Communication Plan

1. BATAAN PENINSULA STATE UNIVERSITY
MAIN CAMPUS
COMMUNICATION PLAN
In partial fulfillment of the requirements for the course ECOM0413, Communication
in the ASEAN Setting for the Communication Cluster of the
Department of Arts and Sciences
Output by group 4:
Udan, Franchezca Giddel D.
Vasquez, Frances Aironn S.
Samaniego, Jewell Rain D.
Sanchez, Keith Danielle V.
Tolentino, Joshua Vince T.
Rodriguez, Nicole Mae T.
Talavera, Ceia Lorein B.
Sagad, Christopher M.
Reyes, Jaycel E.
Silva, Alex S.
Guided by:
Donna Marie M. Rodriguez
Instructor

2. 1
TABLE OF CONTENTS
Introduction 2
Duration 3
Key Pillar 4
Target Country 5
Target Audience 5
Objectives 6
Desired Outcomes 7
Key Messages 7
Communication Activities and Tactics 9
Timeline 10
Roles and Responsibilities 11
Budget Allocation 12
Metrics 14
Feedback 16
References 17

3. 2
DIS-EASE AIDS: Stimulating Filipino Youth Awareness and Interest
about HIV/AIDS Through Tiktok
Over the years, social media has proven itself to be the biggest catalyst to social
change, but how effective is it in fostering ASEAN youth’s interest and participation
in initiatives that resolve prevailing issues like HIV/AIDS?
According to UNAIDS, in 2021, over 40 percent of new HIV-positive cases in
ASEAN members like the Philippines, were among young people aged 15-24 years
old. Although ASEAN has committed to ending AIDS by 2030 through the ASEAN
Task Force on AIDS’s regional initiatives (ASEAN Declaration of Commitment, 2016),
HIV cases are not only prevalent but also remain to be stigmatized taboo subjects, as
a result of conservative cultural values in ASEAN regions (Yaacob, et. al, 2020).
Tiktok, which is the most downloaded application in 2021 (Shepherd, 2022),
currently has 42.7 million active users in the Philippines (Oberlo, 2022). Additional
data from Oberlo state that 39.9 percent of TikTok users are aged 18-24, while 27.37
percent are aged 13-17. Given its rising popularity among teens and young adults,
Tiktok would be an effective platform for boosting the youth’s awareness and interest
in resolving relevant social and health issues.
The communication plan, “DIS-EASE AIDS: Stimulating Filipino Youth
Awareness and Interest about HIV/AIDS Through Tiktok”, aims to boost Filipino
youth’s awareness and interest in destigmatizing HIV/AIDS through the use of online
platforms like Tiktok.
DURATION

4. 3
The communication plan covers four (4) months of activities–starting on
December 1, 2022, in line with World AIDS Day. The program will conclude on April
10, 2023, in line with National Youth HIV & AIDS Awareness Month. Below are the
proposed sample activities for the campaign:
ACTIVITY DESCRIPTION SCHEDULE
1. TikTalk: HIV
Must-Knows
A series of daily TikTok Videos presenting
easy-to-understand basic information about
HIV/AIDS.
Starts on
December 1,
2022
(World AIDS
Day)
2. HIV IS NOT A
DIS-EASE
A series of weekly TikTok Videos correcting
and fact-checking misinformation and
answering HIV-related questions
Starts on
December 15,
2022
3. KISS: Keep it
Safe and Sound
A series of short videos explaining safe sex
practices and risks.
Starts on
January 12,
2023
4.
#LetsAidAIDS
A series of videos providing data on testing
centers, medical services, and support groups.
Starts on
January 16,
2023
5. I AIDS U:
Hate the AIDS,
Love Yourself!
A series of short videos and testimonials from
inspiring HIV/AIDS patients.
February 9 - 23,
2023
6.
#ASEANCares
A series of short Tiktok videos documenting
ASEAN initiatives against HIV/AIDS.
Starts on March
3, 2023
7. It AI(n)DS
with Us
A series of short videos encouraging the youth
to participate in programs, activities, and
competitions for National Youth HIV & AIDS
Awareness Month. It will also feature the
summary of all the activities from the project.
March 17, 2023
to April 10,
2023 (National
Youth HIV &
AIDS
Awareness
Month)
KEY PILLAR

