PIA’s Anti-Drug Courier Drive gets Anvil recognition

The Philippine Information Agency (PIA) was honored for its “Anti-Drug Courier Program” during the 47^th Anvil Awards held at the EDSA Shangri-la Hotel in Mandaluyong City.

The PIA was recognized and given the Merit Award for the category -- PR Program on a Sustained Basis for its advocacy campaign against drug mules and drug trafficking in the country.

The program was a response and intervention to the alarming number of drug smuggling cases involved in by Filipinos. Around 700 Pinoys have been reported to be involved in drug smuggling.

Drug trafficking syndicates have been victimizing helpless Filipinos like overseas workers who are in need of money. Due to lack of knowledge about the gravity of drug trafficking, the uninformed drug mule victims allow themselves to transport illegal substance to other countries in exchange of money.

The recent case of drug mules led to the execution of three Filipinos in China, affecting the diplomatic ties between the Philippines and China.

To address the menace and to put a stop to the number of Filipinos victimized by drug syndicates, the PIA and the Philippine Drug Enforcement Agency launched a three-year Anti-Drug Courier PR campaign. 

The program made use of various platform in the dissemination of information about drug trafficking that would strengthen public awareness and education about drug trafficking and drug syndicates. 

PIA utilized social media for this campaign which yielded positive results. The campaign aided in making Filipinos more vigilant against international drug trafficking syndicates as evidenced in the decrease of Filipino drug mules. From 78 arrests in 2010, the number dropped to 14 in 2011. 

This year’s Anvil Awards is an annual event of the Public Relations Society of the Philippines (PRSP) and is dubbed the “Oscars” of local PR practice as it recognizes outstanding programs and tools implemented from Oct. 2010 to Oct. 2011.


Anvil recognition is given to PR programs and tools that pass the high standards set by this year’s board of jurors. The panel is composed of acknowledged experts in PR, media, academe, government, civil society and business.

Anvil Awards recognizes the value of corporate social responsibility and effective communications campaigns that are implemented by government offices and private corporations to inform and empower the public especially our marginalized citizens.