BIBLIOGRAPHY BANGSI-EL, MABEL S. APRIL 2012....
BIBLIOGRAPHY
BANGSI-EL, MABEL S. APRIL 2012. Evaluation of the Aksiyon: Paputok Injury
Reduction (APIR) Campaign Poster in Selected Barangays in La Trinidad, Benguet.Benguet
State University, La Trinidad, Benguet.
Adviser: Igrelyn P. Pinos-an, BSc.
ABSTRACT
The study was conducted to evaluate the Aksiyon: Paputok Injury Reduction (APIR)
Campaign Poster in Selected Barangays in La Trinidad, Benguet.A survey questionnaire was
used to gather data from the 60 respondents.
The objectives of the study were to determine the socio-demographic profile of the
respondents, determine the respondents evaluation on the APIR campaign poster in terms of
attractiveness and comprehensibility,determine the respondents perception on the effectiveness
of the campaign poster in terms of acceptability and self involvement, determine the
respondent’s perceived benefits from the campaign poster, identify the common problems
encountered by the respondents in understanding the poster, and gather the suggestions of the
respondents in improving the poster.
The respondents were a mixture of males and females, with ages ranging from 18 years
old until 75 years old. Also, 33 or 55% of the respondents were students and most of them
reached college.On the other hand, more than half of them agreed that the campaign poster was
attractive and comprehensible. It was acceptable to the respondents as well they felt that they
were involved in the campaign poster. Furthermore, the respondents had common problems
encountered in reading/ understanding the campaign poster such as the lack of information and
the size of texts used, texts were not easily read and size of the poster was small.On the other
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
hand, the campaign poster was comprehensible and acceptable to the respondents.Also, it was
effective in convincing the respondents in avoiding the use of fireworks.Lastly, the respondents
suggestions were limited to what they perceive was appropriate or not.
The texts specifically the information at the lower part of the campaign poster can also be
resized to a bigger one for the people to read it easily even without going that near to the poster.
Also, more information on the negative side of fireworks can be added. DOH should continue its
campaign against using fireworks using posters.Other researchers can also consider using
interview schedule as an instrument in evaluating IEC materials similar to what was evaluated in
this study to get additional information, verify answers and explain questions in order to have the
same understanding on what the question means and make sure that all of the questions were
answered clearly.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
TABLE OF CONTENTS
Page
Bibliography…………………………………………………………….
i
Abstract…………………………………………………………………
i
Table of Contents………………………………………………………
iii
INTRODUCTION……………………………………………………...
1
Rationale………………………………………………………..
1
Statement of the Problem……………………………………….
3
Objectives of the Study…………………………………………
4
Importance of the Study………………………………………...
5
Scope and Limitation of the Study……………………………...
5
REVIEW OF LITERATURE…………………………………………...
6
Poster……………………………………………………………
6
Characteristics of a Good Poster………………………………..
7
Elements of a Good Poster……………………………………...
7
Design Qualities of a Poster…………………………………….
8
Four Tips to Effective Print Advertising Design………………..
10
How to Design an Effective Campaign Poster………………….
11
Components of Effectiveness…………………………………...
12
Three Types of Campaign Messages……………………………
13
Creation of Incentive Appeals…………………………………..
14
Aksiyon: Paputok Injury Reduction (APIR) Poster…………….
16
METHODOLOGY……………………………………………………...
18
Locale and Time of the Study…………………………………..
18
Respondents of the Study……………………………………….
18
Sample of the Study…………………………………………….
20
Data Collection…………………………………………………
21
Data Gathered…………………………………………………..
22
Data Analysis…………………………………………………...
22
RESULTS AND DISCUSSION………………………………………..
23
Socio-demographic
Profile
of the Respondents………………………………………………
23
Evaluation of the Campaign Poster……………………………..
23
Effectiveness of the Campaign Poster…………………………..
30
Respondents Perceived Benefits………………………………..
31
Problems Encountered
by the Respondents……………………………………………..
32
Suggestions for the Improvement of the Poster…………………
33
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS………
36
Summary………………………………………………………..
36
Conclusions……………………………………………………..
37
Recommendations……………………………………………...
37
LITERATURE CITED…………………………………………………
39
APPENDIX……………………………………………………………..
42
A. Survey Questionnaire………………………………………..
42
1
INTRODUCTION
Rationale
Media is used as a tool for entertainment, information dissemination and
education. People are exposed into the different types of media such as broadcast, print
and online media. Thus, government agencies use these media for their campaigns
regarding the different issues concerning their area of specification.
Print media can be in the form of indoor and outdoor. Outdoor print media can be
in the form of billboards and posters. Unlike any other medium you don’t have to tune in,
turn it on, dial up or turn the page to see it, it’s just there for free making it “unavoidable”
for people to see (Out of Home International. n.d.).
Posters are just one of the printed media being used by different health agencies in
presenting and disseminating health information campaigns. These posters are printed
sheets on papers displayed in public areas which convey simple messages using words or
illustrations (Dango, 2009). Posters can also be read or viewed repeatedly while it stands
in its place.
In addition, posters are intended to attract initial reaction so different institutions
and companies use the posters to catch the attention of their intended audience and impart
the message they wanted the audience to know.
The Department of health (DOH) is one of the agencies that use print as their
medium for information campaigns about health awareness. The agency usually uses
leaflets, brochures, newsletters, flipcharts and posters on print medium.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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DOH had officially launched on November 24, 2011 its poster regarding
firework-injury reduction campaign dubbed as Aksiyon: Paputok Injury Reduction or
APIR (give me five) in line with the holiday season which symbolizes agreement and
unity among Filipinos in reducing or even eliminating fireworks related injury cases
nationwide as included in the Department Memorandum No. 2011-031. Furthermore, all
Center for Health Development Directors and Chiefs of DOH Hospitals/Medical Centers
are directed to mobilize their respective offices and hospitals to undertake the APIR
campaign (DOH-Circular 2027, 2011).
On the other hand, health authorities reminded the public that most of firework
related injuries are ranging from the 1-10 years age group, followed by people from ages
11-20 years. It was also found out that the cases happen during December 31 and January
1 of the holiday season.
According to the article posted in the DOH official website, the department
recognizes the need for implementing a new strategy for the reduction of fireworks
related injuries for better results in 2011. According to the article of Crisostomo (2011),
for DOH losing a finger from a firecracker blast is a senseless way to usher in the year
2012. But to inculcate this in the public’s mind, the DOH stayed away from scare tactics
in campaigning against firecrackers this year. Instead, the DOH tried a positive approach
by urging the public to be creative in using other noise-making devices in celebrating the
New Year.
The APIR poster were situated in Cordillera Administrative Region (CAR)
provinces that recorded high incidents of fireworks related injuries since 2005
(Palangchao and Agoot, 2011).
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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CAR was given 2000 copies of the poster. The poster measured 18”x24” and was
printed on a hard paper. These were distributed in each province of CAR thru the
Provincial Health Office (PHO) and eventually be distributed in each municipality. The
province of Benguet was given 250 posters in which 19 to 20 posters were distributed in
each municipality (Bahni, 2011).
The APIR campaign was represented by images of the hand making an APIR
gesture which the word APIR which in English means “high five.” The APIR campaign
promoted information and awareness on the dangers of firecrackers and the prevention of
firecrackers and fireworks-related injuries.
In addition, the agency shifted the idea of the poster from negative into a positive
view that is why the poster contains the complete set of five fingers. The poster has five
warnings to prevent harm and injury from firecrackers and five tips or alternative ways to
spend the New Year’s Eve or tips for a complete and stress-free Filipino holiday
celebration.
With this, it is important to know the effectiveness the poster produced by the
Department of Health as a medium of information campaign.
Statement of the Problem
The study evaluated the APIR campaign poster in the three selected barangays of
La Trinidad, Benguet. It answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the respondent’s ratings on the APIR campaign poster in terms of
the following:
a. Attractiveness
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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b. Comprehensibility
3. What are the respondents perception on the effectiveness of the APIR
campaign poster in terms of;
a. Acceptability
c. Self-Involvement
4. What are the respondent’s perceived benefits from the campaign poster?
5. What are the common problems encountered by the respondents in
understanding the campaign poster?
6.
What are the suggestions of the respondents in improving the campaign
poster?
Objectives of the Study
Generally, the study evaluated the APIR as a campaign poster in the three selected
barangays of La Trinidad, Benguet.
Specifically, it:
1. determined the socio-demographic profile of the respondents;
2. determined the respondent’s ratings on the APIR campaign poster in terms of
the following:
a. Attractiveness
b. Comprehensibility
3. determined the perception on the effectiveness of the APIR campaign poster
in terms of:
a. Acceptability
b. Self-Involvement
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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4. determined respondent’s perceived benefits from the campaign poster;
5. identified the common problems encountered by the respondents in
understanding the APIR campaign poster; and
6.
gathered suggestions of the respondents in improving the campaign poster.
Importance of the Study
The results of the study may serve as a basis for agencies like the Department of
Health and other visual designers in developing effective campaign materials.
It will also serve as basis of study for future researchers who would like to
conduct an in depth study related to information communication materials.
Scope and Limitation of the Study
The study looked into the respondent’s evaluation on the APIR poster in terms of
attractiveness and comprehensibility. Also, the respondents perception on the
effectiveness of the poster in terms of persuasion, self-involvement and acceptability
were included. The problems encountered by the respondents in reading the poster as
well as their suggestions for its improvement were also gathered.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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REVIEW OF LITERATURE
Poster
According to the Regional Information Training Center (RITC, 1999), a poster is
a single sheet visual containing very little text and large photographs or illustrations used
to promote awareness. The poster should also be intended to attract initial attention and
provide constant message about a recommendation or message and it should also direct
the audience toward source of more detailed information. Furthermore, each poster must
stand alone wherein no one will call attention to it, identify its purpose, or stimulate
onlookers into further action. In addition, most people glance at a poster only long
enough to identify it. If it is graphically exciting or deals with the viewers specific
interest, chances are people will look at all details and get the complete message. A
poster should have:
a. headline- a verbal statement of technology
b. body-a short text that describes the technology and holds the viewers
attention
c. slogan (optional)-verbal statement repeated in all related posters
d. artwork-that catches attention
e. source of additional information
It has a similar thought based from the PowerPoint presented by Taylor (2004),
that a poster is designed to provide a brief overview of your work, engage/initiate
discussion, attract attention, reach as many people as possible, serve as visual aids as you
speak stand alone when you're not there to provide an explanation and let people know of
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your particular expertise. People in your field will read even if bad, people in related
fields are Easily persuaded to view and previously uninterested passers by can be
attracted by a good poster.
The basic difference between the poster and other visual communication methods
is that the poster speaks to the audience "on the move." Pieces such as folders, brochures
and booklets are designed for the reader who has time to stand or sit and read for a while.
A poster must capture the attention and get the message across in a matter of seconds. It
must capture the reader's interest in taking the desired action through a brief message
packed with punch and detail.
Characteristics of a Good Poster
ANTA (2001) further enumerated the characteristics of a good poster. These are
the following:
(a) A good poster tells the story quickly
(b) It must be grab attention
(c) The message must be convincing
(d) Creative use of color is important
(e) An effective poster should reflect simplicity
Elements of a Poster Design
Mindanao Training Resource Center (n.d.) had listed five (5) elements of a good
poster designs which are:
Slogan. Short simple and easy to memorize line; commands and encourages
action; big enough to be read even by fast moving people; readable at viewing distance of
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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5 to 16 feet.
Words/texts/ Letterings. Short, simple, plain type, written on plain background.
Illustration and graphics. The main goal of many design decisions is legibility.
Messages are unclear when words are difficult to read or an illustration is complicated
and confusing. An audience for instance, seldom bothers to look at a poster and other
print support that requires much effort in reading. Letters and illustrations must be large
enough to be easily recognized (Regional Information Training Center, 1999). Also
according to Mindanao Training Resource Center big and visible at viewing distance of 5
to 16 feet; reinforce slogan, headline or text; simple but attention getting.
Colors. At most three colors reinforcing visibility of illustration/graphics and
enough attention of viewers; add realistic effects to visual and highlight center of interest.
Layout. Leads eye to center of interest; follows normal left to right and top to
bottom reading/viewing directions or patterns; balance and blend the different elements;
simple and with empty breathing spaces. It is also the arrangement of texts, photos, and
other elements on a page and also referred as make-up. Good layout also helps sell your
publication. It attracts the reader and leads him to read the contents and makes reading
easier. Furthermore, the ability of any communication material to attract attention rests on
the relationships of its elements called layout. Layout refers to the way the visual
elements are arranged on the visual space (Regional Information Training Center, 1999).