5. 4
The ASEAN Socio-Cultural Community (ASCC) commits itself to advance the
quality of life among ASEAN people by launching socially responsible programs and
activities that would promote inclusivity and equal access to opportunities. Therefore,
to help achieve the primary goal of the ASCC Blueprint 2025, the campaign plans to
address an issue concerning the health of ASEAN citizens–the threat of HIV and AIDS.
In accordance with the ASEAN Health Development Agenda for 2021-2025, the
communication plan aims to promote healthy lifestyle and ensure healthy lives
through raising HIV/AIDS awareness among the Filipino youth. Hence, the
campaign intends to work with UNAIDS and The Working Group for an ASEAN Human
Rights Mechanism for strategic and technical support, and help these entities propagate
their intentions. This partnership would assist with the concerning situation of the
disease, as well as the violation of human rights that comes with it.
As cited from the ASEAN Political-Security Community (APSC) Blueprint
2025, one of the pillar’s targets is to enhance public interest on human rights which
corresponds with the campaign’s objective of increasing HIV/AIDS youth awareness.
Moreover, the response to HIV is relevant to the APSC as the lack of human rights
protection incites stigma, discrimination, and violence. All things considered,
confronting the threat of the disease is beneficial for ASEAN as it fosters social
development and peace among its people.
TARGET COUNTRY

6. 5
The Department of Health (DOH) reported that 32% of new HIV cases in the
Philippines were among youth ages 15 to 24. In February 2022, there were over 1,000
new HIV infections, making the Philippines have the fastest-growing HIV epidemic
in Asia and the Pacific (DOH, 2021). However, most people refused to get tested for
HIV because they showed no symptoms (de Lind van Wijngaarden, et. al, 2018).
Moreover, despite the Philippines being proclaimed as the social media capital
of the world (Statista, 2022), online engagement about HIV remains low, and the
percentage of Filipino youth who are aware of HIV has declined to its lowest level
since 1994 (UPD, 2022). The lack of discussion about sexual reproductive health at
home, in school, and online, results in low HIV/AIDS awareness (ABD, 2013).
The Philippines proves to be the best setting for HIV Awareness due to several
factors: decreasing knowledge about HIV/AIDS and lack of access to information
about sexual health education at school. These factors are further exacerbated by the
stigma surrounding HIV, preventing people from talking about it.
TARGET AUDIENCE
As we live in a globalized world, the risk of HIV/AIDS is also getting higher.
In the Philippine setting, Filipino youth are thought to be the most vulnerable to
HIV/AIDS infection according to a study conducted by the National Youth
Commission (NYC), where the number of cases is rising and it's described as a “Youth
Epidemic”.
Therefore, the target audience of the communication plan will be focusing on
Filipino youth whose age ranges between 15 to 24 years old. Based on the Philippine

7. 6
Foreign Service Institute, youth could be the backbone of economic development due
to their digital media tech-savvy, entrepreneurial, and critical thinking skills. These
exposures significantly affect their perception, interest, and awareness of societal
issues in the community. This also supports the reason why the communication
practitioners chose the utilization of TikTok as a communication platform for raising
HIV/AIDS awareness among the youth.
OBJECTIVES
In line with the ASEAN Vision 2025, particularly, ASEAN’s commitment to
promoting inclusivity, quality of life, and the human rights of marginalized groups,
the following serve as the primary objectives of this communication plan:
1. To increase HIV awareness and interest through a series of TikTok videos that
educate young Filipino viewers regarding general, but relevant information
about HIV.
2. To correct misinformation and stigmas and to answer young Filipinos’
questions concerning HIV-AIDS.
3. To educate Filipino youth about proper safe sex practices and the risks of sexual
intercourse.
4. To provide an overview of the role of the ASEAN and promote their initiatives
against HIV transmission.
5. To encourage Filipino youth to participate in various HIV-prevention
programs facilitated by the ASEAN.
DESIRED OUTCOMES

