FAR EASTERN UNIVERSITY

INSTITUTE OF ACCOUNTS, BUSINESS AND FINANCE

FREE THROW
An Advocacy Campaign to Encourage Everyone to Throw Their Waste Properly
Submitted By:
Alvaro, Gino Rei B.
Bajo, Angelica D.
De Ocampo, Mark George S.
Fuertes, Cristina J.
Hagos, Christine Myka
Miranda, Via Ludwiglyn
Pellas, Renze V.
Phm Quc Chnh
Santos, John Kevin D.

Presented to:
Prof. Don Munzon

Chapter I
Background of the Study
Due to the current awareness of the mass about being more eco-friendly our group
has found that this advocacy of us is relevant in doing our part not just in the community
but also in the world that we live in. Pollution is not a joke, it is an infectious virus that
slowly kills our eco system by ruining it physically, destroying the world one day at a
time through those reckless people that throws at any place at their will, infectious in a
sense that the future generations see how the older generation throws their waste
everywhere, thus they too copy what they see.
Now as concerned individuals we want to take action by doing our part to save mother
nature through our advocacy campaign, believing that small actions really have an
imperative impact and also a lasting impact wherein the future generations would mimic
what we do and thus the chain effect of non-stop cleaning and rehabilitating of our
world.

Company Background
Nestle has the good image when it comes to environmental discussions. To fulfill its
corporate responsibilities, Nestle must not only produce social benefits, it must work
assiduously to eliminate any possible harmful social or environmental impacts from its
value chain. Nestle believes that in order to really fulfill success they also must create
value for society. In fact, they are the first in the CDPs (Carbon Disclosure Project)
prestigious climate A list. They also acclaimed as world leader for action to tackle
climate change. Nestl has been acclaimed as a world leader for its work to tackle
climate change by sustainability ratings agency CDP, with the company one of only 64
out of over 2,000 to claim the highest possible score in the prestigious annual ranking.
Nestle marks progress towards US commitments in 2014 creating shared value report
announces new U.S. zero waste to landfill commitment. Nestl is working with farmers
to help them use water more efficiently, and has lent financial support to buy biogas
digesters at dairy farms, to generate renewable energy and cut methane emissions. And
now, Food waste is a major generator of GHG emissions, and Nestl recently
strengthened its commitment to reduce it, by announcing that it would achieve zero
waste for disposal at its sites by 2020.

Statement of the Problem(s)

Metro Manila has a huge garbage problem and it is evident in our streets and the effects
are obviously seen especially when hard rain pours. Tons of garbage are not properly
managed or disposed causing ill effects to our community and affecting our daily lives.

Mission - Vision
Mission
To educate everyone the effect if the garbage is not disposed properly and to encourage
them to throw their waste properly in a designated trash bin and to establish and
maintain an ongoing planning and plan implementation process of having a clean
environment.

Vision
To be at the top of mind choice of the community when it comes to waste management.

Goals
To ensure that our company will provide a good impact to our environment by
encouraging everyone to throw their waste properly and to monitor cleanliness in our
city.

Objectives
To raise awareness on the harmful effects of improper waste management within Metro
Manila and to educate them on how to effectively manage waste from their households
and to the communities around them.

Chapter II
Program Theme/ Advocacy Campaign
Program Theme
Free Throw is the theme chosen to represent our advocacy. This theme mainly
focuses on changing the long-time problem encountered by our community nowadays
waste management. It aims to represent to all kinds of genders and ages in the
community the importance of throwing their garbage, no matter how small, on the
proper trash cans provided. Also, this theme would like restate and instill in the minds of
everyone in the society that effective waste management is a valuable process that
should start in the members of each of the families in the community and their houses.
Hence, everyones cooperation would be a key point in making this theme a success. A
simple gesture and courtesy of throwing garbage in their proper trash cans, now almost
forgotten by our people. This theme would serve to remind the communities about this
significant action that seemed to have long been forgotten.
Advocacy Campaign
In cooperation with our chosen partners, this advocacy strives to raise awareness on
the negative implications of improper waste management and to teach everyone more
appropriate and sustainable approaches to waste that need to be adopted. This
advocacy will focus on ingraining in the minds of everyone that it still isnt too late for a
change to happen and that change should start with the household units and their
members. Waste management had been a long winding problem faced by almost all of
the communities in the Philippines. This advocacy aims to reduce this problem and
educate them on how effective waste management is achieved, along with it the hope of
changing everyones attitude and outlook towards the topic on hand.

I. Community and System Changes:

1.

