Bida Ang Mamamayan: The 2013 Campaign by Team Bam Aquino

BidaAngMamamayan THE 2013 CAMPAIGN

BAM Aquino From youth leader and social entrepreneur to the youngest senator of the 16th Congress

Bida ang Mamamayan! Celebrating volunteerism and a People-Powered campaign

ked c o r We vote! pire s n i the o t c voters ed musi of us H o w weew g e n e r a t i o n an

A Thank You Message from

Senator Bam Aquino To my dear family, friends, and fellow Filipinos, Bago ang lahat: MARAMING, MARAMING SALAMAT PO. I would not have been able to get this far without each and every one of you. The 90-day campaign was filled with many interesting challenges and revelations. As we went around the country to introduce our platform to our fellow Filipinos, we learned a great deal about our kababayans’ hopes and dreams, their trials and frustrations, and—still—what keeps them believing in Tuwid na Daan. Although many Filipinos are still trapped in poverty, many of them also believe that we CAN create a better Philippines for as long as we keep pushing for reforms and genuine, long-term change. This is why I cannot thank you enough. Despite your own duties to your own families, organizations, and communities, YOU took the time out to support our candidacy and share our message to whoever was willing to listen. You rallied the Filipino people and showed them our vision for a more equitable and prosperous Philippines. You reminded them of the legacy of sacrifice, service, and integrity that we carry on our shoulders. You showed your fellow campaigners and the rest of the Philippines that, from then ‘till now, the Filipino people will always come first for those of us who believe in People Power. You united your voice and your actions with others’ until the clamor grew loud and clear: Hindi pa tapos ang laban. Hindi tayo bibitiw sa Tuwid na Daan. Kaya rin po naniniwala ako na makakamit natin ang tagumpay. Hanggang sa may mga Pilipinong naniniwala at tumataya sa pagbabago, hanggang sa may mga handang kumilos at magsilbi nang tapat sa ating bayan at sa ating mga kapwa-Pilipino... hanggang sa naniniwala ang taumbayan na ang Tuwid na Daan lang ang makapagdadala sa atin ng tunay na progreso at kasaganahan, mananatiling buhay ang ating pag-asang darating rin ang araw na tuluyan nang mabubura ang katiwalian sa pamamahala, at tuluyan na ring matatapos ang kahirapan. So, the real work is just about to begin—and with it comes my hope that YOU will still be there as we take on the challenge of making our desired reforms real and felt, especially for our countrymen who need it most. There is so much more work ahead, but we are confident that under the mantle of PNoy’s Tuwid na Daan and with the active engagement of civic-minded Filipinos like you, we shall fulfill our promise of fighting poverty and give every Filipino the better life that they so truly deserve. Again, I thank you for everything that you have done to bring us here, and for everything else that you can still do to help the Philippines take off. Our country is at the brink of a much brighter future, and I am confident that, together, we can help shape the destiny of the Philippines as a truly great nation. Wala pong iwanan sa Tuwid na Daan. Maraming, maraming salamat po!

Paolo Benigno A. Aquino IV Newly-elected Senator of the Republic of the Philippines

from the publisher throughout the years took root and I happily stepped onto the “BAMwagon” and volunteered to help. I wanted to be a part of this change, to be able to say that I, too, am able to work towards this vision and see it all come to life. So upon the declaration of Bam’s candidacy, we gathered as a group of volunteers—some of us relatives, colleagues, friends, and many who came to be friends because of what and whom we believed in. We gathered to help build the momentum to introduce BAM to the nation, and to inform our countrymen about what he could do to help, and how qualified he is to do so. We brainstormed, planned, and rallied each other on as we built what is known as a Surrogate Campaign, running in tandem with Team Bam’s efforts and campaigning with the President’s Team PNoy. What a joy it was to meet like-minded individuals who each brought their own strengths and goals to the common good! We found ourselves deep into well-laid plans and schedules and on the road daily–working our way through busy markets and thoroughfares, talking about Bam, and sharing snippets of information and inspiration any and every way we could. Throughout NCR (National Capital Region) we persevered, and enjoyed every minute of it. Reaching out to people this way, and imparting to them a little bit of Bam, his work ethic, and the vision he has imparted on us, was indeed a privilege.