Design Qualities of a Poster
On the other hand, according to ANTA (2001), the design qualities of a good
poster designs are:
A good poster reflects a balance between different design features. There are two
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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kinds of balance are formal balance also referred to as symmetrical design and Informal
or asymmetrical balance, a design with variations on either side of an imaginary central
vertical line.
Design movement is systematic. Directing of the viewer's eye from one part of the
poster to another. People have a natural tendency to read down a page and to the right. In
addition, a good poster design will incorporate this principle into the positioning of
particular elements. For example, a large heading or slogan in the upper left corner will
catch. Furthermore, the initial attention of the viewers, since this is the position where
their eye will naturally start. Similarly, position contact details, company logos and
slogans at the lower right corner of the poster, in order to provide the interested reader
with such content immediately after they have read the main body of the poster.
A poster should also be designed in a way that demonstrates unity between the
component parts. Each section should be positioned to support, define and lead to other
areas of the poster. This can be achieved through the following methods:
a. Overlapping various sections and areas of the design
b. Using lines and borders to define certain areas or group several
elements
c. Altering background colors and features to highlight certain areas.
Emphasis. A vital aspect of poster design. You might think that several features of
a poster (slogan, heading, illustration, etc) are important for the viewer to see first. These
details can be emphasized in several ways, such as:
a. Increasing the size of fonts or illustrations
b. Contrasting the colors of different sections
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c. Using white space to break the poster into identifiable sections
d. Contrasting the background behind the illustration or lettering.
Four Tips to Effective Print
Advertising Design
Rich (2011) also enumerated four (4) tips to effective advertising and these are:
Logical and flow. The eye naturally starts at a page from top left and moves
towards the bottom right. The most effective advertisements help this journey by laying
out text along the eye’s natural ‘route’ across the page. To aid the reader’s journey and
therefore improving the effectiveness of your advertisement when laying out the text,
ensure the reader doesn’t have to fight against the flow.
Highlight the benefits. Continually focus on the benefits that your customer will
get from your product/service. It’s very easy to stray away from the benefits but this is
the only reason your customer should bother to read your advert. And keep the message
simple without technical jargon – it can be staggering how few people understand jargon
words you take for granted. And that includes your target customers.
Use a simple layout. Busy, cluttered advertisements are a turn off to readers as the
eye finds it difficult to find purchase. Simple layouts reflect simple to understand and
concise messages and catch the reader’s eye more easily, which is the first goal of any
advertisement.
Use clear copy. Again, large blocks of copy can be a disincentive to read. Using
smaller blocks of copy with bullet points and indentations encourage the reader to start
reading and make the information more digestible. Also, be mindful of the relationship of
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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the copy with any graphics – beware of placing text over busy images as this can render
the text illegible.
How to Design an Effective
Campaign Poster
According to Anonymous as cited by Dango, (2009), getting a campaign message
across successfully depends largely on its design. The job of a poster is to be attractive
that it stands out from the crowd of messages bombarding the public, or entices someone
to pick.
An effective poster has different elements and is divided into three (3) categories:
Content, Design and Layout and Graphics. The content should have a clear purpose,
relevant and significant to the intended audience, essential (if some of your information is
relevant but not essential to your main points, don’t include it), organized and clear, and
concise.
Design and layout is divided into seven categories: 1) Banner-the title needs to be
large enough to be read from several feet away (typically a point size of 100 points or
more), 2) Alignment, 3) Balance and spacing-distribute the content and images in the
poster so that it looks balanced. Strive to achieve an aesthetically pleasing, uncluttered
look, 4) White Space- be sure to include enough white space. If everything is jammed
together, it will make the poster difficult to read and less appealing aesthetically. 5)
Consistency- use the same fonts throughout the poster and use similar dimensions for
illustrations and photographs, 6) Color- use color judiciously to add the visual appeal of
your poster. Consider using one or two accent colors (such as for shadows or thin lines
separating columns) or using a pale background color. But too intense or too many colors
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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can be distracting and annoying. And 7) Headings and Fonts- use either serif or sans serif
fonts, but be consistent in your use of fonts, and do not use too many fonts (usually only
one) in your poster.
Furthermore from Anonymous still, graphics can engage the attention of viewers,
which is good. But be sure that the graphic elements reinforce your content rather than
distracting attention away from it. Graphics are divided into four major elements:
Photographs, Diagrams, Charts, and Artwork. Photographs need to be effective, a photo
needs to contribute to your message (be relevant to your purpose), be well composed
(aesthetically pleasing), have proper exposure, focus, contrast and resolution. Diagrams,
charts and artwork should be clearly related to the content of the poster, large enough to
be readable by a person standing few feet away, not too complex, aesthetically pleasing:
eye catching but not garish, clearly labeled, and easy for your audience to understand
(Anonymous, n.d. as cited by Dango, 2009).
Components of Effectiveness
According to the Regional Information Training Center (1999), Pretesting
Instructional Materials the components of the effectiveness are the following:
a. Attraction- is it interesting enough to attract or hold attentions?
b. Comprehension-is it clear? Is it easily understodd?
c. Acceptability-does it contain annoying elements? Offensive? False?
Irritating?
d. Self-involvement- is the message directed to the target audience?
e. Persuasion-is it convincing enough? Will the audience try it?
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Three Types of Campaign Messages
According to Atkins (2001), there are three types of messages. These are the
following:
Depending on the most promising mechanisms of influence, campaigns utilize
three basic communication processes by which messages move the target audience
toward the desired response: awareness, instruction, and persuasion. The relative
emphasis on the three types of messages will vary at different points of the campaign and
for different target audiences, because the pathways to impact depend on the existing
pattern of knowledge and attitudes of the audience.
Awareness Messages. Most campaigns present messages that attempt to increase
awareness: raising consciousness about the health topic and informing people what to do,
specifying who should do it, and cuing them about when and where it should be done.
Instruction Messages. In many campaigns, there is a need to provide "how to do
it" information that produces in depth knowledge and skills acquisition. If the behavioral
components are elaborate or complex, messages can educate the audience with a detailed
blueprint. If certain individuals lack confidence to carry out the behavior, messages can
provide encouragement or training to enhance personal efficacy. If the focal segment is
subject to peer pressure or exposed to unhealthy media portrayals, instruction messages
can teach peer resistance and media literacy skills.
Persuasion Messages. Beyond awareness and education, the campaign needs to
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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present messages featuring reasons why the audience should adopt the advocated action
or avoid the proscribed behavior. The classic case involves attitude creation or change,
usually via knowledge gain and belief formation. For audiences that are favorably
inclined, the campaign has the easier persuasive task of attaining reinforcement of
predispositions: strengthening a positive attitude, promoting post behavior consolidation,
and motivating behavioral maintenance over time. The promoting and attacking
approaches used in persuasive campaign messages are generally accompanied by
corresponding positive or negative incentive appeals. Messages for high involvement
health practices tend to emphasize substantive incentives, presenting persuasive
arguments supported by credible messengers or evidence to move the audience through a
lengthy hierarchy of output steps such as attention, attitude change, and action (McGuire,
2000 as cited by Atkins, 2001).
Creation of Incentive Appeals
Furthermore, Atkins enumerated types of appeals which were the following:
Types of appeals. The incentive appeals for complying with a recommendation
should build on existing values of the target audience. The most frequently used
dimension is physical health; negatively-valued unhealthy outcomes (e.g., illness, injury,
and premature death) tend to be featured more often than positive reinforcers such as
lengthy lifespan, wellness, and fitness. Some campaigns diversify the negative incentive
strategies to include appeals beyond health status (e.g., psychological regret, social
rejection) and to give greater emphasis to reward-oriented incentives such as altruism,
attractiveness, and wellness.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Fear appeals. A pervasive strategy in health campaigns is to motivate behavior
change by threatening the audience with harmful outcomes from initiating or continuing
an unhealthy practice. A strong fear-arousing message typically combines a severe
negative physical consequence with an intense stylistic presentation (emotional, vivid,
and involving). A mild fear appeal uses a toned-down style to threaten a more likely but
less serious outcome. Fear appeals can be risky because there may be boomerang effects
or null effects due to defensive responses by the audience members who attempt to
control their fear rather than control the danger.
Positive appeals. Campaigns should have diversity by presenting a higher
proportion of positive incentives. For each of the negative consequences of performing
the proscribed practice, there is usually a mirror-image positive outcome that can be
promised for performing the healthy alternative (e.g., avoiding drugs or enjoying a drug-
free lifestyle). In the physical health dimension, messages can offer prospects ranging
from a longer lifespan to enhanced athletic performance. Positive social incentives
include being cool, gaining approval and respect, forming deeper friendships, building
trust with parents, and being good role model. On the psychological dimension,
messages might promise such outcomes as gaining control over one’s life, positive self-
image, attaining one’s goals, feeling secure, or acting intelligently. Exaggerated rewards
may work well as motivators, even though the likelihood is rare; just as negative
strategies frequently use long-shot prospects of severe harm, positive approaches could
promise lottery-type payoffs that are more believable to positivists. On occasion, the soft-
sell approach attempts to associate the desired behavior with positive images.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Multiple appeals. There are dozens of persuasive appeals that are potentially
effective, and the degree of potency is fairly equivalent in many cases. Rather than
relying on a handful of incentives in a public service campaign, it’s advantageous to use
multiple appeals across a series of messages to influence different segments of the target
audience (especially in media channels where precise targeting is difficult) and to provide
several reasons for the individual to comply.
Aksiyon: Paputok Injury Reduction (APIR) Poster
The Department of Health (DOH) as the head of health in the Philippines had
officially launched its fireworks-injury reduction campaign dubbed as Aksiyon: Paputok
Injury Reduction or APIR (give me five) in line with the effort to reduce the incidence of
fireworks-related injuries during the holiday season and in consonance with its present
strategy which symbolizes agreement and unity among Filipinos in reducing or even
eliminating firecrackers/fireworks related injury cases. Furthermore, all Center for Health
Development directors and Chiefs of DOH Hospitals/Medical Centers are directed to
mobilize their respective offices and hospitals to undertake the APIR campaign,
Emergency Room Preparedness and Responsiveness, Nationwide Registry Injuries,
Tetanus surveillance, Networking with other government agencies and Firecracker ban
on all DOH facilities (CHD-CAR Circular, 2011).
On the other hand, according to the DOH official website, the department
recognizes the need for implementing a new strategy for the reduction of fireworks
related injuries for better results in 2011 as the number of cases between 2009 and 2010
decreased by a mere 1.4 percent on the national level. In addition, from December 21
2010 to January 5 2011, a total of 1,022 injuries were recorded. With these total, there
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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were 972 firework related injuries, 39 from stray bullets and 11 were caused by firework
ingestion. Furthermore, blasting without amputation landed first 79 percent, eye injury
with 15 percent and blast injury with 6 percent. Most of the injuries came from the
National Capital Region (NCR) with 581 cases, Ilocos Region with 73, Central Luzon
and CALABARZON with 66 cases each and lastly Visayas with 65 cases.
The APIR campaign is represented by images of the hand making an APIR
gesture which the word APIR as the described by the University of the Philippines
Diksyunaryong Filipino a sign of greeting of hands which also termed as “high five” or
“give me five” in the United States (DOH Memorandum 2027, 2011).
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet (Figure 1). The municipality is
bounded on the north by the municipality of Tublay, on the south by Baguio City and on
the west by Sablan and Tuba.The municipality of La Trinidad is composed of 16
barangays namely Alapang, Alno, Bineng, Cruz, Balili, Pico, Puguis, Beckel, Shilan,
Lubas, Tawang, Betag, Ambiong, Bahong, Poblacion and Wangal.
La Trinidad was reported as one of the municipalities with high cases of
fireworks-related injuries in the province (Palangchao and Agoot, 2011). Barangay Balili,
Pico and Poblacion were the place of the study because they were the three most
populated urban barangays as classified by the National Statistics Office (2011). The
identified barangays represent the population of La Trinidad. These are concentrated in
the urban area where people has easy access in the in the market area of fireworks.
The study was conducted on December 2011 to February 2012.
Respondents of the Study
The respondents of this study were the residents of the three chosen barangays.
There were a total of 60 respondents chosen, 20 respondents from each barangay
respectively. The respondents were chosen through purposive sampling based on the
criteria of having read the poster and being 18 years old and above. A key informant was
also included to compare the results gathered from the respondents.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
19
POBLACION
BALILI
PICO
Figure 1. Map of La Trinidad Showing the locale of the study.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
20
Sample of the Study
Plate no.1 shows the sample of the campaign poster. It measured 18” by 24” and
contains the heading Aksiyon Paputok Injury Reduction (APIR). The APIR campaign
was represented by images of the hand making an APIR gesture which the word APIR
which in English means “high five,” where one of the hands is an adult’s while the other
is that of a child but with gauze. It promotes information and awareness on the dangers of
firecrackers and the prevention of firecrackers and fireworks-related injuries.
