The Battle of Narratives: Why the War on Drugs Still Holds Power in the Filipino Psyche

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Why hasn’t the issue of extrajudicial killings (EJKs) in the War on Drugs, Crime, and Corruption gained enough negative traction to bring down those who led it?

Look at the bigger picture.

The War on Drugs wasn’t just a policy—it was a story. A story that framed itself as the ultimate solution to the problem of peace and order. And when people believe they’ve found a solution, why would they reject it?

To win the war of public opinion, those who oppose Duterte’s legacy—whether from the BBM camp or the Pinks—must first dismantle this narrative. They must remove "peace and order" as the defining issue. Because if that issue remains central, then the War on Drugs will always be seen as its champion, and Duterte as its hero.

But here’s the real question: Has peace and order improved during Duterte's administration or has it worsened when he left office?

If the answer is yes, that it has improved during his time—and that it was achieved by the War on Drugs—then the story or narrative that rooted proved that safety and stability were possible because of the bloodshed.

But if the answer is no to when a new president was seated, that things have now gotten worse, then the War on Drugs doesn’t just remain relevant—it grows stronger. It transforms into proof that Duterte’s methods worked, reinforcing his image as the fearless warrior who tamed chaos.

The battle of narratives is unfolding before our eyes. Just pay attention to the framing: If ______ is the problem, then ________ is the solution.

And here’s why the ICC case against Duterte struggles to gain ground among some Filipinos especially the OFWs: If Filipinos still see him as the gladiator who fought for their safety, then surrendering him to an international court becomes the problem. That’s why the slogan hit home: #BringHimHome!

Many political campaigns forget a fundamental truth: All wars are story wars. The strategy isn’t just about policies, investigations, or legal action. It’s about who tells the better story. And in this battlefield of narratives, the one who controls the story controls the outcome.

The tear-jerking promotional campaign videos of popular brands show that the creators of these "commercials" also know how to touch the heart of Filipinos regardless if they're too gullible or disinformed.

*Photo from The Guardian 

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