Hello, dear readers! Here’s to a modern style of good governance—one that is borne of a genuine desire and innate moral obligation to serve and to “make a difference in the lives of many.” A step at a time, first with the youth and then by empowering women to learn and earn through his Hapinoy program, Benigno BAM Aquino has inspired us all by his approachable and practical style of getting things done. I am sure you have all heard the story of how Benigno BAM Aquino was a natural leader, he of the impeccable political pedigree and namesake of our country’s most popular national hero and martyr. But this comparison ran deep–not just on the outside, but on the inside as well–for within the young Bam was a growing need to make a real difference in the lives of his countrymen. And he dedicated his education and early professional years to finding a way to put his talents to proper use in the direction of social change. Not many young men of privilege have ever been so inspired, nor so inspiring. The Hapinoy program, formed in 2007, earned for Bam the recognition which eventually led to his being named as one of the Ten Outstanding Persons of the World, as well as international acclaim by the United Nations. And that was only the beginning. I watched his progress with pride, through the years, not knowing that these years would lead us to this place: the Senate of the Republic of the Philippines. Upon learning of Bam’s plans to run for a Senate seat, and upon reading about his programs for social change on a national level and his plan to continue to champion PNoy’s “Tuwid na Daan”, slowly the seeds of inspiration that he had planted in me

Bida Ang Mamamayan

The last few weeks on the campaign trail brought us to Luzon, Visayas, and Mindanao as we introduced Rock the Vote. This was a modern and effective way to reach the youth and local communities by way of music, and sharing time together as a celebration of a common goal. Stadiums and fields were filled to the brim, as people eager to learn and listen gathered : they sang, danced, learned, celebrated as ONE behind our common candidate. Now that Bam Aquino has been elected into the Senate, we wish to continue to live with this inspiration, and to follow his lead. To continue the group effort for service–wherever needed, and however we possibly can. This magazine aims to continue the camaraderie that came from working towards a common goal for change and the betterment of each individual in our society—this is the sentiment that moved our campaign. May I invite you to continue to participate and be a part of this growing community through the pages of this issue, and those forthcoming, as well as online at Bidaangmamamayan.com. This maiden issue of BIDA ANG MAMAMAYAN is one of thanksgiving, and I offer it with a personal note of THANKS to everyone who gave their time and talent to the campaign. And to each and every person who welcomed us into their workplace and community and took the time to listen and learn more about Bam and what he has to offer the country, thank you. And, ultimately, another large THANK YOU goes out to those who gave their trust to Bam Aquino as they cast their vote for Change.

