q and a_tb goodwill ambassadors_tinig ng bayan kontra tb

8/10/2019 Q and A_TB Goodwill Ambassadors_Tinig Ng Bayan Kontra TB

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For Review and Clearance

Questions and Answers: Tinig ng Bayan Kontra TB (TB Kontra TB)

Goodwill Ambassadors for TB Control

What is the Tinig ng Bayan Kontra TB (TB Kontra TB) / Pool of TB Control GoodwillAmbassadors?

The TB Goodwill Ambassadors' Pool, or in the vernacular, the Tinig ng Bayan Kontra TB(The Peoples Voices Against TB, or TB KONTRA TB) is the engagement of popular and crediblecelebrities who can contribute to placing tuberculosis and TB control higher on the nationalagenda and to increasing awareness and influencing care-seeking behavior among lay peoplewith the ultimate goal of triggering desired health seeking behaviorsfor persons with symptomsof tuberculosis, seeking early care, going to a TB DOTS center, completing diagnosis and for TBpatientsstarting, continuing and completing treatment and submission of the necessary sputumsamples.

For the purpose of this document, the terms TB control Goodwill Ambassadors and theTB Kontra TB (for Tinig ng Bayan Kontra TB or The Peoples Voices Against Tuberculosis) will beused interchangeably.

What communication needs and/or gaps are addressed by the TB Control GoodwillAmbassadors? What are its objectives?

Key messages on TB disease and TB control have been drawn up during the DOH-NTPcommunication planning workshop. The next step is to disseminate these key messages.

One channel to effectively communicate these messages is through the formation,training and deployment messengers / advocates / champions who will serve as role models andpopular and credible bearers of correct, evidence-based and accurate information on TB and TBcontrol.

In short, it is time to GIVE a VOICE, a NAME and a FACE to the key messages inthe FIGHT AGAINST TB.

Who can be a TB Control Goodwill Ambassador?

Borrowing from United Nations goodwill ambassador criteria and guidelines, the GoodwillAmbassador can be divided into three (3) categories:

A celebrity well known by the vast majority of the general public in the Philippines.Ambassadors will be selected from the following fields: sports, arts, cinema and music.Former high-level politicians (the elder statesman archetype) may also be consideredas an ambassador.

A patient advocate (cured or still undergoing treatment) who has expressed his/herwillingness to go public and disseminate TB control messages; and,

A health professional who has expressed his/her willingness to disseminate TB controlmessages


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Each Goodwill Ambassador will serve a term or mandate of two (2) years. Their activitieswill be assessed after the 1styear and at the end of their term / mandate. The AdvisoryCommittee (see below) may decide on a possible extension of the term / mandate.

Three-person Goodwill Ambassador team. Ideally, each batch of TB Control GoodwillAmbassadors serving for two years will consist of a three-person team consisting of theabovementioned categories, in order to cover the health supply / service delivery and the demand/ health consumer sides of TB control and to fulfill the popularity and credibility aspects of theselection criteria.

Key qualities that will also be considered are both credibility and popularity of theambassador.

Selection of the ambassadors will be based on the following principles:

Possess widely recognized talent and accomplishments in their respective fields (arts,sciences, literature, sport or other fields of public life);

Be persons of integrity who demonstrate a strong desire to help mobilize public interestin, and support for, the fight against TB and who demonstrate commitment and provenpotential to reach out to significant audiences, including decision makers;

Possess the personality and dignity required for such representation in the fight againstTB;

Be influential nationwide as well as regionally or locally, to promote the fight against TB atthe country level; and,

Desire to donate their time and resources free of charge.

The identification process will be based on the above-mentioned principles, the advice ofpartners / stakeholders, and the chances to realistically reach and engage the potentialambassadors. The recruitment phase will be preceded by a feasibility assessment based onavailable intelligence and information.

Proposed candidates will be tabled by the Advisory Committee (see below) for approval,

following an initial expression of interest after being approached and formally invited to be anambassador.

What messages will the TB Control Goodwill Ambassadors deliver? Who will be theirtarget audiences?

In their various messaging activities, the TB Kontra TB Goodwill Ambassadors will reachout to: (a) the general public, particularly persons exhibiting TB symptoms and patientsundergoing treatment for TB; (b) opinion leaders and key influencers; (c) business leaders andhigh net-worth individuals; (d) the media (mass media and new media) community; and, (e) keypolicy and decision makers, who have the power to pass laws and allocate budgets for TB controlprograms and related initiatives.


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As contained in the communication plan developed by the Department of HealthsNational TB Control Program and National Center for Health Promotion assisted by otherstakeholdersthe key messages that the Goodwill Ambassadors will be disseminating willconsist of:

NOTE: The messages shown here are primarily for direct-to-consumer interactions, not formass media. Interpersonal communication and counseling (IPC/C) and social mobilization

(SOCMOB) will cull its messages from this house. As more organizations / stakeholdersexpress their desire to help raise TB awareness, the message house is a useful guide that maybe shared with them to ensure consistency of content, tone, and intent of communicationmaterials. These messages were pre-tested during FGDs conducted by TNS for NTP andUSAID.

