Philippine E-Journals

A Creative Online Interactive and Guerrilla Advertising Campaign for Paulinian Engagement in the 2010 National Elections

Michael Jerome Delima | Christine Dorothy Rivo | Maria Cornelia Sarmiento

Discipline: Governance, Media

 

Abstract:

The study was a response to the seemingly low level of participation of Paulinians in the 2010 elections. Recognizing the significance of that election and the need to enhance Paulinian engagement in social issues, the researchers investigated the perceptions of Facebook-networked Paulinians on the 2010 elections so that a communication-driven intervention could be designed to help improve the low level of involvement of Paulinians. Using Facebook forumbuilding facilities to acquire such perceptions, and taking the guerilla and interactive approach to communication campaigns, the researches developed an interactive facebook website where Paulinians are able to conveniently acquire information about 2010 presidential candidates, interactive posters and desktop stickers to promote it, and lanyards to maximize the campaign exposure before and during the exhibit of creative materials.