Wednesday, June 16, 2021

Brillante Mendoza's anti-drug ads show sufferings of families

PRESIDENTIAL Communication Office (PCO) launched on Friday, September 2, two public service announcements (PSA) in support of the President's anti-drug campaign, both produced pro bono by internationally-acclaimed film maker Brillante Mendoza.

The two advertisements, which run for two minutes and 30 seconds, showcase the negative effect of drugs and how it destroys a family.

In the first video, it features an Overseas Filipino Worker (OFW) who has a drug-dependent son and the second one is a father who was drowned in drug addiction and had missed special moments of his daughter's life and then eventually landed in the hospital.

The commercials were intentionally focused on the family to strike at the heart of the public, as Filipinos are known to pay more value to family ties.

"Dito finocus natin yong effect ng drugs hindi lang doon sa user kundi doon sa mahal niya sa buhay, ako kasi naniniwala ako na the way to go in all these is to really touch people from the heart," Brillantes said.

Through this video, Brillante was hoping that it would awaken public consciousness and will encourage participation in the anti-drug awareness campaign.

On the other hand Communication Secretary Martin Andanar said that the commercial will be aired nationwide in different giant networks like ABS-CBN, TV5, and other media outlets up to December 30.

There is also an audio version for radio stations.

Andanar added that some malls like SM Cinemas has given them three free viewing timeslots in all of their 300 malls across the country to encourage the public to join in the government's war against drugs.

"What we are asking for other networks and malls is for public service announcements for the information of the general public," Andanar said.

Aside from drug awareness, this advertisement also targets to boost the quality of government announcements by producing world-class advertisements.

"Isa rin sa mga gusto nating gawin ay itaas ang antas ng mga PS announcements and advertisements sa bansa natin tulad po ng mga public service advertisement na ito," Andanar said.

Compared to the first phase, this move is perceived to be "soft" but equally powerful.

The government is also eyeing for another series of commercials that would tackle the effect of drugs in the community and for the country as well as firecrackers campaign, government policies that will explain and communicate well to the public.

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