8. 7
For the duration of the project, the communication practitioners expect the
following results from the campaign:
1. By the end of each month, the interest of the youth in the uploaded daily
content regarding HIV/AIDS will increase by 10%.
2. By the end of the project, HIV related TikTok contents labeled and flagged as
misinformation should be reduced by 5%.
3. The perception of Filipino youth regarding safe sex practices and sexual
intercourse are expected to improve as they learn how to respond properly and
say no to unwanted sexual activity.
4. By the end of the project, boost the youth’s interest in ASEAN HIV prevention,
programs, and initiatives by 20% on social media.
5. At the end of the project, Filipino youth are expected to participate in or attend
at least 50% of HIV-prevention programs/seminars to attain understandable
knowledge about HIV/AIDS.
KEY MESSAGES
In line with the objectives for the communication plan, DIS-EASE AIDS:
Stimulating Filipino Youth Awareness and Interest about HIV/AIDS Through Tiktok,
the following serve as the key messages:

9. 8
● General Key Message:
○ STIGMA IS KILLING OUR PEERS. Young Filipinos are more vulnerable
than ever to HIV/AIDS. But we could AID their struggles through
education. It’s time for us to end the social disease that’s HIV/AIDS!
● Key Message 1: We are regressing as a society. HIV-AIDS awareness, lower
than ever.
○ Only 76 percent of 15-24 year-old Filipinos know about HIV/AIDS in
2021, compared to the 95 percent rate in 1994. This lack of knowledge
puts the country at risk of having higher HIV-positive cases.
● Key Message 2: HIV-AIDS misconceptions continue to persist.
○ 52 percent of teens believe that HIV is communicable through sharing of
food and getting mosquito bites. Meanwhile, 35 percent did not believe
that condom use decreases the likelihood of contracting HIV (Inquirer,
2022), which couldn’t be further from the truth.
● Key Message 3: HIV is NOT a death sentence.
○ There are multiple resources available in the country to aid HIV-positive
youth. This includes the HIV & AIDS Support House (HASH), which
offers community-based screening, referral services, PrEP, medical
assistance, and psychosocial support.

10. 9
COMMUNICATION ACTIVITIES AND TACTICS
ACTIVITY PRIMARY TACTICS RATIONALE
TikTalk: HIV
Must-Knows
Two-minute videos detailing
basic information, facts, and
advice that will be released
five days a week.
Tiktok is an effective means of
communicating HIV/AIDS
awareness in a way that is engaging,
easy to understand, and interactive.
HIV IS NOT A
DIS-EASE
A series of one-minute
weekly videos responding to
misinformation and
answering HIV-related
questions.
As misinformation often happens on
social media, TikTok is a great
platform to provide accurate
information and correct
misconceptions.
KISS: Keep it Safe
and Sound
One-minute videos
explaining safe sex practices
and risks.
The videos will provide concise yet
comprehensive information to
encourage the youth about safe sex
practices and to reduce the risk of
AIDS or HIV.
#LetsAidAIDS A one-minute series of
videos uploaded weekly that
detail the location of testing
centers and support groups.
The videos’ goal is for the youth to
learn more about testing services and
to encourage them to connect with
support networks in their own
communities.
I AIDS U: HATE
THE AIDS, LOVE
YOURSELF!
A daily-uploaded series of
videos that gather
HIV/AIDS patients to talk
about their personal stories
that demonstrate resilience
and hope in the face of this
devastating illness.
By running it from February 9-23, I
AIDS U hopes to reach as many
people as possible to bring hope and
comfort to HIV/AID patients and
inspire the youth.
#ASEANCares A series of one-minute
videos focusing on the
ASEAN initiatives against
HIV/AIDS.
Featuring the efforts and the
strategies of the ASEAN would
assure people that there are existing
movements that would protect them.
It AI(n)DS with Us A series of one minute
videos uploaded 3 days a
week that feature the
summary of all the activities
from the project.
The videos present insight into the
activities conducted and encourage
the youth to participate in programs,
activities, and competitions for

11. 10
National Youth HIV & AIDS
Awareness Month.

