Home > mindscape landmark, philippine advertising, reproductive health, RH Bill 5043 > Pro-RH Bill TV Ad – in a strategic move, “pro-chance” renames an old issue

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~~

  1. May 16, 2011 at 8:23 pm

    ” …and would like to value

    the quality of life

    you can give to a child

    that considering

    the quantity”

    Read more about RH BILL issues: http://wecantalk.wordpress.com/2011/05/16/standing-with-the-church-or-thinking-for-the-whole-community-rh-bill/

  2. _ mhae _
    June 2, 2011 at 10:37 pm

    tamah suportahan ang rh bill … kawawa ang mga mahihirap hndi mabibigyan ng chance… pag di i2 naipasa …
    bakit pa kailangan magtalo o pag debatihan kung ang nakikitang problema ay dapat ng solusyunan patatagalin pa ba.. kung mismong populasyon ng bansa ay parami na ng parami…
    kailangan malaman ng mga pilipino ang tungkol d2 para ng saganon alam nila ang karapatan nila d2 sa rh bill na ito!!!

  3. mojo
    June 4, 2011 at 7:42 am


    KULTO ng CONDOM. believing that CONDOM will save the country from poverty

    wino-WORSHIP ninyo LORD CONDOM. with your own dogmas

    truly devoted to LORD CONDOM and cohorts

    1. formal religious veneration : worship
    2. a system of religious beliefs and ritual; also : its body of adherents
    3. a religion regarded as unorthodox or spurious; also : its body of adherents
    4. a system for the cure of disease based on dogma set forth by its promulgator
    5. a : great devotion to a person, idea, object, movement, or work (as a film or book); especially : such devotion regarded as a literary or intellectual fad
    b : the object of such devotion
    c : a usually small group of people characterized by such devotion


    • October 2, 2011 at 6:39 pm

      bagay na bgay sa mga lalaking naghahanap ng sex kasi hindi na sila napwepwerwesyo kong ang babae ay ma buntis

  4. zatho
    June 4, 2011 at 9:10 am

    Even without this rh bill. every one is free to choose his way of contraception. GUSTO MO MAG PILLS- YOU ARE FREE TO DO IT. GUSTO MO MAG CONDOM – YOU ARE FREE TO DO IT NOW. You want ligation or vasectomy or iud– nobody is stopping you from getting access to it.

    What this bill does is to make it mandatory by means of brainwashing our children (by means of mandatory attendance in sex education classes). So that when they are of reproductive age, the children will find it ACCEPTABLE or EVEN THE EASIER CHOICE, to get contraceptives rather than to EXERCISE SELF CONTROL.

    This bill not only makes it alright for teens to engage in promiscuity. It promotes it so long as you have protection or contraceptives.

    This Rh bill should be restricted to a rating of PG (parental guidance) or R (restricted) or even For Adults only.. This Rh bill makes it mandatory for children to attend sex education classes (without parental guidance)

    Ano ba naman ang gusto ng proponents nitong Rh bill na gawin sa bansa natin?

    Poverty is caused by lack of drive of people to succeed, lack of faith in God, and by greed/corruption of people. Sometimes by sheer stupidity and laziness.

    The solution for poverty is not immorality. Spending of millions of pesos (tax payers money) to give away contraceptives to people, to me seems to be the wrong approach.

    KAILAN BA NAGING ESSENTIAL MEDICINES ANG CONTRACEPTIVES? That we the taxpayers should be obligated to purchase with our taxes. Hypertension medicines, anti tuberculosis medicines, vaccines, antibiotics etc.. yun ang essential medicines. Alam mo ba kung ilan ang namamatay dahil walang pambili ng anti-hypertension medicines? dengue? etc.

    HOW CAN IT PROMOTE RESPONSIBLE PARENTHOOD when you give away contraceptives, which will be purchased from taxes of the people.

    HINDI BA NAKAKAHIYA IYON NA IBA ANG GAGASTOS NG CONDOM, PILLS etc para sa pagtatalik ng isang magka partner? Ano responsible doon? Dapat kung gusto mo mag condom, mag-condom ka pero ikaw bumili galing sa pera na pinaghirapan mo. Hindi galing sa pera ng ibang tao. DELIKADEZA LANG YUN, AT SELF RESPECT.

