In 2023, we led a nationwide survey to assess how pandemic-related communication campaigns shaped health behaviors and vaccine outcomes in the Philippines. This was part of the Breakthrough ACTION project by the United States Agency for International Development and implemented through the Johns Hopkins Center for Communication Programs.

Which Campaigns Made a Difference

The study focused on well-known communication efforts including BIDA Solusyon, Resbakuna, PinasLakas, Mask Iwas Hugas, Get Vaxxed for Good Vibes, and BIDA Kid. These campaigns promoted mask-wearing, handwashing, distancing, and vaccination, while also addressing misinformation and building confidence in public health systems. BIDA Solusyon encouraged four key behaviors in a way that was easy to remember. Resbakuna became the centerpiece for driving vaccine coverage in every region.

How We Reached Communities Across the Country

We interviewed more than 2,300 adults aged 18 to 59 in Metro Manila, Pampanga, Ifugao, Palawan, Negros Oriental, Iloilo, Misamis Oriental, Basilan, Sulu, and Maguindanao. This covered both urban and rural areas with diverse language groups and social contexts.

To prepare for the survey, we trained field teams in May 2023 and equipped them with digital tools and structured questionnaires. Each team visited selected barangays and conducted interviews in Tagalog, Ilonggo, or Cebuano. This approach ensured that every respondent could fully understand and engage with the questions.

Our teams reached more households than expected. The support from local government units and the openness of community members helped make data collection efficient and respectful.

Why This Study Matters Now

This research highlights which messages reached the people who needed them most and which strategies worked best in encouraging health-seeking behavior. The findings can help design future campaigns that go beyond the pandemic keeping communities informed, engaged, and protected.

Get in touch with us if you would like a copy of the full report. We would be glad to share the details.