In addition, the poster shows a positive idea which was to have a complete set of
five fingers during the celebration of New Year. The poster also have five warnings to
prevent harm and injury from firecrackers and five tips or alternative ways to spend the
New Year’s Eve or tips for a complete and stress-free Filipino holiday celebration. The
message was written in Filipino language.
According to the statement of Tayag as cited by Crisostomo (2011), the “APIR”
campaign was conceptualized by a task force composed of the DOH, Department of the
Interior and Local Government and Department of Education and other agencies to
convince the public not to use firecrackers to welcome the New Year “without scaring
them.”
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Figure 2. Poster entitled Aksiyon Paputok Injury Reduction
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
22
Data Collection
Data Collection was done using a survey questionnaire for the respondents and an
interview was done with the key informant. Items of the questionnaires were based from
the sample questionnaires on the effectiveness of a communication material (RITC, BSU)
and the evaluation questionnaire of the BSU Eco-waste Management Program Poster
(DDC, BSU) and Evaluation of Anti-Dengue Campaign Posters in La Trinidad, Benguet
(DDC, BSU).
Data Gathered
The data gathered were: the socio-demographic profile of the respondents, ratings
of the respondents on the APIR campaign poster in terms of attractiveness and
comprehensibility, the respondents perception on the effectiveness of the campaign
poster in terms of acceptability and self involvement, the respondent’s perceived benefits
from the campaign poster, the common problems encountered by the respondents in
understanding the poster, and the suggestions of the respondents in improving the poster.
Data Analysis
The data gathered from the respondents were analyzed and tabulated using
descriptive statistics such as frequency counts, ranking and percentage.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the 60 respondents. It contains
the sex, age, civil status, educational attainment and occupation.
Out of the 60 respondents, more than half or 58.33% were female and 41.67% of
them were male. The age ranges from 18 as the youngest and 75 as the oldest. In
addition, most (61.67%) of the ages ranged from 18-28, while 1.67% belonged to the age
bracket of 36-41. Moreover, majority (75%) were single, 21.67% were married and the
rest of the percentage (3.33%) were widowed.
On the educational attainment, 76.67% of the respondents reached college,
18.33% reached high school and the remaining 5% reached elementary.
For the occupation, 55% of them were students, 23.33% of them had no
occupation, while 3.33% of them were farmers.
Evaluation of the Aksiyon: Paputok
Injury Reduction (APIR) campaign poster
In this category, it shows the result on the evaluation of the respondents on the
Aksiyon: Paputok Injury Reduction (APIR) campaign poster in terms of attractiveness
and comprehensibility.
Attractiveness. Table 2 shows that most (56.04%) of the respondents agreed that
the poster was attractive, several (13.96%) respondents strongly agreed that the poster
was attractive while some (25.42%) disagreed that the poster was not attractive and only
few (4.58%) strongly disagreed that the poster was attractive.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
24
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY
PERCENTAGE
(n=60)
(%)
Sex
Male
25
41.67
Female
35
58.33
Age
18-23
37
61.67
24-29
12
20.0
30-35
2
3.33
36-41
1
1.67
42-up
8
13.33
Civil Status
Single
45
75.0
Married
13
21.67
Widowed
2
3.33
Educational Attainment
College
46
76.67
High School
11
18.33
Elementary
3
5.0
Occupation
Student
33
55.0
None
14
23.33
Private Employee
5
8.33
5.0
Housekeeper
3
5.0
Laborer
3
3.33
Farmer
2
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
Table 2. Evaluation of the respondents on the attractiveness of the campaign poster
CRITERIA STRONGLY
AGREE
DISAGREE
STRONGLY
AGREE
DISAGREE
(f) (%)
(f) (%)
(f) (%)
(f) (%)
Well organized layout
7
11.67
41
68.33
11
18.33
1
1.67
Graphics are appealing
7
11.67
31
51.67
21
35.00
1
1.67
Graphics are enough to stimulate
5
8.33
31
51.67
19
31.67
5
8.33
interest
Pictures are easily identifies
12
20.0
32
53.33
13
21.67
2
3.33
Colors are eye-catching
5
8.33
40
66.67
15
25.0
1
1.67
Colors of the graphics and photos are
6
10.0
36
60.0
15
25.0
3
5.0
eye-catching
Fonts used are appealing to the eye
12
20.0
27
45.0
17
28.33
4
6.67
Poster size is big enough to read
13
21.67
31
51.67
11
18.33
5
8.33
OVERALL
PERCENTAGE
(%)
13.96 56.04 25.42 4.58
Legend:
Description
Numerical
Scale
Strongly Agree
4
Agree
3
Disagree
2
Strongly Disagree
1
26
Based on the results, the respondents found the poster attractive. The font of the
heading was big enough to attract. However the information at the lower part of the
campaign poster was rated as not attractive because of its small font size. Also more than
half said that the size of the poster was big enough to read. This supports the statement of
Paul Joseph Nuval that the font size of the heading was big enough but the information at
the lower part of the poster was quite small. Also, he added that the size of the poster was
big enough for the information and enough for posting it in public.
More than half (51.67%) of the respondents said that the graphics were appealing
and enough to stimulate interest while some of them (31.67%) said that the poster was
not attractive. According to some of the respondents, it is better that the poster should
have used real photos of hands injured due to fireworks so that it will give impact to
them. However, according to Bahni (2012), the use of injures photos on the last
campaigns did not really affect the incidents of fireworks-related injuries and the
campaign was just merely scaring people. As a result, the agency shifted from negative to
positive believing that the people changed their way of celebrating New Year.
This supports the code given by Advertising Board of the Philippines as cited by
the Open University-BSU and Dy (1998). Article 12 of Section 1 on Presentation says
that advertisements which unduly emphasize or dramatize ailments, distress or morbid
situations or do so offensively should be avoided. Neither should advertisements demean
or ridicule persons suffering from physical or mental afflictions or deformities.
On the other hand, in terms of the layout as well as pictures, most of the
respondents said that the layout was organized and pictures were easily identified because
it was simple. This supports the statement of Nuval that the layout was organized. He
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
27
explained that the position of the text was organized. Also it has space for the readers to
breathe and rest.
The color was also attractive to majority (66.67%) of the respondents because it
was not irritating to the eyes. However some of them claimed that the poster should have
used more attractive colors. This supports the articles of researchers as cited by the HP
Corporation (2004), color visuals increase the willingness to read 80% and can positively
affect motivation and participation. Color also accounts for 60% of acceptance or
rejection of an object, making it a critical factor in the success of any visual presentation.
The claims of the respondents also support the statement of Nuval that the poster
has good color combination. However, according to Nuval still, the colors used were not
suitable for the message. He further explained that darker colors can also be used to fit
the strong message for a stronger impact.
Comprehensibility. Table 3 shows that almost half (49.38%) of the respondents
agreed that the campaign poster was comprehensible, some (26.65%) of them also
strongly agreed. Several (16.67%) of the respondents disagreed that the poster was not
comprehensible while only few (2.71%) strongly disagreed that the poster was not
comprehensible.
Great majority (50) of the respondents explained that the texts of the heading
were legible however, the information were not because the font size was small. They
also added that the words used were simple so they had no problems with it.
According to majority (49) of them, information was easily read without
assistance. They further explained that the use of Filipino language helped in the
understandability of the information. Also, the words were simple and were self
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
29
explanatory for those who have read the poster. Considering the educational attainment
of the majority of the respondents, it was easy for them to understand the information on
the poster. In addition, they claimed that the texts of the heading were legible however,
the information at the lower part were not.
This supports the study of Pinkihan (2008) that one major contributor to a good
first impression is how easy the contents are to be read. Furthermore, according to
Materials Research Institute (MRI) as cited by Egsan (2009), some characteristics of
effective posters are well organized, easy to be read, comprehensible and concise.
Some respondents claimed that the font size was not enough for the texts to be
clearly read. They further explained that they had problems on the information placed on
the lower part of poster specifically the spacing of letters, words and sentences. As a
result, it affected the readability of the texts by the respondents.
This supports the article posted by Advertising Association of America (2000)
that adequate spacing between letters, words and lines will enhance visibility. The
relative size of letter characters is also an important consideration. Overcrowding
compressed type or too many words will reduce the clarity of a message.
The article of Atkins was similar to what Cain Project Website posted as cited by
Egsan (2009) that the font size improves the legibility of the poster. Furthermore,
according still to Egsan, the readability and legibility of the poster helps a lot in any
communication material. Legible and readable text can be deciphered. Furthermore,
Zaluksuk and Borland as cited by Pinkihan (2008) mentioned that photographs/ graphics
may explain or supplement written text readability, and the interest and prior knowledge
in the reader are equally important factors in comprehension and retention of information.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
30
Respondent’s perception on the effectiveness
of the APIR campaign poster
Acceptability. Fifty five out of 60 respondents perceived that there was nothing
annoying or offensive about the material because the poster is simple. The colors used
were not irritating to the eyes, and the graphics being used and information presented
were simple. The overall layout was simple.
Moreover, 59 of the respondents said that they believe in the campaign poster.
They stressed that the DOH as the source of information added credibility on content of
the poster.
The results further support the statement of Atkins (2001) that credibility is the
extent to which message content was believed to be accurate and valid; this is primarily
conveyed by the trustworthiness and competence of the source messenger and the
provision of convincing evidence.
Self-involvement. It refers to the information needs of the respondents being met
by the information presented in the material.
Among the 60 respondents, 52 believed that the campaign poster was produced
for them while only eight said that it was not only produced for them but for everyone.
According to them, the information presented in the poster was purely informational for
safety purposes. And this information served as basis for them to celebrate a safe New
Year and they also had tips on alternative ways on how to celebrate New Year.
This supports the study of Atkins (2001) that to influence behavior, the
presentation must be personally involving and relevant, such that the receivers regard the
recommendation as applicable to their situation and needs. On the other hand, vivid
presentation styles such as lively language, striking statements, fascinating facts, and
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
31
vibrant visuals are helpful in communicating with low-involvement audiences.
Furthermore, according to Atkins still, beyond awareness and education, the
campaign needs to present messages featuring reasons why the audience should adopt the
advocated action or avoid the proscribed behavior. For audiences that are favorably
inclined, the campaign has the easier persuasive task of attaining reinforcement of
predisposition: strengthening a positive attitude. The promoting and attacking approaches
used in persuasive campaign messages are generally accompanied by corresponding
positive or negative incentive appeals.
In addition, 57 of them agreed that they were willing to follow the guidelines
written in the campaign poster since the information presented were for everyone’s safety
while the rest said that they were not willing to follow the guidelines. They explained that
it depends if they will follow or not the guidelines written in the campaign poster.
Perceived Benefits of the Campaign Poster
Table 5 shows that most (85%) of the respondents gained information on how to
prevent harm and injury. Also, 56.67% of the respondents gained information on the tips
on how to celebrate the holiday season.
The respondents liked the messages since the campaign was for their betterment.
The pictures and information added awareness and knowledge on how to celebrate a
happy and safe New Year. It also helped them prepare for taking action which was to
prevent the harm and injury of using fireworks.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
32
Table 5. Perceived benefits of the campaign poster
PERCEIVED BENEFITS
FREQUENC
PERCENTAG
Y
E (%)
(n=60)
Provide information on how to prevent harm
51
85.00
and injury
Provided information on the tips on the holiday
34
56.67
celebration
*multiple responses
Problems Encountered in Understanding the Campaign Poster
Table 6 shows the problems encountered by the respondents in understanding the
campaign poster.
The common problems encountered by the respondents were the lack of
information on the tips and how to prevent injuries. This contradicts the statement of
Bahni (2012) that there is no lack of information in the campaign poster because all of the
tips on how to prevent harm and injury of firecrackers and tips on the alternative ways on
how to celebrate New Year. In terms of the information on the negative effects, she
added that that it was already known for every individual on what were the negative
effects of firecrackers.
Furthermore, the lack of information as claimed by the respondents contradicts
the article of Younger and Wittet et.al. (2001) stated that one of the characteristics of
poster was brevity where in the use of minimum words were applied.
Also, some respondents added that the font size of the information located at the lower
part of the poster were small for them to read. Moreover, results regarding the size of
texts affected the readability of the information presented in the poster. They said that
they had to go near the poster just to read the information being presented specifically the
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
33
information on how to avoid firework-related injuries and the tips on how to celebrate the
holiday season safely located at the lower part of the campaign poster.