    And we are not talking only of a few pesos per condom, we are talking of hundreds of millions of pesos.

    THE GOVERNMENT MUST BE MORE CIRCUMSPECT IN SPENDING PEOPLE’S MONEY. Contraception is a private matter. The rh bill should promote individual responsibility.


    our children is not a market.. they are our future. if we allow the pro-rh to corrupt their minds now, what will happen to the philippines?

    What this rh bill wants is for our nation to have a culture of contraception. DO YOU WANT FOR OUR PEOPLE TO HAVE THIS CULTURE OF CONTRACEPTION?

    let the children get older so they may decide for themselves what they want to learn… to do. Education is not evil. It is alright , but if this rh bill gets passed into law. It will not be a choice anymore.

    If the children are too young to decide, then it is us parents who must protect them by by being wise.

    It is the parents who have primary responsibility in the moral upbringing of his child. If the government through its laws unreasonably interferes with it, then the law is inherently wrong.

    There are good points in this bill. But if you include those that intrude on parental authority, and religious freedom and also considering the manner by which this law is to be implemented, maraming bad points itong rh bill. It is not a good law.

    • January 11, 2012 at 9:02 am

      yes zatho!RH bill is not good for the sake of WOMEN AND MEN. it because of the contraceptive are contains chemical …chemical is harmful to our self…so we careful about this …and rh bill is a big business….maraming mga malalaking tao na gustong ipasa ito..dahil nag take-advantage na sila sa mga dapat o pweding gawing business na ito… the right solution in rh bill is to educate the people or couple about this issues..! thank you so much sa pag post …GOD BLESS AND MORE POWER!

  5. June 28, 2011 at 1:50 pm

    Ang rh bill ay nakatutulong talaga sa mga pamilyang gustong magtipid at mag-plano para sa kinabukasan ng kanilang mga anak.
    It help, para bumaba ang mabilis na takbo ng ating pupolasyon at malunasan ang kakulangan ng supply ng pagkain ng ating mamayan.

  6. July 7, 2011 at 2:23 pm

    GIVE RH BILL A CHANCE WATCH THIS AND COMMENT http://www.youtube.com/watch?v=jDvfNoDBSuc

  7. August 2, 2011 at 9:36 am


  8. Lei Verron
    September 4, 2011 at 10:58 am

    The RH bill is needed by a country that is continually blinded by the religious norms. I am a Catholic but I support the RH bill. RH bill does not equate with irresponsibility of a person. Some say that RH bill is not solution for poverty but it is. Overpopulation brings an unequal distribution of the resources especially to the poor. Haven’t you guys studied economics? Family planning methods are not just about condoms. Have you seen the current state of the poor? Have you seen a family trying to fit in a small house made of yero? Have you seen the slum areas? The family is too big to get the adequate support from the breadwinner. Children are forced to work instead of studying. It brings more problems. Illiteracy because of the deprivation of education makes them think lowly of themselves and just be dependent on what life brings them. They do not help themselves to alleviate their state. The RH Bill includes sex education and it doesn’t mean sex. It teaches the responsibility, consequences, and effects of sex. It teaches the students of responsible parenting. If all of those anti-RH bill have read its full text, you would realize that the RH bill has a lot of benefits for the poor and for the women. There are really people who are ignorant to see that the root cause of our problems is our booming population. Perhaps some would still live by the words “Go forth and multiply.” It is not applicable nowadays since the world is too crowded. The anti-RH bill say that is anti-life. The RH bill does not legalize abortion. I can’t help but think that some people are just too stupid to see things practically.

  9. January 12, 2012 at 9:50 am

    Rodel Besa Bughao :

    yes zatho!RH bill is not good for the sake of WOMEN AND MEN. it because of the contraceptive are contains chemical …chemical is harmful to our self…so we careful about this …and rh bill is a big business….maraming mga malalaking tao na gustong ipasa ito..dahil nag take-advantage na sila sa mga dapat o pweding gawing business na ito… the right solution in rh bill is to educate the people or couple about this issues..! thank you so much sa pag post …GOD BLESS AND MORE POWER!

    decades of medical and scientific researches done all over the world have time and again proven modern methods of contraception to be safe. it has been used by millions upon millions of women across the globe.

    do not spread lies.

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