Communication must be seen as the key tool to obtain advocacy objective that create a real difference in delivering real results. This is the essence of the C4D, otherwise known as Communication for Development, which was conducted nationwide to all PCF Focal Person, RIO and PIO at Caliraya Resort, Lumban, Laguna on December 10-12, 2012.

Elmer Egama (PCF Focal Person), Lemuel Mejares (designated Regional Information Officer) Provincial Information Officers- River Tabada (Zamboanga del Norte) and Roxanne Ocampo (Zamboanga Sibugay) made up the regional team.

Team Asia, an award winning strategic marketing communications firm, presented the concept and idea of C4D model which was developed by the UNICEF that can be applied in communicating the Performance Challenge Fund. In this way, the PCF would have an image; an identity which distinguished it from other DILG programs.

In the said training, participants were encouraged to develop brand identity of the PCF, regarding the holistic view of what PCF is, by identifying its core and extended identity and how this can be introduced to the stakeholders in order to create a real difference in delivering real results as it has always been the banner raised by the projects funded by Australian Aid (AusAid).

Working in team either by island or by region, the participants engaged in an activity that brought out their creative and effective strategy in communicating PCF to the public by identifying and setting up objectives to various stakeholders and finding measures and channels to promote the intended advocacy.

As expected, the teams could come up and devise a strategy using C4D model to be implemented by 2013.