Republic of the Phil ines
HOUSE OF REPRESENTATIVES
Quezon City

FIFTEENTH CONGRESS.
Third Regular Session

House aNo.__6513

Intraduced by Rep. Jorge “Bolet” Banal and Rep. Cesar V, Sarmiento

EXPLANATORY NOTE

Design and product development should go hand in hand. In a world where competition is very
stiff, promotion and development of product and industry design is something to be seriously
considered.

More than its superficial aspect, design promotion has to do with turning products and
industries into more competitive ones. While the private sector may pursue this end, the government
has a very important role in making sure people, firms and industries get the necessary support.
Moreover, government, having the resaurces, must set the path in developing design on a national
scale.

Executive Order No. 233, Issued by former President Corazon C, Aquino, reorganized the
Department of Trade and Industry, which included the creation of the Product Development and Design
Center of the Philippines (PDDCP}. This gave way for more government support and intervention in as
far as product design promotion and development is concerned.

So much has changed since 1987, the year when Executive Order No. 133 was issued. So many
products and developments have come up, and as technology made possible the entry of a lot of
innovations, design improvement had a significant effect on the marketability of these products

No doubt, there is a need now to review our policy on national design. If we are truly serious
about providing support to the millions who work in the various industries and depend on the
competitiveness of their firms, we must push for legislation that would promote competitiveness. In the
end, what is at stake is the livelihood of our fellow Filipinos.

For Philippine product and industry design to advance towards global competitiveness, the
mandate of the PDDCP needs to be reviewed. It has to be strengthened, and for this to happen, there
must be an empowering charter that would allow both government and private sector to work together.


By pursuing design devetopment, we take to mind and seriously consider the welfare of the
millions of Filipinas who work in our industries and craft thelr products. Therefore, the passage of this
bill is earnestly sought,

C JORGE “BOLET” BANAL CESAR V. SARMIENTO



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Republic of the Philippines
HOUSE OF REPRESENTATIVES.
‘Quezon City

FIFTEENTH CONGRESS
Third Regular Session

House pine. 6513

Introduced by Rep. Jorge “Bolet” Banal and Rep. Cesar V, Sarmiento

“AN ACT
PROMOTING COMPETITIVE FILIPINO DESIGN, PROVIDING FOR THE PURPOSE Of A
NATIONAL DESIGN POLICY AND STRENGTHENING AND RENAMING THE PRODUCT
DEVELOPMENT AND DESIGN CENTER OF THE PHILIPPINES (PDDCP) AS THE DESIGN
CENTER OF THE PHILIPPINES AND FOR OTHER PURPOSES”

Be it enacted by the Senate and the House of Representatives of the Philippines in Congress
assembled:

SECTION 1. Short Title. — This Act shall be known as the “Philippine Design Competitiveness Act of
2012."

SECTION 2. Statement of Policy. - It is the declared policy of the State to enhance the competitiveness
and innovativeness of Philippine products and services to drive sustainable economic growth.

The State shall also endeavor to promote an economy and society driven by creativity, design and
innovation that are responsive to our fast-changing times, while being reflective of the Filipino culture
and identity, It shall also advacate the pratection of the ideas and innovations of its local talents,

The State shall also promote the adaptation of design principles, such as creativity, efficiency, user-
centeredness, and sustainability, in gavernment processes and public programs, so that it may channel
and use its resources to deliver its services more efficiently and effectively.

SECTION 3. Purpose and Objectives. - The State shall promote and strengthen the Philippine design
industry to achieve the following purpose:

a, “Establish a national design policy, which shall be an integrated, forward-thinking and
long-range direction and strategy for the Philippine design industry;

b. Bulld and promote design awareness to the public by making good design accessible to
everyone through different activities and events;

c. Create demand for good design by integrating design into other industries and aspects
of society, thereby extending its impact economically, socially and environmentally;


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MISSION

DERIVATIVE FUNDAMENTAL
GOALS GOALS,

VISION

d, Cultivate capabilities and resources of Filipino designers to praduce world-class designs
and innovations; so that we may

¢. Leverage Filipino design for global competitiveness, consequently establishing a
distinct and strategic national brand that reflects our country’s culture, heritage and
traditions;

f. Incorporate design solutions to government processes and public development
problems, thereby making design a priority component in national development and
social innovation; and

g. Ultimately, create an environment and culture that values and drives innovation so
‘that the Philippines may leverage our raw materials, natural resources, and creativity to
stay ahead of the curve.”

AN OVERVIEW OF THE PURPOSE AND OBJECTIVES OF

THE DESIGN COMPETITIVENESS ACT OF THE PHILIPPINES

CREATE A
NATIONAL DESIGN
A FORWARD THINKIN

INTEGRATE!

