TRONO A Communications

Campaign On Sanitation
Leon Dulce
Janne Soriano
VC - 150
ResearchKnowing Your Audience
We interviewed residents who practice
open defecation their communities.

We also interviewed a community-

based health NGO for their experiences
in conducting advocacy campaigns for
urban poor communities.
WHO are the targets and what do they
currently think, feel or do in
relation to the
idea?
Housewives Emma is a 19-year old housewife living in
Ages 18 – 30 an urban poor community in Tondo. She
got pregnant at an early age and now has 3
Class C to D children. Her husband works as a pedicab
Metro Manila driver on a 24/7 shift with an earning just
enough for the family’s day-to-day meal.
For this reason, she prefers to spend the
money on food and the most basic
necessities rather than investing for a toilet
system. Besides, she admits that most of
their neighbours in the community have
no toilet bowls.
WHATdo we want them think, feel or
do as a result of the advertising?

To make them aspire for a toilet

system accessible in their community,
if not in their home.
WHATis the most important insight
that we should exploit?
Parents in an urban poor setting believe
that toilets are luxuries that they could
still live without.

While they consider access to SMS a

necessary investment, sanitation is oft
overlooked despite having a direct impact
on their family's health and comfort.
BASEDon that insight: What single-
minded proposition should
we make?

The toilet bowl is every rich and

poor man’s comfort.
WHATbrand character should
come through?

The toilet bowl is everyone’s

throne of comfort.
Activation Make My Trono
A 3-5 minute segment in a
prime-time TV slot that
features a makeover team that
roams around the metro to
“pimp” urban poor homes or
communities that have toilet
systems.
Activation Make My Trono
A bit of background story on
the family/community who
owns the comfort room will be
featured to create human
interest for the target audience
to identify with.
Activation Make My Trono
The entire comfort room will be made
over. Sanitation products and
implements will be introduced by
experts to the comfort room setup,
sharing information about these items,
their impacts on health, and the
advantages of having them in a proper
toilet system setup.
Activation Make My Trono
To stress the “comfort” of comfort
rooms, the experts will also be
installing luxury comfort
implements for that extra come-on
for people to go out and get toilets
installed in their homes.
Activation Make My Trono
Homes/Communities will apply
ahead of time for the makeover.
Segment will be shot ahead of
time.