Dan R. Soliven Publisher

e d i t o r ’s n o t e

BidaAngMamamayan Bam Aquino was just all of 19 years old (and I, 16) when I first met him. We were both elected into the student council during our sophomore year in the Ateneo de Manila University, and as early as then you could already see in Bam the seeds of greatness. He always put public service above politicking, so it was no wonder that, two years later, Bam would be elected president of the student council. Bam was a natural leader, and it wasn’t because he looked like his Tito Ninoy (although he already did even back then!), or because of the surname and pedigree that he carried, or because of the fact that he was incredibly brilliant and was vying for summa cum laude. What made people want to follow Bam was because, first and foremost, Bam was a great listener. He was good with dealing with people, and he had a way of galvanizing individuals and groups in a way that inspired and energized them. Bam was a natural catalyst, and he was simply someone whom everyone loved because he always respected and put people first. From his time as a youth leader all through his years in the National Youth Commission, the Ten Accomplished Youth Organizations (TAYO) Awards Foundation, Hapinoy, and his many other social ventures, Bam Aquino has always believed that “bida ang mamamayan.” For Bam, this philosophy and way of living was more than a catchy slogan—it was how he did and lived out things; it was his way of doing and being. And, indeed, “Bida ang Mamamayan” is also how Bam Aquino the senatorial candidate introduced himself to the Filipino nation—from his catchy ads and online campaign to the yellow-painted sorties around the Philippines, to the youth-oriented Rock the Vote series. And, thanks to everyone who shares Bam’s vision for a more empowered and prosperous Philippines, this is how he will govern as a Senator of our beloved country. This magazine thus celebrates the man that Bam Aquino has become, the campaign that brought him to the Senate, and the road ahead. In it, we relive some of our fondest memories and also pay tribute to the many individuals and groups who selflessly gave of themselves to support Bam’s candidacy. We also take a closer look at the inspirations that have shaped Bam Aquino’s advocacies and public life, and then we share insights into the policies and the kind of governance that Bam will push for the Philippines. On behalf of the editorial team of this magazine, THANK YOU for all your support, CONGRATULATIONS for this hard-won victory, and WELCOME to our shared journey of good governance. As we’ve said many times in the campaign, Hindi pa tapos ang laban. Marami pa tayong gagawin, at mahaba pa ang tatahakin natin sa Tuwid na Daan. Pero sama-sama tayong kikilos dahil sa Tuwid na Daan, walang iwanan at BIDA ANG MAMAMAYAN!

Niña Terol-Zialcita Editor-in-Chief

Bida Ang Mamamayan

staff box

BidaAngMamamayan Publisher Executive Editors Editor-in-Chief Media Consultant Contributing Editor Assistant Editor Art Director Assistant Art Director Photo Editor Staff Photographer Illustrators Chief of Correspondents Correspondents

Columnists

Contributing Writers

Contributing Photographers

Production Manager Marketing Director Circulation Manager Legal Counsels Consultants

Special Thanks:

Toni Alvarez Norman Cualteros Ares Goyena Marco Javelosa Abi Procianos Ben Rodriguez Ton R. Soliven KC Villan Benhur Arcayan Gang Aquino Chong Rose Garcia Allan Peñaredondo Renz Mar Velasco Leah del Rosario Simon Javier Aquino Valencia Elvin A. Dayanghirang Atty. Cecile Palines Atty. Teddy Soliman Dennis A. Aquino PV A. Aquino Anthony F. Rodriguez Paul and Melanie Aquino Tony Meloto Maria V. Montelibano Gil A. Yuzon Ninoy and Cory Aquino Foundation

special message of thanks

we ’d l ove t o h e a r f ro m yo u !

This magazine is dedicated to the thousands of volunteers and supporters who tirelessly journeyed with us and fought with us as we sought to claim victory for the candidacy of Benigno “Bam” Aquino.

Bida ang Mamamayan Magazine celebrates People Power in action in communities all around the Philippines. If YOU have a great “Bida ang Mamamayan” story to share from your own experience—whether it’s volunteering for a Gawad Kalinga build, raising funds for scholarships, setting up your own social enterprise, working with your local government to clean up your community, or any other story of People Power in action—let us know! We’d love to hear from you.

The journey was by no means easy, but with your valuable contributions, your boundless energy, and your passionate dedication to our cause, we were able to cover even the farthest reaches of the Philippines and share Bam’s vision of prosperity, good governance, and hope to those who needed it most. You selflessly gave of your time and resources without asking for anything in return, wishing only the best for our country and its people.

Original contributions must be emailed to bidaangmamamayan@gmail.com with the subject “Bida ang Mamamayan submission.” Entries must be saved in a Microsoft Word file and must come with a title, the author’s name, accompanying photographs (at least 300 dpi in resolution), photographer’s name, and the author’s contact numbers and email address. If previously published or submitted elsewhere for consideration, please indicate relevant information.

