The Epal Effect: A Theory-Based Assessment of the “Bawal ang Epal Dito” Campaign for the Pantawid Pamilyang Pilipino Program


The “Bawal ang Epal Dito” (BAED) campaign was implemented to prevent politicians from taking advantage of the government’s Pantawid Pamilyang Pilipino Program (4Ps) to further their political ambitions. Election campaigns were subject to assessment in preparation for the May 2016 national elections. Assessment covered: (a) the extent and nature of BAED campaign beneficiaries and stake-holders’ awareness, knowledge, and behaviors; (b) channels and messages of the campaign; and (c) its efficiency; (d) and participation in the implementation of the campaign. This research employed a campaign evaluation research design, and used focus group discussion as its main method.  The study shows that there are varying levels of awareness, knowledge, and behaviors among the campaign’s primary and secondary audiences. Finally, it is in the matter of efficiency and participation that the campaign was perceived to have fared worst. Recommendations were generated for the enhancement
of the BAED campaign for future implementation.