Text by Samantha Isabelle H. Bagayas

In an effort to raise awareness on disaster preparedness, third-year Development Communication (DevCom) students of Xavier University, in partnership with the City Disaster Risk Reduction and Management Office (CDRRMO), conducted a social marketing campaign exhibit titled “Andam Kagay-an” from October 3 to 5 at the LimKetKai activity center.Andam Kagay-an featured various DRRM-lensed communication materials dedicated to 11 disaster-prone communities in Cagayan de Oro City, namely, Barangays 10, 13, 18, Consolacion, Carmen, Kauswagan, Macabalan, Puntod, Macasandig, Nazareth, and Bonbon.


In his opening message, DevCom department chair Evans Yonson told the guests that the said exhibit was aimed at improving the DRRM consciousness and measures at the ground level.

Aside from the showcase of communication materials, Andam Kagay-an also featured skits, multimedia presentations, and original song numbers that followed the central theme of disaster preparedness.


The Urban Search and Rescue (USAR) Team 1 of CDRRMO also held demonstrations on rescue operations and emergency medical services during the exhibit.


Andam Kagay-an was the culminating project of the Development Communication 28 (Communication Strategies) class. DevCom professor Dr. Ma. Theresa Rivera elaborated on the background and importance of communication strategies in social marketing.

“We have already moved past the time when we were only making communication materials for the sake of producing them for our audiences. Nowadays, we are teaching our students to be more strategic in terms of producing [social marketing] materials,” said Rivera.

She also encapsulated the process in the presentation of these campaigns such as holding knowledge, attitude and practice (KAP) surveys in the respective barangays and understanding various communication strategies to be used according to target audience segments.

City councilor Romeo V. Calizo, who represented CDO Mayor Oscar Moreno, also commended Andam Kagay-an for promoting disaster preparedness.

all photos by XU Development Communication

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