"MAG HL TAYO"

RATIONALE:
The Department of Health, cognizant of the increasing prevalence of lifestyle related diseases, has taken
as one of its priorities for the year 2003, the Promotion of Healthy Lifestyles. The promotion of healthy
lifestyles emphasizes the anti-smoking campaign, regular physical activity and weight control. It also
includes healthy diet and nutrition, stress management and regular health check up.
THE NATIONAL HEALTHY LIFESTYLE CAMPAIGN
The National Healthy Lifestyle Campaign is being undertaken in collaboration with the Philippine Heart
Association and a Coalition of Stakeholders composed of various medical societies, professional
organizations, academe and other government agencies.
As a year round advocacy and IEC campaign it aims to:
1. Raise the awareness of the Filipinos on the need to practice healthier lifestyles.
2. Raise the consciousness of policy makers on the need to provide the Filipinos with
an environment supportive of healthy lifestyle.
Healthy lifestyle in this context is defined as a way of life which promotes and protects ones health and
well-being. The campaign promotes the following messages:
Don't smoke
Regular exercise
Eat a healthy diet everyday
Watch your weight/Weight control
Manage stress
Regular health check up
TARGET AUDIENCES:
Primary Audience:
All family members - grandparents, parents, sons and daughters belonging to the C-D-E economic
classes in urban areas.
Each of the 5 healthy messages will specifically prioritize the following target audiences:

Adults to elderly for exercise

Schoolchildren for healthy diet

Mothers and daughters for watch your weight

Teenagers for Don't smoke

Working adults for manage stress

For purposes of this campaign, the profile of the family members are as follows:

Grandparents: 60 years old and above

Father: 40-45 years old

Mother 30-35 years old

Teenage son: 13-15 years old

Preteen daughter: 9-12 years old

Secondary Audience:
Executives and employees of local government units
Legislators/politicians
Media

COMMUNICATION HANDLE/ACTION TAGLINE

MAG HL TAYO!
COMMUNICATION STRATEGIES
The process of behavioral changes that will lead to the adoption of a healthy lifestyle in individuals is long
and tedious. Thus, the healthy lifestyle campaign should be continuous, sustained and integrated. Because
of limited resources, the DOH needs to start small but intense and hope that various sectors of society
jump in the bandwagon. For the first year of implementation, the following strategies were adopted:
Convened the National Healthy Lifestyle Coalition composed of stakeholders from various sectors who
formulated the health promotion and communication plan and implement them in their various
capacities.
Developed, produced and disseminated the various IEC materials to be used for the campaign.
Highlight and schedule one Healthy Lifestyle message at certain times of the year in connection with
other more popular health campaign or traditional or cultural celebrations of the country.
Mobilize politicians, legislators, media practitioners, and members of various government and nongovernment agencies and organizations to push laws, ordinances and activities to create supportive
environments in communities and places where most people are congregating.
Various activities lines up to drum up awareness are:
Tri-Media Campaign with a communication handle:
"MAG HL TAYO"
Exposure on TV and Radio of infomercials developed
Press releases
Articles/write ups on various publications/magazines
Rounds of TV and Radio visits to talk about healthy lifestyle
Postings of posters on strategic places: buses/LRT/MRT
Distribution of flyers to target population
Distribution of journalist's manuals to various media outlets
High Profile Launching of the Campaign on February 16, 2003
conduct of Periodic "MAG HL TAYO" Campaign to celebrate various awareness weeks highlighting the
following messages:
February- - - Hearth Month- - - Exercise Regularly
May 31/June- - - World No Tobacco Day/Month- - - Don't Smoke
July- - - Nutrition Month- - - Eat a healthy Diet Everyday
October- - - Mental Health Week- - - Manage Stress
December - - - - - - - - - - - - - - - - - - Watch Your Weight
The messages on regular health check up underlines all the other messages.
REGIONAL ACTIVITIES
The regions are given a free hand in implementing regional Mag HL Tayo Campaign based on their own
needs and resources. They are also enjoined to observe the conduct of the scheduled periodic thematic
Mag HL Tayo Campaign.
Reports of various activities conducted should be submitted. .