Improve Visibility and Reliability of Philippine Red Cross Drive for

Donations at LRT Stations through Visual Communication

110274

ARANTE, Ria Vernice H.

FA172.2-Section C
to listen to verbal campaigns around the corner; so
catching their interest must be done visually. But of
course wordy posters wont also capture their
interest especially that their range of sight is mostly
limited to the pathways towards the platform. This
is where the importance of strategic visual
communication becomes vital.

INTRODUCTION:
The Philippine Red Cross (PRC) is a
nonprofit organization that offers services to
protect life and dignity especially of indigent
Filipinos in vulnerable situations. Presently, the
PRC provides six major services: Blood
Services, Disaster Management, Safety
Services, Community Health and Nursing,
Social Services and the Volunteer Service.1
Being
an
independent
nongovernment
organization, its funds merely depend on
donations.

This study will look into the visual

materials and strategies used by PRC at LRT
stations; and assess how effective these are in
generating interest, promoting reliability of the
fundraising and encouraging donations from the
passengers.

One of their efforts in raising funds is

through their partnership with the Light Rail
Transit (LRT) in which donation boxes are
placed beside the LRT stations ticket booths
(which are usually manned by PRC volunteers).
A number of posters are also posted around the
stations
to
encourage
donations
and
volunteerism.

BACKGROUND OF THE STUDY:

It is already usual for regular LRT
passengers to see the PRC donation boxes placed
beside the ticket booths especially because they are
easy to spot. However passengers still have the
tendency to ignore it and doubt its purpose. People
like the researcher who were briefed about the
fundraiser are usually the only ones who are aware
of its legitimacy. Hence, most of the time people
tend to think of these donation efforts as malicious
or as scams.

Train stations like the LRT are strategic

areas for advertising, because it provides access
to thousands of passengers daily. Despite the
big opportunity it presents, PRC has still a lot
of things to consider in order for this
fundraising to be successful.

Although there are posters around the

stations encouraging donations, they are very
limited and too small to be noticed. In addition
these posters are very general and dont specifically
discuss the LRT fundraising itself.

Capturing the interest and attention is

the tricky part because passengers are surely
more anxious in catching the train. And since
the donations are monetary, it is expected that
people would be more cautious, so reliability
must be established. Passengers especially
during rush hour wont have the luxury of time

All these cases presuppose that PRCs

current visual materials and strategies for the LRT
fundraising needs to be evaluated. Thus this study
will conduct a thorough assessment of these in
order to identify its problems and generate
solutions based on its findings.

Mary Mae Abellon, Feature: PRC-Zambo. Norte living

up to its mission, 5 Dec 2013, Philippine Information
Agency, 20 Jan 2014 <
http://news.pia.gov.ph/index.php?article=2491386206470
>.

Significance of the Study

There is no doubt that Philippine Red

Cross is one of the most respected organization
in the Philippines because of the services it
provides to the citizens especially in times of
calamities and vulnerable situations. However
being donor dependent, they would need a
continuous supply of donations in order to
continue their expanding operations.
Their LRT fundraiser is a consistent
source of their funds due to the big number of
possible audience it presents daily. So this
research will help Philippine Red Cross to
maximize the result of this effort through the
evaluation of the efforts visual materials and
strategies.
Once evaluated, problems regarding the
visuals of the effort will be identified from
which possible visual solutions will be
formulated. This then would help the effort to
establish more interest and reliability
maximizing the cause of the fundraising.
Scope and limitation
This study will merely focus on the
assessment of the visual materials and strategies
used by PRC in promoting their fundraiser at
the LRT stations, namely the design of the
donation box, the presence of the PRC
volunteers, and the posters. From its findings,
solutions and recommendations will be
formulated.
PROBLEM:
How do the Philippine Red Cross
current visual materials and strategies used in
the LRT fundraising effort promote reliability
and drive the interest of the LRT passengers to
donate?
OBJECTIVES:
1. To conduct field visits at different LRT
stations with the PRC fundraiser
2. To observe the visual strategies utilized
by PRC in these LRT stations

