sabi pag open air puwede?”Tayo: “Sir, I thought hindi puwede mag-smoke doon sa Greenbelt kasi mall din yon.
Disobedience is Borne Of Fear and Ignorance
Fear… that the ordinance will suppress one’s freedom to do thingsOr, that it is simply another trap set by people in power so that the simple folks have a tougher time
And ignorance of the law…Because of misinformation, misinterpretation ???
?
The only solution:
We must make ourselves very familiar with the various aspects of our ordinance.
NEW ORDIN
ANCE
IN M
AKATI!
A city ordinance is almost always suspect.
“Sino na naman kaya ang kikita diyan?”“Authorized by ng Makati yang task force na yan? Magkano sila?”
ORDINANCE
??!!!?
Disobedience is Borne Of Fear and Ignorance And many times, disobedience is
borne of most Filipinos’ penchant for cutting corners or one-upmanship (mang-isa sa kapwa).Thus, instead of putting efforts into
compliance, efforts are misplaced into finding ways not to comply
• Dadaanin sa “pilosopo”.• “Bayaran mo na lang.”
The Solution:
The solution is up to us:
Will we prove them right?
Or do we do this right?
Strategy Reposition the ordinance!
Offer it not as a mandate
but as a community battle cry.
Strategy
We need to make compliance hip!
And we need to do this on several levels.
Structuring Our Message Homing
Launch the info drive on the ordinance. Help various publics understand the actual
spirit of the ordinance. Make publics understand that this is one
government ordinance that will be seriously implemented.
Launch the general mood of the campaign.• Compliance based on loyalty and respect.
• For smokers – pride in being responsible for one’s actions
• For non-smokers – no hostility towards smokers…encouragement to comply
• For establishments – pride in helping maintain a better Makati
Target Emotion
“Dahil mahal ko ang Makati…
siyempre susunod ako!”
Campaign Theme
Distilling The Ordinance Message
Rationale
This after all, is the essence of the ordinance. At the same time it allows us to use an expression that everyone understands. Ilugar implies that one does the proper thing out of decency…and out of respect for others.
Highlights
Installation of banners, stickers and all other campaign materials
that will help disseminate knowledge that the ordinance is in effect and in order to help establish the mood of compliance in the various publics.
Providing brochures to establishments to help them understand the provisions of the law.
Providing easy to read “komiks-type” flyers to the general public for better understanding
of the law.
Highlights
Photo Releases To cover Mayor Binay as he
personally conducts his inspection in establishments all over Makati
Feature Article in national broadsheets
Let’s not cloud the issue of Makati City Ordinance 2002-090 or the Revised Anti-Smoking Ordinance
Highlights
Inspections of various establishments and awarding of :
A badge of honor – highly visible marks on their establishments.
A Guardian of Smoke-free air certificate for establishments in recognition of their efforts towards a smoke less Makati.
Highlights
Smoke less, Makati Map This is a giant map that shows
our progress as more areas comply with the ordinance.
What Is Required Of Us
There is only one way to make this work – we need to seriously do this together.
Let’s Make It Happen!