Pro-RH Bill TV Ad – in a strategic move, “pro-chance” renames an old issue
this ad defines the RH Bill squarely on the positioning of helping the poor.
it says the RH Bill will give those born in poverty a chance in life, chance to continuous education, to eat properly, to have ambition and not just dreams, and a chance to get out of poverty and in summary – a chance to life.
after that list, it said “yun lang naman ang hinihingi natin” (those are just the things we are asking for).
poverty alleviation or as we prefer to put it, to give the people the tools to help themselves get out of poverty is what sectors of the pro-RH Bill is promising. we don’t entirely agree with that thinking as we do not think the RH Bill is the lone silver bullet for poverty alleviation, we think the RH Bill as we have said previously is just one of many tools that the government can give the poor ro use in taking themselves out of poverty.
the cause of poverty in our view is mutli-faceted and its solutions need to be multi-faceted as well. the government, civil society and the poor themselves need to offer multiple solutions, from all sides and levels to solve poverty.
this outright positioning of the RH Bill as poverty alleviation solution while we think it makes sense at a certain level brings it right smack to what anti-RH Bill proponents are saying about their opposition to the RH Bill. one of the things they are saying is that the RH Bill is not the solution to poverty. that there are many other solutions that the government can employ to solve poverty,
we are not however saying the ad is making the wrong argument, we are just saying this jumps directly into the frying pan of debate that anti-RH Bill proponents can have very good arguments for.
we like the ad just the same for the very idea of redefining the RH debate in favorable terms for the RH Bill. it is a very clever advertising strategy – this ad defines the RH Bill as a pro-chance, adding a new term to the debate and a dig at the traditional debates lodged by the anti-RH Bill proponents in saying the RH-Bill is anti-life, they are pro-life and that the RH Bill is pro-choice.
actually these terms “pro-choice” and “pro-life” are being misused in the RH debate in the country. pro-choice in the western countries mean women hace the choice to abortion while pro-life is anti-abortion and protecting the unborn child.
in the philippines, the anti-RH Bill proponents have demonized it to mean the RH Bill is pro-abortion, which it isn’t and modern methods of contraception as abortifacient, which they are also not.
this ad in a way corrects the misinformation advanced by the anti-RH Bill proponents and very smartly re-defines the debate by making the RH Bill to mean pro-chance for the poor to remove themselves from poverty,
it is excellent strategic thinking and excellent copywriting. we applaud PLCPD and the ad agency who developed this ad.
~~a mindscape landmark~~