CONCEPT PAPER

Disiplina Muna National Advocacy Campaign

I. Introduction

Executive Order No. 24, s. 2017 created the Participatory Governance Cluster (PGC)
of the Cabinet that shall exert all efforts to enhance citizen participation in government
processes.

In particular, the following goals shall be pursued: (a) formulate mechanisms to

enable the public to properly understand, rationalize, and implement national government
programs and projects based on area-specific projects; (b) strengthen consultation
mechanisms to ensure effective implementation of national government programs and
projects in the local government and grassroots level; and (c) propose policies, programs, and
projects that would foster participatory governance and build the capacities of local
government units (LGUs) for such purpose.

The DILG, as the Chair of the PGC, is initiating a government-wide national advocacy
campaign for a culture of discipline dubbed as “Disiplina Muna.” It aims to activate the real
concept of governance where the citizenry is aware of their roles and responsibilities and are
practicing active citizen participation in nation-building as a Filipino people from where
sovereignty resides and from where all government authority emanates from.

The campaign is anchored on the Philippine Development Plan (PDP) 2017-2022 which
aims to lay down the foundation for inclusive growth and a high-trust society by ensuring
people-centered governance towards Ambisyon Natin 2040 that envisions a matatag,
maginhawa at panatag na buhay para sa lahat. The Disiplina Muna campaign is also in line
with the whole-of-nation approach espoused by the Duterte administration.

II. Rationale

The Disiplina Muna advocacy campaign aims to promote the culture of discipline
among Filipinos as a means of fostering people’s participation which is one of the tenets of
good governance.

The campaign shall increase the consciousness among Filipinos of their critical role
and responsibility in sustainable development and maintenance of peace and order as a
shared responsibility.

It is a concrete, conscious, and creative effort to promote the vital contribution of the
citizenry in both peace and development in the communities. By having this mindset and
Page 1 of 5

DILG Public Affairs and Communication Service

behavior, Filipinos and families shall be part of nation-building and shall benefit in inclusive
development.

It is through the cooperation of key sectors in the country – the national and local
governments, civil society, private sector, and the media --- that the call to the citizenry to
practice discipline can reach them and move them to action.

III. Project Description

a. Goal

The Disiplina Muna national advocacy campaign aims to rebuild the culture of
discipline among Filipinos as a key for sustainable development and maintenance of peace
and order.

The campaign aims to activate the essence of good governance wherein there is active
citizen participation. Governance is not left to the government alone. Government programs
and projects will not be sustainable if citizens will not be cooperative and are doing their part.
People have to take part in the process and it starts by changing mindsets and thereafter their
behavior.

The campaign envisions a disciplined Filipino citizenry whose belief system is that
change emanates from them and not through the sole efforts of the government. Inclusive
development entails a disciplined, law-abiding, and productive citizenry. Only then will there
be beneficial, genuine, and profound change.

b. Approach

The campaign is targeted to be propagated through three key target audience,

namely:

b.1. The primary group is the youth as the next leaders of the Philippine nation and
of the future generation.

b.2. The secondary group is the yuppies or young professionals as contemporary and
rising leaders in the present time.

b.3. The third group is composed of the general public.

The Disiplina Muna campaign will make efficient and effective use of television, radio,
broadsheets, social media, and other mass media.

It will tap key partners in the national and local governments, private sector, civil
society, and media.

The general hashtag for the Disiplina Muna campaign is #DisiplinaMuna to be used
or to accompany all social media posts, press releases (PRs), infographics as well as
advertisements.

Further, there will be Disiplina Muna champions or ambassadors from various sectors
who will support the call for a culture of discipline.
Page 2 of 5

DILG Public Affairs and Communication Service

 c. Project Activities

The national launching is set on November 6, 2019 in Metro Manila. Partners in the
national and local governments, private sector, civil society, and the media will be
participating in this activity.

It will be followed by a series of “convergence activities” wherein the four aforesaid

key sectors shall be collaborating in an activity that demonstrates the need for discipline
and cooperation. This may include tree-planting, coastal cleanup, and other collaborative
events.

