ILOILO – The Iloilo Provincial Government is taking its mental health campaign into the digital age, launching an initiative to protect Ilonggos, particularly young people, from psychological distress associated with social media exposure and other emotional pressures.
Gov. Arthur Defensor Jr. unveiled the PRIMETIME initiative in Cabatuan town, placing social media literacy, psychosocial intervention and emotional resilience at the center of the province’s efforts to address mental health concerns.
The initiative comes amid an increase in suicide cases in Iloilo, with records from the Iloilo Police Provincial Office (IPPO) showing 94 cases in 2025, up from 75 in 2024 and 74 in 2023.
Of the 94 cases recorded last year, 81 involved males and 13 involved females.
In 2024, the province registered 62 male and 13 female cases, compared with 54 male and 20 female cases in 2023.
Defensor emphasized the need to equip Ilonggos, particularly the youth, with the knowledge and emotional resilience to navigate the increasingly complex digital environment.
“PRIMETIME is our program on mental health. We have psychosocial welfare interventions towards social resilience,” Defensor said.
Also a social media literacy advocacy initiative, it forms part of the provincial government’s Program for the Resilience of Iloilo in Mind and Emotion (PRIME).
The program seeks to strengthen psychosocial support systems while promoting responsible social media use and early intervention for individuals experiencing psychological distress.
It provides free crisis intervention, psychological first aid, supportive listening, risk assessment, referrals, case navigation, psychoeducation and follow-up services.
Residents needing assistance may contact 0968-855-0997 (Smart) or 0966-241-8133 (Globe), email prime.iloilo1@gmail.com, or visit the Office of the Provincial Social Welfare and Development Officer at the Iloilo Provincial Capitol in Iloilo City.
The recent program launching activity featured free psychiatric consultations and mental health awareness sessions conducted by partner organizations.
A memorandum of understanding was also signed to strengthen cooperation among government agencies and other stakeholders in delivering mental health services.
The event concluded with the ceremonial turnover of the PRIMETIME emblem to Ajuy municipality, which will host the program’s next leg.
Among those present were Cabatuan’s Mayor Elizalde Pueyo, Department of Social Welfare and Development Region 6 dDirector Joselito Estember, National Commission of Senior Citizens Region 6 director Ann Rapunzel Ganzon, and IPPO director Bayani Razalan.
Provincial Administrator Raul Banias, Acting Provincial Social Welfare Officer Rani Melvi Cuarte, Provincial Population Officer Atty. Ruel Von Superio, and representatives of government and private organizations also attended./PN