12. 11
TIMELINE

13. 12
ROLES AND RESPONSIBILITIES
Roles and responsibilities are essential because these ensure that all efforts are
coordinated and aligned toward the plan's objectives. This also guarantees that
everyone involved in the plan understands their specific tasks and how they
contribute to the plan's overall success. Assigning specific roles and responsibilities
allows for accountability, as individuals and teams can be held responsible for their
specific tasks and contributions to the plan.
RESPONSIBLE
ENTITY
ROLES RESPONSIBILITIES
Campaign
Director
The one who supervises
every aspect of the
campaign and governs
the comprehensive plan
that includes goals,
objectives, and strategies
to achieve the plan's
desired outcome.
- Develop and implement campaign
strategy.
- Manage any potential crises or issues
that may arise during the campaign.
- Represent the communication plan and
its goals to the public and be able to
clearly and effectively communicate the
campaign's message.
Managing
Director/
Secretary
Managing and
coordinating the work of
the project team,
including assigning
tasks and monitoring
progress.
- Keep everyone informed and on the
same page by communicating with all
parties involved, including
stakeholders, team members, and upper
management.
- Ensuring that the project is delivered on
time, within budget, and to the
satisfaction of the stakeholders.
Communications
Director
The one who is in-
charge of developing
messages and content
that clearly explains the
organization's goals and
objectives to the target
audience.
- Manage the organization's social media
platform, specifically TikTok to engage
with the target audience and
accomplish the purpose and goals of the
organization.
- Tracking and analyzing engagement
metrics such as views, likes, and shares
to measure the impact of the campaign
and make adjustments as needed.
Video Editors Create and deliver
presentations that
- Make compelling and informative
videos about HIV/AIDS that cover

14. 13
effectively communicate
the organization's
message to stakeholders
and the public.
different aspects such as infection
prevention, the value of testing, and the
need for protection.
- Monitoring and analyzing the videos'
performance on TikTok, and making
adjustments as needed to improve
engagement and reach.
Finance Director Manage the campaign's
resources, personnel,
and
staff to make sure
everything operates
smoothly.
- Create and manage the organization's
budget and regularly update the
management team on the organization's
financial performance.
- Maintain control over the organization's
cash flow and make sure it has enough
money to cover its obligations.
ASEAN
Coordinator
The officer in charge of
coordinating the
campaign's activities
with ASEAN officials to
make sure that the
communication plan is
carried out smoothly,
consistently, and across
the region.
- Responsible for monitoring, assessing,
and adjusting the strategy as needed to
make sure it is accomplishing its
objectives.
- Forming collaborations with other
organizations and stakeholders, such as
UNAIDS, to support the
communication plan's implementation
and to secure additional funding and
resources.
BUDGET ALLOCATION
The project plan aims to recover sponsorship from the ASEAN charter, The
Working Group for an ASEAN Human Rights Mechanism, and UNAIDS. Moreover, the
campaign intends to be done through volunteer work; hence, the proposed funding is
mainly composed of TikTok Promotion Boosts. In total, the allocated budget for the
project plan is an estimated amount of Php 198,730.00.
Activities Budget Description Subtotal Budget
Breakdown
Subtotal TOTAL

15. 14
1. TikTalk: HIV
Must-Knows
TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x
94 videos
Php
91,180.00
—
Php
91,180.00
2. HIV IS NOT A
DIS-EASE
TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x
18 videos
Php
17,460.00
—
Php
17,460.00
3. KISS: Keep it
Safe and Sound
TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x
13 videos
Php
14,550.00
—
Php
14,550.00
4. #LetsAidAIDS TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x
12 videos
Php
11,640.00
—
Php
11,640.00
5. I AIDS U: Hate
the AIDS, Love
Yourself!
Production
Cost
(Staff:
Camera
Operator &
Campaign
Director)
Transpo
rtation
Php
1,000.00
(per
person)
Php 2,000 x
11 videos
Php
22,000.00
—
Food Php
500.00
(per
person)
Php 1,000 x
11 videos
Php
11,000.00
—
Token
for the
HIV
/AIDS
patient
Php
500.00
(per
video)
Php 500 x
11 videos
Php
5,500.00
—
TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x
11 videos
Php
10,670.00
—

16. 15
Php
49,170.00
6. #ASEANCares TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x 6
videos
Php
5,820.00
—
Php
5,820.00
7. It AI(n)DS with
U
TikTok Promotion
(estimated 17,500 views
in 3 days)
Php
970.00
Php 970 x 9
videos
Php
8,730.00
—
Php
8,730.00
GRAND TOTAL Php
198,730.00
METRICS
All activities for this communication plan share the same set of tactics and
goals, relying heavily on TikTok as a medium for information dissemination and
awareness. As such, the same evaluation method will be utilized in assessing the
effectiveness of all activities for the campaign. In particular, the communication plan
will be assessed based on key social media analytics, as well as the general knowledge
gained by the audience about the topics.
Measurement Methods:
Measurement Methods Key Performance Indicators
● Using a participant evaluation form,
we can measure the achievement of
● We will assess if the participants gained
knowledge and awareness regarding the
effect, causes and impacts of HIV/AIDS.

