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THE ROLE OF PUBLICITY CAMPAIGN ON THEFT REDUCTION

IN BARANGAY SAMPALOC 1: BASIS FOR A PROPOSED
CRIME PREVENTION PUBLICITY CAMPAIGN

An Undergraduate Thesis
Submitted to the Faculty of the
College of Arts and Sciences
Lyceum of the Philippines University Cavite

In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Arts in Communication
with specialization in Broadcasting

ALLYSSA NICOLE F. BUNDA

RISHA C. CALINGAYAN
SHARMAIGNE S. RONSAIRO

March 2017

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College of Arts and Sciences

APPROVAL SHEET

This thesis entitled THE ROLE OF PUBLICITY CAMPAIGN ON THEFT

REDUCTION IN BARANGAY SAMPALOC 1: BASIS FOR A
PROPOSED CRIME PREVENTION PUBLICITY CAMPAIGN
prepared and submitted by ALLYSSA NICOLE F. BUNDA, RISHA C.
CALINGAYAN and SHARMAIGNE S. RONSAIRO has been reviewed and
recommended as partial fulfillment of the requirements for the degree of Bachelor of Arts
in Communication with specialization in Broadcasting.

REGINALD H. GONZALES, MC
Research Adviser

Accepted and approved by the panel of examiners following a successful Oral Defense
on February 28, 2017 with a grade of __________.

EMMELYN R. CARILLA, MDC ROSELLE REA G. SALINAS, MACA

Panelist Panelist

CLARENCE G. MANICAD, MA
Associate Dean

Accepted and approved in partial fulfillment of the requirements for the degree of
Bachelor of Arts in Communication with specialization in Broadcasting.

RAMON C. MANIAGO, PhD

Executive Dean

Date: _______________

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Certificate of Originality

We hereby declare that the research paper entitled:

THE ROLE OF PUBLICITY CAMPAIGN ON THEFT REDUCTION

IN BARANGAY SAMPALOC 1: BASIS FOR A PROPOSED
CRIME PREVENTION PUBLICITY CAMPAIGN
is our own work and that, to the best of our knowledge and belief, it contains no
material previously published or written by another person nor material to which to a
substantial extent has been accepted for award of any other degree or diploma of a
university or other institute of higher learning, except where due acknowledgement is
made in the text.

We also declare that the intellectual content of this thesis is the product of our
work, even though we may have received assistance from others on style, presentation
and language expression.

ALLYSSA NICOLE F. BUNDA RISHA C. CALINGAYAN

Proponent’s Signature Proponent’s Signature

SHARMAIGNE S. RONSAIRO
Proponent’s Signature

Date of Completion: 02/28/2017

(mm/dd/yyyy)

Attested by:

REGINALD H. GONZALES, MC Date of Completion: 02/28/2017

Research Adviser’s Signature (mm/dd/yyyy)

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ACKNOWLEDGMENT

The researchers would like to extend their outmost gratitude to their research
adviser, Mr. Reginald Gonzales who gave his full support, guidance and patience to
finish this research. His motivation, enthusiasm, and immense knowledge helped them in
the time of research writing. They could not have imagined having a better advisor and
mentor for the study. They also would like to extend their gratitude to their thesis writing
professor, Mr. Dennis Caasi for the intelligent points and learnings he shared to the
researchers. His encouragement, insightful comments and relentless effort in reviewing
the researchers’ papers are greatly appreciated. Deepest thanks also go to the professors
who gave their positive criticism and suggestions for the betterment of this study. Thank
you, Ms. Emmelyn Carilla and Ms. Roselle Rea Salinas.

They also would like to thank their fellow classmates in ABC 402 for their
insightsduring those busy days and sleepless nights they were working together before
piles of deadlines and for all the fun they have had in the last four years.

The researchers also would like to express their love and gratefulness to their
dear family for their understanding and for having their back all throughout. Their fervent
prayers, and both financial and moral support contributed gallantly to the success of this
study.

Above all, the researchers would like to give their heartfelt appreciation and
praises to their Heavenly Father for enabling them to finish the study with colors. His
unending supply of divine guidance, strength, confidence, peace of mind and knowledge
were the reason behind the success of this thesis. And for all this, He truly deserves all
the honor and glory forever!

