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The Philippines’ #cyberREADI campaign promotes cyber wellness to the youth

Photo Credit: Gelaine Louise Gutierrez/Philippine Information Agency

The Philippine Government, through the Philippine Information Agency (PIA), recently launched its #cyberREADI campaign.

#cyberREADI campaign

According to a recent press release, the #cyberREADI campaign is part of the Agency’s proposed project in 2016, under the ASEAN-Japan Media and Information Literacy for the Youth Project, in order to promote cyber wellness.

The focus of the initiative will be on the cyber wellness of the youth as it comprises the biggest and most active segment of the internet and social media users.

The acronym READI stands for Responsibility, Empathy, Authenticity, Discernment, and Integrity, which are based on the ASEAN Core Values on Digital Literacy.

  1. Responsibility means that people should think first and be responsible for what they post online.
  2. Empathy means being respectful and thoughtful of how online interactions may affect others.
  3. Authenticity means being sincere in online interactions and being prepared to stand by what was posted.
  4. Discernment means critically evaluating the online information before acting on it.
  5. Integrity is doing the right thing, standing up for what is right and speaking up against negative online behaviour.

These had been incorporated into the #cyberREADI campaign branding and video concepts.

The branding and video concepts are grounded on the mixed method study on the targeted youth audience to determine the most effective means of message delivery.

The #cyberREADI campaign will be focusing on four themes, which were determined by the ASEAN-Japan Media and Information Literacy Forum. These are:

  1. Developing healthy digital habits
  2. Preventing and building resilience against cyberbullying and other negativities in the online environment
  3. Inculcating the responsible and discerning use of online/social media, including the consumption and sharing of online content
  4. Keeping safe online

Who are involved?

The Agency will spearhead this project and will work with Singapore’s InfoComm Media Development Authority (IMDA) as their partner.

The Agency has partnered with the University of the Philippines College of Mass Communication Foundation Inc. (UPCMCFI) for the development of multimedia materials, which will highlight the importance and urgency of promoting cyber wellness for the campaign.

The multimedia materials will focus on cyberbullying, online privacy and sharing, online shopping, online gaming, online dating, and online addiction.

During the launch, a video message of H.E. Kung Phoak, Deputy Secretary-General for ASEAN Socio-Cultural Community was shown.

He explained that the youth’s prevalent use of social media have made them vulnerable to the improper use of information.

Significance of the campaign

Having enhanced media and information literacy will help the youth become smart consumers and responsible producers of online information.

He added that hopefully, through this project, young people in the ASEAN would better understand, inquire, create, communicate and think critically while digitally engaged.

Mr Tomoyuki Honda, Second Secretary, Embassy of Japan in the Philippines said that the development of Information and Communications Technology (ICT) has drastically improved beyond expectations.

It has now exceeded the limitations of time and distance, and people are now living in a digital era where ICT is an essential part of everyone’s lives.

While people enjoy the benefits of ICT, it is important that the problems and threats, which come with it, are also addressed.

The ASEAN-Japan Media and Information Literacy for the Youth Project of the PIA is a fitting platform to address these issues and the Government of Japan is honoured to support the project with the Japan-ASEAN Integration Fund.


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