READ: Complete transcript of final presidential debate
we are printing here the full transcript and video of the exchange between Mar Roxas and Rody Duterte which has gotten a lot of attention from Duterte supporters.
Mayor Rodrigo Duterte: Well, I was the one alluded to by the Secretary. Nilakad na ho namin yan – yang sinasabi niya. Eh, wala hanggang ngayon. I applied for that program about two years ago. Patay na ho yung iniisip ko kung gamutin ko. And until now, there is no – it’s ain’t true. Wala sa Davao. It’s not true. Pina-follow up na.
Karen Davila: Secretary Mar, your name was mentioned.
Sec. Mar Roxas: Siguro kathang-isip ito ni Mayor Duterte dahil totoo na may mga natutulungan ang PhilHealth sa Davao City. Bukas, alas-otso ng umaga, ibibigay ko sa kanya ang lista ng mga Davaoeño na natulungan ng PhilHealth at ng gobyerno sa Davao City.
Karen Davila: Mayor?
Mayor Rodrigo Duterte: I do not believe you. You have made so many promises in your term in the government on – lahat halos wala kayong nabibigay sa tao. Puro daldal, puro announcement, puro lahat. No implementation. And if there is one, it’s all corruption.
Karen Davila: Go ahead, Secretary. Sec. Mar Roxas: Mayor Duterte, I dare you. Kung may mapakita akong tao, pangalan, ospital na talagang natulungan sa Davao City, ikaw ba’y aatras? Kasi ang problema dito, kung hindi pumasok at hindi mo pinaniwalaan ang aktuwal na facts na datos ay babaliwalain mo. Ito ang mga katotohanan. So, doon tayo sa katotohanan. Huwag nating lokohin ang ating mga kababayan na walang nangyayari. Ang katotohanan ang pinakabasehan ng kahit anong pamumuno. Katotohanan ang basehan ng ating tiwala sa isa’t isa.
Karen Davila: Go ahead, Mayor.
Mayor Rodrigo Duterte: Well, this is a nationwide problem. Pati Davao nilinlang na nila. The people of the Philippines are listening. Is this guy telling the truth?
Sec. Mar Roxas: Sandali lang. Ito. Pinalitan na naman. Binago na. No, ito na naman. Ito yung style ni Mayor Duterte kaya huwag natin – sa mga kabataan, huwag nating tularan ito. Ang importante dito, Mayor Duterte may sasabihin. Tapos, kung palagan siya or pakitaan siya ng facts, aatras, magsasabi na naman ng iba. Ito ang hamon ko, ito ang hamon ko simpleng-simple. Sinabi ko ito, sinabi niya “Oo.” May mapapakita ako actual, naka-video ng mga tao na natulungan ng PhilHealth sa Davao City. Libu-libo po yan. Sinabi niya aatras siya.
Karen Davila: Go ahead, Mayor.
Sec. Mar Roxas: Tignan natin kung tutuparin niya ang sinabi niya.
Mayor Rodrigo Duterte: Alam mo, ma’am, nakikinig ang buong Pilipinas sa gobyerno araw-araw. Eh si Secretary Roxas naman hindi nagpapaiwan. Ngayon, kung totoo talaga ang sinasabi mo at naniniwala ang Pilipino sa iyo at dapat ikaw ang maging presidente at bakit sa huli ka sa rating?
Karen Davila: Naku. Okay, ganito. We have to move on at some point pero because of that – because of that I will have to let Secretary Mar respond. But we need to go on with Senator Grace Poe after. But Secretary please respond.
Sec. Mar Roxas: Simpleng-simple lang po nakikita ng ating mga kababayan ang asal mo, Mayor Duterte, na hindi ka karapat dapat. Kaya sa Mayo a-nuebe, ang mananalo ang matuwid, ang mananalo ang disente, ang mananalo ang karapatdapat si – walang iba kundi si Mar Roxas.
