Evaluation of Effectiveness of MMDA’s TV Ad Hiwalay by Selected Household Heads in Barangay 201, Pasay City

Abstract

This study was conducted to evaluate the effectiveness of the TV ad "Hiwalay" among selected household heads in Barangay 201, Pasay City. It specifically aimed to: 1) Identify the message that the household heads recalled from the TV ad; 2) find out if they understood the message of the TV ad; 3) determine if the message content was acceptable to them: 4) find out if the TV ad persuaded them to act on the message conveyed, and 5) determine which of the following aspects of the TV ad they liked and why: • story/plot • actors • jingle • tagline • message

The study used focus group discussion (FGD) to gather data. Fifty respondents were selected from Barangay 201, Pasay City. FGD was conducted one at a time per group of ten respondents at various schedules. The data were analyzed using descriptive analysis.

The respondents were all household heads, mostly male, and belonged to the 35 to 40 years old group. They consisted of manual skilled workers (e.g. carpenters, masons, plumbers, etc.). Majority of the respondents belonged to the D class of the socio-economic bracket. All of them owned a TV set.

Based on the results of evaluation, all the respondents were able to see the TV ad "Hiwalay before they were asked to view it again during the FGD. All of them remembered the TV ad even after three months at the most have past. Majority of the respondents understood very well why 'Hiwalay was the title of the TV ad. They all understood that the lesson of the TV ad was to segregate the non-biodegradable and biodegradable waste materials.

All of the respondents agreed that the TV ad was gender sensitive, and that it did not violate any gender concerns. Neither there was any violation on the matter of them being Filipinos, members of any cultural and social sector/group, and religious factions.

Almost all the respondents agreed that they would be practicing segregation of waste materials after they have watched the TV ad. The respondents would want to practice segregation because they think it will be profitable to them; others thought that they will practice it because showbiz personalities are doing it.

On the plot/story of the TV ad, all the respondents agreed that the story line was good, so as the humor and the lesson learned from the ad. All the respondents agreed that the actors who played the role were very instrumental in enhancing the story.

Majority of the respondents noticed that there was a jingle or sound track in the TV ad, and they suggested that this jingle be slowed down a bit.

With regards to the tagline or slogan of the TV ad, 'hiwalay kung hiwalay, this was unanimously voted as the most appropriate for the ad. It stirred curiosity and interest among the respondents. Most of them fully understood the TV ad upon reaching the middle portion, while others have already understood it even at the early part. The TV ad being humorous drew a lot of interest from the respondents, but others still considered a more serious version.