Tuberculosis Infomercials - The Philippines

The TV ads reveal three instances in the life of a particular person with TB named "Tibor". In addition to urging TB-infected individuals to seek treatment, the infomercials aim to eradicate the social stigma associated with having the disease. This strategy is aimed at Filipinos who dismiss TB symptoms as those of ordinary viral infection for fear of being scorned if they are diagnosed with TB.

"Pila" begins by showing the faces of different characters lining up at a bus terminal. As the camera pans the faces, captions appear - a cell phone snatcher, a man who beats women, an adulterer, and TB-infected Tibor. This simple message is spoken, "Maraming mas dapat ikahiya kaysa pagkakaroon ng TB" ("There are more things to be ashamed of than having TB"). The ad encourages people with TB to seek treatment. The infomercial also addresses the stereotype that only thin, frail people who cough incessantly have TB - a misconception that organisers say has resulted in failure on the part of those with symptoms of TB to seek immediate medical attention.

The second ad, "Bahay", shows Tibor enjoying a meal at home with his wife and children. By stressing the importance of family care and support during treatment, this ad attempts to end the common practice of isolating TB patients from the rest of the family. Organisers claim that many are unaware that, with successful treatment (typically, Directly Observed Treatment Short-Course chemotherapy, which lasts as few as 3 weeks), TB patients are not contagious and can lead very normal lives. The ad also challenges the belief that TB can be cured only in hospitals; it can be treated at home.

Set in a health centre, the third ad features Tibor recovering from TB - with the help of a health worker and doctor - and indicates how constant medical attention contributes to his improved health. This infomercial intends to strengthen the public's confidence in government health centres.

Health.

Department of Health statistics show that an average of 75 people in the Philippines die from TB, which is the fifth leading cause of death in the Philippines. On a worldwide scale, TB kills about 1.7 million people every year. The Philippines has the seventh highest number of TB cases in the world and the second highest number of cases in the Western Pacific region. Organisers note that people underestimate the seriousness of the disease, despite the fact that 5% of Filipino households could be infected, and almost 75% of the country's citizens carry inactive TB bacteria. ReachOut statistics show that government health centres distribute 41% of anti-TB medicines in the country.