Wazzup Pilipinas!?
Every election cycle brings its share of campaign mishaps, yet the underlying issue remains the same—candidates often fail to align their messages with the realities and aspirations of the electorate. The 2007 senatorial campaign of Prospero Pichay and the messaging struggles of Senator Bam Aquino are textbook cases of how misaligned narratives and unclear propositions can lead to electoral failure, even when the resources and intent are abundant.
Pichay’s Misfit Messaging
Prospero Pichay’s 2007 campaign, despite being the most well-funded with 202 million pesos in ad spending, fell flat. His tagline, “Pangarap ko tuparin ang pangarap ninyo” (My dream is to fulfill your dreams), paired with the relatable aspirations of various professions, lacked a clear problem-solution framework. It failed to answer a fundamental question: what was preventing these dreams from being realized, and how would Pichay address it?
Moreover, his slogan, “Itanim si Pichay sa Senado” (Plant Pichay in the Senate), while catchy, lacked depth. It failed to connect his personality or policies with actionable solutions. Did being “pro-Pinoy” translate into tangible benefits for Filipinos? If Pichay was not authentically perceived as a patriot, the message only amplified voter skepticism. The result? A disjointed campaign that left voters unconvinced, leading to his 16th-place finish despite the financial blitzkrieg.
Bam Aquino: The Relevance Dilemma
Fast forward to Senator Bam Aquino’s campaigns, a different but equally challenging problem emerges: relevance. Aquino’s platform as the “Ama ng libreng kolehiyo” (Father of Free College Education) capitalized on his authorship of the Universal Access to Tertiary Education Act. However, once the law was passed, the narrative lost its urgency. The problem of unaffordable education had been addressed, so voters naturally questioned his continued relevance in the Senate.
As one seasoned campaign strategist put it, “Kapag maipasa ninyo yan kaagad, hindi na kayo kailangan, mawawalan kayo ng boto” (Once the law is passed, you’re no longer needed; you’ll lose votes). And Aquino’s lagging poll numbers reflect this reality. His campaign’s inability to adapt to current issues—such as corruption or economic mismanagement—has kept him tethered to a bygone narrative, rendering him less compelling to voters.
The Power of Narrative Shifts
The solution lies in identifying and leveraging a candidate’s unique attributes while aligning them with the electorate’s most pressing concerns. As Donald Miller’s Story Brand framework emphasizes, campaigns must position candidates as the guide who helps voters (the heroes) overcome obstacles and achieve their aspirations.
For Bam Aquino, the answer may lie in a complete narrative shift. If corruption dominates the public discourse—through budget cuts, misuse of public funds, and perceived impunity—Aquino’s unique identity as an Aquino becomes his differentiating factor. Despite the criticisms hurled at his family, corruption allegations have not stuck. This could be reframed as a strength, positioning him as an anti-corruption crusader in a corruption-ridden nation.
Reclaiming the Aquino Brand
To succeed, Aquino must reclaim and redefine the Aquino legacy. This involves a candid acknowledgment of his family’s imperfections, turning vulnerability into authenticity. A speech might go something like this:
“Hindi po perpekto ang aming pamilya. Si Ninoy Aquino, babaero; si Cory Aquino, hindi handa maging presidente; si Noynoy Aquino, petiks sa Congress; at si Kris Aquino, real talk tayo: Tita, hindi po kailangan malaman ng bayan sino bagong boyfriend ninyo. Pero kahit ganyan ang aming pamilya, walang makapagsasabi na kinurakot namin ang para sa tao.”
This honest narrative not only humanizes Aquino but also differentiates him from candidates plagued by corruption scandals. Pairing this with a return to the Aquino hallmark—anti-corruption slogans like “Tuwid na Daan” (Straight Path) and “Kung Walang Korupt, Walang Mahirap” (No Corruption, No Poverty)—creates a coherent and relevant message.
By linking today’s top issues—rising prices, poor education quality, and infrastructure woes—to corruption, Aquino can frame himself as the solution. For instance:
“Mahal ang bigas dahil grabe ang corruption.”
“Pangit ang kalidad ng edukasyon dahil sa corruption.”
Symbolism and Strategy
Aquino could also revisit the symbolic power of yellow, long associated with his family’s fight for democracy. While the color pink galvanized support for Leni Robredo, Aquino’s strength lies in evoking the nostalgia of the yellow ribbon’s defiance against dictatorship.
Moreover, the fractured nature of today’s political alliances could work to Aquino’s advantage. With the Marcos-Duterte uniteam seemingly weakened, Aquino’s anti-corruption stance might appeal even to disillusioned Duterte supporters, creating a broader base of support.
Lessons for All Candidates
The campaigns of Pichay and Aquino illustrate the critical importance of strategic storytelling. Voters are not swayed by slogans alone; they seek authenticity, clarity, and solutions to their most pressing problems. Candidates must identify their unique strengths, connect them to the electorate’s needs, and communicate this effectively.
Ultimately, elections are won not by the loudest voice but by the most resonant narrative. As history repeatedly shows, those who align their stories with the collective aspirations of the people secure victory.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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