More gender sensitive messages seen in PIA with improved GAD program

By Keren Anne Bernadas

LEGAZPI CITY, Albay --- The Philippine Information Agency (PIA) held a planning session from July 14 to 16 in this city to enhance its Gender and Development (GAD) program.

The goal was to find ways to make the agency’s programs and projects more sensitive to gender issues.

During the event, PIA Director-General Katherine Chloe De Castro, who also leads the GAD efforts, shared her thoughts about the program.

She said, “This workshop is a great opportunity for us to revisit the Harmonized Gender and Development Guidelines and understand how we can better integrate gender perspectives in the implementation and evaluation of our GAD programs and projects.”

De Castro emphasized that this initiative would help the PIA’s GAD team become stronger and create more programs that are inclusive and responsive to gender needs.

Cristita Triunfante, the former commissioner of the Philippine Commission on Women, served as the subject-matter expert at the summit.

She discussed key topics, including basic GAD concepts, gender analysis, and the essential elements of a gender-responsive program.

The sessions also emphasized the need to mainstream GAD in communication platforms.

Triunfante emphasized the importance of the Harmonized Gender and Development Guidelines, describing how they can be used to create and improve projects focused on gender issues.

She also talked about key ideas like development, gender mainstreaming, and gender advocacy, which were significant topics at the event.

Triunfante pointed out that understanding these concepts is essential for government agencies and local governments.

By applying them, they can better promote gender equality and make their programs more responsive to the needs of all genders.

The summit also delved on important rules for including gender considerations in project proposals. These rules are based on established guidelines aimed at promoting gender equality and development.

Angely Mercado, PIA regional head for Cagayan Valley and vice-chairperson for GAD at the PIA, highlighted the importance of effective project management and evaluation to ensure that gender issues are properly addressed.

She emphasized that the commitment to understanding and supporting gender-related issues can truly make a positive difference in our communities.

“Sa bawat press release, video, social card, o mensahe nating inilalabas, may kapangyarihan tayong baguhin ang pananaw at palakasin ang boses ng mga inaapi, nananahimik, at nangangailangan,” Mercado said.

(Every message we share, whether through a press release, video, or social media, has the power to change how people think and highlight the voices of those who often go unheard.)

Alhlette Reyes, another PIA representative, shared that this meeting showed how essential it is to integrate gender considerations into the agency’s work.

She said she believes that the PIA is now better equipped to address gender issues in a more effective and timely manner.

Reyes pledged to raise awareness and promote action at the regional level, working towards a future where everyone, regardless of their gender, can thrive in the media and their communities.

Oliver Baccay, a key representative for PIA, reflected on how gender programs do more than just raise awareness; they empower individuals and improve their overall well-being. He expressed hope that the agency will create a well-rounded gender plan that truly reflects its mission.

Clienteast Van Totanes, another PIA leader, stressed the importance of engaging with local communities to better understand their gender-related challenges.

He believes that by doing so, PIA can tailor its efforts to meet the unique needs of the people it serves.

“In our regions, we can use this new knowledge to improve our plans for integrating gender into our projects,” he advised those in attendance.

Triunfante, a member of a national group on gender and development, also shared her expertise on public health and gender issues during the event.

As a result of the gathering, participants developed project proposals for 2026, completed necessary checklists to ensure their plans align with established guidelines, and worked on refining their proposals based on feedback they received. (PIA Bicol)