Wazzup Pilipinas!?
As the political landscape heats up for the upcoming Philippine Senate race, one candidate who has recently entered the spotlight is Wilbert Lee. Despite limited recognition, his candidacy has sparked conversations, especially following an incident during budget deliberations in Congress last year where he raised concerns about PhilHealth. This act of standing up for an issue sparked some initial attention, but is it enough to build his reputation and rally support for his senatorial bid?
To answer that, we must first understand what makes a candidate relevant and, most importantly, authentic. A candidate’s message needs to resonate with the concerns and interests of voters. If there’s no overlap, the message will fail to find an audience, and the candidate risks becoming irrelevant.
Who is Wilbert Lee?
As of now, many Filipinos are still unfamiliar with Wilbert Lee. His claim to fame in the political world is tied to his vocal criticism of PhilHealth during Congress’s budget deliberations. While he raised important issues about the state of the country’s health insurance system, his message about PhilHealth isn’t one that resonates with many voters. In fact, health concerns weren’t even among the top 10 issues for Filipinos, according to a Pulse Asia survey in June 2024. National concerns like inflation, low wages, poverty, unemployment, corruption, and hunger dominate the conversation, leaving PhilHealth far behind.
Thus, if Lee’s message is primarily focused on PhilHealth, there’s a significant gap between his advocacy and what the majority of Filipinos care about. This disconnect is a problem for any campaign, especially when voters’ concerns are not aligned with the candidate’s primary message. The crux of the issue is simple: there is no relevance.
Why the Polls Reflect a Struggle
Recent surveys have shown that Lee has a mere 20% awareness rate among voters, with less than 2% conversion into actual votes. This low level of support suggests that his message isn’t resonating with the electorate. It’s possible that this disconnect stems from a failure to communicate a message that is both authentic and, most importantly, relevant.
Lee’s background as a businessman could be the key to changing this narrative. While he isn’t a healthcare professional, he has significant experience in the business sector, which is an area of competence and credibility. Rather than focusing on health issues that are not central to voters' concerns, he could channel his message into something more aligned with the immediate needs of the Filipino people: economic growth through business.
The Shift Toward Business as a Solution
A key issue in the Philippines today is poverty, exacerbated by inflation, low wages, and a lack of job opportunities. In this context, Lee’s business expertise can be a powerful tool to craft a relevant and authentic message. Instead of pushing for healthcare reforms that may not appeal to voters, Lee could focus on what he knows best: negosyo (business).
A potential message could be:
“Ang tao gutom kapag walang trabaho, at siguradong wala trabaho kung walang negosyo na pinapasukan. Ang problema natin iisa lang naman: kahirapan. Ang sagot malinaw din: negosyo. Ako po ay isang negosyante, naiintindihan ko ang problema, at alam ko paano yan lutasin.”
This message speaks directly to the concerns of Filipinos, positioning business and entrepreneurship as the answer to the country’s economic struggles. By focusing on negosyo as a solution to poverty, Lee’s message aligns with the desires and needs of the electorate, ensuring that his candidacy becomes relevant and meaningful.
The Challenge of “Manoy” and Regionalism
Another aspect of Lee’s campaign that warrants attention is his choice of branding. He has added the term “Manoy” to his name, possibly as a nod to his Bicolano heritage. While it’s important to connect with one’s roots, this regional appeal could unintentionally alienate non-Bicolano voters. With only 4-6 million Bicolano voters in the Philippines and the presence of another Bicolano senator, Chiz Escudero, Lee’s regional appeal might not stand out as much as he hopes. Regionalism, in this case, may not serve to differentiate Lee from the rest of the field but rather create an unnecessary division in his voter base.
The Slogan "Vote Wisely"
Lee’s campaign slogan, “Vote Wisely,” seems to offer little substance. While it suggests that voters should make an informed choice, it does not explain why Lee is the wise choice. The slogan is vague, leaving potential supporters to wonder what exactly sets Lee apart from other candidates. In an election where every vote counts, a message that is easy to understand and remember is crucial. Without a clear, compelling explanation of why voters should choose him, Lee’s slogan risks falling flat.
The Road Ahead: Authenticity and Relevance
For Wilbert Lee’s campaign to truly gain momentum, he must pivot his message to something that is both authentic to him and relevant to voters. His expertise lies in business, and he should embrace this strength to address the pressing concerns of the Filipino electorate. Rather than focusing on issues like PhilHealth, Lee should champion negosyo as a way to create jobs, alleviate poverty, and foster economic growth.
An authentic and relevant message could look like this:
“Ang problema natin iisa lang: kahirapan. Ang sagot malinaw din: negosyo. Ako po ay isang negosyante, naiintindihan ko ang problema, at alam ko paano yan lutasin.”
With this approach, Lee can position himself as a credible and relatable candidate who understands the struggles of the Filipino people and offers real solutions. By tying his platform to the economic issues that are top of mind for voters, Lee can increase his chances of winning their support and ultimately securing a seat in the Senate.
As his campaign evolves, Wilbert Lee must remember that the foundation of any successful political run is authenticity, relevance, and a message that resonates with voters. By focusing on what he knows best—business—he can build a platform that speaks directly to the heart of the Filipino people’s concerns.
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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