To any given product, a strong brand is as vital as its purpose. Building a strong one helps in shaping the perception of its audiences.
In the case of the Department of Social Welfare and Development (DSWD), a few findings during its National Household Targeting Office (NHTO) communication audit conducted in May 2012 apparently revealed the need to reconsider its project dubbed as the National Household Targeting System for Poverty Reduction (NHTS-PR). Included in the findings is the length of the project’s name which was, accordingly too long to be understood and recalled.
Consequently, it necessitated the department to come up with a new brand that can effectively communicate the project. This brought forth to Listahanan.
Contrary to the first brand name, Listahanan, the new brand name, is easier to remember now in the form of a Filipino term. In addition, the brand is seemingly more appealing to the interest of its target audiences.
Accordingly, it is a portmanteau of “Listahan” (list) and “Tahanan” (home/house). The name and the tagline, “Talaan ng pamilyang nangangailangan” define the project as it is- an ingenuity to establish a list of poor families in need of assistance from the social protection programs.
The visual uses check mark which universally symbolizes accuracy and correctness. Meanwhile, the house shaped tick box symbolizes household assessment. Also, it uses the shades of dark blue and red which are derived from the palette of its implementing agency-the DSWD.
The brand as a whole balances authority or objectivity with compassion which is consistent with the image of the DSWD.
It can be recalled that the launching was done late last year which gathered various sectors from Local Government Units, National Government Agencies, Non- Government and Civil Society Organizations and partner media. All of which expressed their support for the Listahanan through signing the freedom wall.
Listahanan is a project of the national government that is being spearheaded by the DSWD. It is an information management system that identifies who and where the poor are nationwide. ###