Love This City, Smoke Less Makati

Making Possible

A Smoke Less Makati

What We Need To Do

Launch the revised City Ordinance No. 2002-090 which governs the regulation of cigarette and tobacco smoking and trading in the city of Makati.

Objectives

Get people aware and properly informed about our revised anti-smoking city ordinance.

Get Makati to comply.

The Challenge For Us

How to make the ordinance work – through compliance…

through implementation. FOLLOWERS

What The Challenge Really Means

We need to effect an attitudinal change in the smoking population…and in ourselves.

The Realities We Face

There Is A Natural Aversion To Rules

“Kalokohan! Ano sila bali?!?

The most immediate and natural reaction to a new city ordinance is to find ways to go around it.

Public: “Sabi pag open air puwede?”Tayo: “Sir, I thought hindi puwede mag-smoke doon sa Greenbelt kasi mall din yon.

Disobedience is Borne Of Fear and Ignorance

Fear… that the ordinance will suppress one’s freedom to do thingsOr, that it is simply another trap set by people in power so that the simple folks have a tougher time

And ignorance of the law…Because of misinformation, misinterpretation ???

?

The only solution:

We must make ourselves very familiar with the various aspects of our ordinance.

NEW ORDIN

ANCE

IN M

AKATI!

A city ordinance is almost always suspect.

“Sino na naman kaya ang kikita diyan?”“Authorized by ng Makati yang task force na yan? Magkano sila?”

ORDINANCE

??!!!?

Disobedience is Borne Of Fear and Ignorance And many times, disobedience is

borne of most Filipinos’ penchant for cutting corners or one-upmanship (mang-isa sa kapwa).Thus, instead of putting efforts into

compliance, efforts are misplaced into finding ways not to comply

• Dadaanin sa “pilosopo”.• “Bayaran mo na lang.”

The Solution:

The solution is up to us:

Will we prove them right?

Or do we do this right?

Strategy Reposition the ordinance!

Offer it not as a mandate

but as a community battle cry.

Strategy

We need to make compliance hip!

And we need to do this on several levels.

Structuring Our Message Homing

Launch the info drive on the ordinance. Help various publics understand the actual

spirit of the ordinance. Make publics understand that this is one

government ordinance that will be seriously implemented.

Launch the general mood of the campaign.• Compliance based on loyalty and respect.

• For smokers – pride in being responsible for one’s actions

• For non-smokers – no hostility towards smokers…encouragement to comply

• For establishments – pride in helping maintain a better Makati

Target Emotion

“Dahil mahal ko ang Makati…

siyempre susunod ako!”

Campaign Theme

Distilling The Ordinance Message

Rationale

This after all, is the essence of the ordinance. At the same time it allows us to use an expression that everyone understands. Ilugar implies that one does the proper thing out of decency…and out of respect for others.

Highlights

Installation of banners, stickers and all other campaign materials

that will help disseminate knowledge that the ordinance is in effect and in order to help establish the mood of compliance in the various publics.

Providing brochures to establishments to help them understand the provisions of the law.

Providing easy to read “komiks-type” flyers to the general public for better understanding

of the law.

Highlights

Photo Releases To cover Mayor Binay as he

personally conducts his inspection in establishments all over Makati

Feature Article in national broadsheets

Let’s not cloud the issue of Makati City Ordinance 2002-090 or the Revised Anti-Smoking Ordinance

Highlights

Inspections of various establishments and awarding of :

A badge of honor – highly visible marks on their establishments.

A Guardian of Smoke-free air certificate for establishments in recognition of their efforts towards a smoke less Makati.

Highlights

Smoke less, Makati Map This is a giant map that shows

our progress as more areas comply with the ordinance.

What Is Required Of Us

There is only one way to make this work – we need to seriously do this together.

Let’s Make It Happen!