Pop star and television personality Sarah Geronimo-Guidicelli has been identified as one of the most valuable celebrity endorsers in the country. She is considered a reliable name due to her exponential social media presence, consumer approval, and wholesome personality, which most brands look for in a celebrity ambassador.
In other words, Sarah G has all the characteristics essential for successful brand endorsement.
With this in mind, The Philippine Statistics Authority (PSA) has tapped the 32-year-old singer as the newest ambassador for the 2020 Census of Population and Housing program starting September. Her endorsement was launched via a virtual presser where a 60-second infomercial was released.
“We wanted the campaign to reach more audience that’s why we asked Sarah to join us in this endeavor. We chose her because of her massive influence,” Florante Varona, officer-in-charge, National Censuses Service, told Manila Standard during the virtual media event.
“There was no other choice. From the beginning, we already had Sarah in mind. She is known to most Filipinos from all walks of life. As such, we believe her to be perfect for the job,” Varona added.
“Sarah is very relatable. People easily identify with her. Sarah was and is our only choice to lead the campaign,” Joseph Cajita, population and housing division chief, said.
“It helps to have a popular figure leading the campaign because it gives the project more weight. People will definitely be more interested when they see their idol endorsing the campaign,” Minette Esquivias, assistant national statistician, added.
Also launched in the same press conference were the Census Population and Housing (CPH) Dance Video and Music Video shot (pre-pandemic) in Legazpi City (representing Luzon), Cebu City (representing Visayas) and Davao City (representing Mindanao), indicating that the upcoming 2020 Census of Population and Housing will be conducted nationwide.
The PSA was given a mandate through Executive Order No. 352 and Republic Act No. 10625 which will be kicked off on September of this year. All households and institutional populations will be enumerated to count all members and determine their respective demographics and socio-economic characteristics.
The PSA will undertake the entire process of enumerating the population of the Philippines by going through collecting, compiling, evaluating, analyzing, publishing, and disseminating data, which will be achieved through the 2020 Census of Population and Housing or CPH.
This entire process consists of listing by batch some characteristics of each individual and household at a certain time and area which will be conducted by the PSA representatives. Some data to be gathered are sex, age, marital status, education, religion, ethnicity, disability, occupation, and records of birth and death. Information on main sources of water, electricity, fuel resources, housing units, garbage disposal, toilet facility, ICT devices, vehicles, and internet access will also be collected.
The 2020 CPH aims to provide the government executives and policymakers the updated data on population and housing that could be used as bases for their social and economic development plans, policies, projects, and programs. The results of the census will also be used to develop key strategies for population management. This will also be beneficial to businesses, industries and non-profit organizations, including research and academic institutions. The 2020 CPH to be undertaken in the country starting Sep. 1 will be the 15th Census of Population and 7th Census of Housing.
“More than 100,000 enumerators and Census supervisors will conduct the house-to-house data gathering all over our country. Census interview will last for only 15 to 30 minutes per household,” PSA’s assistant national statistician shared with Manila Standard.
“The will be following safety precautions against the COVID-19 pandemic, like the wearing of face-masks, physical distancing and adhering to the health protocols of the government,” the statistician ended.
