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Duterte's anti-drug television campaign

Government releases anti-drug ads

Duterte's anti-drug television campaign
Duterte’s anti-drug television campaign

MANILA, Philippines -The Presidential Communications Office (PCO) released its anti-drug advertisements on Friday, September 2, as part of the government’s intensified efforts to eliminate illegal drug trade and abuse in the country.
PCO Secretary Martin Andanar said that releasing the ads would increase the government’s reach in sending the strong message that the drug menace is continuously destroying lives, hence, must stop. “The advertisements will target the Filipino families who might be dealing with problems caused by drug abuse. All hope is not lost; the time to end illegal drug-dependence is now,” Andanar said.
The advertisements, directed pro-bono by acclaimed director Brillante Ma. Mendoza, and endorsed by the Movie and Television Review and Classification Board, will show two different scenarios: a point of view of a father who is a drug user, and an OFW mother who has a drug-user son back home.
The “Father” point of view shows him missing the important moments of her daughter’s life because of his addiction to illegal drugs. The ad ends with the father confined in the hospital due to the ill effects of his addiction, but already forgotten by his family. The “Mother” point of view shows her doing her multiple jobs abroad while her son is requesting money. Little did she know that the money her son was asking was for him to buy illegal drugs. She continues to send his son some money while her son continues to be addicted and eventually gets involved in crimes.
The 30-second anti-drug advertisements will be aired on TV and on cinemas nationwide. The full-length videos, on the other hand, will be posted on the Presidential Communications social media pages.

Criselda Cabangon David, a happy mother of two kids, is a full-time Sociologist at the City Government of Lucena, Quezon Province. She is currently the Managing Editor of Ang Diaryo Natin Sunday News, a weekly local community newspaper in the Philippines and an active member of the National Union of Journalists of the Philippines.