Sa inyong lahat, maraming, maraming salamat po. Inaalay namin sa inyo ang tagumpay na ito, at umaasa kaming sabay-sabay nating tatahakin ang Tuwid na Daan para sa ikabubuti ng taumbayan.

For other correspondence, please refer to the following email addresses: Editorial: bidaangmamamayan@gmail.com Advertising: dante_soliven@yahoo.com Circulation: elvin.dayanghirang@gmail.com

Ngayon at kailanman, Bida ang Mamamayan!

Dan R. Soliven Renan B. Dalisay Rollie C. Fabi Timi G. Aquino Niña Terol-Zialcita Lanie Aquino Daniel C. Hulme Chicklet Arpon Nazario Bugaring II Leah del Rosario Toni Alvarez Ariel Peñaredondo Jake Advincula Brian Villavicencio Karl Satinitigan Mary Joy Apin Ricardo Cervantes Vanessa Romero Conda Jamie deCafe Dr. Anton Mari J. Lim Lionel Llana Luzuriaga Sarah Jane Marco Julieta Sampaga Dr. Ofel Sy Paola Deles Daniel C. Hulme Karl Satinitigan

Bida Ang Mamamayan

Bida ang Mamamayan Magazine reserves all rights related to editorial selection and publication of articles on its pages. All contributors whose stories and/or photos are published in the magazine agree to have their works processed, designed, and published by the editorial board of Bida ang Mamamayan Magazine through The Walking Man Inc.

Office address: The Walking Man Inc. Suite 301 Cattleya Bldg., 235 Salcedo St., Legazpi Village, Makati City, Metro Manila , Philippines

contents

01 A Thank You Message from Senator Bam Aquino 02 From the Publisher 04 Editors Note 06 Staff Box

t h e ca m pa i g n 10 11 12 13 14 16 18 22 24 28 29 30

18 40

31 32 34 36

Message From The Campaign Manager Message from the Campaign Directors The Advisory Council Meet Team Bam Staying “On-Message” The Sorties The Surrogate Campaign Behind the Scenes The Power of Music for Change ABC’s of why I am Supporting Bam Aquino For Kuya Bam Why Bam Aquino? Why Not Bam? Volunteerism in Action The BAMwagon and Beyond Victory is Tweet The Road to Victory: A Campaign Timeline

i n s p i r at i o n s

22 42 8

Bida Ang Mamamayan

38 40 42 44 46

ow yellow ribbons, confetti came to be H The Legacy of Ninoy Remembering Cory Ang mga Bunga ng Tuwid na Daan The Advocacies of Bam Aquino

t h e way f o rwa r d

50 B am Aquino: From youth leader and social entrepreneur to the youngest senator of the 16th Congress 52 A Three-Point Agenda 54 Enterprising for Good 55 Bam Aquino: A Reform Champion in the Senate 56 Why Bam Won

the campaign

Message from the Campaign Manager It was in a motorcade in Pampanga during the early days of the 2007 elections—at a time when I was wondering if I did the right thing by going solo—when a man in a sleeveless shirt, shorts, and slippers ran towards our motorcade, grabbed my hand and passed on something to me saying “Isama mo ito, Kiko!” When I looked at my hand to see what he had given me, there I saw a one hundred-peso bill. I was deeply moved by the gesture of that man. It was certainly the turning point in my lonely yet necessary solo run. This selfless act of commitment and sacrifice by this nameless citizen inspired me to push on with all my might and heart to campaign tirelessly and win. Kapag ang taumbayan na mismo ang kumilos, tumaya, at nanindigan, walang anumang puwersang maaring maging hadlang sa tagumpay ng bayan. In many ways, the 2010 presidential campaign for President Noynoy Aquino and our own campaign for Bam Aquino in 2013 were reflective of this moment of commitment and sacrifice by our people. It was the people who clamored for change; it was the people who came out and tirelessly supported our crusades; and in the end, it was the people who allowed us to declare victory. As Bam takes his place among the men and women of the Senate in the 16th Congress, we hope that he will remember the ideals for which our countrymen so bravely fought in 1986. We hope that he will work hard to uphold the people’s welfare, keeping in mind that his power as a legislator truly emanates from the voices of our people. We hope that he will carry on the reforms being undertaken by this administration, mindful of his mandate to lift our people out of poverty. And we, as citizens, must look ahead to the next decade and a half if we are to truly transform the nation. We must endeavor to ensure that the reforms and policy initiatives of the last three years will continue and be sustained so as to achieve continuity, stability, and certainty in governance. We must continue to engage our leaders and demand of them the kind of leadership we all aspire for, in order to finally have a nation that is progressive, peaceful, and focused on the welfare of its people—a nation that we all can be proud of. The elections—and the years after that—are about where we wish to bring our nation. It is about doing our share to shape the kind of nation our children ought to have and deserve. Let us continue to forge ahead in our tireless effort to achieve genuine change for our nation and our people.

