Citation

Fleras JB, Cabal KR. Sex. Health Exch. 1998; 1998(1): 10-11.

Copyright

(Copyright © 1998, Royal Tropical Institute)

DOI

unavailable

PMID

12348689

Abstract

In response to the growing problem of sexual abuse of children in the Philippines, the ReachOut Foundation, the Department of Health, and Program for Appropriate Technology in Health Foundation, Philippines designed a media campaign targeting primarily buyers and sellers of child sex workers. By linking the issue of sexual abuse of children to sexually transmitted disease and HIV, the campaign seeks to modify prevailing practices and attitudes. It also aims to motivate policymakers and other concerned groups to guarantee that children everywhere enjoy their fundamental rights free and secure from all forms of sexual exploitation. Focusing on two key messages: ¿Stop child prostitution¿ and ¿Protect children from AIDS¿, these two advertisements with different storylines were created to run on television. Due to the sensitive nature of the campaign, an extensive pretesting of the advertisements using the Buy Test system methodology was conducted. A total of 130 25-40-year-old male residents from slum areas in Metro Manila were interviewed. In addition, a series of focus-group discussions were also conducted to provide qualitative inputs. Positive reactions were documented among the respondents.

Language: en