PART ONE

Workshop
Orientation

tony @ josie @ weng @ irene @ ria @ erma

HEALTHY
LIFESTYLE
as part of the DOH F1
Foundational Campaign
2009 - 2010

Rationale
The NCHP is set to implement a DOH Foundational Campaign that
will highlight priority programs and services geared towards the
countrys attainment of its MDG targets.
The MDGs are:
Eradicate extreme poverty and hunger
Achieve universal primary education
Promote gender equality and empower women
Reduce child mortality
Improve maternal health
Combat HIV/AIDS, malaria, and other diseases
Ensure environmental sustainability
Develop a global partnership for development

Where is Healthy Lifestyle?

Noncommunicable (Degenerative) Diseases are mistakenly and

unjustifiably omitted the MDGs. However, the World Health Assembly
realizes their importance and all member states, including the Philippines,
endorsed a six-year action plan to tackle NCDs in the global development
agenda.
Thus, NCDs are now being termed as

MDGmax

In July 2008, Usec. Mario Villaverde directed NCHP and NCDPC to

consolidate their efforts, integrate their programs/activities, share
resources, and speak and move as in health advocacy and
communication.
Usec. Villaverde wanted to see some concrete services (whether in the
form of tangible products or intangible health promotion
strategies/activities) to complement the brand FOURmula One for Health.
In August 2008, NCHP, NCDPC and other offices program managers
prioritized core messages for specific audiences in the next two years.
This is the second of a series of planning workshops. Implementation
commenced next year. Monitoring and evaluation is set towards half of
the second year (2010).

Objectives
1. Finalize the draft HL Campaign Plan.
2. Craft messages for specific target audiences that will be packaged in
various campaign materials.
3. Craft themes to the different HL/Degen campaigns listed in the
Health Calendar.
4. Cut short this workshop in preparation for the UNDAS.

Brand New Sked

PART ONE:

Plenary Discussion on HL Campaign Plan

PART TWO:

Group Workshops on, and Presentation of, Messages

PART THREE: Communication Handle of HL/DeGen

Calendared Health Events
PART FOUR:

Other DeGen Matters

PART FIVE:

Next Steps

How Fast You Work

Will Determine How Early We Finish
(i.e., if Ms. Precy Cuevas would allow us)

Happy Halloween

PART TWO

Healthy
Lifestyle
Campaign Plan

tony @ josie @ weng @ irene @ ria @ erma

NOTICE
Please jot down any
comment, reaction (violent or otherwise),
correction and suggestion
because we will do the
PLENARY WORKSHOP TO IMPROVE THIS PLAN
immediately after this presentation.

Rationale
A Global Epidemic
Noncommunicable Diseases (NCDs or may be interchangeable with Chronic
Diseases) mainly cardiovascular diseases (heart disease and stroke), cancer, chronic
respiratory diseases, diabetes is now a global epidemic.
Chronic diseases claim 35 million lives every year, and together are the leading cause
of death worldwide.
Around 80% of chronic disease deaths occur in low- and middle-income countries,
where most of the worlds population live.
Men and women are affected almost equally and a quarter of all chronic disease deaths
occur in people under 60 years old.

NCDs and MDGs

In the 61st World Health Assembly, all member states (including the Philippines) endorsed a sixyear action plan to tackle NCDs, finally ending the decades of neglect and unjustified omission of
chronic diseases in the global health agenda.
The goal, as proposed by the World Health Organization, is to reduce the death toll from NCDs by
2% yearly until 2015.

MDGmax
During the 4th Public Health Convention on the Prevention and Control of NCDs (July 2008),
Health Secretary Francisco T. Duque III introduced the MDGmax Initiative as a deliberate
strategy to reach its MDG targets faster and using the best available evidence to reach people with
the most cost-effective interventions.
MDGmax embraces the prevention and control of NCDs as a priority action to reduce poverty
and improve the health and quality of lives of all Filipinos.

The Healthy Lifestyle Campaign will be the DOH centrepiece in achieving the MDGmax targets. It is
a stand alone DOH campaign and in addition to the various efforts already being implemented by the
Healthy Lifestyles Coalition, FCAP, MPOWER, etc. However, it can be integrated in their
programs/projects/activities only if and when necessary. (NOTE: All messages and materials that will
be made here will NOT pass through the HL Coalition for its approval.)
The HL Campaign, as always, will focus on risk factors and not diseases.

Objectives
For the next two years, the DOH will:
Raise peoples consciousness on the different risk factors for
developing noncommunicable diseases;
Motivate people to adopt and maintain a healthy lifestyle; and
Encourage politicians, media and other stakeholders to provide
Filipinos with environments supportive of healthy lifestyle.