Table 6. Problems encountered in understanding the campaign poster
PROBLEMS ENCOUNTERED
FREQUENCY
RANK
(n=60)
Lack of Information
27
1.5
Font style and size are small
27
1.5
Texts are not easily read
19
2
The size of the poster is small
13
3
Words used are hard to understand
1
4
*multiple responses
It is further shown in the table that the respondents had a hard time reading the
texts. This supports the article published by University of Leicester (n.d.) that posters will
be read by someone standing at about a meter away so the text will need to be legible at a
distance and use of large texts were needed.
On the other hand, some of the respondents claimed that the size of the poster was
small. And one of them said that the words used were hard to understand.
Respondent’s Suggestions
for Improvement of the Poster
Table 5 presents the suggestions/ recommendations of the respondents for the
improvement of the poster.
The respondents suggested that the poster should contain realistic photos
specifically on the negative effect of firecrackers to people physically. They further
suggested that there should be photos of hands that were injured by firecrackers. They
also explained that these kinds of photos adds appeal and interests for them to read more
of the poster, and adds convincing element for them to stop or be afraid of using
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
34
firecrackers. In addition, they said that appropriate photos like those that dangerous
firecrackers should also be used for it to be more realistic. Aside from the photos, they
also suggested that there should be more information on the negative effects of fireworks.
The claims of the respondents supports the study of Atkins (2001) that a large
proportion of messages in health campaigns seek to persuade the audience, often using
fear appeals regarding harmful consequences of unhealthy behavior. Furthermore, a
pervasive strategy in health campaigns is to motivate behavior change by threatening the
audience with harmful outcomes from initiating or continuing an unhealthy practice.
However, claims of the respondents contradict the code given by Advertising
Board of the Philippines as cited by the Open university-BSU and Dy (1998). Article 12
of Section 1 on Presentation says that advertisements which unduly emphasize or
dramatize ailments, distress or morbid situations or do so offensively should be avoided.
Table 7. Suggestions of the respondents for the improvement of the poster
SUGGESTIONS FREQUENCY
PERCENTAGE
(n=60)
(%)
More realistic photos
17
28.33
More Information
9
15.00
Bigger fonts
9
15.00
Use eye-catching photos
8
13.33
Attractive color
5
8.33
Bigger poster size
4
6.67
More space for information
3
5.00
Ilocano translation
1
1.67
Improve graphics
1
1.67
Use appropriate photos
1
3.33
Highlight information
2
3.33
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
35
Improve overall layout
2
3.33
*multiple responses
Neither should advertisements demean or ridicule persons suffering from physical or
mental afflictions or deformities.
This supports the study of Atkins on the other hand that campaigns can also have
diversity by presenting a higher proportion of positive incentives. For each of the
negative consequences of performing the proscribed practice, there is usually a mirror-
image positive outcome that can be promised for performing the healthy alternative.
Furthermore, the respondents suggested that the size of the fonts specifically the
information at the lower part of the poster should be bigger for them to at least able to
read even without going near the poster and not just merely reading the heading.
More space for the information was also suggested for it to be read easily and for
it to have space when enlarged and these information can also be highlighted to be easily
read. Information to be translated in Ilocano was also suggested by one of the
respondents.
They added that the poster should be increased in size. Also two of them said that
the overall layout should be improved for a better output. The statement of an
Anonymous writer as cited by Dango (2009, getting a campaign message across
successfully depends largely on its design. The poster has to be attractive that it stands
out from the crowd of messages bombarding the public supports the claims of the
respondents regarding the layout of the poster. Furthermore, in terms of layout, it attracts
the reader and leads him to read the contents and makes reading easier. The ability of any
communication material to attract attention rests on the relationships of its elements.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
36
Layout refers to the way the visual elements are arranged on the visual space (Regional
Information Training Center, 1999).
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to assess the effectiveness of the Aksiyon Paputok
Injury Reduction (APIR) campaign poster of the Department of Health in the three
selected barangays of La Trinidad specifically Pico, Poblacion and Balili.
Specifically, the study aimed to determine the socio-demographic profile of the
respondents, ratings of the respondents on the APIR campaign poster in terms of
attractiveness and comprehensibility, the respondents perception on the effectiveness of
the campaign poster in terms of acceptability and self involvement, the respondent’s
perceived benefits from the campaign poster, the common problems encountered by the
respondents in understanding the poster, and the suggestions of the respondents in
improving the poster.
A survey questionnaire was used to gather the needed information from 60
respondents of the said selected barangays. The respondents were chosen through
purposive sampling given the criteria of having read the poster and being 18 years old
and above. Furthermore, a guide question was used to get information from the key
informant.
The respondents were a mixture of males and females, with ages ranging from 18
years old until 75 years old. In addition, 33 or 55% of the respondents were students and
most of them reached college.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
37
In terms of attractiveness, more than half of the agreed that the poster was
attractive, same as through on the comprehensibility, more than half of them agreed that
the campaign poster was comprehensible.
The poster also was acceptable to the respondents as well as they felt that they
were involved in the campaign poster.
Finally, the respondents had common problems encountered in reading/
understanding the campaign poster such as the lack of information and the size of texts
used, texts were not easily read and size of the poster was small.
Conclusions
Based on the findings of the study, the conclusions were derived:
1. The campaign poster was comprehensible to the respondents.
2. The poster was acceptable to the respondents.
3. The poster was effective in convincing the respondents in avoiding the use of
fireworks.
4. The respondents suggestions were limited to what they perceive was
appropriate or not.
Recommendations
The recommendations of the study based on the findings are as follows:
1. The texts, specifically the information at the lower part of the campaign poster
may also be resized to a bigger one for the people to read it easily even without
going that near to the poster. Also, more information on the negative side of
fireworks can be added.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
38
2. DOH should continue its campaign against using fireworks using posters.
3. Other researchers may consider using interview schedule as an instrument in
evaluating IEC materials similar to what was evaluated in this study to get
additional information, verify answers and explain questions in order to have the
same understanding on what the question means and make sure that all of the
questions were answered clearly.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
39
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Retrieved December 11, 2011 from http://www.nscb.gov.ph/activestats/psgc/
municipality.asp?muncode=1411100008
REGIONAL INFORMATION TRAINING CENTER. 1999. Instructional materials
production. Benguet State University. Pp. 1-4,7-10,19
RICH, B. 2011. Four Tips to Effective Print Advertising Design. Retrieved September
11, 2011 from http://www.webmartuk.com/print_brain/print-for-marketers/4-tips-
to-effective-print-advertising-design/
STUART, T. H. AND ACHTERBERG, C. n.d. Education and Communication Strategies
for Different Groups and Settings. Retrieved March 3, 2012 from
www.fao.org/docrep/W3733E/w3733e04.htm
TAYLOR, G. P. 2004. Characteristics of a Good Scientific Poster. Retrieved September
10, 2011from www.utsa.edu/mbrs/resources/lectures/postermake082006.ppt.
UNIVERSITY OF LEICESTER. n.d. Poster Presentations. Retrieved March 15, 2012
from
http://www2.le.ac.uk/offices/careers/pgrd/resources/designing-poster/poster
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
41
YOUNGER, E., WITTET, S., HOOKS, C., LASHER, H. 2001. IMMUNIZATION
AND
HEALTH
DEVELOPMENT GUIDE. Retrieved March, 3 2012 from
http://59.163.61.3:8080/GRATEST/SHOWTEXFILE.do?page_id=user_image&u
ser_image_id=1020
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Respondents no._________
APPENDIX A
EVALUATION OF THE AKSIYON: PAPUTOK INJURY REDUCTION (APIR)
CAMPAIGN POSTER IN SELECTED BARANGAYS LA TRINIDAD BENGUET
Survey Questionnaire
Direction: Please write your answers on the space provided.
I. SOCIO-DEMOGRAPHIC PROFILE:
Name:___________________________
Sex: Male ( ) Female( )
Address:_________________________ Age:__________________
Occupation_______________________
Status:________________
Highest Educational attainment_____________
II. Evaluation on the Aksiyon: Paputok Injury Reduction (APIR) campaign poster
Direction: Please encircle the numeral that corresponds to your level of agreement or
disagreement following the descriptions below.
SCALE
Numeral Description
4 Strongly
agree (it goes
beyond the criteria )
3 Agree (it meets the criteria)
2 Disagree (it needs more
improvement)
1 Strongly
disagree (it fails to
meet the criteria)
A. Attractiveness
1.The layout used is well organized
1
2
3
4
2.The pictures and the graphics
used
are
appealing
1 2 3 4
3.The graphics used is artistic enough to stimulate interest
1
2
3
4
4.The pictures are easily
identified
1 2 3 4
5.Colors used are eye-catching
1
2
3
4
6.Colors of the graphics and pictures used are eye-catching 1
2
3
4
7.The poster used a font that is pleasing to the eye
1
2
3
4
8.The poster size is big enough to read
1
2
3
4
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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43
B. Comprehensibility
1.Information on the poster is easily read even without assistance 1
2
3
4
2. The poster is easily understood
1 2 3 4
3. The poster uses understandable words
1
2
3
4
4. The font size is large to be read clearly
1
2
3
4
5. The text are easily read
1
2
3
4
6. The text are legible
1
2
3
4
7. The poster used simple words
1
2
3
4
8. The spacing of letters, words and sentences are legible
1
2
3
4
III. Perception of the Respondents on the Effectiveness of the Campaign poster
C. Acceptability
YES Why?
NO Why not?
Do you perceive that
there is anything
annoying or offensive
about the material?
2. Do you believe in the
material?
D. Self-involvement
YES Why?
NO Why not?
1.Do you perceive that
the material is produced
for you
2. are you willing to
follow the guidelines
given in the campaign
poster
IV. PERCEIVED BENEFITS OF THE CAMPAIGN POSTER
What are the benefits you gained in reading the poster? (Please check)
_____entertainment
_____more information on how to prevent harm and injury from fireworks
_____more information the tips for a complete and stress free Filipino
holiday
Celebration
_____others
(please
specify)_____________________________________
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V. PROBLEMS ENCOUNTERED IN THE CAMPAIGN POSTER
What are the problems you encountered in understanding the message of the
poster? (Please check).
_____texts are not easily read
_____words used are hard to understand
_____information is lacking
_____the size of the poster is small
_____text style and size is small
_____others (please specify)____________________________________
VI. SUGGESTIONS FOR THE IMPROVEMENT OF THE CAMPAIGN POSTER
Direction: Please write/list down your suggestions for the improvement of the poster to
be able to ensure effectiveness of the campaign poster.
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
BANGSI-EL, MABEL S. APRIL 2012. Evaluation of the Aksiyon: Paputok Injury
Reduction (APIR) Campaign Poster in Selected Barangays in La Trinidad, Benguet.Benguet
State University, La Trinidad, Benguet.
Adviser: Igrelyn P. Pinos-an, BSc.
ABSTRACT
The study was conducted to evaluate the Aksiyon: Paputok Injury Reduction (APIR)
Campaign Poster in Selected Barangays in La Trinidad, Benguet.A survey questionnaire was
used to gather data from the 60 respondents.
The objectives of the study were to determine the socio-demographic profile of the
respondents, determine the respondents evaluation on the APIR campaign poster in terms of
attractiveness and comprehensibility,determine the respondents perception on the effectiveness
of the campaign poster in terms of acceptability and self involvement, determine the
respondent’s perceived benefits from the campaign poster, identify the common problems
encountered by the respondents in understanding the poster, and gather the suggestions of the
respondents in improving the poster.
The respondents were a mixture of males and females, with ages ranging from 18 years
old until 75 years old. Also, 33 or 55% of the respondents were students and most of them
reached college.On the other hand, more than half of them agreed that the campaign poster was
attractive and comprehensible. It was acceptable to the respondents as well they felt that they
were involved in the campaign poster. Furthermore, the respondents had common problems
encountered in reading/ understanding the campaign poster such as the lack of information and
the size of texts used, texts were not easily read and size of the poster was small.On the other
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
hand, the campaign poster was comprehensible and acceptable to the respondents.Also, it was
effective in convincing the respondents in avoiding the use of fireworks.Lastly, the respondents
suggestions were limited to what they perceive was appropriate or not.
The texts specifically the information at the lower part of the campaign poster can also be
resized to a bigger one for the people to read it easily even without going that near to the poster.