3. To gather images of the current PRC visual

materials found at some LRT stations which
includes the donation boxes and posters.
4. To gather opinions and information from
regular LRT passengers through surveys
and interviews regarding
the visual
materials and strategies of the fundraising
5. To evaluate the effectiveness of the visual
materials and strategies based on
observations and the analysis of data
gathered from surveys and interviews
6. To generate and recommend possible
solutions based on the findings.
REVIEW OF RELATED STUDIES:
Philippine [National] Red Cross Mistulang
Pulubi sa MRT at LRT
http://bayangpilipinas.wordpress.com/2012/04/07/
philippine-national-red-cross-mistulang-pulubisa-mrt-at-lrt/
This is a blog post written by Bayang Pilipinas
website in which it gave negative feedback on the
Philippine Red Cross fundraising at LRT stations.
The writer commented that the PRC volunteers
stationed at the LRT donation boxes seem to
resemble beggars in asking for donations, thus
giving the organization a negative image Bagamat hinahangaan ko ang nabanggit na
organisasyon, tila hindi maganda sa aking pananaw
ang mistulang pamumulubi ng organisasyong
ito. Nagmimistula kasi silang pulubi at sa aking
opinyon ay nakakababa ng respeto sa isang
organisasyon.
The writer suggested that it would be better to leave
the donation boxes unattended - pagsabihan nila
ang kanilang tauhan na huwag naman
magmistulang pulubi. Hayaan na lang sana nila na
nakalagay ang lata doon
maraming taga red cross ang nasa LRT/MRT
station,nagbibigay ba kayo ng barya sa kanila?
http://www.sulit.com.ph/index.php/view+topic/id/1
5416/maraming+taga+red+cross+ang+nasa+LRT

/MRT+station,nagbibigay+ba+kayo+ng+barya
+sa+kanila%3F

OGuinn, Thomas et al.

This is an online forum discussing the

Philippine Red Cross fundraising at LRT
station surveying whether people are giving or
not.

This is an article lifted from the book Advertising

and Integrated Promotions that states that the
advertising utilized by social organizations follow
the same fundamental purpose as the advertising
used by companies and corporations.

A number of people expressed their doubt and

questioned the legitimacy of the effort:

Outdoor Advertising Medium

Nelson, R. & Skykes Anthony

Okay lang magbigay kung talagang legit na

tiga-Red Cross sila. Ang hirap baka makopya
na naman yan ng sindikato eh maging raket na
din kung saan-saan. Baka sa susunod me
manghihingi na din sa pale-palengke at mga
bus. - judithmm

This book discusses outdoor advertising by looking

at its practical side, the contractor, the agent, the
designer, and the planning side, including site
selection, as well as looking at specific campaigns
and how their audience have received them.

hinde kasi im not sure na totoon g taga red

cross nga sila kwinnie

The Power of Visual Communication

Parkinson, Mike
http://www.billiondollargraphics.com/infographic
s.html

nagbibigay ako pero hindi malaking amount

kasi hindi ko masure kung red cross ba sila or
sindikato lang.pero kapag naman nakita ko na
may project sila as in nakikita mo na talagang
tiga redcross sila doon ako nagdodonate ng
ayos - yavonna

This is an online article by Mike Parkinson in his

website wherein he creatively discusses theories on
visual communication while presenting scientific
studies and evidences.

While others showed their support on the effort

because of the established reputation of PRC; or
they had been part of the PRC volunteering
service before.
nagbibigay ako sa red cross kasi ok ang
aksyon nila tuwing meron kalamidad chuanora
yup minsan nagbibigay ako.. nagaral din kasi
ako ng first aid/cpr sa red cross kaya nalaman
ko na need talaga nila ng mga donations. dun
man lang ay makatulong ako. cheesy14
yup nagbigbigay ako... di naman sapilitan ang
pagdonate eh... isa pa member din ako ng
redcross pero di ako active gaya nila.... jejeje...
.- mikezz
Social and Non-Profit Organizations

The Medium is the [Message]

Mcluhan, M.
In this book Marshall McLuhan makes the
argument that the processes by which we access
information are just as important as the information
itself.
Aesthetics Theory: Handbook of Visual
Communication Theory, Methods and Media
Dake, D.
This chapter explores the aesthetic theory of visual
communication.
Visual Rhetoric:
Handbook of Visual
Communication Theory, Methods and Media
Dake, D.
This chapter explores the visual rhetoric theory of
visual communication.
3

Aesthetics Theory
Advertising
Perspective
Shah, K.