Risk Factors & Audiences

SMOKING

Children/Young Adults
Women

ALCOHOL

Children/Young Adults
Women
Adult Men

HIGH FAT,
HIGH SALT,
LOW FIBER DIET

Caregivers of infants/toddlers & preschoolers

Schoolchildren
Adults (Men and Women)

HYPERTENSION

Adults (Men and Women)

SEDENTARY
LIFESTYLE

Caregivers of infants/toddlers & preschoolers

Students
Workers, Male and Female
Elderly

STRESS

Young Adults
Workers (Male)
Housewives

UNHEALTHY
LIVING
(HL General)

Family
NOTE: ALL RISK FACTORS INCLUDE AS
INTENDED AUDIENCES THE FOLLOWING:
POLITICIANS (LCEs and LEGISLATORS) &
MEDIA PRACTITIONERS

Core Messages
DONT SMOKE
Be smart, dont ever start.
Smoking causes not only the 4 major NCDs but more importantly premature aging and
reproductive health problems; and badly effects on personal appearance.
The world of smokers keeps getting smaller because there are already many public places that
ban smoking and many workplaces are starting not to hire smokers.
Local government units to strictly follow the provisions of the Tobacco Regulation Law,
particularly:
- smoke-free environments
- tobacco advertisement ban in sports and cultural activities
- prohibition of selling cigarettes to minors

DONT DRINK ALCOHOL

Be smart, dont ever start.
According to the World Health Organization, there is NO safe dosage for drinking alcohol.
Drinking causes not only the 4 major NCDs but more importantly premature aging and reproductive
health problems; bad effects on personal appearance; and relationship problems.
Drinking may lead to accidents and injuries as well as violence.
Alcohol is particularly dangerous to women of reproductive age who are planning to get, or are
already, pregnant.
Alcoholism eventually leads to liver and kidney diseases.

LOW FAT, LOW SALT, HIGH FIBER DIET

Follow the Filipino Food Pyramid Guide
Follow the 10 Nutritional Guidelines for Filipino children
Eat more fruits and vegetables everyday
Maintain ideal body weight and prevent obesity
Healthy diet prevents the 4 major NCDs

PREVENT HYPERTENSION
Regular check-ups for possible hypertension and modification of risk factors.
Proper nutrition by reducing fat and salt intake.
Maintain ideal body weight and prevent obesity
Smoking cessation.
Preventing hypertension is a key to prevent the 4 major NCDs

PHYSICAL ACTIVITY
Promote Physical Activity Guidelines for Various Well-Client Groups
Promote physical activity in workplaces, schools and communities (particularly for the elderly).
Physical activity is essential to prevent the 4 major NCDs

MANAGE STRESS
It is impossible to totally eliminate stress from the body but everyone can manage stress.
Managing stress is important to prevent the 4 main NCDs as well as mental health problems
and disorders, including suicide.
Choose from the 12 S Iwas Stress (a menu of stress management techniques) that suits you.

HEALTHY LIFESTYLE (General Message)

Healthy Lifestyle is a way of life.
- its more than diet and exercise
- it does not mean taking food supplement products
- its never to early or too late too practice it
- its for every member of the family (from erection to resurrection)
Healthy Lifestyle prevents the 4 major noncommunicable diseases (CVD, COPD, Diabetes,
Cancer)
Local government units must create a supportive environment for communities to practice a
healthy lifestyle.
- smoke-free areas
- recreational facilities
- 5 PHPP priority settings

Communication Handle
from

to...

Oooops!
MAMAYA NA ANG

VIOLENT REACTIONS
AT ISA-ISA LANG, HA?!?

Strategies/Activities
HEALTH LIFESTYLE (General)
MDGmax Campaign Planning Workshop
MDGmax Campaign Materials Development Workshop
Suggested Materials
Poster
Sticker
Leaflet/Health Advisory
Print, TV/Radio advertisements
Advocacy Kit for LGUs
AVP Presentation for LGUs
Big Bang Special Event in Metro Manila to be participated in by families.
(preferably in February 2009 or 2010)

DONT SMOKE
Suggested Materials
Poster
Sticker
Leaflet/Health Advisory
Anime/EMO Comics
Print, TV/Radio advertisements
10-minute audiovisual presentation for students
Advocacy Kit for LGUs
Special Events in selected schools / LGUs (preferably in May 31 and June)

DONT DRINK ALCOHOL

Suggested Materials
Poster
Bumper sticker
Leaflet/Health Advisory
Anime/EMO comics for youth
Print, TV/Radio advertisements
10-minute audiovisual presentation for students
Big Bang Special Event in Metro Manila (preferably in October in time for the Oktoberfest)