Mayor Rodrigo Duterte: Susmaryosep! Karen Davila: All right. Let’s move on from this. Senator Grace Poe, you’ll have five minutes later. If you want to discuss this on your own, you’ll have the floor. Senator Grace, 30 seconds.
we saw this TV ad at YouTube as we were looking for Mar Roxas political TV ads. we were surprised, this is the first attack / negative TV ad aired in the Philippines.
why is this first? that is because attack / negative ads are not allowed to be aired in the Philippines. and that is probably the reason why this can only be viewed in the internet through YouTube. the TV networks will not allow its airing on their TV stations. so far it has gotten only 13T views since it was posted last November 16, 2015 by a Michael Gierza.
this attack / negative ad against Mar Roxas is a polished ad that can only be written and produced by an ad agency. copy works very well, the production values are not superb but its passable and acceptable. the casting is well done with credible millennials appearing on the TV ad. it is an ad targeted against millennials.
the negative issues being hurled at Mar Roxas are well chosen, these being exactly the problems many of us, not just the millennials have been complaining about for many months now, these are – heavy traffic, MRT problems and the Yolanda problems that are often blamed on Roxas. the messages in the ad will resonate among the voters, among all voters who are not living under a rock in the Philippines.
the ad aims to do two (2) things : cast doubt on Mar Roxas and to confirm the negatives that have been talked about to be true. casting doubt on Roxas is potentially powerful and can harm Roxas. once a doubt is cast in the minds of the target audience, they become very easy to completely capture and convert into the opposite side.
the negatives or accusations have been around for many months. the idea is to put them on media so that those seeing the ad will confirm in their minds to be true. personally, i do not think that are true and it is underselling for Roxas to be blamed for those. and that is how this ad becomes sinister. these are unverified truths, even unexplained in the ads why these are to be blamed on Roxas. but because the ad is out, there will be people who will not question its veracity and just accept them as truth.
the problem with the ad is the question of truth. are these negative issues truthfully attributable to Mar Roxas? i doubt if any one of it will pass the test of truth, there is this thing called “truth in advertising”, right?
Mar Roxas’ marketing and campaign teams should have this removed from the internet / YouTube. this has the potential to hurt Roxas if it gets a lot of views. it has only gotten only 13T views so far, lets see if it gets more after this posting in this blog.
we now wonder how that can be approached and removed from YouTube. YouTube and the internet is NOT governed by the Ad Board, the self-regulating body of the Philippine advertising industry. it has regulatory powers among local media like traditional media – TV, Radio, Print and others but most likely has none on the internet and YouTube.
we have to admit, given the barrier on airing attack / negative ads on Philippine media, putting one on the internet and YouTube is a smart move.
will leni robredo get a boost after Mar Roxas has announced she is his VP running mate and most specially after president Noynoy Aquino endorsed her candidacy? mar roxas got a tremendous boost when Aquino anointed Roxas – from being a far 4th in the surveys, his ranking jumped to a tie at 2nd or a close 3rd.
robredo is nowhere in the polls – a very far 5th to not registering at all in another. getting her rank within the top 3 means Aquino’s endorsement do have super powers. the next survey results will be very important to Robredo, it will define her as a legitimate candidate.
survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:
- address low awareness on a national level – robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
- what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?
awareness is the first problem that needs to be solved, the next one is brand positioning. they can be done at the same time. the first can be solved with heavy advertising and heavy exposure to the voters. i would think Robredo needs to be seen and be with the voters every day until election time. her media team ought to be the best among all the candidates to get her in the press.
in many ways that is the easier part than the second one – brand positioning. brand positioning involves defining who she is, differentiating versus the other VP candidates, being preferred over any of them and most specially to appeal to the voters.
those are classic and pretty basic marketing needs but that is very difficult to do in politics. among many other things, in politics, you are given only 1 chance to get it right or at times twice if you get lucky. in marketing mass consumer products, you get as many times as your budget will allow you and over whatever period of time your P&L can accommodate. no such thing in politics. in politics there is a finite deadline that will not move and you only get a chance only once – by election day. getting it right the first time will be critical and based on your observations, if you get it right the first time, you will need a rehash or an improvement towards the end of the campaign after your competition has responded to your first effort.
