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In the Philippines, many low-income families often build their homes in stages without proper guidance or resources. A recent study found that, aside from 36% of families whose homes have no foundations,nearly 28% need critical structural upgrades.
But this isn’t just about construction—it’s about access to the right information.
Organizations operating in the sector acknowledge that there exists a big knowledge gap that leads homeowners to do quick fixes that may seem practical for them but ultimately put home safety and quality at risk. To gain deeper insights into consumer behavior regarding housing decisions in the Philippines, particularly in Cebu, Habitat for Humanity’s Terwilliger Center for Innovation carried out a comprehensive baseline study.
Leading this initiative to better understand the factors influencing housing decisions in the Philippines, Habitat for Humanity’s Terwilliger Center for Innovation conducted a baseline study in Mandaue City, Cebu. This effort aims to provide valuable insights into consumer behavior and support the development of inclusive and sustainable housing solutions. They found that 59% of homeowners in resettlement areas are likely to have substandard housing due to a lack of awareness about proper construction practices. Without proper guidance, their homes are prone to greater deterioration over time or even complete destruction when disasters like typhoons or earthquakes strike.
Drawing from global experiences on the role that media can play in influencing and shaping how people think and act, Habitat’s Terwilliger Center tapped into TV, radio, and digital platforms to help families build safer, stronger homes through adequate information. The center used media as a powerful tool for change, guiding families to turn education into action and making homes safer. Together with the media, they helped influence housing decisions and attracted greater investment from partners, such as production companies, hardware companies, and others in the construction sector.
One of the most impactful initiatives is PAYAG, a home makeover television series produced in partnership with the Hot News Channel in Cebu. Designed for self-building homeowners, the show demonstrates how cost-effective improvements can significantly enhance home safety and durability. Each episode features the PAYAG team assessing homes, offering renovation plans, and making budget-friendly improvements, inspiring better construction practices.
To extend its reach, the Terwilliger Center also launched Pulido: Arkitekto Tambagi Ko!, a call-in radio program offering expert advice on disaster-resilient home construction. Following Typhoon Odette’s devastation in 2021, the program became a crucial resource for families looking to repair and reinforce their homes. Featuring architects and engineers, Pulido provides direct consultations, helping families make informed decisions about materials, layout, and construction techniques.
Now in its second season, the program reaches an impressive 1.74 million listeners per episode through radio and social media live streams. Listeners like Atomz Ybañez from Tubigon, Bohol, have expressed gratitude for the show, saying, “I learned that building an affordable house is possible. The tips on choosing materials and building techniques encouraged me to finalize my own house plan.”
The Center also embraced digital platforms to broaden its impact. BAHAYPlus, a digital campaign launched in July with a US$135,000 budget, has already reached over 321,000 households. The campaign’s most engaging content—sample designs and construction tips—has generated significant audience interaction and sponsorship revenue. Additionally, a partnership with Primary Structures Corporation aims to enhance content with expert insights on design and workmanship.
Nationally, the Center also collaborated with TV8 Media Productions’ I Heart PH to integrate DIY home improvement segments into the program. The show’s reach expanded nationwide, attracting 7.8 million viewers at its finale—an impressive 108% increase from its pilot. Popular topics like wiring, walls, plumbing, and sustainable housing sparked high engagement, leading to a second season that highlights accessible home improvement education.
Likewise, Lilu Advertising and Marketing Solutions, in partnership with the tabloid Banat News, was also tapped to produce content that reaches 2,000 households weekly. This initiative will continue sharing Build It Right Guide messages through March 2025.
All these initiatives show how media can transform housing and construction habits, not just by promoting home improvements but by actively engaging families and empowering them with the knowledge to build and improve their homes in safer manner. The center’s media initiatives have reached 8.66 million households, generating US$81,320 in ads and sponsorships. More importantly, 1,036 homeowners have reported applying the "Build It Right Guide" principles in their housing projects.
With millions of households reached and thousands of homeowners applying safer construction methods, the Center's role as a key catalyst for change is evident. By blending education with entertainment, it shows that media can drive meaningful change, equipping families across the Philippines with the knowledge, tools, and resources to build safe, durable, and resilient homes for generations to come.
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Habitat for Humanity International is an international organization that helps families build and improve places to call home. For more information about Habitat for Humanity, check https://www.habitat.org/ap