Strict abidance of placing trash bins around the community

to encourage the people on where to put their garbage
This campaign will serve to remind the leaders of the
community the importance of placing garbage bins
around the place and its direct relationship with the
waste management practices of their members. There
will be surveying done around our chosen
communities about the amount of garbage cans in the
place and their strategic placement.
2.
Reiterate in the minds of everyone that proper waste
management is not a complicated but rather a fulfilling practice
needed to be adopted
This campaign aims to educate the members of the
community on how to properly manage their waste
and to reiterate the importance of throwing their
garbage, whether small or big, on trash cans provided
around the community.
3.
Conduct seminars about proper waste management as a
sort of reminder for everyone
This advocacy wants to educate the community in
the topics of waste management. Hence, there is a
need for seminars to be conducted in fulfilling this
goal. The seminar sessions would focus on the
methods which are most efficient in managing their
waste and backed up with the harmful effects of going
against such acts.
4.
Community wide operation
Community wide operations and advances will be
conducted in making everyone aware of this
advocacy. Community leaders would need to be one
with us in completing the task.
II. Who are involved?

Department of Health
Solid Waste Management Association of the Philippines
Sponsors
Volunteers
Media
Community Leaders and Members
Social Media Partners
Coco Martin

Target Audience
Our advocacy aims to change peoples attitude and behaviour towards waste
management. The programs and campaigns chosen by us strive to provide
awareness and education with regards to waste management and the
sustainability of such practices. In the Philippines, despite the passage of
Ecological Solid Waste Management Act or the Republic Act (RA) 9003, our
country is still looming with problems involving waste management and had
seemed to pass an alarming stage.
As per rappler, the Philippines has among the highest trash collection rates in
Southeast Asia. Despite that, collection of trash wont be as efficient when
everyone in the society serves to do their job up until theyve seen the garbage
trucks in front of their houses or when theyve done throwing their garbage in the
ocean. There were problems of extensive flooding in many areas in the
Philippines caused by the improper management of waste especially plastic in
our community. This behaviour had caused the lives and livelihood of many
Filipinos.
The alarming truth is that people tend to never care about where to put their
trash. Others dont throw them in proper trash bins, while others just drop their
garbage along the streets which largely contribute to the problems involving
waste encountered by our country. Mismanagement of such wastes cause all
varieties of problems for the community: ground or water contamination, local
flooding, air pollution, toxin exposure, and the spread of diseases.
The main target of this advocacy is the members of the Philippine community - all
genders, ages and social status. They would play a bigger part in the
development and resurgence of proper attitude and outlook upon the goal of the
advocacy.
This advocacy will be a starting point and would play a major role in altering and
educating our communities in the topic of waste management. This had been a
problem long encountered by our country and we believe that we should take a
step further to strictly and widely start the change that everyone hoped ever since
the said problem had confronted our country.
Partnerships
San Miguel Corporation, Southeast Asias largest publicly listed food, beverage
and packaging company, covers campaigns towards the protection of land,
waters and air. They have also pioneered a number of trend-setters in its past
environmental programs. As such, they would be a perfect major partner in the
completion of our advocacy. As part of local partnerships, we recommend to the
following local government agencies, companies, and entertainment personality

who we believe would be a big help in promoting the goals of our advocacy.
Particularly, we are hoping to partner with the following agencies and individuals:

Department of Health - agencies who forefront in promoting cleanliness

and healthiness within the community would serve as a big help in making
this advocacy a success. Improper waste management could entail health
problems if not properly managed, hence, we hope to collaborate with
such agencies who serve as a spokesperson in health-related matters.

Solid Waste Management - this organization is a leading non-profit multi

sectoral network of solid waste management volunteers and practitioners
whose aim is to empower local communities towards a clean, safe and
sustainable environment.

Social Media Partners (Youtube, facebook, twitter, etc.) - In the age of

technology, we think that it would be most efficient to expose the advocacy
to our younger generation through the help of social media partners.
There would be advertisements, clips, and promotional posters provided
to help disseminate the campaign.

Coco Martin, an actor who is nowadays known for his role as a policeman
with a righteous heart and principles in the teleserye titled - Ang
probinsyano - would serve a very large role in attracting not only the youth
but also the older generation towards the success of our advocacy. His
popularity and image would qualify him as a good representative to reach
all kinds of people in the community.

