How the media sector is transforming housing decisions in the Philippines
In the Philippines, many low-income families build their homes often in stages and without proper guidance or resources.
A recent study found that, aside from 36 percent of families whose homes have no foundations, nearly 28 percent need critical structural upgrades. But this isn’t just about construction—it’s about access to the right information.
Knowledge gap
Organizations operating in the sector acknowledge that there exists a big knowledge gap that leads homeowners to do quick fixes that may seem practical for them but would ultimately put home safety and quality at risk.
To gain deeper insights into consumer behavior regarding housing decisions in the Philippines, Habitat for Humanity’s Terwilliger Center for Innovation carried out a comprehensive baseline study in Mandaue City, Cebu.
It found that 59 percent of homeowners in resettlement areas are likely to have substandard housing due to a lack of awareness about proper construction practices. Without proper guidance, their homes are prone to greater deterioration over time.
Powerful tool
To influence public perception and behavior, Habitat’s Terwilliger Center tapped traditional and digital platforms to help families build safer, stronger homes.
One of the most impactful initiatives is PAYAG, a home makeover television series produced in partnership with Hot News Channel in Cebu.
The show demonstrates how cost effective improvements can significantly enhance home safety and durability. Each episode features the PAYAG team assessing homes, offering renovation plans, and making budget-friendly improvements, inspiring better construction practices.
To extend its reach, the Terwilliger Center also launched Pulido: Arkitekto Tambagi Ko!, a call-in radio program offering expert advice on disaster-resilient home construction. Following Typhoon Odette’s devastation in 2021, the program became a crucial resource for families looking to repair and reinforce their homes.
Digital platforms
The center also embraced digital platforms to broaden its impact.
BAHAYPlus, a digital campaign, has already reached over 321,000 households. Additionally, a partnership with Primary Structures Corp. aims to enhance content with expert insights on design and workmanship.
Nationally, the Center collaborated with TV8 Media Productions’ I Heart PH to integrate DIY home improvement segments into the program. Popular topics like wiring, walls, plumbing, and sustainable housing sparked high engagement.
Lilu Advertising and Marketing Solutions, with the tabloid Banat News, was also tapped to produce content that reaches 2,000 households weekly.
Catalyst for change
The center’s media initiatives have reached 8.66 million households, generating $81,320 in ads and sponsorships. More importantly, 1,036 homeowners have reported applying the “Build It Right Guide” principles in their housing projects.
With millions of households reached and thousands of homeowners applying safer construction methods, the center’s role as a key catalyst for change is evident. By blending education with entertainment, it shows that media can drive meaningful change, equipping families with the knowledge, tools, and resources to build safe, durable, and resilient homes for generations to come.
