ASOG
At the heart of the Sustainable Development Goals is the belief that people and the planet deserve better. Equitable healthcare is crucial to the attainment of the SDGs, and health advocates must lead the charge.
The Ateneo School of Government’s Master of Public Management Health Governance track equips students towards effective and efficient implementation of UHC and the province- and city-wide health systems. Through the Doctors to the Barrios (DTTB) program, with support from the Department of Health, doctors are dispatched to depressed, unserved, and underserved municipalities throughout the country.
Objective-Aligned / Insight-Aware
ASOG's position as the country’s premier institution for developing competent and ethical leaders is grounded on its key offerings: responsiveness to the need for crucial health reforms, and opportunities for linkages to strategic partners. By leveraging these insights and framing it within the national need for universal healthcare, OI developed a campaign that sought to amplify the reach of the program, and drive higher enrollment.
Outcome-Oriented / Informed by Evidence
At its core, the UHC Law ushered in much needed reforms in the country’s health system. But these reforms were achieved thanks to competent health advocates who worked tirelessly to reshape the health system to reach those who've historically been unreached. This insight animated OI's approach to the campaign. Grounded in behavior change and narrative communication theories, OI amplified real stories from Doctors to the Barrios to shed light on the tangible impact of the program on underserved communities.
On-Point / Impact-Driven
Often, impact is reduced to numbers. But by humanizing these stories, the value of the program is made all the more stark. The campaign delivered thematic video through ASOG's digital platforms that put real faces to the good work being done, in part through the program—thus further positioning the institution as the premier choice for effective leadership in public health.
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