The Department of Science and Technology – Philippine Council for Health Research and Development’s (DOST-PCHRD) “Making Your Life Better” Digital Campaign won the Campaign of the Year – Smart Government Award at the GovMedia Awards 2024. The campaign aims to establish a clear role and imagery about the Council, appreciation of health research and development, and its relevance in the lives of the Filipinos.

Launched on March 17, 2022, the campaign was conducted in response to a brand audit that revealed a lack of public awareness on the Council’s contributions to R&D projects. The campaign aimed to bridge this gap and create a clear, comprehensible, credible, and trustworthy image of the Council to the general public.

Utilizing a Brand Conviction Springboard framework, the campaign development process considered challenges through four lenses: Culture, Category, Company, and Customer. With Brand Awareness as the digital media strategy, the campaign used Meta’s Facebook and Instagram, two of the most widely used social media platforms in the Philippines to reach new audiences. Concept-tested video materials and static posters were disseminated across these platforms, catching viewers’ attention and effectively communicating the Council’s mission.

The campaign’s success is evident in its notable achievements online. It surpassed its target metrics, reaching a staggering 12,308,482 unique users, delivering 2,774,764 video views, and garnering an impressive 3,049,280 post engagements on Facebook. The DOST-PCHRD Facebook page’s organic followers also grew by 18.6% from 70,000 to 83,000.

The campaign has effectively positioned the Council as a leading force in health R&D, showcasing its invaluable contributions to improving the well-being of Filipinos nationwide. As the Council continues to go beyond limits, this recognition from the GovMedia Awards 2024 serves as an affirmation of the Council’s unwavering dedication to making a positive impact on society. 

The GovMedia Awards recognize outstanding government initiatives in the Asia-Pacific region to honor organizations that show leadership, creativity and impactful results in public services.