Brown rice I love it! an integrated marketing communications campaign for the healthier rice

Rice is a unique commodity for Filipinos. Rice provides as much as 70% of Filipinos daily calorie intake. The poorest spend 15% of their total household expenditure on rice alone. The Philippines however, cannot feed itself, and need to import from other countries. In the past 25 years, the Philippines had been marginally self-sufficient in only seven years. International trade figures reveal that the Philippines is the biggest rice importer in the world, with total exports of about 1.8 million tons of rice in 2007 alone. Recent research thrusts in rice variety development according to the UN-Food and Agriculture Organization (FAO) is on increasing the nutrition found in rice as it is the staple food of more than half of the worlds population. Nutritionists in the Philippines also found out in the latest National Nutrition Survey that many Filipinos are at risk for certain non-communicable diseases due to diet and lifestyle. Increasing rice production and the nutrition level of Filipinos are more than ever relevant in todays society. Unknown to most, the solution is quite simple. Because there is no other food quite life rice for a Filipino, only rice can substitute for rice. This rice is brown rice. Brown rice provides superior health benefits. At the same time, post-harvest research shows that brown rice has as much as 10% higher milling recovery than polished white rice. Computed on national yield levels, the instant increase in Philippine rice production is astounding. By marrying fundamental in Integrated Marketing Communications (IMC), social marketing, and enlightened marketing the campaign will communicate to the target adopters the benefits of shifting to brown rice for better health and at the same time address food security in the long term. The goal is to increase awareness of brown rice as the better rice by encouraging the target adopters to incorporate brown rice in their diets. The campaign is the result of a review of related literature on the concept of social marketing and enlightened marketing, as the umbrella under which IMC belongs research on consumer attitudes and insights on brown rice and an analysis of the current situation