PCSO slashes advertising budget by 40%

By Perseus Echeminada (The Philippine Star) Updated December 22, 2010 

MANILA, Philippines - The Philippine Charity Sweepstakes Office (PCSO) slashed yesterday by 40 percent the P929-million advertising and promotions budget of the agency as part of cost-cutting measures being implemented by President Aquino.

Manuel Garcia, publicity and advertising manager, said the new management headed by chair Margarita Juico and general manager Jose Ferdinand Rojas approved the budget cut of P379.28 million from the P929.280 million 2010 media budget.

The budget affects advertisements by the PCSO on television worth P147 million, radio P106 million and print P41.42 million.

The budget cut also included the P84-million contingency fund for the 2010 budget.

He said the reduction of the advertising and promotions budget is in support to the advocacy and program of President Aquino.

“While occasionally, we may not be able to avoid having the President featured in PCSO press release and in some advertising materials, we shall however ensure that advertising materials reinforce the perception of the public that PCSO is the premiere charitable institution mandated to generate funds to provide charity and medical benefits to poor and indigent Filipinos,” Garcia said in his report to the PCSO board.

The media plan of PCSO for next year includes the weekly dissemination of information on the on-line lottery draws and the number of patients that were given assistance by the agency.

The newspaper foot ads for the lotto draws would be supplemented by brief news and other highlights of the on-line lottery draws and other newsworthy information about the agency.

The agency would also put up LED billboard advertising in strategic places in urban areas.