Wazzup Pilipinas!?
Some thoughts about Marcoleta’s Senate slogan:
“Kay Marcoleta, may pagasa ka!” And another one, “Kay Marcoleta, may laban ka!”
As of date, Marcoleta’s awareness is around 58%, and approximately 10% of the voters will vote for him. We have around 5 months to go before election day. Will Marcoleta’s message gain traction, will it convert to actual votes?
Relevance, relevance, relevance.
The brain is a pattern recognition machine. And it tries to make sense of what it sees and hears. For elections, what is relevant to the minds of voters can easily be determined through polls: inflation, wages, poverty, jobs, corruption, hunger.
Using this framework, let's examine Marcoleta’s message positions. If he is hope, then the problem is hopelessness. If Marcoleta’s message is empowerment (may laban ka), then he solving helplessness.
Where is hopelessness, and where is helplessness in the list of national concerns of voters? It's not there. How then can the message of empowerment and hope be relevant?
The answer is simple. It can't.
Let's dig deeper. If people become hopeful and empowered, will this result into cheaper basic goods and services, higher wages, alleviation of poverty, reduction of corruption, and less hunger for all? If the answer is no, then why is the man, and the message, relevant?
Look at Marcoleta’s numbers: 58% awareness and 10% conversion to votes. If elections were held today, he’d probably end up in the 22-24 range.
What can Marcoleta do?
He still has time, but time is fast running out. He needs to make a narrative pivot and align the campaign’s message with the interests of voters. When he is able to do this, more people will notice him, awareness will increase, and – along with that – conversion.
What is Marcoleta known for?
If there is enough time and funds, the best option is to verify this through polls. They can run a national survey and check how voters perceive the candidate: good traits, bad ones, breakdown based on geographic and democraphic segmentation, etc. If there is lack of time and funds, an FGD is faster and cheaper. If both are not feasible, then we have no choice but to rely on our common sense and the hope that we're right.
Here then is the theory. People remember Marcoleta for 1.) ABS CBN shutdown, and more recently, 2.) defense of VP Sara during the Congressional hearings. From these two anecdotal data points, we have an image of who Marcoleta is, and from there, what kind of brand can be created that will authentic to him and relevant to voters.
Let's look at Marcoleta. He has the grumpy lolo look, and he is articulate in English and Tagalog. He is smart. These attributes are authentic to him and can be used to his advantage. So, what narrative pivot can his campaign team explore?
1.) Marcoleta’s authentic core branding is “talino.”
2.) Talino becomes relevant as the solution if the problem is “bobo.”
3.) And the issue of “bobo” gains traction if voters can be convinced that their top national concerns is the product of policy stupidity on the part of our leaders.
Here are talking points his team can explore:
“Kung matalino ang mga lider ng ating bansa, edi nagawan na nila ng paraan para mapababa ang presyo ng bigas.
Biruin mo, saan ka nakakita ng isang agrikultural na bansa tapos nag iimport ng bigas? Imbes na tulungan mga magsasaka, ginawang village yung mga sakahan. Diba?
At saan ka nakakita, napapalibutan tayo ng dagat, pero nagiimport tayo ng mahal na isda?
Saan ka nakakita, yung Congress, imbes na ayusin ang mga problema ng bansa, ang gusto gawin i-impeach si VP Sara na may 32 milyon na boto at malinaw na mandato galing sa taong bayan. Inuuna nila sariling interes kesa interes ng bayan. Edi bakit pa sila naging mga lingkod bayan?
Napaka-tanga.”
If Marcoleta’s campaign team is able to frame the narrative in a way that the problem is ultimately about “bobo," then the solution becomes, "talino."
Kailangan ang #TalasAtTalino sa Senado:
Marcoleta. Matalas. Matalino.
ChatGPT said:
ChatGPT
“Kay Marcoleta, May Pag-Asa Ka!”: A Winning Slogan or a Missed Opportunity?