Robredo in some way has started defining her brand equity and this is centered on the use of the tsinelas as core visual and core thinking. we saw on twitter a few of the visuals that expressed that idea which we thought was a very good choice and had very good applications.
we thought the use of the tsinelas was a very smart idea. not only does everyone know what it is, every Filipino owns at least one pair of tsinelas. it is what we use at home on a daily basis and for many of us it is the only kind of footwear we own. the population of the philippines is mostly made of the poor, with very little money to even buy food on a daily basis, the tsinelas is the only footwear many could afford to buy.
the tsinelas is an ownable idea and visual – nobody has used it and it was often used by Robredo’s late husband, Jesse. he was known to use his tsinelas to work as mayor in Naga and when he was appointed by Aquino as DILG chief. back in Naga, his constant use of the tsinelas was known as his brand of governance – down to earth, poor-oriented and always being with the people. the tsinelas was the well-loved trademark of Jesse Robredo.
Levi’s use of the tsinelas declares to the voters that just like her husband Jesse, it is also her own brand of governance.
it also helps that the execution of the tsinelas as a visual in her meme materials was excellently done. it is unobtrusive, tastefully done but dominantly catches attention. the yellow color of the tsinelas uses the same color Cory used an her son president Noynoy and the Daang Matuwid group.
this is a good beginning for Robredo but we are hoping this will not end here and that it will evolve to something more substantive in the near future.
she needs to be more substantive than just the tsinelas idea as she is against other candidates who have been on the national stage and wth stronger good or bad credentials. more importantly, she is running for the position of the vice-president, the second highest position in the country and the expectations are much higher than being an HOR rep of a district in the Bicol area.
and she needs to do this quickly, election time is coming. the time is short and she needs to get it across in such a wide area in short period of time. we think she will need very high advertising spending to achieve this.
is robredo up to the challenge of the big time?
we saw the above tweet by philippine daily inquirer this morning. the strong coffee we were drinking was no match to that tweet waking us up.
first thing that popped in my mind was – “what? wow is roxas that rich that he will ‘give P4B to survivors’?”. i thought roxas would be the biggest individual donor to yolanda survivors. i thought roxas deserves a monument with his P4B donation to yolanda survivors.
i immediately clicked the PDI (philippine daily inquirer) link to read the full article and this was what we found out – contrary to the headline of the article, the P4B that “roxas will give to survivors” is not coming from his own pocket but actually from the government.
that headline surely and very strongly communicated the P4B was coming from mar roxas’ own pocket not from any government fund or government project.
the words said it (“Roxas to give P4B for survivors“) and not only that the lead-in to the headline also reinforced it – “Christmas in Lent”. that lead-in clearly says it is like some christmas present that roxas is giving to the survivors.
(full article here : http://newsinfo.inquirer.net/593735/christmas-in-lent-roxas-to-give-p4b-for-survivors)
all that of course is incorrect. in fact the whole article talked about the funds coming from government funds. there was nothing at all in the article where it said it will come from the personal funds of roxas but all of it from the government.
it feels like two different people handled this article – the person who wrote the article is a different person who wrote the headline.
The P4 billion is apart from the almost P1.8 billion in rehabilitation funds that the government has started distributing to typhoon-stricken cities and municipalities in three regions in the Visayas, Roxas said at an orientation seminar on the Recovery Assistance on Yolanda here.
so what happened there?
we think the misleading headline is the result of some PR work from Mar Roxas for the 2016 presidential campaign. the roxas campaign was able to get to the PDI reporter and/or the PDI desk editor on this one. often, the desk editor is the one responsible for writing the headlines for articles submitted by field reporters to the “desk”. the desk editor also has the prerogative to rewrite or add things to the article from the original that reporters write.
it is either the roxas PR team got to them or the PDI writer and/or desk editor somehow found it smart to write a misleading headline on their own. of course the first part is speculation on our part and perhaps even the second one too.