&

Promotions:

An

IMC

This book provides deep conceptual and

theoretical perspectives on planning and
executing outdoor advertising and strategies.
AIDA Model: Guerilla marketing: New
concept in practice
Alena, K.
This is a study on guerilla marketing which
discusses the AIDA framework.
STUDY FRAMEWORK:
Theoretical Framework
Visual Rhetoric Theory
What do we see when we look at
pictures? Sonja Foss in her article introduces
the theory of visual rhetoric as the study of the
use of visual symbols to influence and manage
meanings.2
Visual rhetoric is conceptualized as a
communicative artifact, in which images are
used as visual symbols for the purpose of
communicating. 3 However not every visual
object is visual rhetoric. There are 3
characteristics in order to turn a visual object
into a communicative artifact and qualify as
visual rhetoric. The image must be symbolic,
involve human intervention, and be presented to
an audience for the purpose of communicating
with that audience.4

McLuhans claims that it is not only the

content of the medium that is important in
understanding the significance of media, but also
the nature of the medium itself.5 Therefore, as
Aesthetics Theory asserts, the maker of the object,
the communicator must find suitable means to
convey his message through the object he makes.
The object must be connected to the message, and
the message must be understandable for the
receiver. This is because an objects aesthetic
property is what makes the receiver look at it first
and foremost. From looking at it, the receiver sees
its parts, fits them together, and forms an
interpretation which may or may not agree with the
intended message of the maker. This may, in turn,
show if the communication has been effectively
carried out or not. 6
Conceptual Framework
In this study the PRCs visual materials and
strategies for the LRT fundraising can be
considered as an outdoor advertising wherein it
requires having the ability to quickly catch the eye
of the passerby and then impress him.7 This process
could be better understood through the AIDA
model which is a traditional framework for creating
visual communication message. It explains step by
step how an ad should be created in order to attain
the goal of reaching target customers.
The letter A stands for attention
and is acting as a foundation of a successful
marketing message, since it is of outmost
importance that an ad is being perceived by
a customer and after he or she has been
exposed to the message, it grabs his or her
attention. The second letter I refers to
interest, which has to be aroused to
5

Sonja Foss, Visual Rhetoric Theory: Handbook of

Visual Communication- Theory, Methods and
Media ed. Ken Smith et. al. (New York:
Routledge, 2004) 141.

Foss. 143.
Foss. 144.

Marshall Mcluhan, The Medium is the Massage (Singapore:

Jerome Agel, 1996).
6
Dennis Dake, Aesthetics Theory: Handbook of Visual
Communication- Theory, Methods and Media ed.
Ken Smith et. al. (New York: Routledge, 2004) 6-7.
7
Richard Nelson & Anthony Skykes, Outdoor Advertising
Medium. Outdoor Advertising (New York:
Routledge, 2013) 32-34.

convince the reader that his or her

particular need would be satisfied by a
certain product or service. Afterwards, it
is important to convince the audience
about the special unique qualities of a
particular product which make it
superior to others in order to stimulate
the desire, letter D. Finally, the message
has to lead the customer to take an
action of purchasing the product or
service. 8
Power of Images
Visual communication is one of the
most vital elements in the field of marketing
and advertising. It is the process of delivering
message through visual aids to the target
audience. Parkinson in his article discusses the
power of visual communication wherein he
presented that studies find that the human brain
deciphers image elements simultaneously,
while language is decoded in a linear,
sequential manner taking more time to process.
9

Parkinson also asserted that we are

genetically wired to respond differently to
visuals than text. People think using
pictures10 The very same reason why visual
images draw us so quickly, and communicate
data more efficiently and effectively. For
instance, research shows that exposure to the
color red can heighten our pulse and breathing
rates.11

Kudryavtseva Alena, Communication

Process.Guerilla marketing: New concept in
practice, Dec 2012, Theseus, 23 Jan 2014
<https://www.theseus.fi/bitstream/handle/10024
/53254/Kudryavtseva_Alena.pdf?sequence=1>.
9
Mike Parkinson, The Power of Visual
Communication, Billiondollargraphics, 3 Feb
2014<http://www.billiondollargraphics.com/info
graphics.html>.
10
Parkinson
11
Parkinson.

