The Bureau of Jail Management and Penology (BJMP) was recognized for its efficient delivery of public information in social media.

In a statement, the BJMP said the active social media presence resulted in  exceptional viral reach, fostered extensive engagement and inspired widespread sharing.

The achievement led to the BJMP bagging an award at the “Outstanding Digital Campaign Award-Viral Impact” category during the “PARANGAL: Gawad ng Kahusayan sa Komunikasyong Pampubliko’’ awards night.

The first ever "PARANGAL: Gawad ng Kahusayan sa Komunikasyong Pampubliko” is the flagship project of the Presidential Communications Office (PCO) dedicated to recognizing the outstanding communication campaigns and strategies by government agencies and local government units.

With the distinguished recognition, the BJMP stated that its recruitment campaign creatively highlighted the meaningful role of jail officers and the opportunities within the jail bureau.

“The success of this campaign was largely attributed to the Jail Bureau’s innovative participation in the "No Sé Qué Pasó" trend, a viral sensation across Facebook, TikTok, and other platforms. The trend, which uses the popular song "No Sé Qué Pasó" by Dominican artist Chimbala, typically involves videos portraying moments of confusion, surprise, or unexpected humor,’’ the BJMP said. 

On Oct. 18, a BJMP video post about a recruitment showing a random civilian tripping and picking up a flyer about becoming a Jail Officer went viral.

The video also showcased what applicants can expect in the profession, including critical skills like handcuffing, searching, and escorting focused on jail security, as well as programs like the Alternative Learning System for the welfare and development of persons deprived of liberty (PDL).

Within just 12 hours, the video reached two million views and boosted the BJMP Official Facebook Page to an all-time high of 7,231 new followers on the day of its posting. 

At present, the reel has garnered an astounding 11,358,226 views, 174,397 reactions, and 11,720 shares—all achieved organically, without paid boosting.

Moreover, the BJMP also earned nominations in two additional categories: “Best Short-Form Campaign” for #MediSerye and “Digital Campaign of the Year” for #LikhangLoob social media content, highlighting its continued excellence and innovation in public communication.

Supt. Jayrex Bustinera, chief of the Community Relations Service, received the award on behalf of the BJMP. 

In his message, BJMP chief Jail Director Ruel Rivera expressed pride in the team’s efforts, adding that the recognition is a testament to the “dedication and creativity of our Community Relations Service team.’’

“More than just attracting recruits, our campaign reflects the heart of the Jail Bureau’s mission – to serve with integrity and inspire positive change. We will continue to engage with the public through meaningful and impactful communication initiatives,” Rivera stressed. 

“The viral success of the recruitment campaign has not only increased public awareness about the Jail Bureau’s programs but also inspired individuals to join the ranks of those who uphold public safety and community rehabilitation,’’ he added.