BUILD DESIGN AWARENESS CULTIVATE CAPABILITIES
BY MAKING GOOD DESIGN FOR GOOD PESIGN
ACCESSIBLE TO EVERYONE AND INNOVATION

APPLY GOOD DESIGN TO.
SOCIAL INNOVATION &
GOVERNMENT EFFICIENCY

i bes

LEVERAGE GOD DESIGN
FOR GLOBAL

COMPETIIIVENESS, €

CREATE DEMAND FOR
GOOD ESIGN

CREATE AN ENVIKGNMENT

& A CULTURE THAT VALUES
AND DRIVES FILIP:
NOVATION

SECTION 4, Strengthening the Product Development and Design Center of the Philippines and
Strengthening its Mandate. ~ The Product Development and Design Center of the Philippines (POOCP) is
hereby reengineered and renamed into the Design Center of the Philippines, herein referred to as the
Design Center.


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The Design Center is mandated to be the primary policy, planning, coordinating, implementing,
regulating, and administrative entity of the executive branch of government that will promote and
develop the Philippine design industry.

As the national center for design, it will spearhead the creation and implementation of the National

Design Policy, with a vi

jon to create a culture of design-driven innovation in the Philippines.

To effectively carry out this mandate, the Design Center shall exercise the following powers and
functions:

DESIGN CENTER OF THE PHILIPPINES.
{POWERS & FUNCTIONS}

DESIGN AWARENESS, IGN SUPPORT [BOESIGNiNTEGRATION]
AND CULTURE OMOEON ANB PROTECTION Mf INTG GOVERMENT

1

2.

Create the Nationa! Design Policy

- Formulate the National Design Policy, herein referred to as NDP, aligning it with the
Government's economic agenda;

- Continuously formulate 5-year-plans that are in line with the general NDP, but reflective of
the changing conditions in both the domestic and international environments;

= Coordinate, monitor, and assess the implementation of the NOP, and, when necessary,
update the NOP in the light of changing market conditions in both the domestic and
international environments;

- Establish dialogue with designers and industry stakeholders to encourage them to actively
engage with the crafting and implementation of the design poiicy;

- Establish an evaluation system through which the results of the NOP (as well as singular
projects and programs) could be assessed and improved.

Implement the Natlonal Design Policy
- Spearhead the implementation of the NDP, with the purpose of achieving its goals, as
expounded in Section 9 of this bill. The NDP goals that the Design Center is expected to
achieve can be broadly classified into the following categories:
© Design Awareness & Culture
© Design Education
© Design Promotion
© Design Support & Protection


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© Design Integration into Government

= Part of carrying out this poliey, the Center must regularly publish and report on all of its
activities and programs through an official website, This shalt serve as central hub of
information for the country’s design industry, and will keep the local and international
public up-to-date with the Philippine design scene. This must also be accomplished to
uphoid the value of government transparency: all information on the agency's activities
must be made accessible and understandable, so that the citizens may see where their
money is being spent, and if itis being spent efficiently.

3. Research and Development

= Perform country mapping for the Philippine design industry, in order to obtain extensive
and thorough information on the details and demographics of where our nation is in terms:
of design awareness and capabilities. This should also identify our strengths and assets, and
therefore help craft the priority action steps and sub-industries that we should highlight in
the NDP;

= Develop and maintain a creative research and development program on trends and
technologies pertaining to the design, development, and improvement of Philippine
products and services, including those created by small and medium enterprises (SMEs);

- Create a skill develapment, mentoring and support system for individuals, corporations,
partnerships, or associations, particularly Small and Medium-sized Enterprises (SMEs), who
want to benefit from the strategic use of good design in business administration, commerce,
trade, and other enterprises; and

~ Continually undertake research and development on manipulation and development of
indigenous raw materials, so we can be able to come up with first-in-the-world and uniquely
Filipino innovations.

4, international Relations
- Collaborate internationally with similar design policy advisory bodies of other countries to
establish long-term partnerships, exchange knowledge, and gain Insights on how successful
design practices in other countries can be transferred and adapted in the context of our
local industry.

SECTION 5: Creation of the Design Advisory Council. = There shall be created a Design Advisory Council,
herein referred to as DAC, which shall be a public-private partnership that will serve as an Advisory
Council to the Design Center. The DAC shall advise the Design Center in the formulation and
implementatian of policies that will enhance the quality and competitiveness of Philippine products and
services and shall support the Philippine Government in its efforts to enhance the level of innovation
and creativity in Philippine indus!

5.