17. 16
the goals in order to determine their
success.
● Using the formula for the Average
Engagement Rate, we can assess the
engagement of the audiences of our
TikTok account. To do this, add a
post’s total likes, comments, and
shares. Divide it by the total number
of followers and multiply by 100 to get
the average engagement rate
percentage.
● We can gauge the awareness and interest
of Filipino youth through their comments
on the TikTok videos; the more
constructive comments we receive, the
more effective and engaging the videos
become.
● Using the Audience Growth Rate
formula, we can measure the growing
numbers of our followers. We just
measure our net new followers over a
reporting period, then divide by our
net new followers with our total
audience and multiply it 100 then we
will get our audience growth rate
percentage.
● Earning a consistently high number of
followers is a good sign that our TikTok
content is interesting and useful for our
viewers, who tend to interact with our
new posts, add comments, and like them.
● Lastly, to measure the virality growth
rate percentage, we will utilize the
Virality Rate formula. First, measure
our posts’ impressions then measure
our post’s shares. Divide the number
of shares by the number of
impressions and multiply it by 100.
● A high number of likes on our content
signifies interest, and it contains
information that piques our viewers'
desire to participate.
The outcome evaluation helps us determine the performance of the plan’s
activities efficiency and effectiveness. Here are the questions that may guide us in the
evaluation method of the plan.
1. Are the posts on Tiktok receiving likes, comments, and shares?
2. Was there an increase in HIV awareness and interest among Filipino
youth?

18. 17
This metric measurement will be useful because it will help us determine if our
efforts are sufficient to keep the Filipino Youth informed about the causes and effects
of HIV in their lives.
FEEDBACK
To ensure that the goals of the communication plan has been fulfilled, a
feedback form will be disseminated. It shall provide a comprehensive view of the
audience impact and perception, as well as the minor problems of the campaign.
Below is the sample form to be distributed to audiences and stakeholders:
From the scale of 1 to 5, Please answer the following questions by checking the
corresponding desired scores, with 1 being poor and 5 being outstanding.
1 2 3 4 5
The campaign was well thought and planned carefully.
The videos provided relevant information about
HIV/AIDS.
The Tiktok content was simple to comprehend.
The activities for the campaign were highly interactive
and had an educational impact.
The campaign was able to correct misinformation and
misconceptions surrounding HIV/AIDS.
The campaign changed how you thought about the
dilemma of HIV and AIDS.
The campaign provided detailed information about
medical support and ASEAN initiatives against
HIV/AIDS.

19. 18
1. What aspect of the campaign do you find most interesting? Please provide an
explanation.
2. What aspect of the campaign do you find the least engaging? Please explain
3. Please give any suggestions to improve the campaign in the future.
REFERENCES:
ASEAN Political-Security Community Blueprint 2025. (2016, March). Retrieved from
https://www.asean.org/wp-content/uploads/2012/05/ASEAN-APSC-Blueprint-
2025.pdf?fbclid=IwAR32oJXK1TuHUttcbDWwG1jXvliOxngmbJSwu79hfYLmtUWlf
dbHsqLhTBo
Dan. (2019, August 7). Social media statistics in the Philippines. Talkwalker.
https://www.talkwalker.com/blog/social-media-statistics-philippines
Dombrowski, J., Dorabjee, J., & Strathdee, S. (2017). Editorial: Atrocity in the
Philippines: How Rodrigo Duterte's War on Drug Users May Exacerbate the
Burgeoning HIV Epidemic. JAIDS Journal Of Acquired Immune Deficiency Syndromes,
76(1), 23-25. doi: 10.1097/qai.0000000000001464
Yaacob, N.A., et.al. (2020). Sex Education for Children: A Betterment Pathway for
ASEAN Member States. In: Kaur, N., Ahmad, M. (eds) Charting a Sustainable Future
of ASEAN in Business and Social Sciences. Springer, Singapore.

20. 19
https://doi.org/10.1007/978-981-15-3859-9_41
Youth awareness of HIV/AIDS drops to all-time low | UP Population Institute. (2022).
Retrieved 20 November 2022, from http://www.uppi.upd.edu.ph/news/2022/youth-
awareness-of-HIV-AIDS-drops-to-all-time-low