It is a stark reality that Filipinos have an aversion to science and mathematics. Surveys showed that the people’s awareness on science and technology (S&T) were at a measly one-digit level.
To determine the real score, the Department of Science and Technology (DOST), through the Science and Technology Information Institute (STII), has engaged the Social Weather Stations to do quarterly surveys to gauge the people’s level of awareness on S&T in general, on the DOST and all its attached agencies, on its regional offices, and on knowledge of its products and services.
The result was quite disappointing. It revealed that the level of awareness on S&T in general was low at 6 percent, while the DOST as an agency got more than 90 percent.
There was an increase in S&T awareness in 2018 that hit 13 percent, and grew a little to 15 percent in the first quarter of 2019.
Although there was an improvement, the level was still low if the DOST wants to popularize science, technology and innovation among the masses to help them form a “culture of science” in the country.
Promoting DOST
To push the promotion of S&T to the common people, the DOST thought of tapping a celebrity, similar to the practice espoused by the corporate world in getting the services of television or movie personalities, journalists or athletes to enhance the “image” of and awareness to their products and services.
After all, the DOST is a brand that needs to be promoted.
To jump-start the initiative, the DOST-STII commissioned a survey led by Dr. Dave Centeno of the Cesar Virata School of Economics-University of the Philippines Diliman and the UP College of Mass Communication in the last quarter of 2018 to determine the best individual for the job.
The study centered on the educational and professional background of the personalities/celebrities, intelligence, advocacies, social affiliations, mass audience appeal, level of trust and confidence, audience perception, ability to explain complex ideas, and others.
The respondents came from the National Capital Region, Cavite and Laguna who belong to various socioeconomic strata and demographic profiles.
The survey produced 32 names composed of TV personalities, politicians, broadcasters and beauty queens based on the respondents’ choice.
Out of the proposed names, chosen as the DOST’s first brand ambassador was popular Christopher John (Chris) Tiu, the former skipper of the Ateneo Blue Eagles and first batch of Gilas Pilipinas basketball team captain.
The right choice
Tiu, 33, became a household name when he played for Ateneo de Manila University in the University Athletic Association of the Philippines. He was known as a cerebral player on the hardcourt, outfoxing his taller and heavier opponents.
He was later tapped to join the Smart Gilas national basketball team from 2008 to 2012 under the tutelage of Coach Rajko Toroman. In 2012 he pursued his dream of becoming a professional basketball player and was drafted by the Rain or Shine Elasto Painters. He retired from professional basketball after six seasons.
The product of Xavier School from elementary to high school, he also excelled in academics, graduating with a management engineering degree with minor in Chinese Studies from Ateneo. Moreover, he was an exchange student for one year in a French educational institution.
With his wholesome image and excellent academic record, Tiu was recruited by GMA7 to host iBilib, a program that shows scientific experiments and explores challenging scientific facts in a very entertaining manner to appeal to the mass audience, especially to students.
Moreover, he also hosted the programs Ripley’s Believe It or Not, Ako Mismo, Hanep Buhay, Pinoy Records and 1-on-1 Tiu-torials on basketball fundamentals.
Meanwhile, Tiu also dabbled in commercials promoting well-known brands.
He became active in public service, serving as barangay kagawad and Sangguniang Kabataan chairman of Urdaneta Village from 2001 to 2018.
Coming from a family of entrepreneurs, Tiu possesses an entrepreneurial DNA. He founded and also became a part-time owner of “Happy Lemon” café chain and also manages several business enterprises, such as Eric Kayser French Boulangerie, among others.
Promoting science culture
In the press briefing during the opening of the National Science and Technology Week on July 17, Tiu pointed out that his role as DOST brand ambassador is to “encourage the youth to love science and convince them to make a career in science.”
“Instead of a becoming a YouTube star or an Instagram sensation, I hope I can channel their energy to focus on loving science and think that science is cool,” he pointed out.
As a brand ambassador, Tiu also wants to enlighten the people on the incredible benefits of science as it can uplift lives and improve their well-being.
As far as sustainability is concerned, Tiu also walks the talk. He revealed their family business is involved in developing renewable energy, aquaculture and mini hydrothermal plants.
In their hospitality business, he revealed they are pursuing sustainable tourism by raising dugongs in the area.
Asked how can he can become an effective brand ambassador, Tiu pointed out that it is hard to measure, saying that he will exert efforts to create awareness, generate interest and convince the youth to make science their chosen career when they grow up.
“I am also thinking on how to promote it in social media. Instead of going viral on video or engaging in online gaming, I hope I can create content that will inspire them to love science,” he said.
Image credits: Nonie Reyes