SECTION 6: Powers and Functions of the Design Advisory Council. - The Design Advisory Council shall
advocate and pramote the strategic role of design in strengthening sustainability of Philippine socio-
economic growth and competitiveness. It shall exercise the following powers and functions:



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a. Provide advice and insights imperative in pursuing the mandate of the Design Center by
effectively representing the collective views of both the public and the private sector

b. Advocate for full consideration of design’s contribution to program effectiveness and
innovation in government policy decisions;

Review and promote policies where design is a key component;

d. Act as a liaison among the professional design, design education and government design
stakeholders;

e. Provide advice and guidance to design education institutions on the development and
standardization of course syllabus ensuring the propagation of high quality education in design
in all regions across the country;

f. Promulgate government regulations relevant to the implementation of the NDP.

SECTION 7: Composition of the Design Advisory Council, - “The DAC shail be composed of eighteen {18)
members, Nine (9) of its members shall be representatives from the following government departments
or offices:

1. Department of Trade and Industry (DTI)
a. Secretary of OTI
b. Center for International Trade Expositians and Missions (CiTEM)
¢. Intellectual Property Office (1PO}

2. National Commission for Culture and the Arts (NCCA)

3. Department of Tourism {DOT}

4, National Economic Development Authority (NEDA)

5. Department of Education (DepEd)

6. Department of Foreign Affairs (OFA) — Cultural Office

7. Department of Science and Technology (00ST)

The ather nine (9) remaining members of the DAC shalt come from the organized associations involved
in the sector, academic community engaged in design courses and representatives of the private sectors
including but not limited to visual communications, industrial design, interior design, information design,
new media and technology, fashion design, environmental design, food design, furniture design and
similar areas, provided that at least one (1) of the remaining nine (9) members shall be from the
University of the Philippines who is involved in teaching or researching on design-retated areas and who
shall be recommentied by the University Board of Regents. Ali the remaining nine (9) members shall be
appointed by the President of the Philippines,

The Council shall be chaired by the Secretary of the DTI and co-chaired hy a representative from the
cluster of academic and private sector members of the DAC to be appointed by the President.

‘The Executive Director of the Design Center who shall be a Filipina citizen, af gaod moral character and a
recognized expert in any of the fields of art and design shall be an ex officio member. The Executive
Director shail be appointed by the President of the Philippines for a term of six (6} years, upon
recommendation of the Council.


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The presence of ten (10) members shail constitute a quorum and all decisions of the Council shall
require the concurrence of the majority of such quorum. The representatives of the academic and
private sector shall receive a reasanable per diem for every meeting attended.

‘The Design Center shail act as the Secretariat of the Council.

GOMPOSITION OF THE
DESIGN ADVISORY COUNCIL

GOVERNME
SECTOR

sirens DepED MB NPUSH. BP MOUETAN
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SECRETARY Fa’ post INDUSTRY
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SECTION 8, Powers and Functions of the Executive Director of the Design Center. - The Design Center
shall have an Executive Director, who shall be appointed by the President, and shall execute, administer
and implement the policies, plans and measures approved by the Council and perform such other
functions as may be necessary to carry out specific responsibilities in connection with said plans and

measures.

A quarterly report of the accomplishments of the Center shall be submitted by the Executive Director to
‘the Council. The Council shall submit an annual report to the President of the Philippines, not later than
‘one month after the end of each year.

‘The annual report shail be regularly published in the Center’s website.

SECTION 9. The National Design Policy. - The National Design Policy shall serve as the state’s strategy in
promoting design as a driving force towards a sustainable economic growth and development and a
catalyst for increasing the competitiveness of the countzy in the global market. The NDP shall be created
to meet the fallowing goals:


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BUILO DESIGN AWARENESS,
BY MAKING GOOD DESIGN
ACCESSIBLE TQ EVERYONE

CREATE DEMAND FOR

NATIONAL
DESIGN POLICY:

GOALS

CULTIVATE CAPABILITIES.
FOR GOOD DESIGN
AND INNOVATION

APPLY GOOD DESIGN TQ. LEVERAGE GOOD DESIGN.

SOCIAL INNOVATION & FOR GLOBAL,
GOOD DESIGN GOVERNMENT EFFICIENCY COMPETITIVENESS
q

CREATE AN ENVIRONMENT
& CULTURE THAT VALUES

AND DRIVES FILIPING
INNOVATION,

‘A, BUILD AND PROMOTE DESIGN AWARENESS TO THE PUBLIC

Make good design more accessible to everyone

Help people recognize good design and its value, importance and impact by creating public
design programs and activities (exhibitions, showcases, competitions, conventions, etc.)
Establish public design centers and creative zones/environments In vital centra! hubs in different
regions across the country.

