| Advertising Objective | To continue the FILIPINAY advocacy campaign in an approach that will resonate with the target market. |
| Core Target Market | Primary Target Market: CDE Mass Market, Female, 21 - 45 years old (Econo Brands <P45) Secondary Target Market B, upper C Market, Female, 21 - 45 years old (Brands > P50) |
| Core Consumer Insight | The FILIPINAY is strong, empowered, and proud. She is every mother, daughter, sister, and wife who has made a conscious decision to exercise her right to decide on what she feels is best for her body, her future, her family, and ultimately, herself. This campaign encourages every Filipina, pinay, and inay to join in this advocacy. |
| Key Communication | FILIPINAY is an advocacy campaign geared towards celebrating the modern Filipina’s right to an informed reproductive health choice. |
| Communication Channels | Creative, stand-out and out-of-the box communication executions that will resonate with the masses using the following media: Traditional Media: - TV - TVC 30s - Radio - RC 30s - Print - Flash Banner Ad (internet) - Website - Facebook - Youtube |
| Tone and Manner | Real, Relevant, Current, Non-traditional |
| Others | Execution Mandatories: - Use the FILIPINAY logo and contact details. - Highlight one or all of the following: o lowest prices in the market, o benefits of family planning, o non-contraceptive benefits |
