Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2016

Providing awareness towards a community is challenging specially if the issue has no solid grounding. This production-led thesis aimed to create a head start through an IEC (Iformation, Education, Communication) material anchored on social marketing and Elaboration Likelihood Theory particularly on the production of informative and persuasive poster approach towards catcalling ? a form of sexual harassment. This is to expose catcalling awareness in the area of Matina Aplaya, Davao City, since it is prevalent in the community. The motivation of the informative poster is to let the general public, specially men catcallers, to become familiar with the term ?catcalling? and the implication of this existence among the women community. However, this study realized that the aim to stop the behavior of men could not be forwarded fully because of the women?s lack of awareness and knowledge about their rights. Although the primary aim was to avoid victim blaming, this was then adjusted based from the focus group discussion that was made among women ages 18-30, where they have not suggested solutions in combating the behavior elicited towards them. The reason why the creation of this study also goes out to the women, not only to the catcallers since change is a two-way process. This study included a part of the Women Development Code of Davao City in the persuasive poster so that the general public particularly the women who experience catcalling would be exposed to the code and be empowered by their rights at the least, as defined in the code. The issue in catcalling has been present since time immemorial in every part of the globe. There have been actions acted upon this behavior, spearheaded by different non-government organizations. However, due to lack of resources, the Philippines still does not have national law prioritizing street-level harassment. Lack of specific provisions of the law RA 7877 or the Anti-Sexual Harassment Law of 1995 and in city ordinances regarding street level of sexual harassment, motivated the researcher to conduct the study which in turn made the production challenging to achieve for a lack of solid grounding. Moreover, the production of this study also aims to be served as an eye-opener to the lawmakers both national and local, and for researchers to be able to look into sexual harassment in the country in a deeper level.