Senator Kiko Pangilinan

10 B i d a A n g M a m a m a y a n

Message From The Campaign Directors Editor’s Note: This is an excerpt of a speech delivered by Team Bam campaign director, Renan Dalisay, to volunteers and campaign staffers before the official start of campaign season.

he 2010 campaign was phenomenal because it was the people who pushed for Noynoy Aquino to run, and it was the people who also propelled him to victory. So far the President hasn’t failed us because deep inside his heart, everything he is doing is anchored on two things—that is, kailangan natin ay isang pamumuno at pamamalakad sa Daang Matuwid, at ang pangalawa ay dahil malinaw sa kanya na ang boss niya ay ang taumbayan. Ngayon, nakikita na natin ang kislap ng munting ilaw ng pagasa sa mga nangyayari sa ating Bayan. Nakukulong ang mga tiwali, napaparusahan ang mga may sala, umuunlad ang ating ekonomiya unti-unti. Ngunit malayo pa bago maramdaman ng sikmura ang mga pagbabagong nangyayari. Kailangang makumbinse natin [ang taumbayan na] huwag bibitiw. Kailangang makumbinse natin sila na si Bam Aquino ay isa sa mga magpapatuloy sa pagsulong ng pagbabago. Kailangang maipakita at maipadama natin na kay Bam Aquino, Bida ang Mamamayan. Every campaign is a crusade. This is not just about winning. This is not about making promises. This is not just about making Bam Aquino a senator. This is about making Bam Aquino an instrument to give our people—especially those in the rural areas—renewed hope. Isang pag-asa kung saan ang bawat isa sa atin—ikaw, kayo, ang mga magulang niyo, ang mga anak niyo, ang mga kapatid niyo—lahat tayo ay mahigpit na nakakapit. Isang pag-asa na inaasam-asam para makaahon sa kahirapan. Inumpisahan ni Ninoy Aquino, ipinaglaban ni Cory Aquino, ipinagtanggol ni Noynoy Aquino at ibinalik ang tiwala; ngayon naman ay ipagpapatuloy ni Bam Aquino. In our campaign, there shall be an air war and a ground war. But we shouldn’t act and feel like winners already because we have an Aquino name. On the contrary, we are the underdogs. We should be scraping the floor for every vote, scratching the wall for every vote, and destroying the barriers brick by brick for every vote we can get. The campaign should be like music. As soon as you hear the first note, there shall be rhythm and harmony. And when the last note strikes, there shall be only applause and victory.

On behalf of Team Bam, we wish to thank all the individuals and groups who helped share Bam Aquino’s message all around the Philippines, and who made it possible for him to be among the winning senators in the May 2013 elections. We especially wish to thank the Aquino, Aguirre, and Gomez families; the office of Senator Kiko Pangilinan; Bam’s friends from the Ateneo de Manila University; colleagues from the social enterprise movement; the Kabataang Liberal, the Filipino Liberal Youth, and other youth groups; the People Power Volunteers for Reform, the Yellow Ribbon Movement, and the countless other civil society groups, volunteers, and supporters who selflessly shared their time, energy, and resources for this campaign.

