The Epal Effect: A Theory-Based Assessment of the “Bawal ang Epal Dito” Campaign for the Pantawid Pamilyang Pilipino Program
Article

The “Bawal ang Epal Dito” (BAED) was implemented to protect the government’s 4Ps program from politicking. This communication campaign was assessed in preparation for the 2016 national elections according to the: (a) extent of stakeholders’ awareness, knowledge, and behaviors; (b) channels and messages; (c) efficiency; (d) and participation in its implementation. The following theories were used in the analysis: the Transtheoretical Model, Social Cognitive Theory, Framing Theory, and the Diffusion of Innovations Theory. The study shows the varying levels of awareness, knowledge, and behaviors among the campaign’s audiences. Assessing campaign channels revealed the most favorable evaluation, while efficiency and participation fared worst. The use of the word epal in the framing of the campaign’s messages resulted in positive and negative consequences.