Further, there will be advocacy activities at the provincial level to cascade the
campaign.

d. The Pillars of the DILG’s Disiplina Muna campaign are the following:

d.1. Road clearing

The DILG Memorandum Circular (MC) No. 2019-121 issued on July 29, 2019, that set
the 60-day deadline to LGUs to clear roads of illegal structures and constructions
require the culture of discipline among Filipinos to be sustainable after the deadline
to LGUs on September 29, 2019.

d.2. Disaster Preparedness and Resilience

The DILG Operation Listo ensures disaster preparedness among LGUs at three levels:
Listong Pamilyang Pilipino, Listong Pamayanan, and Listong Pamayanang Lokal. This
preventive campaign entails full cooperation and discipline of Filipino families and
communities for a locality to be prepared for an incoming calamity.

d.3. Anti-Smoking

Executive Order No. 26, s. 2017 provides for the establishment of smoke-free
environments in public and enclosed spaces. The effectiveness of this policy for public
health can only happen through the citizens’ obedience to this rule by having self-
discipline.

d.4. Ease of Doing Business

The Ease of Doing Business (EODB) Act aims to further improve and speed up the
delivery of government services by simplifying the issuance of permits and licenses.
Overall, it aims to promote transparency and cut red tape in the government for a
more conducive business environment. The prescribed processing time is three (3)
working days for simple transactions. The requisite for discipline for the
enforcement of this law is two-way. NGAs and LGUs must faithfully enact the mandate
of this Act and people must likewise be disciplined in promoting graft and corrupt
practices among public officials and employees.

Page 3 of 5

DILG Public Affairs and Communication Service

 d.5. Liquor Ban

Liquor ban is following the Davao City’s best practice of not selling alcohol at 2 am
onwards, no drinking in public, and no shirtless on streets, etc. This can be replicated
in other local government units (LGUs) to ensure the prevention of untoward
incidents and crime. The public must be able to appreciate the wisdom of this policy
and practice discipline in adhering to it.

d.6. Environmental or Tourist Spots Cleanup

The gains of cleaning up the Boracay Islands and Manila Bay critically require the
discipline of the public so as to maintain the tidiness of these bodies of water as
tourist destinations and to safeguard public health.

d.7. Functionality of Barangay Anti-Drug Abuse Councils (BADACs)

The fight against illegal drugs is also a fight against criminality. It has resulted in a
decrease in the crime rate in the country. This can further be sustained through the
public’s discipline in being law-abiding citizens and by reporting to their respective
BADACs any suspected drug syndicates or activity in their communities.

e. Benefits / Anticipated Outcomes

The Disiplina Muna national advocacy campaign is beneficial for it seeks to activate
the real essence of shared responsibility for a progressive and peaceful Philippines.

It jumpstarts the concept of a whole-of-nation approach. It sheds light on the fact that
it is not only government that should steer the nation towards change for it cannot happen
with a passive and apathetic mindset and behavior of the citizenry.

Inclusive development entails inclusive change of individual citizenry who are aware
of their role and are doing their part in nation-building.

This campaign is only initiated by the DILG but is aimed at being government-wide
and whole-of-nation, meaning that the private sector, civil society, and media are active
partners in calling the public to practice discipline for a sustainable future for all.

IV. Roles and Expectations

Each agency, private organization, local government unit, media partner,

nongovernment organization is encouraged to:

1. Identify existing programs/activities in their organization that encourage

Disiplina Muna;
2. Use #Disiplina Muna in their social media/quote cards whenever appropriate;
3. Discuss the concept of Disiplina Muna within their circles;
4. Use the Disiplina Muna logo in their information materials whenever appropriate;
5. Conduct advocacy activities promoting a culture of discipline within their ranks

Page 4 of 5

DILG Public Affairs and Communication Service

V. Support or Budget

Budget for activities, informational materials, and collateral materials are to be

shouldered by each agency/sector for their respective Disiplina Muna advocacy
projects/activities.

V. Contact Information

Inquiries concerning this document should be directed or addressed to the DILG

Office of the Undersecretary for Plans, Public Affairs and Communication and/or the DILG
Public Affairs and Communication Service (PACS) through telephone numbers (02) 8-925-
0349 or via email to disiplinamuna.dilg.pacs@gmail.com.

Page 5 of 5

DILG Public Affairs and Communication Service