Also, more information on the negative side of fireworks can be added. DOH should continue its
campaign against using fireworks using posters.Other researchers can also consider using
interview schedule as an instrument in evaluating IEC materials similar to what was evaluated in
this study to get additional information, verify answers and explain questions in order to have the
same understanding on what the question means and make sure that all of the questions were
answered clearly.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
TABLE OF CONTENTS
Page
Bibliography…………………………………………………………….
i
Abstract…………………………………………………………………
i
Table of Contents………………………………………………………
iii
INTRODUCTION……………………………………………………...
1
Rationale………………………………………………………..
1
Statement of the Problem……………………………………….
3
Objectives of the Study…………………………………………
4
Importance of the Study………………………………………...
5
Scope and Limitation of the Study……………………………...
5
REVIEW OF LITERATURE…………………………………………...
6
Poster……………………………………………………………
6
Characteristics of a Good Poster………………………………..
7
Elements of a Good Poster……………………………………...
7
Design Qualities of a Poster…………………………………….
8
Four Tips to Effective Print Advertising Design………………..
10
How to Design an Effective Campaign Poster………………….
11
Components of Effectiveness…………………………………...
12
Three Types of Campaign Messages……………………………
13
Creation of Incentive Appeals…………………………………..
14
Aksiyon: Paputok Injury Reduction (APIR) Poster…………….
16
METHODOLOGY……………………………………………………...
18
Locale and Time of the Study…………………………………..
18
Respondents of the Study……………………………………….
18
Sample of the Study…………………………………………….
20
Data Collection…………………………………………………
21
Data Gathered…………………………………………………..
22
Data Analysis…………………………………………………...
22
RESULTS AND DISCUSSION………………………………………..
23
Socio-demographic
Profile
of the Respondents………………………………………………
23
Evaluation of the Campaign Poster……………………………..
23
Effectiveness of the Campaign Poster…………………………..
30
Respondents Perceived Benefits………………………………..
31
Problems Encountered
by the Respondents……………………………………………..
32
Suggestions for the Improvement of the Poster…………………
33
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS………
36
Summary………………………………………………………..
36
Conclusions……………………………………………………..
37
Recommendations……………………………………………...
37
LITERATURE CITED…………………………………………………
39
APPENDIX……………………………………………………………..
42
A. Survey Questionnaire………………………………………..
42
1
INTRODUCTION
Rationale
Media is used as a tool for entertainment, information dissemination and
education. People are exposed into the different types of media such as broadcast, print
and online media. Thus, government agencies use these media for their campaigns
regarding the different issues concerning their area of specification.
Print media can be in the form of indoor and outdoor. Outdoor print media can be
in the form of billboards and posters. Unlike any other medium you don’t have to tune in,
turn it on, dial up or turn the page to see it, it’s just there for free making it “unavoidable”
for people to see (Out of Home International. n.d.).
Posters are just one of the printed media being used by different health agencies in
presenting and disseminating health information campaigns. These posters are printed
sheets on papers displayed in public areas which convey simple messages using words or
illustrations (Dango, 2009). Posters can also be read or viewed repeatedly while it stands
in its place.
In addition, posters are intended to attract initial reaction so different institutions
and companies use the posters to catch the attention of their intended audience and impart
the message they wanted the audience to know.
The Department of health (DOH) is one of the agencies that use print as their
medium for information campaigns about health awareness. The agency usually uses
leaflets, brochures, newsletters, flipcharts and posters on print medium.
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DOH had officially launched on November 24, 2011 its poster regarding
firework-injury reduction campaign dubbed as Aksiyon: Paputok Injury Reduction or
APIR (give me five) in line with the holiday season which symbolizes agreement and
unity among Filipinos in reducing or even eliminating fireworks related injury cases
nationwide as included in the Department Memorandum No. 2011-031. Furthermore, all
Center for Health Development Directors and Chiefs of DOH Hospitals/Medical Centers
are directed to mobilize their respective offices and hospitals to undertake the APIR
campaign (DOH-Circular 2027, 2011).
On the other hand, health authorities reminded the public that most of firework
related injuries are ranging from the 1-10 years age group, followed by people from ages
11-20 years. It was also found out that the cases happen during December 31 and January
1 of the holiday season.
According to the article posted in the DOH official website, the department
recognizes the need for implementing a new strategy for the reduction of fireworks
related injuries for better results in 2011. According to the article of Crisostomo (2011),
for DOH losing a finger from a firecracker blast is a senseless way to usher in the year
2012. But to inculcate this in the public’s mind, the DOH stayed away from scare tactics
in campaigning against firecrackers this year. Instead, the DOH tried a positive approach
by urging the public to be creative in using other noise-making devices in celebrating the
New Year.
The APIR poster were situated in Cordillera Administrative Region (CAR)
provinces that recorded high incidents of fireworks related injuries since 2005
(Palangchao and Agoot, 2011).
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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CAR was given 2000 copies of the poster. The poster measured 18”x24” and was
printed on a hard paper. These were distributed in each province of CAR thru the
Provincial Health Office (PHO) and eventually be distributed in each municipality. The
province of Benguet was given 250 posters in which 19 to 20 posters were distributed in
each municipality (Bahni, 2011).
The APIR campaign was represented by images of the hand making an APIR
gesture which the word APIR which in English means “high five.” The APIR campaign
promoted information and awareness on the dangers of firecrackers and the prevention of
firecrackers and fireworks-related injuries.
In addition, the agency shifted the idea of the poster from negative into a positive
view that is why the poster contains the complete set of five fingers. The poster has five
warnings to prevent harm and injury from firecrackers and five tips or alternative ways to
spend the New Year’s Eve or tips for a complete and stress-free Filipino holiday
celebration.
With this, it is important to know the effectiveness the poster produced by the
Department of Health as a medium of information campaign.
Statement of the Problem
The study evaluated the APIR campaign poster in the three selected barangays of
La Trinidad, Benguet. It answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the respondent’s ratings on the APIR campaign poster in terms of
the following:
a. Attractiveness
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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b. Comprehensibility
3. What are the respondents perception on the effectiveness of the APIR
campaign poster in terms of;
a. Acceptability
c. Self-Involvement
4. What are the respondent’s perceived benefits from the campaign poster?
5. What are the common problems encountered by the respondents in
understanding the campaign poster?
6.
What are the suggestions of the respondents in improving the campaign
poster?
Objectives of the Study
Generally, the study evaluated the APIR as a campaign poster in the three selected
barangays of La Trinidad, Benguet.
Specifically, it:
1. determined the socio-demographic profile of the respondents;
2. determined the respondent’s ratings on the APIR campaign poster in terms of
the following:
a. Attractiveness
b. Comprehensibility
3. determined the perception on the effectiveness of the APIR campaign poster
in terms of:
a. Acceptability
b. Self-Involvement
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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4. determined respondent’s perceived benefits from the campaign poster;
5. identified the common problems encountered by the respondents in
understanding the APIR campaign poster; and
6.
gathered suggestions of the respondents in improving the campaign poster.
Importance of the Study
The results of the study may serve as a basis for agencies like the Department of
Health and other visual designers in developing effective campaign materials.
It will also serve as basis of study for future researchers who would like to
conduct an in depth study related to information communication materials.
Scope and Limitation of the Study
The study looked into the respondent’s evaluation on the APIR poster in terms of
attractiveness and comprehensibility. Also, the respondents perception on the
effectiveness of the poster in terms of persuasion, self-involvement and acceptability
were included. The problems encountered by the respondents in reading the poster as
well as their suggestions for its improvement were also gathered.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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REVIEW OF LITERATURE
Poster
According to the Regional Information Training Center (RITC, 1999), a poster is
a single sheet visual containing very little text and large photographs or illustrations used
to promote awareness. The poster should also be intended to attract initial attention and
provide constant message about a recommendation or message and it should also direct
the audience toward source of more detailed information. Furthermore, each poster must
stand alone wherein no one will call attention to it, identify its purpose, or stimulate
onlookers into further action. In addition, most people glance at a poster only long
enough to identify it. If it is graphically exciting or deals with the viewers specific
interest, chances are people will look at all details and get the complete message. A
poster should have:
a. headline- a verbal statement of technology
b. body-a short text that describes the technology and holds the viewers
attention
c. slogan (optional)-verbal statement repeated in all related posters
d. artwork-that catches attention
e. source of additional information
It has a similar thought based from the PowerPoint presented by Taylor (2004),
that a poster is designed to provide a brief overview of your work, engage/initiate
discussion, attract attention, reach as many people as possible, serve as visual aids as you
speak stand alone when you're not there to provide an explanation and let people know of
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your particular expertise. People in your field will read even if bad, people in related
fields are Easily persuaded to view and previously uninterested passers by can be
attracted by a good poster.
The basic difference between the poster and other visual communication methods
is that the poster speaks to the audience "on the move." Pieces such as folders, brochures
and booklets are designed for the reader who has time to stand or sit and read for a while.
A poster must capture the attention and get the message across in a matter of seconds. It
must capture the reader's interest in taking the desired action through a brief message
packed with punch and detail.
Characteristics of a Good Poster
ANTA (2001) further enumerated the characteristics of a good poster. These are
the following:
(a) A good poster tells the story quickly
(b) It must be grab attention
(c) The message must be convincing
(d) Creative use of color is important
(e) An effective poster should reflect simplicity
Elements of a Poster Design
Mindanao Training Resource Center (n.d.) had listed five (5) elements of a good
poster designs which are:
Slogan. Short simple and easy to memorize line; commands and encourages
action; big enough to be read even by fast moving people; readable at viewing distance of
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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5 to 16 feet.
Words/texts/ Letterings. Short, simple, plain type, written on plain background.
Illustration and graphics. The main goal of many design decisions is legibility.
Messages are unclear when words are difficult to read or an illustration is complicated
and confusing. An audience for instance, seldom bothers to look at a poster and other
print support that requires much effort in reading. Letters and illustrations must be large
enough to be easily recognized (Regional Information Training Center, 1999). Also
according to Mindanao Training Resource Center big and visible at viewing distance of 5
to 16 feet; reinforce slogan, headline or text; simple but attention getting.
Colors. At most three colors reinforcing visibility of illustration/graphics and
enough attention of viewers; add realistic effects to visual and highlight center of interest.
Layout. Leads eye to center of interest; follows normal left to right and top to
bottom reading/viewing directions or patterns; balance and blend the different elements;
simple and with empty breathing spaces. It is also the arrangement of texts, photos, and
other elements on a page and also referred as make-up. Good layout also helps sell your
publication. It attracts the reader and leads him to read the contents and makes reading
easier. Furthermore, the ability of any communication material to attract attention rests on
the relationships of its elements called layout. Layout refers to the way the visual
elements are arranged on the visual space (Regional Information Training Center, 1999).
Design Qualities of a Poster
On the other hand, according to ANTA (2001), the design qualities of a good
poster designs are:
A good poster reflects a balance between different design features. There are two
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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kinds of balance are formal balance also referred to as symmetrical design and Informal
or asymmetrical balance, a design with variations on either side of an imaginary central
vertical line.
Design movement is systematic. Directing of the viewer's eye from one part of the
poster to another. People have a natural tendency to read down a page and to the right. In
addition, a good poster design will incorporate this principle into the positioning of
particular elements. For example, a large heading or slogan in the upper left corner will
catch. Furthermore, the initial attention of the viewers, since this is the position where
their eye will naturally start. Similarly, position contact details, company logos and
slogans at the lower right corner of the poster, in order to provide the interested reader
with such content immediately after they have read the main body of the poster.
A poster should also be designed in a way that demonstrates unity between the
component parts. Each section should be positioned to support, define and lead to other
areas of the poster. This can be achieved through the following methods:
a. Overlapping various sections and areas of the design
b. Using lines and borders to define certain areas or group several
elements
c. Altering background colors and features to highlight certain areas.
Emphasis. A vital aspect of poster design. You might think that several features of
a poster (slogan, heading, illustration, etc) are important for the viewer to see first. These
details can be emphasized in several ways, such as:
a. Increasing the size of fonts or illustrations
b. Contrasting the colors of different sections
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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c. Using white space to break the poster into identifiable sections
d. Contrasting the background behind the illustration or lettering.
Four Tips to Effective Print
Advertising Design
Rich (2011) also enumerated four (4) tips to effective advertising and these are:
Logical and flow. The eye naturally starts at a page from top left and moves
towards the bottom right. The most effective advertisements help this journey by laying
out text along the eye’s natural ‘route’ across the page. To aid the reader’s journey and
therefore improving the effectiveness of your advertisement when laying out the text,
ensure the reader doesn’t have to fight against the flow.
Highlight the benefits. Continually focus on the benefits that your customer will
get from your product/service. It’s very easy to stray away from the benefits but this is
the only reason your customer should bother to read your advert. And keep the message
simple without technical jargon – it can be staggering how few people understand jargon
words you take for granted. And that includes your target customers.
