National Kidney and Transplant Institute (NKTI) Executive Director Rose Marie Rosete-Liquete (4L) and Philippine Information Agency (PIA) Director-General Jose Torres Jr. (3R) lead the ceremonial signing of Memorandum of Understanding for the advancement of renal health alongside NKTI-Public Health Unit (PHU) Head Maria Angeles G. Marbella (3L), NKTI-Human Organ Preservation Effort (HOPE) Office Chief and Transplant Coordinator Peter Paul M. Plegaria (2L), NKTI Legal Officer Atty. Isagani Clasara Jr. (1L), PIA Deputy Director-General for Strategic Communication and External Affairs Katherine Chloe S. De Castro (2R), and PIA Program Management Division (PMD) representative Sixto Paulo S. Agato (1R). (PIA-NCR)

QUEZON CITY, (PIA) -- In a bid to advance the state of renal health in the country, the National Kidney and Transplant Institute (NKTI) forged a partnership with the Philippine Information Agency (PIA) for the development of a holistic communication campaign towards the promotion of kidney disease prevention and organ donation. 

This is following the signing of Memorandum of Understanding (MOU) between the PIA and the Public Health Unit (PHU) and Human Organ Preservation Effort (HOPE) Office under the NKTI on Monday, February 19. 

NKTI Executive Director Rose Marie Rosete-Liquete underscored the importance of the partnership towards achieving the primary goal of the Universal Health Care (UHC) in facilitating equitable access to healthcare. 

“With this partnership with you, we will be able to reach out to the community. To align with Universal Health Care, we need each other. We need your expertise in conceptualization and development of different types of advocacy campaigns,” said Liquete. 

For his part, Director-General Jose Torres Jr. expressed the commitment of the PIA to efficiently utilize its communication arms to bring the primary healthcare services of the NKTI closer to the masses, particularly those who are situated in geographically isolated and disadvantaged areas (GIDAs). 

“We offer our 78 provincial offices and 16 regional offices para makatulong na maipa-abot ang mga programa ng NKTI sa iba’t ibang sulok ng bansa. Asahan niyo na sa kaakibat ng ating Memorandum of Understanding na ito ang mas maigting na suporta ng aming ahensya sa larangan ng komunikasyon, lalong lalo na sa pagpapaabot ng mga programa ng NKTI sa ating mga kababayan,” Torres highlighted. 

(Translation: We offer our 78 provincial offices and 16 regional offices to help bring the programs of NKTI to different parts of the country. Rest assured that alongside this Memorandum of Understanding is our agency’s stronger support in terms of communication efforts, especially when it comes to bringing the services of NKTI closer to the reach of our fellow Filipinos)

“Sa Bagong Pilipinas, lahat tayo ay malusog at hindi nagkakasakit at pinapangalagaan ang ating mga kalusugan,” he added. 

(Translation: In Bagong Pilipinas, we are all healthy, not getting sick, and taking care of our health) 

The PIA currently operates a sum of 94 social media accounts with an approximate reach of 40 million people on a daily basis. By utilizing these platforms, the agency envisions to help more Filipinos in making informed decisions about their renal health, especially during the prevention phase. 

The launch of a monthly webinar series entitled "Usapang Bato" essentially forms part of this initiative. The online learning sessions will tackle various topics related to kidney disease prevention and vital information regarding organ donation and transplantation. 

In line with this, NKTI aims to lessen the number of Filipinos who experience chronic kidney disease through advocating for preventive care. On average, the NKTI records a 17 percent increase in Filipinos undergoing dialysis treatments annually. 

“We are passionate about proactive kidney health. Our dedicated team is committed to empower everyone with the knowledge and tools for optimal kidney health. We are also focused on training our primary physicians and allied barangay health workers in identifying and supporting individuals who are at high risk for chronic kidney disease,” said NKTI-PHU Head Maria Angeles G. Marbella. 

Meanwhile, the partnership also anchors the vision of inspiring more Filipinos to become organ donors to those in need of life-saving transplantation. 

“By joining forces with PIA, we’ll amplify the message of organ donation across the Philippines through strategic communication campaigns, educational initiatives, and community outreach programs,” said HOPE Chief and Transplant Coordinator Peter Paul M. Plegaria. 

At present, the NKTI is implementing a resource stratified framework for renal healthcare. This seeks to empower the healthcare workforce at a local level in the provision of preventive and curative services related to kidney care. (JMP/PIA-NCR)