Tsuper Dunong: A Retrospective Case Study of a Communication Campaign for Public Utility Drivers

Abstract

The research study “Tsuper Dunong: A Retrospective Case Study of a Communication Campaign for Public Utility Drivers” aimed to determine whether the “Tsuper Dunong” program was effective or successful in improving the traffic situation in Makati City, particularly in the Makati Central Business District (MCBD) area. The researcher aimed to find out the rationale behind the conceptualization or creation of the Tsuper Dunong program. The researcher also wanted to find out the objectives and communication strategies employed by the Petron Foundation and whether the objectives were met, and the communication strategies used contributed to the achievement of the program’s goals. Lastly, the researcher wanted to determine the problems encountered by the organizers/key players of the Tsuper Dunong program and how they resolved those problems.

The research study descriptive in form. The researcher focused on the Petron Foundation’s Tsuper Dunong program for the jeepney, bus, taxi and FX drivers playing the MCBD route and other areas in Makati City and traffic enforcers managing traffic in the MDCB are including the Barangay Tanofs from different barangays in Makati City from the period March 1999 to May 2000. The researcher employed the Documents Analysis and the Key Informant Interview (KII) to add depth to the research study by interviewing key persons behind the Tsuper Dunong program.

The study of the Tsuper Dunong program showed that the Petron Foundation, along with its partner organizations, was successful in improving traffic conditions in Makati City. The program’s success was gauged in terms of reduction of traffic congestion in Makati City, attainment of the program’s goals, the publicizing of the program through its effective communication strategies and through the decrease in traffic violations and the favorable response of traffic violators towards the manner of apprehension of their apprehending traffic enforcer.

The researcher recommends the replication or adaptation of the Tsuper Dunong program by other companies or agencies to ensure the sustainability of the program and improve traffic condition in different parts of Metro Manila.

The researcher also suggests that a law should be passed requiring drivers to go through Tsuper Dunong-type of seminar prior to the issuance of driver’s licenses, and/or before the renewal of existing drivers’ licenses and to include basic traffic education in the curriculum of High School students. Lastly, the researcher recommends that further study be conducted on the Tsuper Dunong program to learn from the program and to explore ways of improving it to effectively resolve traffic in the country.