Use a simple layout. Busy, cluttered advertisements are a turn off to readers as the
eye finds it difficult to find purchase. Simple layouts reflect simple to understand and
concise messages and catch the reader’s eye more easily, which is the first goal of any
advertisement.
Use clear copy. Again, large blocks of copy can be a disincentive to read. Using
smaller blocks of copy with bullet points and indentations encourage the reader to start
reading and make the information more digestible. Also, be mindful of the relationship of
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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the copy with any graphics – beware of placing text over busy images as this can render
the text illegible.
How to Design an Effective
Campaign Poster
According to Anonymous as cited by Dango, (2009), getting a campaign message
across successfully depends largely on its design. The job of a poster is to be attractive
that it stands out from the crowd of messages bombarding the public, or entices someone
to pick.
An effective poster has different elements and is divided into three (3) categories:
Content, Design and Layout and Graphics. The content should have a clear purpose,
relevant and significant to the intended audience, essential (if some of your information is
relevant but not essential to your main points, don’t include it), organized and clear, and
concise.
Design and layout is divided into seven categories: 1) Banner-the title needs to be
large enough to be read from several feet away (typically a point size of 100 points or
more), 2) Alignment, 3) Balance and spacing-distribute the content and images in the
poster so that it looks balanced. Strive to achieve an aesthetically pleasing, uncluttered
look, 4) White Space- be sure to include enough white space. If everything is jammed
together, it will make the poster difficult to read and less appealing aesthetically. 5)
Consistency- use the same fonts throughout the poster and use similar dimensions for
illustrations and photographs, 6) Color- use color judiciously to add the visual appeal of
your poster. Consider using one or two accent colors (such as for shadows or thin lines
separating columns) or using a pale background color. But too intense or too many colors
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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can be distracting and annoying. And 7) Headings and Fonts- use either serif or sans serif
fonts, but be consistent in your use of fonts, and do not use too many fonts (usually only
one) in your poster.
Furthermore from Anonymous still, graphics can engage the attention of viewers,
which is good. But be sure that the graphic elements reinforce your content rather than
distracting attention away from it. Graphics are divided into four major elements:
Photographs, Diagrams, Charts, and Artwork. Photographs need to be effective, a photo
needs to contribute to your message (be relevant to your purpose), be well composed
(aesthetically pleasing), have proper exposure, focus, contrast and resolution. Diagrams,
charts and artwork should be clearly related to the content of the poster, large enough to
be readable by a person standing few feet away, not too complex, aesthetically pleasing:
eye catching but not garish, clearly labeled, and easy for your audience to understand
(Anonymous, n.d. as cited by Dango, 2009).
Components of Effectiveness
According to the Regional Information Training Center (1999), Pretesting
Instructional Materials the components of the effectiveness are the following:
a. Attraction- is it interesting enough to attract or hold attentions?
b. Comprehension-is it clear? Is it easily understodd?
c. Acceptability-does it contain annoying elements? Offensive? False?
Irritating?
d. Self-involvement- is the message directed to the target audience?
e. Persuasion-is it convincing enough? Will the audience try it?
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Three Types of Campaign Messages
According to Atkins (2001), there are three types of messages. These are the
following:
Depending on the most promising mechanisms of influence, campaigns utilize
three basic communication processes by which messages move the target audience
toward the desired response: awareness, instruction, and persuasion. The relative
emphasis on the three types of messages will vary at different points of the campaign and
for different target audiences, because the pathways to impact depend on the existing
pattern of knowledge and attitudes of the audience.
Awareness Messages. Most campaigns present messages that attempt to increase
awareness: raising consciousness about the health topic and informing people what to do,
specifying who should do it, and cuing them about when and where it should be done.
Instruction Messages. In many campaigns, there is a need to provide "how to do
it" information that produces in depth knowledge and skills acquisition. If the behavioral
components are elaborate or complex, messages can educate the audience with a detailed
blueprint. If certain individuals lack confidence to carry out the behavior, messages can
provide encouragement or training to enhance personal efficacy. If the focal segment is
subject to peer pressure or exposed to unhealthy media portrayals, instruction messages
can teach peer resistance and media literacy skills.
Persuasion Messages. Beyond awareness and education, the campaign needs to
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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14
present messages featuring reasons why the audience should adopt the advocated action
or avoid the proscribed behavior. The classic case involves attitude creation or change,
usually via knowledge gain and belief formation. For audiences that are favorably
inclined, the campaign has the easier persuasive task of attaining reinforcement of
predispositions: strengthening a positive attitude, promoting post behavior consolidation,
and motivating behavioral maintenance over time. The promoting and attacking
approaches used in persuasive campaign messages are generally accompanied by
corresponding positive or negative incentive appeals. Messages for high involvement
health practices tend to emphasize substantive incentives, presenting persuasive
arguments supported by credible messengers or evidence to move the audience through a
lengthy hierarchy of output steps such as attention, attitude change, and action (McGuire,
2000 as cited by Atkins, 2001).
Creation of Incentive Appeals
Furthermore, Atkins enumerated types of appeals which were the following:
Types of appeals. The incentive appeals for complying with a recommendation
should build on existing values of the target audience. The most frequently used
dimension is physical health; negatively-valued unhealthy outcomes (e.g., illness, injury,
and premature death) tend to be featured more often than positive reinforcers such as
lengthy lifespan, wellness, and fitness. Some campaigns diversify the negative incentive
strategies to include appeals beyond health status (e.g., psychological regret, social
rejection) and to give greater emphasis to reward-oriented incentives such as altruism,
attractiveness, and wellness.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Fear appeals. A pervasive strategy in health campaigns is to motivate behavior
change by threatening the audience with harmful outcomes from initiating or continuing
an unhealthy practice. A strong fear-arousing message typically combines a severe
negative physical consequence with an intense stylistic presentation (emotional, vivid,
and involving). A mild fear appeal uses a toned-down style to threaten a more likely but
less serious outcome. Fear appeals can be risky because there may be boomerang effects
or null effects due to defensive responses by the audience members who attempt to
control their fear rather than control the danger.
Positive appeals. Campaigns should have diversity by presenting a higher
proportion of positive incentives. For each of the negative consequences of performing
the proscribed practice, there is usually a mirror-image positive outcome that can be
promised for performing the healthy alternative (e.g., avoiding drugs or enjoying a drug-
free lifestyle). In the physical health dimension, messages can offer prospects ranging
from a longer lifespan to enhanced athletic performance. Positive social incentives
include being cool, gaining approval and respect, forming deeper friendships, building
trust with parents, and being good role model. On the psychological dimension,
messages might promise such outcomes as gaining control over one’s life, positive self-
image, attaining one’s goals, feeling secure, or acting intelligently. Exaggerated rewards
may work well as motivators, even though the likelihood is rare; just as negative
strategies frequently use long-shot prospects of severe harm, positive approaches could
promise lottery-type payoffs that are more believable to positivists. On occasion, the soft-
sell approach attempts to associate the desired behavior with positive images.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Multiple appeals. There are dozens of persuasive appeals that are potentially
effective, and the degree of potency is fairly equivalent in many cases. Rather than
relying on a handful of incentives in a public service campaign, it’s advantageous to use
multiple appeals across a series of messages to influence different segments of the target
audience (especially in media channels where precise targeting is difficult) and to provide
several reasons for the individual to comply.
Aksiyon: Paputok Injury Reduction (APIR) Poster
The Department of Health (DOH) as the head of health in the Philippines had
officially launched its fireworks-injury reduction campaign dubbed as Aksiyon: Paputok
Injury Reduction or APIR (give me five) in line with the effort to reduce the incidence of
fireworks-related injuries during the holiday season and in consonance with its present
strategy which symbolizes agreement and unity among Filipinos in reducing or even
eliminating firecrackers/fireworks related injury cases. Furthermore, all Center for Health
Development directors and Chiefs of DOH Hospitals/Medical Centers are directed to
mobilize their respective offices and hospitals to undertake the APIR campaign,
Emergency Room Preparedness and Responsiveness, Nationwide Registry Injuries,
Tetanus surveillance, Networking with other government agencies and Firecracker ban
on all DOH facilities (CHD-CAR Circular, 2011).
On the other hand, according to the DOH official website, the department
recognizes the need for implementing a new strategy for the reduction of fireworks
related injuries for better results in 2011 as the number of cases between 2009 and 2010
decreased by a mere 1.4 percent on the national level. In addition, from December 21
2010 to January 5 2011, a total of 1,022 injuries were recorded. With these total, there
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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were 972 firework related injuries, 39 from stray bullets and 11 were caused by firework
ingestion. Furthermore, blasting without amputation landed first 79 percent, eye injury
with 15 percent and blast injury with 6 percent. Most of the injuries came from the
National Capital Region (NCR) with 581 cases, Ilocos Region with 73, Central Luzon
and CALABARZON with 66 cases each and lastly Visayas with 65 cases.
The APIR campaign is represented by images of the hand making an APIR
gesture which the word APIR as the described by the University of the Philippines
Diksyunaryong Filipino a sign of greeting of hands which also termed as “high five” or
“give me five” in the United States (DOH Memorandum 2027, 2011).
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet (Figure 1). The municipality is
bounded on the north by the municipality of Tublay, on the south by Baguio City and on
the west by Sablan and Tuba.The municipality of La Trinidad is composed of 16
barangays namely Alapang, Alno, Bineng, Cruz, Balili, Pico, Puguis, Beckel, Shilan,
Lubas, Tawang, Betag, Ambiong, Bahong, Poblacion and Wangal.
La Trinidad was reported as one of the municipalities with high cases of
fireworks-related injuries in the province (Palangchao and Agoot, 2011). Barangay Balili,
Pico and Poblacion were the place of the study because they were the three most
populated urban barangays as classified by the National Statistics Office (2011). The
identified barangays represent the population of La Trinidad. These are concentrated in
the urban area where people has easy access in the in the market area of fireworks.
The study was conducted on December 2011 to February 2012.
Respondents of the Study
The respondents of this study were the residents of the three chosen barangays.
There were a total of 60 respondents chosen, 20 respondents from each barangay
respectively. The respondents were chosen through purposive sampling based on the
criteria of having read the poster and being 18 years old and above. A key informant was
also included to compare the results gathered from the respondents.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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POBLACION
BALILI
PICO
Figure 1. Map of La Trinidad Showing the locale of the study.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Sample of the Study
Plate no.1 shows the sample of the campaign poster. It measured 18” by 24” and
contains the heading Aksiyon Paputok Injury Reduction (APIR). The APIR campaign
was represented by images of the hand making an APIR gesture which the word APIR
which in English means “high five,” where one of the hands is an adult’s while the other
is that of a child but with gauze. It promotes information and awareness on the dangers of
firecrackers and the prevention of firecrackers and fireworks-related injuries.
In addition, the poster shows a positive idea which was to have a complete set of
five fingers during the celebration of New Year. The poster also have five warnings to
prevent harm and injury from firecrackers and five tips or alternative ways to spend the
New Year’s Eve or tips for a complete and stress-free Filipino holiday celebration. The
message was written in Filipino language.
According to the statement of Tayag as cited by Crisostomo (2011), the “APIR”
campaign was conceptualized by a task force composed of the DOH, Department of the
Interior and Local Government and Department of Education and other agencies to
convince the public not to use firecrackers to welcome the New Year “without scaring
them.”
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Figure 2. Poster entitled Aksiyon Paputok Injury Reduction
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Data Collection
Data Collection was done using a survey questionnaire for the respondents and an
interview was done with the key informant. Items of the questionnaires were based from
the sample questionnaires on the effectiveness of a communication material (RITC, BSU)
and the evaluation questionnaire of the BSU Eco-waste Management Program Poster
(DDC, BSU) and Evaluation of Anti-Dengue Campaign Posters in La Trinidad, Benguet
(DDC, BSU).
Data Gathered
The data gathered were: the socio-demographic profile of the respondents, ratings
of the respondents on the APIR campaign poster in terms of attractiveness and
comprehensibility, the respondents perception on the effectiveness of the campaign
poster in terms of acceptability and self involvement, the respondent’s perceived benefits
from the campaign poster, the common problems encountered by the respondents in
understanding the poster, and the suggestions of the respondents in improving the poster.
Data Analysis
The data gathered from the respondents were analyzed and tabulated using
descriptive statistics such as frequency counts, ranking and percentage.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
Table 1 shows the socio-demographic profile of the 60 respondents. It contains
the sex, age, civil status, educational attainment and occupation.
