Juana Change

The tools of political organizing include iconography and Juana Change and Convergence Team are bringing these to the task of reform constituency building. The product is change, the medium is connectivity through tri-media. The convergence team is linked to the Movement for Good Governance, YouthVotePhilippines, Kaya Natin, Pagasa and other reform efforts to help enhance each groups’ iconography. The Team is spearheading a multi-media campaign of “Gumising, Mangarap, Makilahok at Ipagtanggol ang Nakamit” using creative arts and communication as focal areas of convergence.

“Juana Change” is a character who represents the everyday Filipino. She is the street sweeper, the jeepney driver, the government employee, or the overseas Filipino among others. She can also be a congresswoman, a faith healer or a general. She is our mirror. The Convergence Team, a group of creative artists, advocates, activists and communicators developed Juana Change and filmed short “virals” of vignettes that depict what we have become as Filipinos.

In the first week alone of the release of the first viral, more than 3,000 hits were logged on You Tube. To date, there are almost 40,000 hits on the most popular of the series. Immediate interest from major networks, other creative artists, advertising firms and reform groups brought Juana Change to prominence in a very short time. Interviews and features in television and radio both local and international continue to bridge the internet campaign with the broader multimedia audience. More important are the reactions, comments and feedback from Filipinos here and abroad on how they could relate with the character and how they could help work for change. This connection with and call to Filipinos will continue to be the focus of the group as it evolves Juana Change and its broader multi-media campaign.