NEW SLOGAN | Marcos told to focus on real reforms than launching ‘Bagong Pilipinas’ branding

July 17, 2023 , 11:20 AM

By Beatrice Puente

(July 17, 2023) – Instead of launching a new government branding, President Bongbong Marcos Jr. must focus on making concrete reforms to genuinely address the challenges faced by thousands of Filipinos living in poverty, progressive groups said.

Gabriela Rep. Arlene Brosas found it ironic that Marcos launched “Bagong Pilipinas” at a time when many are still facing long-standing issues such as low wages and poor economic conditions.

“Hindi rebranding ang sagot sa mababang pasahod,” said Brosas. “Ang dapat pagtuunan ng pansin ng gobyerno ay pagpapatupad ng signipikanteng umento sa sahod sa kagyat at pambansang industriyalisasyon at repormang agraryo para sa pundamental napang-ekonomiyang pagbabago.”

Over the weekend, the Malacañang made public Memorandum Circular No. 24 that introduced “Bagong Pilipinas” as “the overarching theme of the administration’s brand of governance and leadership.” It also came with a new logo but the Presidential Communications Office said no public funds were spent for it.

ACT Teachers Rep. France Castro said the new government slogan was reminiscent of the “Bagong Lipunan” of Marcos’ late dictator father, Ferdinand Marcos Sr., who touted his vision of a new society when he declared Martial Law in 1972.

“What essentially is happening now is that the current administration is trying to deodorize the infamous Marcos dictatorship using the resources of the Filipino people. They are trying to write over what has already been written,” said Castro, urging the public to not forget the abuses and corruption of the dictatorship.

Castro said they will closely scrutinize the rebranding campaign of Marcos to ensure that no public money was wasted.

Before the launch, the Department of Tourism drew flak for the use of stock footage from other countries in the promotional video for the new “Love the Philippines” campaign. Similarly, the Philippine Amusement and Gaming Corporation was slammed for its P3 million logo that many did not find impressive.

For Castro, Marcos must shift his focus on substance instead of form if he is sincere in improving the lives of Filipinos.

“Mas kailangan ng mamamayan ang isang administrasyon na seryosong tumututok sa pangangailangan nila: sahod, trabaho, food security, pagbaba ng presyo ng bilihin, karapatan. Kahit anong rebranding gawin pero di umaaksyon sa mga ito, puro pagpapabango lang ang labas,” said Castro.

Kabataan executive vice president Renee Co warned the public of a “scam” with the launch of the new government slogan, recalling the “Change is Coming” of former President Rodrigo Duterte and the “Bangon Bayan Muli” in the early days of Marcos in office.

Co slammed the administration for prioritizing “self-promotion over public service.” She noted the insufficient progress that Marcos has made in ensuring that the rights and demands of the people are fully met.

“Marami pang makabuluhang reporma na ‘di pinansin. Nauna pang mapasa ang Maharlika Investment Scam na magbibigay daan sa korapsyon sa kaban ng bayan,” lamented Co.

(PM)

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