Resources and Assets

1. Manpower
In hoping to partner with the Solid Waste Management Association
of the Philippines (SWAPP), volunteers would be accumulated and several
other personnel would also be involved in the completion of this campaign.
Here are the positions needed to fill:
Director- this person would lead the overall management and direction of
the campaign, along with the responsibility of updating and assigning the
tasks to the following staff under him:
Program Head: This person would be responsible for
contacting and communicating with the community leaders
and other individuals we hope to involve in the advocacy.
Communications Officer: This individual would be
responsible for coordinating with the media and social media

partners, assigning persons qualified to be a spokesperson

to the media, and other press releases.
Finance Manager: this person would be responsible for the
finances of the campaign. He will be responsible for the
funds and donations given to the campaign and the
recording of such outflows and expenses of the advocacy.
Technical Media Head: This person would be responsible for
the management of photographs, clips and quirky materials
and posters needed for the campaign. He will oversee the
materials given to our social media partners to ensure the
attractiveness of such material to our target audience.
Volunteer Supervisor: This person would manage the affairs
of accumulating and dispersing volunteers to chosen
communities and also to oversee their progress and
completion.
Ambassadors: This persons would lead the awareness of the
campaign as well as public events.

2. Finances
With the resources available and also the sponsors we are hoping
to accumulate during the process of the campaign, this is a preformed
budgetary plan formulated by our team:

3. Equipments/Tools Needed

Chapter III
Strategies and Tactics of the Company
We all know that throwing trash is a hassle. Here are three reasons why we dont throw
trash: it is because 1) There are no garbage bins, 2) If there are, they are located in a
far place and 3) There is someone who will do it for you.
The solution is to make throwing trash fun and convenient for every Filipino and to
educate them on the bad effects of improper disposal of wastes.
Free Throw! is a new, fun and innovative way of throwing trash. It is simply a garbage
bin that is made to look like a basketball net and along with it is a drawing a free throw
line on the street. The objective is to shoot your trash into the bin from the free throw
line.
This idea would work and be great for the Filipinos due to the fact that our number one
sport in the country is basketball. The game has been part of the Filipino culture and will
live on in the hearts of the Filipino people.
The ideal location would be in the streets of the middle-lower class areas of Makati City.
Two garbage bins per two blocks in every district/barangay. 15 districts out of 33.
The awareness of the effects of improper waste management would be placed inside

the free throw line as pictures. This way, they could clearly see the bad effects of
improper waste management.
The target of my advocacy campaign would be all generations, both male and female,
from all social classes in Makati City.

Program and Activities

I. Marketing Tools and Communications
YouTube
Google Philippines released the 2014 YouTube Ads Leaderboard, revealing that not
only do Filipinos respond well to culturally-relevant ads, but that the local advertising
industry has gotten more accustomed to placing made-for-web content at the heart of
their campaigns.
The leaderboard celebrates the top ten brands that performed best through a
combination of popularity (organic views) and promotion (paid views).
Tricci Cannaval of YouTube Southeast Asia shared the how video is an amazing
medium that present opportunities for reach with 1 billion viewers per month, and 6
billion hours of video per month. According to ComScore, 62 percent of the Filipino
population watch videos. Theyre leaning in and wanting to be entertained. An
increase in viewership is the trend. And the viewers use mobile to access videos.
Marketers must move out of their comfort zone and be brave enough to make longer
videos, and to bring YouTube as a traditional video format, she said.
Six out of ten of the ads have a distinctly Filipino flavor. Global brands like Coca-Cola
with their Happiest Thank You ad taking the #1 spot use the power of heartwarming
authenticity.
Filipinos continue to show an interest in advertising that feature local celebrities as well.
Angel Locsin appearing in Mang Inasals prank ad and Angela Nepomucenos how-to
hair video from Unilever demonstrate the power of this approach. Jollibee Kids Club
takes a slightly different track the cute kids in its boy band might well be the stars of
the future. (immap 2015)
Social Media Ads
1. Internet penetration up from 36% to 44% in 2015.
It seems like we will definitely reach 50% Internet penetration by the end of the year as
predicted on some articles.

