Project Proposal:

Tondo Health Day (Pilot Launch)

Group 2:
DIAZ, Airish B.
GUINTO, Mark Erwin R.
VALENCIA, Timothy A.

Submitted to:
Professor Alfred G. Gabot

Course Code:
BAC 2203-2 - Civic Engagement & Participatory Communication
I. Introduction

A. Background and Rationale

The greatest slum in the Philippines' capital is called Tondo. Due to a lack of regular,
respectable work and inaccessible social services like health, the city has a high rate
of poverty. Their rights, which have an impact on their growth and well-being as a
citizen, is an important requisite to attain equality in society. The most vulnerable
citizens suffer disproportionately due to high levels of inequality, which is
compounded by poverty. The poor barangays of Tondo i/ii continue to struggle with
poverty and health difficulties, with about 31% of its youngsters living below the
poverty line. The Tondo slum in Manila is the only locale that can possibly and
accurately describe these circumstances.

Through this project, hundreds of patients in Tondo's underserved neighborhoods will

receive free medical treatment and services, including doctor consultations as well as
accurate and complete medication doses as prescribed.

The Tondo Health Day will be an annual program that will be piloted on July 8. This
project will consist of 20 volunteer medical students at the Pamantasan ng Lungsod
ng Maynila and 3 volunteer general medicine doctors from the Department of Health
and Philippine Children's Medical Center. The project targets to meet the health needs
of the poor, especially in far-flung barangays, and to keep a check on the health
services being received by the people. The barangay officials will give this project
proposal in a priority manner in order to serve the requirements of their citizens and
include citizens who need the aid most.

The mission is a one-day activity that covers selected barangays in Zone 3 Tondo,
Manila. The following services offered are free medical check-ups and consultations,
Dispensing of medicines, Blood Sugar/Pressure Check-ups, and Free Vitamins and
Medicines.

B. Objectives

The aim of the pilot launch of Tondo Health Day is to provide general medical
consultation and free medicines within Zone 3 of Tondo, Manila which has an
unsheltered and underprivileged population, with the basis of the belief that healthcare
is a fundamental human right. In addition, this project will bridge the gap between
people in need and medical communities such as Federal Pharmaceuticals Inc.,
thereby fostering partnerships and trust.
 ● Provide access to health care to improve Tondo, Manila’s access to excellent
health care through direct, ongoing medical missions on the streets with the
objective of connecting them to a main medical home.
● Address the unique difficulties of people in need using a psychosocial model
of care that considers each person as a whole and focuses on their own
objectives and wants.
● Encourage health literacy, healthy habits, and overall well-being of the
children, adults, and elderly in the community.
● Foster excellent health professionals who will lead into the future by
encouraging them to volunteer in programs that best practice their skills.
● Equip medical professionals with the heart and hands to function in needy and
poorly resourced conditions.

C. Target Company Profile

The Tondo Health Day will be proposed to Federal Pharmaceuticals Inc. which is a
forward-thinking importer sourcing and distribution company that provides exclusive
representation as well as nationwide supply of a diverse range of high-quality
pharmaceutical products. They are a new entrant in the industry, having begun
operations in 2018, but are committed to making a difference in the lives of Filipinos
by providing high-quality, low-cost pharmaceuticals. With the assistance of Federal's
ever-dedicated staff, they are now catering to the needs of clinics, hospitals, and
pharmacies nationwide.

Aside from the services they are offering, the company is also dedicated to providing
equitable, efficient, and effective healthcare services through the conduct of medical
missions in poor areas that are in need of proper medical aid and free medicines such
as vitamins, maintenance, flu medicines, etc.

D. Beneficiaries/Target Audience

The COVID-19 pandemic is a crisis of human rights. The year 2020 has had a number
of effects most especially on children and the elderly, including the cancellation of
school, necessary services such as immunization, lockdown restrictions on elderly
people from going out of their homes as well as an increased danger of virtual
exploitation.

However, one of the most serious consequences of the pandemic for children and the
elderly is the hindrance in undergoing health check-ups aside from limited access to
health care due to fear and a lack of funding.
 With that being said, the Tondo Health Day will be held at Fugoso Health Center
with the aim to provide general consultation, blood sugar testing, blood pressure
testing, and free prescribed medicines. The medical mission will target 150 persons
and will be open to all residents within Zone 3 of Tondo, Manila with children under
6 to 10 years old, and the elderly (seniors) under 60 years old and above - that are in
need of medical attention, as well as those who have limited, no access, and cannot
afford proper healthcare.