Marcoleta’s Senate campaign slogans, “Kay Marcoleta, may pag-asa ka!” and “Kay Marcoleta, may laban ka!”, project optimism and empowerment. But will these resonate with voters five months before election day? As of now, awareness of Marcoleta stands at 58%, but only 10% of voters say they would choose him. This disparity begs the question: Can Marcoleta’s message translate into actual votes?
The Challenge of Relevance
In an election, relevance is key. Voters respond to issues that affect their daily lives—like inflation, wages, poverty, jobs, corruption, and hunger. Campaign messages must align with these concerns to gain traction.
Marcoleta’s slogans suggest he addresses hopelessness (pag-asa) and helplessness (laban). However, these themes don’t directly correspond to voters’ primary concerns. While hope and empowerment are universally positive, they fail to offer tangible solutions to pressing national problems.
If voters don’t see a direct connection between Marcoleta’s message and their struggles, his campaign risks irrelevance. This could explain why only a fraction of his awareness converts into votes.
A Narrative Pivot
Marcoleta still has time to recalibrate his campaign. To make a lasting impression, he must align his narrative with voters’ priorities while staying authentic to his strengths.
So, what is Marcoleta known for?
The ABS-CBN Shutdown: His role in the controversial non-renewal of ABS-CBN’s franchise cemented his reputation as a staunch advocate of accountability.
Defense of VP Sara Duterte: His vocal support during congressional hearings showcased his loyalty and sharp rhetoric.
These events suggest a campaign persona rooted in intellectual rigor and decisive action. His “grumpy lolo” look, coupled with his articulate speech, further reinforces the image of a no-nonsense, intelligent leader.
From “Pag-Asa” to “Talino”
To resonate with voters, Marcoleta’s campaign must pivot from abstract ideals to addressing practical issues with a message of competence and intellect. Here’s the proposed framework:
Core Branding: Marcoleta embodies “talino” (intelligence).
Problem Framing: The nation’s struggles stem from “bobo” (policy stupidity).
Solution Framing: The antidote to bad leadership is sharpness and intellect—qualities Marcoleta can offer.
Crafting a Compelling Message
Marcoleta’s team can reframe the national narrative by linking top concerns—like inflation and poverty—to ineffective policies. This strategy positions him as the solution to systemic incompetence.
Here are potential talking points:
Agriculture:
“Saan ka nakakita ng bansang agrikultural, pero nag-iimport ng bigas? Imbes na suportahan ang mga magsasaka, ginawang village ang mga sakahan!”
Fisheries:
“Napapalibutan tayo ng dagat, pero nag-iimport tayo ng mahal na isda. Hindi ba dapat mas mura at abot-kaya ang isda para sa mga Pilipino?”
Legislative Focus:
“Congress should focus on solving real problems—like lowering prices and creating jobs—instead of pursuing personal vendettas. Bakit inuuna ang sariling interes kaysa sa interes ng bayan?”
A New Slogan: #TalasAtTalino
By emphasizing talas (sharpness) and talino (intellect), Marcoleta can present himself as a candidate who prioritizes smart, practical solutions. The proposed slogan:
“Kailangan ang #TalasAtTalino sa Senado: Marcoleta. Matalas. Matalino.”
This narrative aligns his intellectual image with the electorate’s desire for competent leadership.
Final Thoughts
Marcoleta’s slogans may have set the stage, but they lack the relevance needed to capture voters’ hearts. With time running out, his campaign must pivot to address the issues that matter most. By positioning himself as the intelligent, sharp leader capable of solving the nation’s pressing problems, Marcoleta can turn awareness into votes.
The road ahead won’t be easy, but with a focused message and strategic communication, Marcoleta can carve a path to electoral success. The question now is whether his campaign will take the necessary steps—or let the opportunity slip away.
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.
Marcoleta definitely needs to sharpen his message to resonate with voters. Like the strategy in the pacman 30th anniversary game, he must navigate the maze of public concerns and avoid pitfalls to collect support. Focusing on key issues will be crucial for transforming awareness into action. If he can channel his inner Pacman, dodging distractions and targeting voter interests, he might just level up in the campaign!
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