The Situation
The Philippines ranked first in Asia for false information spread, according to the International Fact-Checking Network. During a pandemic where misinformation could cost lives, the Public Health Communications Advisory Network (PHCAN) needed to become a trusted source of COVID-19 information that Filipinos would return to consistently.
The challenge was behavioral. Filipinos were already consuming health information on Facebook, but much of it was unverified or outright false. PHCAN needed to compete for attention on the same platform where misinformation was thriving, using content that was medically accurate but accessible enough for a general audience to understand and share.
The Approach
Phase 1: #KapitBAHAYanihan Facebook Live Series
Created the #KapitBAHAYanihan Facebook Live series as a regular public engagement format. Each session addressed FAQs about COVID-19 and mental health support, hosted by volunteer physicians from PHCAN. The concept framed the home as the frontline against the virus, reinforcing that prevention starts with informed households.
Phase 2: Survivor & Frontliner Storytelling
Featured COVID-19 survivors and frontliners in each episode to provide firsthand perspectives on the pandemic. Speakers focused on presenting medical information in clear, plain language rather than clinical terminology. This made the content feel personal and trustworthy rather than institutional, which is what distinguished PHCAN from official government bulletins.
Phase 3: Rappler Partnership & Journalist Mobilization
Partnered with Rappler to extend the reach of the Facebook Live sessions. Invited health and lifestyle journalists to join the sessions and promote the initiative through their own channels. A mailer campaign supported the social media push, ensuring the content reached both media multipliers and direct audiences.
The Results
- 15.64% Engagement rate, nearly double the 9.26% industry standard
- DOH-verified PHCAN recognized as a Department of Health verified health information source
- #1 in Asia For misinformation spread, the crisis PHCAN was built to counter
Campaign Highlights:
- #KapitBAHAYanihan Facebook Live series hosted by volunteer PHCAN physicians
- Rappler partnership amplified session reach beyond PHCAN’s owned audience
- COVID-19 survivors and frontliners featured in every episode for firsthand perspectives
- Medical information presented in plain language rather than clinical terminology
- Audience kept returning consistently, driving sustained engagement above industry benchmarks
The Takeaway
In a market where misinformation is the norm, the page that earns trust doesn’t need to be the loudest. It needs to be the most consistently right. PHCAN doubled the engagement benchmark because every session was hosted by a real doctor, featured real survivors, and said things in language real people could understand.
- Industry: Healthcare, Public Sector
- Service: PR & Digital Campaigns
- Solution: For Enterprise
Frequently Asked Questions
How do you build a trusted health information page in a market flooded with misinformation?
By being consistently accurate and consistently accessible. PHCAN’s Facebook Live sessions used volunteer physicians to guarantee medical accuracy, while plain-language delivery ensured the audience could actually understand and act on the information. Trust compounds when people come back and find reliable content every time.
Why use Facebook Live instead of static posts for a public health campaign?
Because live sessions create a conversation format where the audience can ask questions in real time. A static post delivers information. A live session with a doctor answering questions builds the relationship between the audience and the source. That relationship is what makes people return and share.
What role does a media partnership play in a health information campaign?
Rappler‘s partnership gave PHCAN access to a verified news audience that was already seeking reliable COVID-19 information. The partnership extended reach beyond PHCAN’s own followers to an audience that was predisposed to trust fact-checked content.
How did PHCAN achieve nearly double the industry engagement rate?
By solving a problem the audience actively had. Filipinos were looking for trustworthy COVID-19 information and couldn’t find it reliably. When a DOH-verified page offered clear, doctor-hosted content on the platform they already used, the engagement rate reflected genuine demand for the service, not just good content.
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