1. Making Possible A Smoke Less Makati

4. The Challenge For Us How to make the ordinance work – through compliance… through implementation. FOLLOWERS

5. What The Challenge Really Means We need to effect an attitudinal change in the smoking population…and in ourselves.

6. The Realities We Face

7. There Is A Natural Aversion To Rules “ Kalokohan! Ano sila bali?!?

8. The most immediate and natural reaction to a new city ordinance is to find ways to go around it. Public: “Sabi pag open air puwede?” Tayo: “Sir, I thought hindi puwede mag-smoke doon sa Greenbelt kasi mall din yon.

10. The only solution: We must make ourselves very familiar with the various aspects of our ordinance. NEW ORDINANCE IN MAKATI!

11. A city ordinance is almost always suspect. “ Sino na naman kaya ang kikita diyan?” “ Authorized by ng Makati yang task force na yan? Magkano sila?” ORDINANCE ??!!!?

13. The Solution: The solution is up to us: Will we prove them right? Or do we do this right?

14. Strategy Reposition the ordinance! Offer it not as a mandate but as a community battle cry.

15. Strategy We need to make compliance hip! And we need to do this on several levels.

17. Target Emotion “ Dahil mahal ko ang Makati… siyempre susunod ako!”

18. Campaign Theme

19. Distilling The Ordinance Message

20. Rationale This after all, is the essence of the ordinance. At the same time it allows us to use an expression that everyone understands. Ilugar implies that one does the proper thing out of decency…and out of respect for others.

25. What Is Required Of Us There is only one way to make this work – we need to seriously do this together.

26. Let’s Make It Happen!