Baguio City, Philippines – Dr. Benigno Agapito, Jr., Assistant Professor at the Faculty of Information and Communication Studies (FICS) of the University of the Philippines Open University (UPOU) and current Program Chair of the Bachelor of Arts in Multimedia Studies (BAMS), was invited by the Philippine Council for Agriculture and Fisheries (PCAF) of the Department of Agriculture (DA) to serve as Resource Speaker and Evaluator for a specialized training course aimed at enhancing digital literacy, social media engagement, and policy advocacy in the agriculture sector.

The training, conducted under the Capstone Project “Social Media for Sustainable Agriculture: Enhancing Youth Engagement and Innovation,” was held in two phases: 7-11 April and 15-16 May 2025, at the Travelite Hotel Legarda in Baguio City.

During the first phase, Dr. Agapito facilitated two core sessions:

  1. Content Creation for Impact – focusing on the production of compelling, strategic content tailored for agricultural advocacy; and 
  2. Developing a Tailored Social Media Strategy – providing tools and frameworks to help participants build effective, purpose-driven campaigns promoting sustainability in agriculture.

As a scholar and practitioner whose work intersects media, communication, and development, Dr. Agapito emphasized the importance of equipping youth and agricultural stakeholders with the skills to harness social media as a platform for innovation and engagement.

“This initiative aligns with my ongoing advocacy for digital empowerment and inclusive communication—especially in spaces where media can play a transformative role in advancing development goals,” he said.

Following the April workshop, participants developed their own social media outputs based on the strategies discussed. Dr. Agapito returned to Baguio on May 15–16 to conduct an in-depth evaluation of the participants’ outputs during a presentation session that highlighted their creativity, understanding, and commitment to promoting sustainable agricultural practices.

The event not only reinforced the role of communication in development but also demonstrated how targeted digital strategies can drive community engagement and innovation—core values reflected in Dr. Agapito’s work at UPOU and his leadership in the BAMS program.

The DA-PCAF’s engagement with Dr. Agapito underscores the growing recognition of interdisciplinary collaboration in addressing agricultural challenges and highlights the vital role of education and media in empowering the next generation of agricultural advocates.