II. Project Details

A. Timeline

(1) Pre-event Research Communication Phase

May 15-19 Pre-event research and communication with the Manila LGU.

May 22-26 Pre-event research and communication with the target beneficiaries
from Tondo, Manila.

(2) Role-Filling Phase

June 5-9 Contacting interested volunteers for the project.

June 10 Finalizing the complete list of volunteers.

June 14 Initial online orientation meeting for the volunteers.

(3) Social Media Marketing Communication Phase

June 19-23 The production period of communication campaign materials.

June 26-30 Launching of campaign materials and five days of continuous social
media promotion.

(4) Final Preparations Phase

July 1 Re-contacting volunteers and business partners.

July 1-6 Procurement of equipment, tools, and other necessary items.

July 7 Final checking of equipment, tools, and other items.

July 7 Final social media post reinstituting the date of the medical mission.
 (5) Event Execution Phase

July 8 Execution of the medical mission.

B. Budget

Item List QTY Unit Price Total

Travel fares of the volunteers 23 persons P200 P4,600

Meals of the volunteers 30 persons P200 P6,000

Emergency budget P3,000

Medical supplies

BP Apparatus Aneroid Manual 3 Units P500 P1,500

Blood Glucose Machine w/ 50 strips 3 Units P880 P2,640

Cotton roll 400g 2 Pcs P110 P220

Blood lancet 100s 2 Bxs P130 P260

Surgical tape 12’s 1 Bx P175 P175

Medicines

Multivitamins capsule 100s 2 Bxs P65 P130

Multivitamins Syrup 60ml 150 Bts P17 P2,550

Amlodipine 10mg 100s 2 Bxs P39 P78

Amlodipine 5mg 100s 2 Bxs P28 P56

Losartan 100mg 100s 2 Bxs P140 P280

Losartan 50mg 100s 2 Bxs P65 P130

Telmisartan 50mg 100s 1 Bx P230 P230

Metformin 500mg 100s 2 Bxs P45 P90

Total Expenses P21,939

III. Project Execution

Communication Plan/Strategy
A. Pre-event Research Communication Stage

For any civic engagement activities, it is always important to include the insights of
all involved people. In the case of this project proposal, participatory communication
is necessary for obtaining a better idea of which barangays need the most help and
consequently determining what kind of help is most needed.

To achieve this, the organizers of the medical mission will employ participatory
communication by communicating with the Manila LGU. The objective of this
communication effort is to have the Manila LGU provide their insight as to which
barangays are in dire need of medical assistance. Through this communication effort,
the organizers of the medical mission will come up with a targeted and more suitable
approach with regard to the execution of the medical mission – as well as coming up
with a more appropriate style for all external communications.

Secondly, the organizers of the medical mission will conduct a pre-event

communication with the target beneficiaries. The objective of this communication
effort is to take into consideration the insights and inputs of the target beneficiaries –
which may cause different shifts in the plan.

Ultimately, the two aforementioned research communication strategies simply aim to

include the voices and insights of the two most necessary parties: (1) the local
government unit, and (2) the target beneficiaries. It is in this stage that the organizers
of the medical mission will be able to accurately pinpoint the different active illnesses
in the target locale – which consequently allows the organizers to present that
information to the client (Federal Pharmaceuticals, Inc.) for a more accurate and
targeted inclusion of medicine and personnel.

B. Social Media Marketing Communication Stage

The event will make use of social media marketing communication strategies to
promote the (1) date of the medical mission, and (2) Federal Pharmaceuticals, Inc.
The date of the medical mission will be the main message, while the different
information related to Federal Pharmaceuticals, Inc. will be the subliminal message.

The social media posts will vary so that the five days that are allotted for the social
media promotions will be received as a dynamic and vibrant marketing
communication. The posts can include debunking medical myths, debunking medical
misinformation/disinformation, and medicine-related informational enrichment posts.

C. Executory Communication Stage

On the day of the medical mission, the health center will be (temporarily) plastered
with logos of Federal Pharmaceuticals, Inc. The volunteers will also be given sticker
logos of Federal Pharmaceuticals, Inc. which they will place on top of their clothes.

The different social media posts and videos that were published during the social
media campaign stage will also be played on available monitors and screens in the
vicinity.