This is not just about making Bam Aquino a senator. This is about making Bam Aquino an instrument to give our people... renewed hope

Ang kampanyang ito ay hindi po nagtatapos sa eleksiyon; ang halalang ito ay simula pa lang ng pagpapalalim ng ating pagtataya sa Tuwid na Daan. Mahaba pa ang landas na ating tatahakin, at marami pa tayong pagsubok na pipiliting lalampasan. Ngunit naniniwala po kami na sa sama-sama nating pagkilos, abot-tanaw na ang isang bagong bukas kung saan makakamit na natin ang mga adhikain ng bawat pamilyang Pilipino. Si Bam Aquino ay isang mahalagang instrumento ng pagbabago, ngunit hindi siya nag-iisa. Nawa’y ang bawat isa sa atin ay magsilbi ring tulay tungo sa kinabukasan na ating minimithi. Maraming, maraming salamat po!

B i d a A n g M a m a m a y a n 11

the campaign

The Advisory Council Meet the men and woman behind Benigno Bam Aquino

t may have been Benigno Bam Aquino’s first time to wage his own electoral campaign, but behind and around him were campaign veterans and seasoned politicians who knew the terrain and who knew how to win with honesty and integrity. Throughout the 90-day campaign, and even in the months leading up to it, these men were integral to strategy formulation, branding, messaging, poll research and analysis, networking, and resource generation, among others.

Mary Fatima ‘Timi’ Gomez-Aquino

An exemplar of the modern Filipina’s values and strengths, Timi Gomez-Aquino was most recently a marketing professional at Unilever, one of the world’s largest consumer goods companies. She has handled brands in the Philippines, Southeast Asia, and China, and together with Bam Aquino is a board member of Rags2Riches, a social enterprise based in Payatas that creates fashionable accessories out of rags. During the campaign, she devoted all her time and energy to promote her most favorite brand: Benigno Bam Aquino.

Sen. Agapito “Butz” Aquino

A younger brother of the martyred Sen. Ninoy Aquino, Senator Agapito “Butz” Aquino entered politics following Ninoy’s demise, guided by his elder brother’s idealism, principles, and sacrifice. He was Senator from 1987 to 1995, and a Congressman in Makati from 1998 to 2007. As a legislator, Sen. Butz believed that “cooperativism” held the key to solving poverty in the Philippines. He is noted for having authored laws such as the Magna Carta for Small Farmers, the Seed Act, and Cooperative Code of the Philippines.

Paul A. Aquino

A veteran campaign strategist, as well as a former energy and banking executive, Paul Aquino is the youngest brother of Sen. Ninoy Aquino. He helped run Ninoy’s campaign for the Batasang Pambansa in 1978, and later on was at the forefront of the late former Pres. Cory Aquino’s campaign in 1986. His latest campaign involvement prior to the May 2013 elections was as “campaign guru” during the presidential campaign of his nephew, Pres. Benigno Aquino III.

Sec. Jesli A. Lapus

Secretary Jesli A. Lapus holds an outstanding track record in the academe, the private sector, and government. He was most recently secretary of the Department of Education from 2006 to 2010, and was also formerly a three-term Congressman in Tarlac. Among his many accolades, Sec. Lapus was dubbed “Champion of Public School Teachers” by teachers’ associations, and was also placed in the Hall of Fame Hall of Fame as “Outstanding Legislator” for five consecutive years (2000-2004) by the Makati Graduate School and Congress Magazine.