B, CREATE DEMAND FOR GOOD DESIGN

Set standards for great Filipino design, as well as encourage designers to continuously aim to
produce breakthrough, innovative creations, by recognizing and awarding industry achievers;
Cultivate a demand for good design across all sectors {.e. business, education, government) — by
creating programs and partnerships that will encourage them to employ and invest in good
design (i.e. business - for competitive advantage, government - for more effective
communication of services);

Create networks and establish avenues where all industries could interact in design dialogues
and workshops, thereby promoting crossdisciplinary knowledge exchange, capat
development, collaborative content creation, and therefore, greater innov
Nurture an environment that encourages public and private collaborations regarding design,
competitiveness, governance and innovation,

ni


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‘CULTIVATE CAPABILITIES AND RESOURCES OF FILIPINO DESIGNERS.

Elevate design education and design research in the Philippines to global standards of
excellence;
Develop strong partnerships with design academe and design education institutions in order to
further develop the capabilities of students, teachers and professionals

LEVERAGE FILIPINO DESIGN FOR GLOBAL COMPETITIVENESS

Create a strong branding strategy for Philippine design, in order to establish a distinct and
recognizable identity for Philippine products and services

Increase opportunities for Filipino designers to showcase their talent locally and intemationally,
through exhibitions, showcases, events, conventions, etc.

Assist remarkable industry achievers ia representing the country in. international
events/competitions, or in (aunching and expanding their product/service in the global market,
by provide government support

Create a strong skill development, mentoring and support system for SMEs who want 10 benefit
from the strategic use of good design as a competitive advantage

INCORPORATE DESIGN SOLUTIONS TO GOVERNMENT PROGRAMS AND DEVELOPMENT ISSUES
1, Design for Government

- Employ design as a fundamental tool for communicating a strong, singular identity of the
country

- Actively push for the integration of design and innovation in government offices and
departments, with the objective of coming up with programs and processes that will enable
‘the government to simplify and streamline its systems, so it can deliver its services more
effectively and efficiently

> Develop a culture of creativity, innovation and efficiency in government institutions by
Tunning basic design trainings and programs that will encourage proactive and creative
problem-solving through design approaches

~ Maintain a standard of sustainable design in all projects undertaken by the Design Center

Design for Development & Social Innovation

- Develop the government and the stakeholders’ capabilities to approach social and
developmental problems with design solutions: solutions that are grounded in principles of
creativity, efficiency, user-centeredness, and sustainability

- Seale successful design projects for national impact, by identifying best practices in design
for social innovation that are currently being implemented in small communities, and seeing
how these could be adapted in other communities and regions

~ Encourage design for social innovation by conducting design-led approaches and
competitions for the design industry to help solve socio-economic and environmental
chalienges:

~  Peomote public participation and collaboration by creating programs that will empower
citizens to take part in generating design solutions for problems/issues within their own
communities {i.e. competitions, challenges, etc.)

F. CREATE AN ENVIRONMENT AND CULTURE THAT VALUES AND DRIVES INNOVATION


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- Integrate Philippine culture, traditions and indigenous materials into the creation of original
designs and distinctly Filipino innovations;

- Strategically leverage our country’s biodiversity by continually undertaking research and
development on the manipulation and development of raw materials that are indigenous to

~ _ Establish strategic design sharing partnerships with design firms and institutions from other
countries to facilitate exchange of expertise and technology;

~ Put a premium on the value of Filipino ideas and innovations, by arming our designers with
proper knowledge and access to registration of intellectual property rights, to ensure the
protection of thelr creative outputs,

SECTION. 10. Design industries Linkages with the Educational System. - To ensure a continuous
supply of creative talents and to stimulate design creativity and innovation among students at all fevels
of education, the Department of Education, the Commission on Higher Education, and the Technical
Education and Skills Development Authority, in consultation with and assistance of the Center, shall
formulate measures to establish a stronger connection between arts, culture, education, training and to
hamess potentials of the youth.

‘SECTION 11, Appropriations Clause. — Ta carry out the provision of this Act, an additional budget of one
hundred million pesos (Php 100,000,000.00) will be appropriated in addition to the existing budget
appropriated for the existing Design Center.

The amount necessary for the effective implementation of the objectives of the Act shall be
Incorporated to the annual regular budget of Design Center.

SECTION 12. Repeating Clause. ~ Executive Order No. 133 is hereby amended accordingly. All other
laws, decrees, executive orders, rules and regulations, or parts thereof as are inconsistent with this Act,
are hereby repealed, amended or modified accordingly.

SECTION 13. Separability Clause. ~ The provisions of this Act are hereby declared separable and in the
event any of its provisions declared unconstitutional, the other provisions which are not affected
thereby shall remain in force and effect.

SECTION 14, Effectivity. - This Act shall take effect fifteen (15) days after publication in the Offi
Gazette or in at least two (2) nationat newspapers of general circulation in the country.

Approved,