HERE IS THE LETTER I sent last December 14 to Emman Llagas, president for Bicol of the Kilusan ng mga Brodkaster sa Pilipinas. This is in connection with the ongoing radio airing of political advertisements employing children as voice talents. A copy of the letter was also sent to each media outfits in Naga.
May all of us be charged with the spirit of the Christmas season!
I am writing you in connection with the clamors and public disgust over the political and politically motivated advertisements currently being aired on local radio stations within the scope of your chapter. I am very much concerned especially with those radio spots employing children as voice talents primarily because these spots have nothing to do or not in any way connected with the very nature of childhood. On the other hand, these political and politically motivated advertisements come as a way of exploitation, miseducation, and misinformation, in many manners, of our children.
The first advertisement created by Bubble Rat Productions which was aired over dwNX and dwOK around November to date featured a child chanting a familiar children's tune with verses maligning-calling them peste-those who oppose the Libmanan-Cabusao Dam Project.
As you may know, I act as one of the leaders of LupiKontraDam, the gathering of the concerned citizens of Lupi who are weary and scared of the fact that if the project is pushed through by its insistent proponents, we will eventually lose our town, livelihood, history and heritage. We believe that in any way we are not a menace-peste, we are merely airing our objection as prescribed in our rights as humans belonging in a community.
My concern regarding the exploitation of children in media is even more intensified upon hearing a rebuttal advertisement-aired over dzGE and other stations, again employing children, by those who support the anti-dam campaigns. I believe this battle of advertisements favors only those who have political motives, as well as the advertising agencies responsible for creating the ads, and the radio stations where airtime charge is currently at its peak.
Despite my involvement in campaigns against the Libmanan-Cabusao Dam Project and despite the fact that the anti-dam advertisement may actually favor our advocacies, I do not believe that the manner of presentation is in congruence with how we believe things should be done. Because we still believe in subtlety, in restraint, in human gentleness and compassion; not in rude and unreasonably adversarial procedure of airing concerns.
Now, we should ask: where now lies our press ethics? Where now is our primordial sympathy as influencer and persuader of thoughts? Where now is our duty to further only what is the truth?
In the second principle of the United Nations' declaration of the rights of the child it says: the child shall enjoy special protection, and shall be given opportunities and facilities, by law and by other means, to enable him to develop physically, mentally, morally, spiritually and socially in a healthy and normal manner and in conditions of freedom and dignity. In the enactment of laws for this purpose, the best interests of the child shall be the paramount consideration.
Are we, in the media organizations, not concerned that in our great and obvious participation in this battle of political and politically motivated advertisements, we have actually violated this right-that of those children employed in the advertisements and that of those children who have heard the advertisements over the radio?
The ninth principle of the same declaration reiterates the protection of the child from all forms of exploitation. It further says that the child shall not be admitted to employment before an appropriate minimum age; he shall in no case because or permitted to engage in any occupation or employment which would prejudice his health or education, or interfere with his physical, mental or moral development.
The tenth principle stresses that the child be brought up in a spirit of understanding, tolerance, friendship among peoples, peace and universal brotherhood, and in full consciousness that his energy and talents should be devoted to the service of his fellow men.
How can we further these principles, these rights, if at a very young age, these children are exploited by irresponsible advertisers, advertising agencies, and media outfits whose only concern is profit and commercial gains?
Every advertiser, advertising agency, radio station, as well as media personnel should be reminded that declaration of the rights of the child is strengthened in our country by laws such as the Republic Act No. 7610, An Act Providing for Stronger Deterrence and Special Protection Against Child Abuse, Exploitation and Discrimination, and for Other Purposes, as well as the 1974 Presidential Decree No. 603, also known as The Child and Youth Welfare Code.
Such sweet irony that PD No. 603 begins with a declaration that the Child is one of the most important assets of the nation. Every effort should be exerted to promote his welfare and enhance his opportunities for a useful and happy life. And the decree enumerates all our responsibilities over the child in focus. Sadly, current situation shows we are doing otherwise.
Thus, it is my humble request that the local chapter of the Kilusan ng mga Brodkaster sa Pilipinas immediately act over these matters before it is too late.
I strongly suggest the prompt decommissioning of these crass, children-employing advertisements from our program logs.
I believe that as partakers in this horrible phenomenon we have the faculty to say NO in the first place. Only if we include in our business considerations a bit of discernment over what is ethical and correct and what is not, this matter would have not gotten worse.
I also wish that advertising agencies or any entities responsible for creating ads as such be sanctioned by the KBP. There is however a necessity for investigation into this matter primarily to check whether those who are employed in the creation of the ads are properly compensated. Other agencies may be tapped for this.
During these times when we whine and rant so much about corruption, the best action perhaps is to start cleansing from within. And as far as KBP is concerned, I wish that the Kilusan act on these dirty tactics circulating in broadcast media outfits, most especially that there are innocent children involved.
The principle of truth in advertising admonishes us to stick to the truth even if we advertise goods and services-and in this case, political promotions-by way of devices, more often using literary means, like metaphors, substitute images and verbal and non-verbal means. Despite anyone's intense desire to make advertisements as catchy as possible, by no means children should be exploited and their world be shattered by our own adults' corrupted examples.
For all these things, again, I appeal for your immediate action. It is also my request that this letter be read on air in our local radio stations.
Lest that in the end we suffer old age in the company of an indifferent generation, corrupted and exploited, because of our shrewd examples.
This may come as one of the sincerest gifts we can give our children this Yuletide season.
Thank you very much and may the blessing of the child Jesus come to us in surges this Christmas.
Vic Nierva blogs at http://aponihandiong.blogspot.com.