The Impact of One

Ordinance in the
Lives of Women
www.SexAndSensibilities.com
Mulat Pinoy Presentation
6 November 2010
SASsy Origins
 Real Questions
• “What do I do if a condom breaks?”
• “Where can I get tested?”
• VP/working mom: “I want to go on the pill,
but my husband doesn’t want. He thinks it will
cause cancer and pimples.”
• Advertising executive, single: “What OB will
not judge me if I ask for a prescription for
birth control pills?”
 Who to ask??????
Is it okay for me to ask????
Sexual Health
Sexual reproductive health and
access to information and
services is a RIGHT not a privilege
 Sexual + Health

Sex +Informed Choice

 SASsy Communication
Target Market
• Females, early 20s to 30s, both single and
married.
• Young professionals who work in
– Call centers
– Ad agencies
• From B upper C market
– The passer-on readership base of magazines like
Cosmo & FHM
 Barrier:

A lack of awareness and understanding.

Imposed shame.
Need to project a quasi-virtuous image.
Making sexual health
sexy and…sassy
 SASsy Objectives
• Presents sexual reproductive health and
sexuality in a clear, non-scintillating light

• Dares to answer questions about sexuality in

an honest, insightful, non-judgmental manner

• Gives you this information because it is your

right to know how to take care of yourself and
your body
 SASsy Objectives

• Arm the reader with enough information to

decide and make their own choice.

• Be sensitive to the needs of the young woman

 RH Bill
Population and Development
Maternal Health
Family Planning

How do you make these topics interesting and

relevant to the target market of SAS?
You use an example to illustrate

A look at the two divergent RH policies of

Quezon City and Manila.
 Objectives
• Compare and contrast the progress of Manila
and Quezon City in light of their polarized RH
policies.
• Assess how the passage of a RH Bill would
prevent the implementation of differing RH
policies
 Strategy
• To fully maximize the on-line platform of Sex
and Sensibilities, a mix of social media
channels will be used to disseminate the
report series:
– SAS Twitter account
– SAS Facebook fan page
 Strategy
– Video outtakes will also be posted on the site, the
SAS Facebook page and Twitter account to give
the story more dimension and greater empathy
pull.
– Photo essays to illustrate and deepen the
understanding of the issue will be done
Execution
 Teaser campaign on Facebook
and Twitter
• Before actual article series started, YouTube
videos of interviews were posted
– Interview with Councilor Joseph Juico , First
District of Quezon City on the full range of family
planning options available in Quezon City and
informed choice
– Interview with former DOH Secretary Esperanza
Cabral on why we need an RH Bill
YouTube and Facebook
YouTube and Facebook
 Teaser campaign on Facebook
and Twitter
• Interview with former DOH Secretary Dr.
Alberto “Quasi” Romualdez about EO 003 was
posted on the same day as the first article:
“The difference a local ordinance can make in
the lives of women”.
• URL of first article
– http://sexandsensibilities.com/2010/10/26/qc-
and-manila-what-a-difference-a-local-ordinance-
can-make-in-the-lives-of-women/
Twitter
 Article 1
Quezon City and Manila: The
Difference One Ordinance Can
Make in the Lives of Women
Headline on website
Scanned image of the decline
letter from the Manila
Barangay Bureau was
included in the article.
 To show is sometimes better
than to tell
• For better appreciation of the services that
are offered in Quezon City, a case study in the
form of a photo essay was done featuring the
San Francisco “Frisco” Lying-in and
Reproductive Health Clinic
– Posted on the SAS Facebook Fan Page which
currently has 524 members
Photo Essay
Samples of pictures from
photo essay featuring
QC Frisco Lying-In
and RH Clinic
 RH and PopDev

• To broaden the impact of the impact RH has on

population and development, an interview with Dr.
Ernesto Pernia, PhD from the UP School of
Economics was posted on youtube and the SAS
Facebook fan page.
 Post 2
Quezon City and Manila:
Measuring the Impact of One
Ordinance in the Lives
of Women
YouTube & Facebook
Website Headline
YouTube Videos Embedded
Photo Essay of Manila

The Children
of Vitas
The mothers of
Intramuros
 Feedback

• Feedback from readers is immediately seen

and can be viewed by others
– In the case of the SAS Fanpage, the issue is
targeted and brought to the attention of like-
minded people
• Use of social media has amplified the reach of
the articles in terms of easy replication; passer
on readership
Sample of feedback
 Challenges
• The overwhelming challenge by far, was
navigating through the government
bureaucracy and the delays it brought
– Scheduling interviews
– Securing permits/permission to shoot public
health clinics
– Getting through gatekeepers
– Lack of urgency on the part of gov’t gatekeepers
and holders of information
– General incompetency
 Challenges

• The City of Manila was not very cooperative

regarding the request for interview
– Mayor Lim declined interview after 2 week
waiting time
– Isko Moreno ignored calls and text messages to
his personal mobile phone
• This was an attempt at circumventing bureaucracy
 Challenges

• Photographing a Manila public health clinic

also proved to be difficult
– Connections and “RH friends” were contacted for
support
– Even centers with RH-friendly doctors declined
request, i.e. Sta Ana Health Center
– In the end, we tried a spontaneous approach and
were not allowed even to look around
 Sources
Interviews
Dr. Esperanza Cabral: former DOH Sec
Dr. Quasi Romualdez: former DOH Sec
 Mr. Ben de Leon: Pres. Forum for FP
Beth Angsioco, DSWP Chairperson
 Dr. Ernesto Pernia, PhD, UP School of Economics
 Councillor Joseph Juico, 1st District Quezon City
 Dr. Gina Pardilla, Manila City Health Office
 QC constituents
 Sources

Securing research data

Imposing Misery: a qualitative study on the
impact of the Manila contraception ban on
women of Manila
 A Tale of Two Cities: a study by CMEN on the
impact of the RH policies of Manila and QC
 Supplements
Photo essay and site visit to the San Francisco
Lying-in and RH Clinic
Photo essay of Manila communities in Tondo
and Intramuros
 Next Steps
• Conclusion
– Status of the RH Bill and how the passage of this
bill can prevent the passage of subjective local
ordinances that are largely dependent on who is
in power.
Thank you.