Module 12: Development communication and Policy

Activity 12: The major consumer groups in the Philippines have bonded together to lobby a policy that prohibits the advertising of tobacco on radio and television.

Stakeholders analysis of the no-tobacco ad policy

Government -The government being the dominant stakeholder has the role to implement this policy to prevent the harmful effects of smoking in the community. The Imposing the tobacco advertisement ban will help the anti smoking campaign to be more effective by removing the consumers’ exposure to ads. This will save lives and money later on. A healthy community will result to a healthy economy. On the other hand, tobacco industry is currently a giant business providing jobs to a lot of people.

Education Sector – Educators have the proactive role to educate the youth the danger of smoking. At the early stage, student should be discouraged not to try smoking

Consumers – Supporting this policy will benefit the consumers, less exposure to enticing advertisements of cigarettes will be helpful especially to those who are trying to quit. Anti-smoking campaign targeting the smokers will lose an enemy here, People are aware how bad smoking is but this is an addiction that needs to be treated.

Tobacco Industry - their business will be affected negatively, for sure they will not be happy to support the policy. .

Advertising Industry – like the tobacco industry, the impact will be negative on their revenues. Tobacco companies are their big clients.

Activity 12.1. Conduct a stakeholder analysis of this policy.

Analysis of the policy using the Scenario Construction method of Allen (1978).

1. Defined System– Banning of tobacco advertisements in all television and radio channels as well as in print media.

2. Established Time Period for the System to Operate– Upon approval of the policy by the Government. This will involve the tobacco and advertising industries.

3. External constraints on the environment of the system– Tobacco Industry employees will likely to protest as well as the advertising industry people.

4. The elements or events within the system which are likely to increase or decrease the chances of meeting its goals and objectives: Tobacco advertisement ban will be supported by organzations promoting anti smoking campaign like the health care sector and the department of health.

5. Likehood of the occurrence of the elements/events stated in probabilistic terms- If affected people will not be offered alternative source of income, they will not stop from protesting to abolish the policy.

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6. Sensitivity analysis of the results

In the future, the public will not be exposed to T.V, radio and print adverting tobacco product in the Philippines. Smoking will lose popularity but we should keep in mind that smoking is an addiction. A no- tobacco advertisement policy will not stop them from smoking instantly. This policy will help non government organizations with anti smoking campaigns achieve their goals. They youth who presumed to be not smoking yet can be saved by media temptation to smoke. Learning the harm of smoking in school can also add to the probability of more youths who will not smoke later on. On the other hand, we cannot ignore other factors which influence people to smoke.

Preventing the number of smokers to increase will impact individual, community and the economy positively. This policy will not solve the problem brought by smoking but it will surely help in controlling the situation.

Activity 12.2. Use any of the enumerated methods to do a short analysis of this policy.

Here are my findings for each stakeholders involved. There are many disadvantages of implementing this policy, however the advantages weigh much more. Deadly diseases brought by smoking have been a major problem in the Philippines for a long time. Children and women are not spared. Removing one big factor contributing to the worsening of the problem will be a huge step forward. There are existing smokers that we need to save, there is no more room for inviting new ones. We should not advertise poison which kills our community and burns our money.