womenandthe role and contribution of womenin the family, community, and society through the strategic use of mass media. For this purpose,the State shall ensure allocation of space,airtime, and resources, strengthen programming, production, and image-making that appropriately present women's needs, issues, and concernsin all forms of media, communication, information dissemination, and advertising. TheState, in cooperation with all schools of journalism, information, and communication, as well as the national media federations and associations,shall require all media organizations and corporations to integrate into their human resource development components regular training on gender equality and gender-baseddiscrimination; create and use gender equality guidelines in all aspects of management, training, production, information, dissemination, communication, and programming; convene a gender equality committee that will promote gender mainstreaming as a frameworkand affirmative action as a strategy; and monitor and evaluate the implementation of gender equality guidelines. A. The dignity of women and their roles and contributions in all spheres of private and public life shall be promoted. The portrayal of womenin a discriminatory, demeaning and/or derogatory mannerin advertisements, shows and programsis not allowed. It shall not induce, encourage and/or condoneviolence against womenin any form and/ or the violation of their humanrights. The PCW, in coordination with concerned agencies and media organizations, shall formulate media guidelines to protect women against discrimination in media andfilm. B. The Office of the Press Secretary (OPS) and its attached agencies shall ensure the formulation ofpolicies and implementation of programs pursuant to the Act and these Rules and Regulations. It shall also: 1, Provide over-all direction, guidance and monitoring as lead agency of government mass media in the implementation of the Act and these Rules and Regulations; 2. Formulate and implement a national communication plan and advocacyactivities on the Act and these Rules and Regulations and relevant gender issues/concerns; and 3. Create a gender equality committee composedofrepresentatives from the OPS, PCW, various self-regulatory bodies and the National Telecommunications Commission (NTC), Movie and Television Review andClassification Board (MTRCB), Film Academy of the Philippines (FAP), Film Development Council of the Philippines (FDCP), Optical Media Board (OMB), National Commission for Culture and the Arts (NCCA), representatives of women's media NGOs to promote gender mainstreaming, formulate the gender equality guidelines and Code of Ethics for media, and monitor and evaluate the implementation thereof. C. The NTC, MTRCB, FAP FDCP OMB, NCCAshall ensure that the media and film industries complywith the Act and these Rules and Regulations, including: 1. Formulation of policies and programsto raise consciousnessof the general public in recognizing the dignity of women and therole and contribution of womenin all spheres ofprivate and publiclife; 2. Allocation of space,airtime and resources fortheairing of advertisements that promote women's humanrights; 3. Enhancementof programming, production and image making that present women's needs,issues and concerns; 4. Ensuring that, in cooperation with all schools of journalism, information and 60