TB ay Tuldukan: The Case of the Deadly Assassin

This case study describes how the Philippines Department of Health took a new marketing based approach to raise awareness about tuberculosis.

TB ay Tuldukan: The Case of the Deadly Assassin

Evelyn Generoso and Frances Michelle Pascual

Campaign details

Brand owner: USAID Office of HealthLead agency: Campaigns and GreyBrand: TB ay TuldukanCountry: PhilippinesIndustry Public healthChannels used: Internet - general, Online video, Outdoor, out-of-home, Print - general, unspecified, Radio, Television, Word of mouth, advocacyMedia budget: 1 - 3 million

Executive summary

This case study describes the Philippines Department of Health raising awareness about tuberculosis.

The Philippines consistently ranks among high tuberculosis (TB) burden countries, which account for 80% of the...

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