What will the TB Control Goodwill Ambassadors do? What tasks will they perform?

The Goodwill Ambassadors will perform the following tasks:

Outreach. Outreach to the lay public will be pursued through visual and audiocommunication tools such as professional photo shoots / opportunities, public serviceannouncements and video / new media / social media messaging. These tools will be

used for campaigns on at the national level (where applicable and in coordinationwith the CHANGE project) and at regional / local levels. Other tools and channels willbe developed as the ambassadors work unfolds and their work plans implemented.

Events. National (where appropriate and in collaboration with the CHANGE project)and regional / local events will be organized by IMPACT to provide the Goodwill


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Ambassadors with opportunities to deliver key messages to important and variousaudiences. TB-related observances and events within a year such as World TBDay in March, Lung Month in August and possibly World AIDS Day in December andInternational Womens Day (also in March) can serve as key recurring windows ofopportunity for delivering these key messages.

Media Activities, The Goodwill Ambassadors may also be asked to sign opinionpieces for print and online media and to be available for TV / radio interviews (withclearance from the Advisory Committee and USAID). While the primary focus of theGoodwill Ambassadors will be local / regional media, they may be tapped (asappropriate and needed) in national media campaigns. Individual media strategieswill be developed based on the field of expertise of the Ambassador and in line withstrategic media / communication objectives to be determined by the AdvisoryCommittee. Briefing papers and Question and Answer (Q&A) / Frequently AskedQuestions (FAQs) will also be developed or adapted (if already existing) to providethe Goodwill Ambassadors with content to be used during their media activities.

Resource Mobilization (where applicable). The Advisory Committee will welcome thehelp of the Goodwill Ambassadors to mobilize resources (i.e., funds, in-kind

donations, free airing of audiovisual IEC materials, among others) from the public, thecorporate sector, and high net-worth individuals. Specific messages and projectinformation on recipients for the funds raised will be developed according to thetarget audience.

Public Relations / Recruitment of Future Goodwill Ambassadors. One-to-onemeetings with high level personalities will be arranged for the Goodwill Ambassadorson an ad hoc basis, in conjunction with specific events or campaigns. In addition,when appropriate and mutually agreed upon, Goodwill Ambassadors will be asked toinvolve their own network of VIPs into special gatherings. Also on the principle ofEach One Reach One, current Goodwill Ambassadors will also be encouraged torecommend and / or recruit other Goodwill Ambassadors or their replacements whentheir term / mandate ends.

Advocacy. The TB Control Goodwill Ambassadors can be deployed as championsand advocates in key and strategic policy and decision-making related events in linewith other IMPACT project initiatives. These include appearing as guest speakers orresource persons during meetings or assemblies of the Multi-Stakeholder Alliances(MSAs) that are being organized in the project sites and lobbying with selected localchief executives / local government units as prioritized by the projects Component 5for legal / policy and logistical / budget support for the TB control program in theirjurisdictions and areas of operations.

How will the Goodwill Ambassadors be prepared and supported to perform these tasks?

For the first four years of implementation (2014 to 2017), the Goodwill Ambassadors willbe supported by the IMPACT project in order to ensure that significant results can be achieved.

Management of the pool of Goodwill Ambassadors will gradually turned over to the DOH-NTPand DOH-NCHP assisted by the remaining members of the Advisory Committee. By 2017, theCHANGE and IMPACT projects will end.

Atwo-year action planwill be developed and proposed to each ambassador andmutually agreed upon. The plan will ensure that opportunities are created for the ambassador to


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advocate for TB control through their areas of professional expertise and ability to reach out todifferent target audiences.

The Tinig ng Bayan Kontra TB ambassador will be trained on TB disease and TB controland kept constantly informed and updated on the subject.

The IMPACT projects Component 1 (Advocacy, Communication / Behavior ChangeCommunication and Social Mobilization) central team as lead implementer and its regional teams(North Luzon, National Capital Region / Southern Luzon, Visayas, and MindanaoARMM andnon-ARMM) will be responsible for providing support to the Goodwill Ambassadors with theguidance of the Advisory Committee.

Activities to be rolled out by the Project include: drafting work plans; managing relations;setting up meetings; developing briefing notes and background documents; arranging logistics formissions, guesting, and speaking engagements, among others; seeking and spottingopportunities for media exposure and outreach; developing IEC materials featuring theambassadors; and, organizing events.

Travel and accommodation expenses will be shouldered by IMPACT. Financial costsand/or resource support of events organized for the Goodwill Ambassadors program will be

shared by partners as appropriate.

