Anti-Poverty Branding Campaign

July 29, 2008 BLGF MEMORANDUM CIRCULAR NO. 012-08 TO : All BLGF Officials and Employees, Regional Directors for Local Government Finance, District Treasurers of Metropolitan Manila; Provincial, City and Municipal Treasurers and Others Concerned SUBJECT : Anti-Poverty Branding Campaign Enclosed herewith is letter dated June 20, 2008 of the Secretary, Philippine Information Agency (PIA) informing on the nationwide branding of all anti-poverty programs of the President pursuant to Memorandum Circular No. 156 dated April 18, 2008 of the Office of the President. The program was launched in order to have a uniform and consistent look in all print, broadcast, outdoor and event materials of the President in terms of the design copy, color and layout. As such, the PIA is tasked to directly supervise and monitor the implementation of the President's brand. Main brands are: Labanan ang Kahirapan (LAK) which will be used for social services and Ramdam ang Kaunlaran (RAK) used for infrastructure projects like building of roads, bridges, ports and airports. It is suggested that tarpaulin billboards be installed in all DOF Offices nationwide with the text: Department of Finance, Nakikiisa kay Pangulong Gloria, Laban sa Kahirapan. Attached are copies of the said Memorandum Circular and the letter of Secretary Conrado A. Limcaoco, Jr. of PIA addressed to the Secretary of the Department of Finance. The Regional Directors of this Bureau are hereby instructed to disseminate the contents of this Circular to all Provincial, City and Municipal Treasurers within their respective jurisdiction, likewise enjoining them to observe and comply with the provisions thereon. AaEcDS Be guided accordingly. (SGD.) FLOSIE F. FANLO-TAYAG (Deputy Executive Director) Officer-In-Charge ATTACHMENT Republic of the Philippines Office of the President Philippine Information Agency Visayas Avenue, Quezon City, 1128 Tel. No. 920-4386/920-1224 Fax No. 928-6917 June 20, 2008 Honorable MARGARITO B. TEVES Secretary Department of Finance Re : Anti-Poverty Branding Campaign Dear Secretary Teves, Pursuant to Memorandum Circular No. 156 issued by Executive Secretary Eduardo Ermita on 18 April 2008 directing all heads of government agencies and government-owned and controlled corporations to adopt the Anti-Poverty Brands of President Gloria Macapagal-Arroyo, the Philippine Information Agency (PIA) has launched the nationwide branding of all anti-poverty programs of the President. The general direction is to have a uniform and consistent look in all print, broadcast, outdoor and event materials of the President in terms of the design, copy, color and layout. The main brands are Labanan ang Kahirapan (LAK) and Ramdam ang Kaunlaran (RAK). LAK will be used for social services while RAK will be used for infrastructure projects like the building of roads, bridges, ports and airports. Perhaps you can install tarpaulin billboards in all DOF offices nationwide with the text: Department of Finance, Nakikiisa kay Pangulong Gloria, Laban sa Kahirapan. As you have seen, we have also implemented a uniform and consistent look in all of the events of the President: from her welcome banners and streamers, stage backdrop, gift packs and all other event collaterals. I have been tasked to directly supervise and monitor the implementation of the President's brand. In fact, as proof that the President has adopted her brand, note that the President wears the same shade of blue, as seen in her brand photo, in most of her anti-poverty events. As such, please coordinate with me for all your present and future print, broadcast, outdoor and event materials. I can be reached at 920-4386 or you can email me at [emailprotected]. I have attached a CD containing the LAK templates in layered Photoshop files so that your artist can manipulate them accordingly. Thank you. TcHEaI (SGD.) CONRADO A. LIMCAOCO, JR. Secretary Office of the President of the Philippines Malacaang MALACAANG RECORDS OFFICE Manila, April 23, 2008 HON. MARGARITO B. TEVES Secretary Department of Finance Manila Sir: I have the honor to transmit for your information and guidance, a certified copy of Memorandum Circular No. 156 dated April 18, 2008 entitled "DIRECTING ALL HEADS OF GOVERNMENT AGENCIES AND GOVERNMENT-OWNED AND CONTROLLED CORPORATIONS TO ADOPT THE ANTI-POVERTY BRANDS OF PRESIDENT GLORIA MACAPAGAL-ARROYO". For this purpose, all concerned departments shall undertake measures to disseminate said Memorandum Circular to your component units/bureaus including agencies attached to or under your administrative supervision. Very truly yours, (SGD.) MARIANITO M. DIMAANDAL Director IV Malacaang Records Office April 18, 2008 MEMORANDUM CIRCULAR NO. 156 DIRECTING ALL HEADS OF GOVERNMENT AGENCIES AND GOVERNMENT-OWNED AND CONTROLLED CORPORATIONS TO ADOPT THE ANTI-POVERTY BRANDS OF PRESIDENT GLORIA MACAPAGAL-ARROYO In compliance with the instructions of President Gloria Macapagal-Arroyo during the NEDA Cabinet Group Meeting on 29 January 2008, all government agencies and government-owned and controlled corporations are hereby directed to adopt the Anti-Poverty brands: Labanan ang Kahirapan and Ramdam ang Kaunlaran in all their print, radio, television and outdoor information materials. Furthermore, sub-brands such as: Pagkain sa Bawat Mesa, Isulong ang Karunungan, Alagaan ang Kalusugan and Tapusin ang mga Daan Tungo sa Kaunlaran are to be used when applicable. DcSTaC The Philippine Information Agency (PIA) is tasked to implement this branding campaign. As such, all agencies of government, including local chief executives of local government units are enjoined to coordinate with the PIA Secretary in the implementation of this directive. ICHcTD This Memorandum Circular shall take effect immediately. DONE in the City of Manila, this 18th day of April, in the year of Our Lord, Two Thousand Eight. laws2008