Out of the 60 respondents, more than half or 58.33% were female and 41.67% of
them were male. The age ranges from 18 as the youngest and 75 as the oldest. In
addition, most (61.67%) of the ages ranged from 18-28, while 1.67% belonged to the age
bracket of 36-41. Moreover, majority (75%) were single, 21.67% were married and the
rest of the percentage (3.33%) were widowed.
On the educational attainment, 76.67% of the respondents reached college,
18.33% reached high school and the remaining 5% reached elementary.
For the occupation, 55% of them were students, 23.33% of them had no
occupation, while 3.33% of them were farmers.
Evaluation of the Aksiyon: Paputok
Injury Reduction (APIR) campaign poster
In this category, it shows the result on the evaluation of the respondents on the
Aksiyon: Paputok Injury Reduction (APIR) campaign poster in terms of attractiveness
and comprehensibility.
Attractiveness. Table 2 shows that most (56.04%) of the respondents agreed that
the poster was attractive, several (13.96%) respondents strongly agreed that the poster
was attractive while some (25.42%) disagreed that the poster was not attractive and only
few (4.58%) strongly disagreed that the poster was attractive.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY
PERCENTAGE
(n=60)
(%)
Sex
Male
25
41.67
Female
35
58.33
Age
18-23
37
61.67
24-29
12
20.0
30-35
2
3.33
36-41
1
1.67
42-up
8
13.33
Civil Status
Single
45
75.0
Married
13
21.67
Widowed
2
3.33
Educational Attainment
College
46
76.67
High School
11
18.33
Elementary
3
5.0
Occupation
Student
33
55.0
None
14
23.33
Private Employee
5
8.33
5.0
Housekeeper
3
5.0
Laborer
3
3.33
Farmer
2
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
Table 2. Evaluation of the respondents on the attractiveness of the campaign poster
CRITERIA STRONGLY
AGREE
DISAGREE
STRONGLY
AGREE
DISAGREE
(f) (%)
(f) (%)
(f) (%)
(f) (%)
Well organized layout
7
11.67
41
68.33
11
18.33
1
1.67
Graphics are appealing
7
11.67
31
51.67
21
35.00
1
1.67
Graphics are enough to stimulate
5
8.33
31
51.67
19
31.67
5
8.33
interest
Pictures are easily identifies
12
20.0
32
53.33
13
21.67
2
3.33
Colors are eye-catching
5
8.33
40
66.67
15
25.0
1
1.67
Colors of the graphics and photos are
6
10.0
36
60.0
15
25.0
3
5.0
eye-catching
Fonts used are appealing to the eye
12
20.0
27
45.0
17
28.33
4
6.67
Poster size is big enough to read
13
21.67
31
51.67
11
18.33
5
8.33
OVERALL
PERCENTAGE
(%)
13.96 56.04 25.42 4.58
Legend:
Description
Numerical
Scale
Strongly Agree
4
Agree
3
Disagree
2
Strongly Disagree
1
26
Based on the results, the respondents found the poster attractive. The font of the
heading was big enough to attract. However the information at the lower part of the
campaign poster was rated as not attractive because of its small font size. Also more than
half said that the size of the poster was big enough to read. This supports the statement of
Paul Joseph Nuval that the font size of the heading was big enough but the information at
the lower part of the poster was quite small. Also, he added that the size of the poster was
big enough for the information and enough for posting it in public.
More than half (51.67%) of the respondents said that the graphics were appealing
and enough to stimulate interest while some of them (31.67%) said that the poster was
not attractive. According to some of the respondents, it is better that the poster should
have used real photos of hands injured due to fireworks so that it will give impact to
them. However, according to Bahni (2012), the use of injures photos on the last
campaigns did not really affect the incidents of fireworks-related injuries and the
campaign was just merely scaring people. As a result, the agency shifted from negative to
positive believing that the people changed their way of celebrating New Year.
This supports the code given by Advertising Board of the Philippines as cited by
the Open University-BSU and Dy (1998). Article 12 of Section 1 on Presentation says
that advertisements which unduly emphasize or dramatize ailments, distress or morbid
situations or do so offensively should be avoided. Neither should advertisements demean
or ridicule persons suffering from physical or mental afflictions or deformities.
On the other hand, in terms of the layout as well as pictures, most of the
respondents said that the layout was organized and pictures were easily identified because
it was simple. This supports the statement of Nuval that the layout was organized. He
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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explained that the position of the text was organized. Also it has space for the readers to
breathe and rest.
The color was also attractive to majority (66.67%) of the respondents because it
was not irritating to the eyes. However some of them claimed that the poster should have
used more attractive colors. This supports the articles of researchers as cited by the HP
Corporation (2004), color visuals increase the willingness to read 80% and can positively
affect motivation and participation. Color also accounts for 60% of acceptance or
rejection of an object, making it a critical factor in the success of any visual presentation.
The claims of the respondents also support the statement of Nuval that the poster
has good color combination. However, according to Nuval still, the colors used were not
suitable for the message. He further explained that darker colors can also be used to fit
the strong message for a stronger impact.
Comprehensibility. Table 3 shows that almost half (49.38%) of the respondents
agreed that the campaign poster was comprehensible, some (26.65%) of them also
strongly agreed. Several (16.67%) of the respondents disagreed that the poster was not
comprehensible while only few (2.71%) strongly disagreed that the poster was not
comprehensible.
Great majority (50) of the respondents explained that the texts of the heading
were legible however, the information were not because the font size was small. They
also added that the words used were simple so they had no problems with it.
According to majority (49) of them, information was easily read without
assistance. They further explained that the use of Filipino language helped in the
understandability of the information. Also, the words were simple and were self
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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explanatory for those who have read the poster. Considering the educational attainment
of the majority of the respondents, it was easy for them to understand the information on
the poster. In addition, they claimed that the texts of the heading were legible however,
the information at the lower part were not.
This supports the study of Pinkihan (2008) that one major contributor to a good
first impression is how easy the contents are to be read. Furthermore, according to
Materials Research Institute (MRI) as cited by Egsan (2009), some characteristics of
effective posters are well organized, easy to be read, comprehensible and concise.
Some respondents claimed that the font size was not enough for the texts to be
clearly read. They further explained that they had problems on the information placed on
the lower part of poster specifically the spacing of letters, words and sentences. As a
result, it affected the readability of the texts by the respondents.
This supports the article posted by Advertising Association of America (2000)
that adequate spacing between letters, words and lines will enhance visibility. The
relative size of letter characters is also an important consideration. Overcrowding
compressed type or too many words will reduce the clarity of a message.
The article of Atkins was similar to what Cain Project Website posted as cited by
Egsan (2009) that the font size improves the legibility of the poster. Furthermore,
according still to Egsan, the readability and legibility of the poster helps a lot in any
communication material. Legible and readable text can be deciphered. Furthermore,
Zaluksuk and Borland as cited by Pinkihan (2008) mentioned that photographs/ graphics
may explain or supplement written text readability, and the interest and prior knowledge
in the reader are equally important factors in comprehension and retention of information.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Respondent’s perception on the effectiveness
of the APIR campaign poster
Acceptability. Fifty five out of 60 respondents perceived that there was nothing
annoying or offensive about the material because the poster is simple. The colors used
were not irritating to the eyes, and the graphics being used and information presented
were simple. The overall layout was simple.
Moreover, 59 of the respondents said that they believe in the campaign poster.
They stressed that the DOH as the source of information added credibility on content of
the poster.
The results further support the statement of Atkins (2001) that credibility is the
extent to which message content was believed to be accurate and valid; this is primarily
conveyed by the trustworthiness and competence of the source messenger and the
provision of convincing evidence.
Self-involvement. It refers to the information needs of the respondents being met
by the information presented in the material.
Among the 60 respondents, 52 believed that the campaign poster was produced
for them while only eight said that it was not only produced for them but for everyone.
According to them, the information presented in the poster was purely informational for
safety purposes. And this information served as basis for them to celebrate a safe New
Year and they also had tips on alternative ways on how to celebrate New Year.
This supports the study of Atkins (2001) that to influence behavior, the
presentation must be personally involving and relevant, such that the receivers regard the
recommendation as applicable to their situation and needs. On the other hand, vivid
presentation styles such as lively language, striking statements, fascinating facts, and
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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vibrant visuals are helpful in communicating with low-involvement audiences.
Furthermore, according to Atkins still, beyond awareness and education, the
campaign needs to present messages featuring reasons why the audience should adopt the
advocated action or avoid the proscribed behavior. For audiences that are favorably
inclined, the campaign has the easier persuasive task of attaining reinforcement of
predisposition: strengthening a positive attitude. The promoting and attacking approaches
used in persuasive campaign messages are generally accompanied by corresponding
positive or negative incentive appeals.
In addition, 57 of them agreed that they were willing to follow the guidelines
written in the campaign poster since the information presented were for everyone’s safety
while the rest said that they were not willing to follow the guidelines. They explained that
it depends if they will follow or not the guidelines written in the campaign poster.
Perceived Benefits of the Campaign Poster
Table 5 shows that most (85%) of the respondents gained information on how to
prevent harm and injury. Also, 56.67% of the respondents gained information on the tips
on how to celebrate the holiday season.
The respondents liked the messages since the campaign was for their betterment.
The pictures and information added awareness and knowledge on how to celebrate a
happy and safe New Year. It also helped them prepare for taking action which was to
prevent the harm and injury of using fireworks.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Table 5. Perceived benefits of the campaign poster
PERCEIVED BENEFITS
FREQUENC
PERCENTAG
Y
E (%)
(n=60)
Provide information on how to prevent harm
51
85.00
and injury
Provided information on the tips on the holiday
34
56.67
celebration
*multiple responses
Problems Encountered in Understanding the Campaign Poster
Table 6 shows the problems encountered by the respondents in understanding the
campaign poster.
The common problems encountered by the respondents were the lack of
information on the tips and how to prevent injuries. This contradicts the statement of
Bahni (2012) that there is no lack of information in the campaign poster because all of the
tips on how to prevent harm and injury of firecrackers and tips on the alternative ways on
how to celebrate New Year. In terms of the information on the negative effects, she
added that that it was already known for every individual on what were the negative
effects of firecrackers.
Furthermore, the lack of information as claimed by the respondents contradicts
the article of Younger and Wittet et.al. (2001) stated that one of the characteristics of
poster was brevity where in the use of minimum words were applied.
Also, some respondents added that the font size of the information located at the lower
part of the poster were small for them to read. Moreover, results regarding the size of
texts affected the readability of the information presented in the poster. They said that
they had to go near the poster just to read the information being presented specifically the
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
33
information on how to avoid firework-related injuries and the tips on how to celebrate the
holiday season safely located at the lower part of the campaign poster.
Table 6. Problems encountered in understanding the campaign poster
PROBLEMS ENCOUNTERED
FREQUENCY
RANK
(n=60)
Lack of Information
27
1.5
Font style and size are small
27
1.5
Texts are not easily read
19
2
The size of the poster is small
13
3
Words used are hard to understand
1
4
*multiple responses
It is further shown in the table that the respondents had a hard time reading the
texts. This supports the article published by University of Leicester (n.d.) that posters will
be read by someone standing at about a meter away so the text will need to be legible at a
distance and use of large texts were needed.
On the other hand, some of the respondents claimed that the size of the poster was
small. And one of them said that the words used were hard to understand.
Respondent’s Suggestions
for Improvement of the Poster
Table 5 presents the suggestions/ recommendations of the respondents for the
improvement of the poster.
The respondents suggested that the poster should contain realistic photos
specifically on the negative effect of firecrackers to people physically. They further
suggested that there should be photos of hands that were injured by firecrackers. They
also explained that these kinds of photos adds appeal and interests for them to read more
of the poster, and adds convincing element for them to stop or be afraid of using
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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34
firecrackers. In addition, they said that appropriate photos like those that dangerous
firecrackers should also be used for it to be more realistic. Aside from the photos, they
also suggested that there should be more information on the negative effects of fireworks.
The claims of the respondents supports the study of Atkins (2001) that a large
proportion of messages in health campaigns seek to persuade the audience, often using
fear appeals regarding harmful consequences of unhealthy behavior. Furthermore, a
pervasive strategy in health campaigns is to motivate behavior change by threatening the
audience with harmful outcomes from initiating or continuing an unhealthy practice.
However, claims of the respondents contradict the code given by Advertising
Board of the Philippines as cited by the Open university-BSU and Dy (1998). Article 12
of Section 1 on Presentation says that advertisements which unduly emphasize or
dramatize ailments, distress or morbid situations or do so offensively should be avoided.
