“Open-minded ka ba?” application of select multi-level marketing (MLM) communication strategies on on-ground promotions of the Family Planning (FP) Program by the Department of Health (DOH) local health center of Barrio Magsaysay, Tondo, Manila

Abstract

Reproductive health in the Philippines faces serious obstacles. The public’s unreceptive attitude towards important government campaigns on this sensitive issue has direct and indirect distressing consequences for the nation, including overpopulation, a rise in cases of sexuallytransmitted diseases (STD), worsening maternal and natal mortality, and other complications born from insufficient access to proper sexuality education. This study seeks to determine communication strategies that would effectively reach out to Filipino audiences, and encourage them to participate in government-led reproductive health drives. Fifth (50) patients of the local health center of Barrio (Bo.) Magsaysay, Tondo, Manila, divided equally into Control and Experimental populations, were exposed to two different strategies of promotion of the family planning (FP) program of the Department of Health (DOH). The Control group received the standard approach, while the Experimental group was exposed to the revised multi-level marketing (MLM) framework, wherein the communication style as more relaxed, informal, and personal, taking note of the audience’s individual details, and actively reminding them of their responsibilities as patients following the initial checkup. A six-point Likert scale survey evaluated the responses of either groups. The results revealed that the Experimental group was 2.062% more positively responsive to the FP program than the Control group, suggesting that more active engagement of the target population will, likewise, yield their more active participation in said drive.