to be fair the PDI is one of the most if not the most difficult to do PR work with. they are very independent will write and publish what they want regardless of who it is trying to influence them.
we suspect that this was PR spin for two reasons – (a) the framing of the fund release is highly suspect, it was being framed as like a christmas gift (“christmas in lent”) and (b) “roxas giving P4B” is an idea that is not at all in the article. it does feel very much that the one who wrote the article is not the same person who wrote the headline.
on the first one, the closest that to the framing of a “christmas gift” was what roxas said was this which was in the article:
“Advance Happy Easter. May you spend your money wisely to help your [constituents],” Roxas told local officials of Capiz as he handed over more than P200 million in rehabilitation aid for his home province.
roxas mentioned “happy easter” but somehow the framing morphed into a “christmas gift”. “framing of messages” to favor or skew the message to a particular person or group is typically done by PR practitioners, not editors of newspapers. in this one, it is obvious the effort was meant for the benefit of mar roxas.
the other part of this is that we think saying the money is some kind of “gift” we feel is very insulting and degrading to the survivors. gifts, specially christmas gifts are a happy occasion and a source of joy, something that is given willingly. these funds are not at all in that context, the funds for the rehabilitation of destroyed properties of people. the people suffered and lost a lot. this is being received as a gift in the context of Christmas joy, it is aid or help to the misery that the people had to endure and are still enduring.
we understand mar roxas has plans to run for president in 2016 and by the looks of it the campaign period has already started with efforts already being done by his main competitor, vice president binay.
with that we also understand that there should now be PR efforts for the presdinetiables, but we think this kind of PR effort for the presdientiable mar roxas is very much misplaced and incorrect from a marketing and political campaign point of view.
if we are right about this being spin for the mar roxas campaing, then we think the campaign has not developed and is not following a strategic plan for the roxas campaign. that is a very dangerous lack and can hurt the presdientiable roxas.
the total country numbers are not very different in the june 2013 survey versus the previous survey, done in march 2013. but the specifics of the numbers tell a different story in this latest Pulse Asia survey on how filipinos feel about the economy compared to last year.
just like previous survey held in march 2013, most of the respondents surveyed felt the economy is the same this year versus last year – 43% in june 2013 versus 42% in march 2013. there is a slight decrease in respondents, by -5% points who think the economy is better this year than previous year to 28% from 33%. consequently, a slight increase showed in respondents saying the economy is worse this year from previous – to 29% from 25%.
but the national picture is just half the story. going down to the details by area and socio-eco class is where the real story is.
in these numbers, the poor are saying the economy this year is worst than last year.
there is a drop in numbers for those who feel the economy is better than last year across all socio-eco classes – 37% to 30% for ABC; 35% to 30% for D and 28% to 20%.
that is consistent with an increase in numbers who feel the economy is worse than previous year specifically among the poor – to 37% from 32% among the E and to 28% from 22% among the D. no change among the ABC at 22%.
looking at the areas, there is a very dramatic increase in the balance Luzon or provincial Luzon areas where it deteriorated to 24% from the previous 14%. areas outside metro manila or the NCR is where most of the poor reside.
there is not much to look at among those who think the economy has remained the same as the numbers are about the same in the latest survey versus the previous except for NCR where a huge jump occurred to 50% from 39%.
there were also dramatic drops in those who think the economy is better than previous year in NCR to 25% from 40%.
from a total country perspective, the number of those who think the economy is the same versus last year did not change but the number of those who think the economy is better dropped to 28% from 33% and consequently those who thought the economy is worse increased to 29% from 24%.
based on the numbers this more pessimistic view of the economy, those thinking it became worse that last year are coming from the poor, those who belong to the DE socio-eco classes who come from the provincial areas outside of NCR.
the rich and poor divide has always been the key issue in the philippines. these just underscores the fact that the country needs to do even much more to alleviate poverty with a specific target of getting the improving and impressive GDP growth numbers benefiting much more the poor than the rich.