Young People's Project

The campaign included: 2 songs, 2 music videos, 5 television spots, radio spots, a telephone counseling hot line called "Dial-a-Friend" that Lea [a major star in The Philippines) presented in the TV spots. Press coverage, promotional posters, t-shirts, prizes, and picture cards of the radio stars and lyrics were provided through a cost-sharing strategy between corporate sponsors. Both English and Tagalog were used in the verses.

Sexual responsibility, family planning.

Following the success of the Tatiana and Johnny project in Latin America, The Johns Hopkins University/Population Communication Services worked with the Population Center Foundation (PCF) in the Philippines to develop The Philippine Young People's Project. This project is positioned as a case study in how to develop and implement a successful entertainment-education project, in part because it was able to build upon the following "lessons learned" from the Tatiana and Johnny project:

• Work with specialists;
• Link the campaign to interpersonal services;
• Build corporate support into the design; and
• Design a comprehensive evaluation.

An innovative feature of the project was the cost-sharing strategy. PCF negotiated a total of $1.4 million worth of corporate sponsorship including free and paid television and radio time, press coverage and other publicity, promotional posters, t-shirts, prizes, and picture cards of the artists with the song lyrics - almost six times the $250,000 direct cost of the project.