Sen. Sergio “Serge” Osmeña III

Known for his independence regardless of his political affiliations, Senator Serge Osmeña is also one of the country’s most astute political strategists. He was one of the “gurus” of Bam Aquino’s senatorial campaign, and was likewise crucial to the messaging and strategy of President Benigno Aquino III’s 2010 campaign. Sen. Serge was re-elected as senator in 2010 after a long history of public service, and is also known to be a fiscalizer and a crusader for good governance. He was one of the political prisoners during the Martial Law era.

Sen. Francis “Kiko” Pangilinan

The campaign manager of Bam Aquino’s 2013 senatorial campaign, Sen. Kiko Pangilinan is a two-term senator who proved his political stripes when he became the first incumbent to wage an independent senatorial campaign and win. He was also the campaign manager of the 2010 senatorial slate and is a known reformist and former student activist. Sen. Kiko ends his term in June 2013 and leaves behind an outstanding legacy of service in the youth, justice, and agriculture sectors.

12 B i d a A n g M a m a m a y a n

MEET TEAM BAM By Ares Goyena

Seventeen regions, 80 provinces in 90 days. That’s what one faces when running for a Philippine Senate seat. Hence, every campaign would like to recruit the best and the most experienced campaign team to take on the demanding task of campaign politics, Philippine-style.

or Benigno “Bam” Aquino, forming the core team to handle his campaign started only in late September 2012 when his inclusion in the administration coalition ticket was looming. Initially, Bam’s team of volunteers was composed of people who have known Bam for quite some time—people who had worked with him during his Ateneo days, in his stint at the National Youth Commission, in his social enterprise ventures, and in the NoyMar campaign of 2010. With Bam faring poorly in the pre-election surveys, the task was formidable given that the members of the core team were only campaigning on the side. In October 2012, when Bam Aquino was formally included in the Team PNoy slate, forming the whole campaign team became imperative. Bound by the common belief of helping put a good man in the Senate, more volunteers were asked to join the team. Thus, sorties management, media relations, logistics and finance, communications and new media teams begun taking shape. It was a young, lean, but mean team. As the youngest senatorial candidate in the Team Pnoy slate, Bam’s campaign team was young as well, with the average age being the early 30s. But in the team of about 20 to 30 people, only three had no national campaign experience. The team may have been young but they were veterans of the successful 2007 and 2010 national campaigns. Hence, armed with these experiences and coupled with the belief in Bam’s advocacy of

“Edukasyon, Trabaho, at Negosyo,” the team took on the task of barnstorming the Philippines. The campaign was fought not only in the traditional air (media) and ground (political networking) wars, but was also fought on the new dimension in campaign politics called cyberspace. “Bam” and “bida” became buzz words in the Web during the campaign period, pushed by an army of cyber warriors—many of whom the campaign team or the candidate have not yet even met to date. In the end, Bam’s campaign was a success because for 90 days, each and every member of Team Bam knew that whatever one was doing— from the guys packing the posters and leaflets to be shipped, to the ones analyzing the latest survey results—he or she was making a crucial contribution to the campaign.

Hence, armed with these experiences and coupled with the belief in Bam’s advocacy of “Edukasyon, Trabaho, at Negosyo,” the team took on the task of barnstorming the Philippines.

But the real heroes of the Team Bam campaign are the many volunteers throughout the country who were campaigning for Bam even if the candidate was not in their area: the volunteers who had to pool resources to be able to print posters and leaflets which the national campaign headquarters could not provide, for their houseto-house campaign; the volunteers who took time and effort out of their daily routines to take part in Bam’s online army; those who filled their areas with yellow ribbons in support of the Aquino legacy of People Power and “Tuwid na Daan”. These were volunteers who rightly believed that “Para kay Bam, Bida ang Mamamayan.” This is their campaign. This is their victory. B i d a A n g M a m a m a y a n 13

the campaign

Staying

“On - Message”

atapulting Bam Aquino from No. 24 in the surveys into the Magic 12 required the discipline to stay on message. Day in and day out, every touchpoint—from branding elements to TV ads, speeches, radio interviews, collaterals, videos, and “social cards”— was anchored in a consistent introduction of our candidate, captured in this spiel before his every speaking engagement: Mula sa Lahing Aquino na nagsakripisyo at nag-alay ng kanilang buhay para sa bayan... Ang batang Aquino na magpapatuloy ng Tuwid na Daan at paglaban sa kahirapan... Mga kababayan, para sa kanya ay Bida ang Mamamayan: Benigno Bam Aquino!