How will the pool of TB Control Goodwill Ambassadors be managed?

To guide the work of the Goodwill Ambassadors, it is suggested that an AdvisoryCommitteeon TB Control Goodwill Ambassadors be established, composed of key / majorstakeholders in the fight against TB.

Specifically, the Advisory Committeewill be composed of representatives from theDepartment of Healths National TB Control Program (DOH-NTP) and the National Center forHealth Promotion (DOH-NCHP); the Philippine Business for Social Progresss Innovations andMultisectoral Partnerships to Achieve Control of Tuberculosis (PBSP-IMPACT) project, the mainproponent of this initiative; the CHANGE Project (the lead agency in health communicationinitiatives of all USAID-assisted health projects); and, the Global Fund Against AIDS,Tuberculosis, and Malaria (GFATM), among others. Both the PBSP-IMPACT and CHANGEProjects are assisted by the United States Agency for International Development (USAID).

Within the Advisory Committee and within the main implementer (IMPACT Project), thefollowing initial roles and responsibilities are suggested:

a) DOH NTP: (1) ensure that the TB goodwill ambassadors are on message, deliveringthe key messages agreed upon during the NTP communication planning; (2) endorseand connect the ambassadors to key DOH personnel in the region and province (explorepossibility on the municipal / city level); and, (3) continue and sustain the operation of thepool of goodwill ambassadors even beyond IMPACT project life.

b) DOH NCHP(1) ensure that the TB goodwill ambassadors are on message,delivering the key messages agreed upon during the NTP communication planning; (2)

provide the ambassadors with updated and cleared IEC materials on TB; (3) arrange /deploy the TB ambassadors during events at DOH Central level; and, (4) continue andsustain the operation of the pool of goodwill ambassadorstogether with the NTPevenbeyond IMPACT project life


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c) CHANGE Project(1) review and vet IEC materials featuring the goodwillambassadors from a marketing communication / social marketing perspective; (2) assist /facilitate placement / dissemination of IEC materials at the national level; and, (3)recommend / assist in recruitment of additional goodwill ambassadors.

d) IMPACT Projectprimary manager of the Pool of Goodwill Ambassadors.

As new or additional stakeholders come on board the Advisory Committee, new roles andresponsibilities will be defined accordingly.

Within the IMPACT Project, the tasks will be delineated thus:

a) IMPACT Component 1 Team(1) develop the concept and craft the necessaryguidelines for the pool of TB goodwill ambassadors; (2) conduct the initial screening andrecruitment of the first few batches of ambassadors; (3) develop IEC materials featuringthe NTP Communication key messages and the goodwill ambassadors; (4) processdocument the process for future replication and sustainability; and, (5) preside over thehandover / turnover process to the DOH NTP and DOHNCHP prior to the end ofIMPACT Project life

b) IMPACT Regional teams(1) arrange / facilitate deployment of the TB ambassadors

during key events (i.e., World TB Day / Lung Month / International Womens Day / WorldAIDS Day, etc.) at regional / province / municipal or city level in coordination with localNTP staff; and, (2) facilitate the dissemination or distribution of IEC materials featuringthe goodwill ambassadors.

How will the performance of the TB Control Goodwill Ambassadors be measured?

Activities of the Goodwill Ambassadors will be regularly reported to the AdvisoryCommittee and evaluated at the end of the Ambassadors two year terms to assess theeffectiveness of their contribution to the advocacy and communication efforts for TB control.

Possible performance indicators will be identified based on the specific workplan of eachAmbassador. These indicators may include:

Number and type of activities performed;

Types of audiences / sectors reached;

Estimated value of public service announcement, advertisement, guesting / personalappearance in media, among others;

Number of new partners (individual and group) engaged;

Number of donors and supporters attracted;

Value of funds raised (where applicable);

Number of persons seeking consultation with DOTS centers upon being exposed toIEC materials featuring the Goodwill Ambassadors; and,

Number of persons asking about TB control programs and services in DOTS andhealth centers upon being exposed to IEC materials featuring the GoodwillAmbassadors

What are the mechanisms to sustain the pool of TB Control Goodwill Ambassadors?


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For the first four years of implementation (2014 to 2017), the Goodwill Ambassadors willbe supported by the IMPACT project in order to ensure that effective results can be achievedthrough their collaboration. Management of the pool of Goodwill Ambassadors will graduallyturned over to the DOH-NTP and DOH-NCHP assisted by the remaining members of theAdvisory Committee. By 2017, the CHANGE and IMPACT projects will end.

Under the principle of Each One, Reach One, existing ambassadors recommendfriends/peers as additional ambassadors to replace them once their term is up.

Finally, to ensure that the pool of TB Control Goodwill Ambassadors will outlive IMPACTproject life, the Advisory Committee (see above) will continue to manage the pool of GoodwillAmbassadors.