Table 7. Suggestions of the respondents for the improvement of the poster
SUGGESTIONS FREQUENCY
PERCENTAGE
(n=60)
(%)
More realistic photos
17
28.33
More Information
9
15.00
Bigger fonts
9
15.00
Use eye-catching photos
8
13.33
Attractive color
5
8.33
Bigger poster size
4
6.67
More space for information
3
5.00
Ilocano translation
1
1.67
Improve graphics
1
1.67
Use appropriate photos
1
3.33
Highlight information
2
3.33
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Improve overall layout
2
3.33
*multiple responses
Neither should advertisements demean or ridicule persons suffering from physical or
mental afflictions or deformities.
This supports the study of Atkins on the other hand that campaigns can also have
diversity by presenting a higher proportion of positive incentives. For each of the
negative consequences of performing the proscribed practice, there is usually a mirror-
image positive outcome that can be promised for performing the healthy alternative.
Furthermore, the respondents suggested that the size of the fonts specifically the
information at the lower part of the poster should be bigger for them to at least able to
read even without going near the poster and not just merely reading the heading.
More space for the information was also suggested for it to be read easily and for
it to have space when enlarged and these information can also be highlighted to be easily
read. Information to be translated in Ilocano was also suggested by one of the
respondents.
They added that the poster should be increased in size. Also two of them said that
the overall layout should be improved for a better output. The statement of an
Anonymous writer as cited by Dango (2009, getting a campaign message across
successfully depends largely on its design. The poster has to be attractive that it stands
out from the crowd of messages bombarding the public supports the claims of the
respondents regarding the layout of the poster. Furthermore, in terms of layout, it attracts
the reader and leads him to read the contents and makes reading easier. The ability of any
communication material to attract attention rests on the relationships of its elements.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
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Layout refers to the way the visual elements are arranged on the visual space (Regional
Information Training Center, 1999).
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to assess the effectiveness of the Aksiyon Paputok
Injury Reduction (APIR) campaign poster of the Department of Health in the three
selected barangays of La Trinidad specifically Pico, Poblacion and Balili.
Specifically, the study aimed to determine the socio-demographic profile of the
respondents, ratings of the respondents on the APIR campaign poster in terms of
attractiveness and comprehensibility, the respondents perception on the effectiveness of
the campaign poster in terms of acceptability and self involvement, the respondent’s
perceived benefits from the campaign poster, the common problems encountered by the
respondents in understanding the poster, and the suggestions of the respondents in
improving the poster.
A survey questionnaire was used to gather the needed information from 60
respondents of the said selected barangays. The respondents were chosen through
purposive sampling given the criteria of having read the poster and being 18 years old
and above. Furthermore, a guide question was used to get information from the key
informant.
The respondents were a mixture of males and females, with ages ranging from 18
years old until 75 years old. In addition, 33 or 55% of the respondents were students and
most of them reached college.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
37
In terms of attractiveness, more than half of the agreed that the poster was
attractive, same as through on the comprehensibility, more than half of them agreed that
the campaign poster was comprehensible.
The poster also was acceptable to the respondents as well as they felt that they
were involved in the campaign poster.
Finally, the respondents had common problems encountered in reading/
understanding the campaign poster such as the lack of information and the size of texts
used, texts were not easily read and size of the poster was small.
Conclusions
Based on the findings of the study, the conclusions were derived:
1. The campaign poster was comprehensible to the respondents.
2. The poster was acceptable to the respondents.
3. The poster was effective in convincing the respondents in avoiding the use of
fireworks.
4. The respondents suggestions were limited to what they perceive was
appropriate or not.
Recommendations
The recommendations of the study based on the findings are as follows:
1. The texts, specifically the information at the lower part of the campaign poster
may also be resized to a bigger one for the people to read it easily even without
going that near to the poster. Also, more information on the negative side of
fireworks can be added.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
38
2. DOH should continue its campaign against using fireworks using posters.
3. Other researchers may consider using interview schedule as an instrument in
evaluating IEC materials similar to what was evaluated in this study to get
additional information, verify answers and explain questions in order to have the
same understanding on what the question means and make sure that all of the
questions were answered clearly.
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
39
LITERATURE CITED
ADVERTISING ASSOCIATION OF AMERICA. 2000. Creating Award Winning
Outdoor. Retrieved March 3, 2012 from https://www.cbsoutdoor.com/creative/
Documents/Creating%20Award%20Winning%20Outdoor.pdf
ANONYMOUS. 1999. What Makes a Good Poster. Retrieved September 10, 2011from
www.extension.iastate.edu/NR/.../WhatMakesaGoodPoster.doc
ANTA. 2001. Visual Communication Fact Sheet: The Role of a Poster.
RetrievedSeptember10,2011fromhttp://online.cit.edu.au/toolboxes/youthwork/con
tent/factsheets/poster.pdf
ATKINS, C. 2001. Three Types of Campaign Messages. Retrieved March 1, 2012 from
http://www.kff.org/entmedia/loader.cfm?url=/commonspot/security/getfile.cfm
%20PageID=14909
BAHNI, R. S. 2011. APIR Poster. Center for Health Development- Department of Health
(Personal
Interview).
BONCOCAN, K. 2011. DOH Launches Positive Campaign to Curb Firecracker Injuries.
Retrieved March 18, 2012 from http://newsinfo.inquirer.net/99823/doh-launches-
positive-campaign-to-curb-firecracker-injuries
CENTER FOR HEALTH DEVELOPMENT- DEPARTMENT OF HEALTH
CIRCULAR. 2011. Implementing Guidelines for the Aksiyon: Paputok Injury
Reduction (APIR) “Give me Five”. CHD-CAR
CRISOSTOMO, S. 2011. DOH Tries New Track on Firecrackers. Retrieved March 18,
2012 from http://www.philippinesnewsweekly.com/finance/
DANGO, J. B. 2009. Evaluation of Anti-Dengue Campaign Posters in La Trinidad,
Benguet. BS Thesis. BSU, La Trinidad, Benguet. Pp. 2
DEPARTMENT OF HEALTH. 2011. DOH Calls for APIR-Aksiyon: Paputok Injury
Reduction (GIVE ME FIVE) Campaign-this Holiday Season. Retrieved
December 3, 2011 from http://www doh.gov.ph
DEPARTMENT OF HEALTH MEMORANDUM 2027. 2011. Implementing Guidelines
and Mobilization of all Centers for Health Development, DOH Hospitals and
Medical Centers for the Aksiyon: Paputok Injury Reduction (APIR). DOH-CAR
DY, E.Y. BSU-OPEN UNIVERSITY. 1998. Communication Policies and Planning.
Benguet State University-Open University. Pp. 28.
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in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
40
EGSAN, J. B. 2009. Evaluation of the Poster on BSU Eco-waste Management Program
Poster in Benguet State University. BS Thesis. BSU, La Trinidad Benguet. Pp.
5-8. 44-46.
HP CORPORATION. 2004. The Power of Visual Communication. Retrieved September
10, 2011 from http://www.hp.com/large/ipg/assets/bus-solutions/power-of-visual-
communication.pdf
MINDANAO TRAINING RESOURCE CENTER n.d. A training manual on
Development communication. Davao City. Mindanao Training Resource Center
Institute of Primary Health Care-Davao Medical School Foundation. Pp 30-
32,103.
OUT OF HOME INTERNATIONAL .n.d. Reasons for using Outdoor Advertising.
Retrieved September 10, 2011 from http://www.oohinternational.com/.
PALANGCHAO, H. F. and AGOOT, L.T. 2011, December, 11. Anti-fireworks Efforts in
‘hotspots’ double. Baguio Midland Courier. 64(50). Pp.1
PARKINSON, M. n.d. The Power of Visual Communication. Retrieved March 3, 2012
from
http://www.billiondollargraphics.com/infographics.html
PHILIPPINE STANDARD GEOGRAPHIC CODE INTERACTIVE. 2011. n.d.
Retrieved December 11, 2011 from http://www.nscb.gov.ph/activestats/psgc/
municipality.asp?muncode=1411100008
REGIONAL INFORMATION TRAINING CENTER. 1999. Instructional materials
production. Benguet State University. Pp. 1-4,7-10,19
RICH, B. 2011. Four Tips to Effective Print Advertising Design. Retrieved September
11, 2011 from http://www.webmartuk.com/print_brain/print-for-marketers/4-tips-
to-effective-print-advertising-design/
STUART, T. H. AND ACHTERBERG, C. n.d. Education and Communication Strategies
for Different Groups and Settings. Retrieved March 3, 2012 from
www.fao.org/docrep/W3733E/w3733e04.htm
TAYLOR, G. P. 2004. Characteristics of a Good Scientific Poster. Retrieved September
10, 2011from www.utsa.edu/mbrs/resources/lectures/postermake082006.ppt.
UNIVERSITY OF LEICESTER. n.d. Poster Presentations. Retrieved March 15, 2012
from
http://www2.le.ac.uk/offices/careers/pgrd/resources/designing-poster/poster
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
41
YOUNGER, E., WITTET, S., HOOKS, C., LASHER, H. 2001. IMMUNIZATION
AND
HEALTH
DEVELOPMENT GUIDE. Retrieved March, 3 2012 from
http://59.163.61.3:8080/GRATEST/SHOWTEXFILE.do?page_id=user_image&u
ser_image_id=1020
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
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Respondents no._________
APPENDIX A
EVALUATION OF THE AKSIYON: PAPUTOK INJURY REDUCTION (APIR)
CAMPAIGN POSTER IN SELECTED BARANGAYS LA TRINIDAD BENGUET
Survey Questionnaire
Direction: Please write your answers on the space provided.
I. SOCIO-DEMOGRAPHIC PROFILE:
Name:___________________________
Sex: Male ( ) Female( )
Address:_________________________ Age:__________________
Occupation_______________________
Status:________________
Highest Educational attainment_____________
II. Evaluation on the Aksiyon: Paputok Injury Reduction (APIR) campaign poster
Direction: Please encircle the numeral that corresponds to your level of agreement or
disagreement following the descriptions below.
SCALE
Numeral Description
4 Strongly
agree (it goes
beyond the criteria )
3 Agree (it meets the criteria)
2 Disagree (it needs more
improvement)
1 Strongly
disagree (it fails to
meet the criteria)
A. Attractiveness
1.The layout used is well organized
1
2
3
4
2.The pictures and the graphics
used
are
appealing
1 2 3 4
3.The graphics used is artistic enough to stimulate interest
1
2
3
4
4.The pictures are easily
identified
1 2 3 4
5.Colors used are eye-catching
1
2
3
4
6.Colors of the graphics and pictures used are eye-catching 1
2
3
4
7.The poster used a font that is pleasing to the eye
1
2
3
4
8.The poster size is big enough to read
1
2
3
4
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
43
B. Comprehensibility
1.Information on the poster is easily read even without assistance 1
2
3
4
2. The poster is easily understood
1 2 3 4
3. The poster uses understandable words
1
2
3
4
4. The font size is large to be read clearly
1
2
3
4
5. The text are easily read
1
2
3
4
6. The text are legible
1
2
3
4
7. The poster used simple words
1
2
3
4
8. The spacing of letters, words and sentences are legible
1
2
3
4
III. Perception of the Respondents on the Effectiveness of the Campaign poster
C. Acceptability
YES Why?
NO Why not?
Do you perceive that
there is anything
annoying or offensive
about the material?
2. Do you believe in the
material?
D. Self-involvement
YES Why?
NO Why not?
1.Do you perceive that
the material is produced
for you
2. are you willing to
follow the guidelines
given in the campaign
poster
IV. PERCEIVED BENEFITS OF THE CAMPAIGN POSTER
What are the benefits you gained in reading the poster? (Please check)
_____entertainment
_____more information on how to prevent harm and injury from fireworks
_____more information the tips for a complete and stress free Filipino
holiday
Celebration
_____others
(please
specify)_____________________________________
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
44
V. PROBLEMS ENCOUNTERED IN THE CAMPAIGN POSTER
What are the problems you encountered in understanding the message of the
poster? (Please check).
_____texts are not easily read
_____words used are hard to understand
_____information is lacking
_____the size of the poster is small
_____text style and size is small
_____others (please specify)____________________________________
VI. SUGGESTIONS FOR THE IMPROVEMENT OF THE CAMPAIGN POSTER
Direction: Please write/list down your suggestions for the improvement of the poster to
be able to ensure effectiveness of the campaign poster.
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Evaluation of the Aksiyon: Paputok Injury Reduction (APIR) Campaign Poster
in Selected Barangays in La Trinidad, Benguet / Mabel S. Bangsi-El. 2012
Document Outline
- Evaluation of the Aksiyon: Paputok InjuryReduction (APIR) Campaign Poster in Selected Barangays in La Trinidad, Benguet
- BIBLIOGRAPHY
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- LITERATURE CITED
- APPENDIX