LOW-FAT, LOW SALT, HIGH FIBER DIET

Suggested Materials
Poster
Sticker
Leaflet/Health Advisory
Recipe Book for Health Diet or Mothers
Special Events in selected schools / LGUs (preferably in July)

PREVENT HYPERTENSION
Suggested Materials
Poster
Sticker
Leaflet/Health Advisory
Print, TV/Radio advertisements
Special Events in selected workplaces or malls with blood pressure and cholesterol screening

PHYSICAL ACTIVITY
Suggested Materials
Poster
Sticker
Leaflet/Health Advisory
Anime/EMO Comics for youth
10-minute audiovisual presentation on Physical Activity Guidelines for Well-Client Groups
Special Events in selected communities to promote physical activity among the elderly

MANAGE STRESS
Suggested Materials
Poster
Sticker
Leaflet/Health Advisory on mental health disorders
Anime/EMO Comics for students
10-minute audiovisual presentation on the 12 S Iwas Stress
Special Events in selected communities for the whole family (preferably in October in time for the
Mental Health Week)

Who wants to

CAST THE FIRST STONE?

PART THREE

Group
Writeshop

tony @ josie @ weng @ irene @ ria @ erma

Instructions
In the last two days, you were able to review the HL Trainers Guide. At
least, you have refreshed your memory on contents and messages.
Earlier, we discussed the HL campaign and have identified the risk
factors, intended audiences, core messages. What we want now is to
complete these messages as to what we really want to say in order for
us to transform them into various campaign materials.
We do not want content topics and slogans here, we want concrete
concepts and almost complete messages. You are the experts and we
will follow your advice.

You can start with messages that can apply to all audiences (e.g.
definitions, cause & effect, etc.) then proceed to messages for specific
target audiences (e.g. FOR WOMEN: smoking during pregnancy can lead
to premature births).
There will be seven groups, one group per risk factor
1. Unhealthy Living (HL in General)
2. Smoking
3. Alcohol
4. High Fat, High Salt, Low Fiber
5. Hypertension
6. Sedentary Lifestyle
7. Stress

You have FOUR HOURS, including lunch break.

Presentation starts at 2:00 pm
Your time starts N O O O O O O W ! ! !

Any Questions?

PART FOUR

Health
Calendar

tony @ josie @ weng @ irene @ ria @ erma

Instructions
Review the list of health events under the DeGen Office
Highlight the health events that need themes or communication
handles/slogans
Think of appropriate themes.

First Quarter
January

National Cancer Consciousness Week (14-20)

February

Heart Month
National Mental Retardation Week (4-9)

March

Burn Injury Prevention Month

Colon & Rectal Cancer Awareness Month

Second Quarter
April

Cancer in Children Awareness Month

Head and Neck Consciousness Week (21-28)

May

Cervical Cancer Awareness Month

World Asthma Day (2)
World No Tobacco Day (31)

June

No Smoking Month
Prostate Cancer Awareness Month

Third Quarter
July

National Allergy Day (8)

National Disability Prevention and Rehabilitation Week (14-20)
National Diabetes Awareness Week (14-20)

August

Lung Cancer Awareness Month

National Lung Month
Sight Saving Month
Asthma Week (11-17)
Brain Attack Awareness Week (3rd week)

September

Liver Cancer Awareness Month

National Epilepsy Awareness Week (1-7)
Obesity Prevention and Awareness Week (8-14)
World Heart Day (26)

Fourth Quarter
October

Breast Cancer Awareness Month

National Mental Health Week (6-12)
World Mental Health Day (10)
World Sight Day (10)
Bone and Joint Awareness Week (13-19)

November

Cancer Pain Awareness Month

COPD Awareness Week (3-9)
National Skin Disease Detection and Prevention Week (3-9)
Deaf Awareness Week (10-16)
World Diabetes Day (14)

December

Firecracker Injury Prevention Month

Ear, Nose and Throat Consciousness Week

PART FIVE

Other
Matters

tony @ josie @ weng @ irene @ ria @ erma

Things that Matters

Presentation of the FOURmula Kontra Paputok Plan
Pretesting of the Graphic Picture Health Warning Posters

PART SIX

Next
Steps

tony @ josie @ weng @ irene @ ria @ erma

Now What?!#$&#
The HL Campaign Plan will be finalized and presented to USec
Villaverdes Cluster. You will be notified if approved.
The Messages will be designed into various materials. An Materials
Development Workshop might be scheduled early next year.
The Themes/Communication Handles for DeGen campaigns will be
communicated to the HEPOs/IOs maybe in a form of Department
Circular.

THANK YOU for your ASSistance!

tony @ josie @ weng @ irene @ ria @ erma