For 2013 - September 2014, what are the milestones to mark key points in theimplementation of the pool of TB Control Goodwill Ambassadors?

Key tasks and milestones related to the Pool of TB Control Goodwill Ambassadorsinclude:

a) Crafting / drafting of guidelines and selection criteria for the TB control goodwillambassadors (borrowing heavily from the United Nations experience)

b) Identification and recruitment of TB goodwill ambassadors based on the selection criteriathrough: (1) active recruitment, supplemented by (2) informal survey among stakeholdersand frontline health workers on their suggestions / choices for TB goodwill ambassadors

c) Orientation / training of the ambassadors on: (1) basic facts and key messages about TBand TB control; (2) "Facing the Media" and TB control advocacy; and, (3) recruiting moregoodwill ambassadors

d) Dialogue / learning from cured TB patient-advocates

e) Deployment / assignment of goodwill ambassadors during: (1) media guestings andappearances: (2) as resource persons in key TB control events and observances (i.e.,

Lung Month, World TB Day, key DOH NTP events, key IMPACT / PBSP / USAID events);and, (3) other key events / speaking engagements among other target audiences (i.e.,schoolchildren, women, private sector business) for various purposes (i.e., advocacy,information dissemination and fund raising)

Timelines (Year 1 / 2013-2014) - as contained in the IMPACT Year 2 Work Plan

Activity Expected Output Q1 Q2 Q3 Q4

Subcomponent 1.2 Mobilize and Strengthen Communities, and Public and Private Providers intoNetworks of TB IEC Providers

To facilitate the expansion of networks of TB IEC providers, the project will focus on two key activities: (i)develop and organize the pool of credible and popular TB good will ambassadors (tentatively to be called the

Tinig ng Bayan Kontra TB, or TB Kontra TB, or The Peoples Voice versus TB) which will put a face, name, anvoice to the TB control key messages developed by NTP through its TB communication plan with IMPACTassistance; and (ii) development of TB control key messages related to TB and women/family planning andreproductive health, to make the link between TB control and gender concerns.


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Major Activity 4: Form a pool of TB control goodwill ambassadors to disseminate key messages

Develop the TB goodwillambassador concept andsecure necessary buy inand clearances; setting upof systems and procedures

TB goodwill ambassadorspool concept not isapproved. Guidelines andselection criteria areapproved and cleared byNTP, NCHP and USAID.

Nov-Dec Jan-Feb

Solicit nominees, selectbased on criteria and inviteprospective goodwillambassadors to bemembers of the pool

Coordination meetings withCHANGE for assistance inrecruitment and relatedmechanics

Key partners (national andlocal) nominateambassadors based oncriteria; recruitment ofambassadors for the initialpool of 3-4 ambassadors

begins

Initial ambassador teamconsidered: Dr. Eric Tayag(DOH), former patientMildred Fernando-Pancho,nurse Stuart Pancho andactresses Susan Roces(c/o UNILAB) AND AngelLocsin

Jan-Feb

Orient and train ambassadors

Activity design crafted and

approved

Resources personsengaged, dates set(tentatively February 1stor2ndweek)

Activity design crafted andapproved

Orientation conducted onkey facts on TB and TBcontrol key messagesconducted; basic trainingon advocacy + facing themedia and stakeholdersconducted.

Nov-Dec Jan- Feb

Deploy ambassadors in keyTB events and as talents inIEC materials to bedeveloped (ongoing/recurring/multi-year)

Deployment in speakingengagements /appearances in project sitesto be coordinated withPMSAs which will run /

Beginning with World TB Day(March 2014), ambassadorsspeak / guest in key TBobservances (Lung Month,World AIDS Day, etc), media

and other events.

They will also appear in IECmaterials to be developedduring their term of service.

Mar Apr -Jun Jul- Se


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organize World TB Day /Lung Month events

Related activity underdevelopment of new IECmaterials in followingsection

Regional / targeted TB IECsdeveloped (TV / radio PSAs /videos and podcasts)

Nominate/Recruit new andadditional ambassadorsthrough endorsement ofexisting ambassadorsbased on criteria (ongoing/recurring/multi-year)[sustainability mechanism]

Under the principle of EachOne, Reach One, existingambassadors recommendfriends/peers as additionalambassadors to replace themonce their term is up

2nd3-person ambassador team

recruited by May / June

Apr-Jun Jul-Se

Monitor and assess(ongoing/recurring/multi-year)

Media IEC materials will betracked stochastically byCHANGE

Assessment of effect oflocal deployment throughmeetings with PMSAs anduse of IMPACT monitoringtools

Regular assessmentmeetings/workshops areconducted involving theambassadors, NTP, NCHP,IMPACT, CHANGE, GFATMand other stakeholders asbasis for next steps andsubsequent planning

May Aug

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