ALLYSSA NICOLE F. BUNDA

RISHA C. CALINGAYAN
SHARMAIGNE S. RONSAIRO

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College of Arts and Sciences

Bachelor of Arts in Communicationwith specialization in Broadcasting

Abstract

THE ROLE OF PUBLICITY CAMPAIGN ON THEFT REDUCTION

IN BARANGAY SAMPALOC 1: BASIS FOR A PROPOSED
CRIME PREVENTION PUBLICITY CAMPAIGN

Allyssa Nicole F. Bunda1, Risha C. Calingayan2, Sharmaigne S. Ronsairo3

and Mr. Reginald H. Gonzales, MC4
Proponents1,2,3and Research Adviser4

The purpose of this research is to develop a crime prevention publicity campaign

for the city police in collaboration with barangay officials that may contribute in reducing
the volume of theft crime in Barangay Sampaloc 1, Dasmariñas City, Cavite. The
methodused was mixed method. An in-depth interview was conducted to selected police
officers of Dasmariñas City who are knowledgeable of the theft crimes and familiar in the
communication efforts of the station. A focus group discussion was then conducted to six
barangay officials of Barangay Sampaloc 1 as the representatives who can assess the
police’s efforts against theft. And finally, an in-depth interview was conducted to a
campaign specialist to determine recommendations for a publicity campaign. The results
show that the police force doesn’t have a specific campaign addressing the problem of
theft in the city. The existing campaign about theft is part of a larger campaign that aims
to solve crimes in general. It was also found out that the existing campaign lack formal
study therefore not having significant results. With this, it was concluded that a crime
prevention publicity campaign is needed by the police in order to address the problem of
the high volume of theft crime in the city. Therefore it is recommended that the police
seek the help of communication specialists who are experienced on developing
campaigns. It is also recommended that the police organize interactive events and
activities in line with their campaigns aside from just giving away flyers.

Keywords: Crime, Crime Prevention, Publicity Campaign

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TABLE OF CONTENTS

Page
TITLE PAGE …………………………………………………………………… i
APPROVAL SHEET …………………………………………………………… ii
CERTIFICATE OF ORIGINALITY …………………………………………… iii
ACKNOWLEDGMENT …...…………………………………………………… iv
ABSTRACT …………………………………………………………………… v
TABLE OF CONTENTS …………………………………………………… vi
LIST OF FIGURES …………………………………………………… viii
LIST OF MATRICES …………………………………………………… ix
LIST OF APPENDICES …………………………………………………… x

INTRODUCTION …………………………………………………………… 1
Background of the Study …………………………………………… 1
Statement of the Problem …………………………………………… 5
Theoretical Framework …………………………………………… 6
Conceptual Framework …………………………………………… 7
Significance of the Study …………………………………………… 9
Definition of Terms …………………………………………………… 11

METHODOLOGY …………………………………………………………… 32
Research Design …………………………………………………… 32
Research Locale …………………………………………………… 33
Participants of the Study …………………………………………… 34
Sampling Technique …………………………………………………… 36
Data Gathering Procedure …………………………………………… 36
Research Instrument …………………………………………………… 38
Data Analysis …………………………………………………………… 39

RESULTS AND DISCUSSION …………………………………………… 41

SUMMARY, CONCLUSION AND RECOMMENDATION …….…………… 65

Summary of the Findings …………………………………………… 65
Conclusion …………………………………………………………… 67
Recommendation …………………………………………………… 68

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REFERENCES …… …………………………………………………………… 93

APPENDICES ……. …………………………………………………………… 101

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LIST OF FIGURES

Figure Page

1 Conceptual Framework ……………………...…………………. 7

2 Role of Publicity Campaign in Crime Reduction ……………… 8

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LIST OF MATRICES

Matrix Page

1 Profile of research participants …………………………… 41

2 Factors relative to high volume of theft crimes …………… 42

3 Crime prevention efforts by the police …………………… 45

4 Communication between the police and barangay officials …… 47

5 Communication between the barangay officials and the

Community …………………………………………………… 50

6 Barangay officials’ role in crime prevention …………………… 51

7 Publicity campaign in crime prevention …………………… 54

8 Recommendations for an effective crime prevention publicity

campaign …………………………………………………… 59

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LIST OF APPENDICES

Appendix Page

1 Communications ……………………………………………… 103

2 Informed Consent Forms ……..………………………………… 108

3 Interview Guide Questionnaires .....…………………………… 116

4 Interview Transcriptions ...…………………………………… 119

5 Statistical Documents from Dasmariñas City Police …………… 172

6 Work Plan …………………………………………………… 177

7 Financial Plan …………………………………………………… 179

8 Certificate of English Editing …………………………………… 181

9 Certificate of Technical Editing …………………………… 183

10 Biographies …………………………………………………… 185

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