Also when it comes to quick, clear

communication, visuals overpowers text almost
every time.12
Site Selection and Visibility
According to Nelson a site for outdoor
advertising is to be assessed in three factors, first is
the uninterrupted visibility; second is the extent of
distraction; thirds the height above eye level. The
longer the range of uninterrupted vision the better
for the message to register13
Operational Framework
The variables to be studied in this research
are the visual materials and strategies
(dependent), the LRT passengers (independent) and
the generated interest and trust of the passengers
towards the fundraising (moderating).
Through observations, interviews and
surveys, the researcher will evaluate these
variables, identify its problems and later on
formulate and recommend appropriate solutions
based on its findings.
According to the observations of the
researcher, the donation boxes are strategically
placed in areas within the passengers range of
sight, giving it a longer range of interrupted vision
(see figure 1). As Nelson asserts, objects within the
audience range of sight would result to higher
visibility and register, so interest from the
passengers is more likely to be captured. The
presence of the PRC volunteer could either
contribute or distract to the established interest
however because theres an absence of design and
information within the area, reliability is not
established which would result to diminished
interest. (See figure 2).

12
13

Parkinson
Richard Nelson & Anthony Skykes, Outdoor
Advertising Medium. Outdoor Advertising (New
York: Routledge, 2013) 32-34.

Figure 1: Strategic placement of Donation boxes

Figure 3: Incorporation of design and information to

establish reliability and interest

On the other hand the PRC posters around

the stations are very limited (approx 3-4 per
station). They are too small to be noticed and go
under wrong placements (see figure 4) Based on
the surveys, even regular passengers are not even
aware of the existence of these posters. Also,
theres an absence of posters about the fundraising
at LRT stations that could surely help in
establishing its reliability.

Figure 2: Established interest, absence of reliability

Using the aesthetic theory and

McLuhans concept, the researcher will solve
the problem identified. The structure of the
donation box itself will be modified into a more
unique, and fun design that includes brief
information (i.e. donation boxes shaped like
PRC boats). The donation box itself will
become an image. Passengers will be more
inclined to look at it. Once interest is retained
they would spare more time to see the
information below in order for them to assess
its reliability. There wont be a need for a PRC
volunteer to man the boxes. (See figure 3
below)

Figure 4: LRT 2 Recto Station poster placement

To solve this problem, the researcher will

craft new posters that are dominated with images.
As Parkinson asserts images are quicker to be
grasped than words so passengers would
understand them even though they are on the move.
The scale and placement of the current posters will
also be fixed wherein the researcher suggests that
the platform areas are best places to put the posters
because its where passengers spend the longest

time in the station allowing for a more

uninterrupted viewing (see figure 5 below).

Donation box small white box with the PRC logo

used to collect monetary donations at LRT stations
Interest state of curiosity or attention to
something
LRT Fundraiser a drive for donations by PRC at
LRT stations
Light Rail Transit (LRT) is a rail system
operating in the Metro Manila area in
the Philippines
PRC abbreviation for Philippine Red Cross
PRC Volunteers citizens who freely offer their
assistance in PRC services like fundraising

Figure 5: Ideal placement of posters

Hypothesis
The improvement of visual materials
and strategies based on its assessment and
findings can promote greater interest and
reliability and therefore encourage more
donations to PRCs LRT fundraiser.
Definition of Terms
Advertising - a form of marketing
communication used to encourage,
persuade, or manipulate and to take or
continue to take some action.
AIDA - acronym for Attention, Interest, Desire
and Action the four stages of response
to communications
Attention is the cognitive process of
selectively concentrating on something
Current visual materials
donation boxes

posters

and

Current visual strategies placement of

posters and donation boxes, presence of PRC
volunteers

LRT Passengers travelers using the LRT

Reliability the state of being trusted
METHODOLOGY:
The initial step in the methodology is to
conduct field visits at LRT stations with the PRC
fundraising. The fundraisings visual materials and
strategies will be observed including the reaction of
the passengers towards them. Samples of these
materials will be taken through photos.
To further enrich the findings, insights and
reactions from the target audience (LRT
passengers) will be gathered through surveys and
interviews. Also the researcher being a regular LRT
passenger and previous PRC volunteer will also
incorporate in the data her personal feedback.
Finally, all gathered data will be carefully
analyzed in order to generate appropriate visual
solutions and improvements to the problems
identified.
CONCLUSION:
The objectives of the study are all
accomplished by the researcher. The researcher was
able to conduct field visits at five different LRT
stations. Photos of the posters and donation boxes