2. Social media penetration up from 32% to 40%.

Social media continues to be an integral part in the lives of Filipinos who have increased
access to the Internet via mobile devices. And of course, we can say that we remain as
the social media capital of the world. Although now we are at par with Argentina on
social media usage. Lets take back this crown!
Both Internet and social media penetration has also increased by 18% since last year.
3. Time spent on the Internet and social media remains the same.
Filipinos spend the same amount of time 6.3 hours in the Internet and 4.3 hours on
social media. Global averages at 4.4 and 2.4 respectively.
With the increase of 33% of mobile social accounts, well be expecting increase of time
spent on social media (which is now up to about 15-17mins more on average).
4. Average TV viewing time by internet users at 2 hrs 47m daily.
This is a new data added on the wearesocial.sg reports. The multi-screen lifestyle is
surely invading the Filipinos attention. How do you account for usage of the internet,
social media, and the television at the same time? Via multitasking.
5. Internet speed still terrible at 2.5 mbps average net connection speed.
I jokingly mentioned on the Global Voices Summit 2015 that perhaps the reason why we
spend too much time on the internet is because we are waiting for our websites to load
due to our crappy internet speed in the Philippines.
That may be true with the 2.5 mbps average speed, which brings us within the bottom 3
of the crappiest speed along with Vietnam and India.
6. Top 3 social media platforms of choice by Filipinos remain the same.
Filipinos still use prefer these three social media platforms in order:
Facebook
Twitter
Google+
7. Pinterest shows as newcomer among the platforms.
Since the current data is survey-based, I reckon the sample have mentioned Pinterest
well often for it to deserve a spot on the list. (wearsocial.sg, fleirecastro.com 2015)
Timetable
This will be a 1-year campaign, which will start on the month of February. February is
the start of summer in the Philippines, which could be a good time to start the campaign
so that when the rainy season enters, we would be able to see the intended results of
the campaign.

February-July would be the implementation of the campaign and the widespread of

awareness of the intentions of the campaign. This will be the 6-month working period for
the campaign. August-January would be the monitoring and troubleshooting of the
campaign.
Budget
A budget will be set for the media mix that will be used for the campaign. The time line
for our ads would be set for 1 year

Chapter IV
Evaluation of the Advocacy Campaign
I.

Key Performance Indicators and Measurement

INDICATOR

EVALUATION

EVALUATION TOOL

Usage of Free
Throw! Garbage
Bins

Larger quantity of
garbage thrown in
special bins against
regular bins

Compare quantities
of garbage in special
vs regular bins

Cleanliness around
the bins with a 3km
radius

Decrease of trash
along
streets/undesignated
garbage throwing areas

Obtain actual
testimonies from
residents if
trash/littering is
decreased

Message/Campaign
Awareness

Increase in the number

of people responding in
social media ads

Monitor number of
responses in social
media pages/
advertisements

Usage of Free Throw! Garbage bins

Measuring of this performance would be done in a manner of comparing
the quantity of garbage collected through the Free Throw! Garbage Bins
versus regular garbage bins. In this manner, we would know if the special
bins are used more than regular bins.
Cleanliness around the bins with a 3km radius

This criterion would be measured by means of obtaining actual

testimonies of residents situated around the areas where the Free Throw!
Garbage Bins are situated and determining if specific areas would be
cleaner with the special bins existing. There would be comparisons between
the before and after conditions of the said areas to know if these bins would
prove to be effective in promoting cleanliness.
Message/campaign awareness
The measure of this performance is through the number of people that are
aware of our advocacy by monitoring the number of respondents in our
social media pages and advertisements. This will indicate that the people
that will be well informed of our advocacy campaign and will have an
opportunity to participate in the activity thus making them know the
importance of our campaign.

II.

Risk Assessment and Control

Likelihood (1-Lowest, 5-Highest)

RISKS

LIKELIHOOD

MITIGATING ACTIVITY

Improper
Implementation

Constant monitoring of
bins to maintain usability,
effectivity. Partnership with
related local authorities to
support implementation.

Corruption of
Funds

Thorough audit of funds

and expenditures.
Segregation of core
activities in relation to
financial matters.

Sustainability

Development of mini
games or updating bin
designs to keep people
interested in advocacy
participation. Incorporating
a reward system for
frequently abiding users.

Business Impact and Communication

This advocacys goal is to raise the awareness on the harmful effects of

improper waste management within Metro Manila and to educate citizens on
how to effectively manage waste from their households and also the
communities around them.
The campaign would greatly impact the organization in such a way that
employees and other stakeholders would also be aware of proper waste
management, and techniques to effectively accomplish these. They may also
be a part of this program if they happen to be residing in the mentioned
barangays who will be participating in this campaign. The employees would
personally experience throwing their trash in the Free Throw! Garbage Bins and
would appreciate the benefits of proper waste management.

REFERENCES:

1.
2.
3.
4.

https://jeazharobado8.wordpress.com/2014/08/24/hre044ahraugust262014/
http://www.fullcycle.co.za/index.php/what-is-waste-and-why-is-it-a-problem.html
http://psa.ph/index.php?option=com_content&view=article&id=101&Itemid=101
Republic Act 9003 (emb.gov.ph/wp-content/uploads/2015/09/RA-9003.pdf)