Listahanan was formally launched in the Autonomous Region of Muslim Mindanao (ARMM) –Lanao and Maguindanao (LaMa) in May 2014. The formal launching was conducted in two clusters- Maguindanao and Lanao Del Sur.
Through the convergence effort of DSWD 12 through its National Household Targeting Unit (NHTU), DSWD ARMM and the Local Government Units of ARMM, Listahanan was successfully presented to the two provinces.
Jackiya A. Lao, NHTU 12 Head, unveiled the new brand name alongside TISP Focal – DSWD ARMM Nomaire Madid and Assistant Regional Director for Administration of DSWD 12, Monera H. Lidasan. They also spearheaded the signing of the pledge of commitment to support Lisatahanan’s goals. Participants were given privilege to put their support for the project in ink.
Meanwhile, NHTU Project Development Officer IV for ARMM-LAMA, Aminah Macodi, explained to the overwhelming number of participants the reason behind the need of rebranding.
“It was revealed during the National Household Targeting Office (NHTO) communication audit in May 2012 that the project’s brand name- the National Household Targeting System for Poverty Reduction (NHTS-PR) is quite long to be understood and recalled. Other than that it was always mistaken as a social protection program like Pantawid Pamilya or Social Pension”, Macodi explained.
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, 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. 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.
Listahanan is a project of the national government that is being spearheaded by DSWD under the NHTU. It is an information management system that identifies who and where the poor are nationwide. ###