were taken; and regular LRT passengers were

interviewed and surveyed.
Data analysis shows that the current
visual materials and strategies utilized by
Philippine Red Cross for its fundraising at the
LRT are not effective in establishing interest
and trust from its target audience. Although the
PRC donation boxes are easy to spot, it lacks
certain appeal and information that would
generate interest and reliability. The researcher
also observed that the PRC volunteers in the
site dont provide further information about it.
In fact surveys and interviews indicate that the
presence of the volunteers actually decreases
the reliability of the effort.
Although there are posters around the
stations encouraging for donations, they are
very limited and too small to be noticed. Based
on the surveys, most passengers commented
that the current visuals are not well-designed.
Others on the other hand are not even aware of
the existence of these posters showing the
failure in its placement. In addition these
posters are very general and dont specifically
discuss the LRT fundraising itself.
With this in hand, it can be concluded
that there is indeed a need to improve the visual
materials and strategies of PRCs fundraising
effort at LRT stations in order to encourage
more funds and support to the organization.

nonprofit organization. Also due to limited

information regarding the fundraiser, the researcher
also recommends to conduct a more thorough
research on the systems and procedures of the
Philippine Red Cross, possibly by interviewing
PRC local heads.
REFERENCES:
Abellon, Mary Mae. Feature: PRC-Zambo. Norte
living up to its mission. 5 Dec 2013.
Philippine Information Agency. 20 Jan
2014 < http://news.pia.gov.ph/index.php?
article=2491386206470>.
Alena, Kudryavtseva. Communication
Process.Guerilla marketing: New concept
in practice. Dec 2012. Theseus. 23 Jan
2014. <https://www.theseus.fi/bitstream/
handle/10024/53254/Kudryavtseva_Alena.p
df?sequence=1>.
Bayang Pilipinas. Philippine [National] Red Cross
Mistulang Pulubi sa MRT at LRT. 2012.
Wordpress. 23 Jan 2014.
<http://bayangpilipinas.wordpress.com/201
2/04/07/philippine-national-red-crossmistulang-pulubi-sa-mrt-at-lrt/>.
Dake, Dennis. Aesthetics Theory: Handbook of
Visual Communication- Theory, Methods
and Media edited by Ken Smith et. al. New
York: Routledge, 2004.

RECOMMENDATION:
Based on the observations and survey
results, the researcher recommends to recreate
and improve the PRCs existing materials
guided by the AIDA principle, aesthetic theory
and visual rhetoric theory; and to develop new
strategies that would increase the visibility and
reliability of the LRT fundraiser.

Fishel, Catharine. Minimal Graphics: The Powerful

New Look of Graphic Design. Rockport
Publishers, 2002.

For future research the researcher wants

to note that the costs of advertising is not part
of the scope of this research so it is
recommended to conduct a further study on low
cost advertising especially that PRC is a

Maraming taga red cross ang nasa LRT/MRT

station,nagbibigay ba kayo ng barya sa
kanila. 2012 . Sulit. 23 Jan 2014.
<http://www.sulit.com.ph/index.php/view+t
opic/id/15416/maraming+taga+red+cross+a

Foss, Sonja. Visual Rhetoric Theory: Handbook of

Visual Communication- Theory, Methods
and Media edited by Ken Smith et. al. New
York: Routledge, 2004.

ng+nasa+LRT/MRT+station,nagbibigay
+ba+kayo+ng+barya+sa+kanila%3F>.
Mcluhan, Marshall. The Medium is the
[Message]. Singapore: Jerome Agel,
1996.
Nelson, Richard & Skykes, Anthony.
Outdoor Advertising Medium.
Outdoor Advertising. New York:
Routledge, 2013.
OGuinn, Thomas et al. Social and Non-Profit
Organizations. Advertising and
Integrated Brand Promotions 6th ed.
South Western, 2009.
Paul, Lester. Visual Communication: Images
with Messages. Cengage Learning,
2013.
Parkinson, Mike. The Power of Visual
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3 Feb 2013
<http://www.billiondollargraphics.com/i
nfographics.html>.
Shah, Kruti. Advertising & Promotions: An
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