The “Bam burst” became a signature element of most materials, inspired by comics and by the candidate’s youthfulness and energy

“Bida ang mamamayan” was more than a tagline – it was a principle and a way of doing things

This infographic was used as both a leaflet and a Facebook post. On Facebook it garnered a reach of over 173,000 Facebook users

14 B i d a A n g M a m a m a y a n

Here are some of the colorfuland memorable materials that were used to remind the public of Benigno Bam Aquino

Bam’s campaign poster paid tribute to the Aquino legacy while reminding voters of the journey toward good governance in the “Tuwid na Daan”

This video of eight-year-old Bambam, speaking at a rally against the dictatorship, was shown in time for the People Power anniversary and was picked up by mainstream news

To get people to sing along to Bam’s jingle, “Tatak Aquino,” a videoke version (complete with the bouncing ball!) would be played during sorties

“Social cards” were shared online to show interesting snippets of Bam’s life and make him more relatable to the online audience. This one was shared on May 7, Bam’s birthday

Different vests used during the campaign A volunteer-made video captured the energy and dynamism of Team Bam, with the “BAMwagon” as a backdrop

In this video series, “Bakit si Bam Aquino?”, GoNegosyo founder Joey Concepcion talks about Bam’s thrust for entrepreneurship

One of Team Bam’s biggest and most popular supporters— award-winning actor and philanthropist Dingdong Dantes— is caught on video helping other Team Bam volunteers TV ads naturally played a big part in introducing Bam to voters. This ad featured the President endorsing his cousin Bam

The Queen of all media, presidential sister Kris Aquino, interviews her cousin Bam during Rock the Vote Batangas. This video had a reach of over 772,000 Facebook users

Bam Aquino was the only candidate to use a Facebook app to engage voters’ support. The “BAMwagon” app allowed users to do “virtual fistBamps with Bam

B i d a A n g M a m a m a y a n 15

the campaign Bam Aquino campaigns in Batangas with his wife, Timi, who not only was an effective surrogate but was also an integral member of the campaign’s messaging and communications team

THE SORTIES

Images by Ariel Peñaredondo Words by Niña Terol-Zialcita and Abi Procianos

Benigno Bam Aquino’s campaign took him to 80 provinces around the Philippines, introducing the 35-year-old candidate to voters as far north as Tuguegarao and as far south as General Santos and Saranggani. Throughout this 90-day journey, Bam was joined by family, friends, youth volunteers, and countless supporters who believed in Bam’s message of continuing reforms under President Benigno “Noynoy” Aquino’s good governance program. Bulakenyos gave Bam Aquino a warm welcome as the “BAMwagon Laban sa Kahirapan” headed to Bulacan

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The “mano” is a Filipino gesture of respect for the elderly. Bam always took time to do the “mano” for the elderly in his sortie audiences

The Tondo boys as they did the “Laban” sign with Bam

Bam as he reaches out and gives ballers to supporters in Pangasinan

In celebration of Valentine’s Day, Bam distributed roses to the women in the crowd in Laguna

The Ten Tribes of Davao adopted Bam Aquino as Datu Matulangod which means “dependable”, “sincere” and “trusted” leader

Bam at the proclamation rally in Biñan City, Laguna

At the Baseco compound in Tondo, Manila, Bam Aquino was with the Urban Poor Associates (UPA) for a covenant signing

Bam electrifying the audience at the Team PNoy proclamation rally at Plaza Miranda, Manila B i d a A n g M a m a m a y a n 17

the campaign

The Surrogate Campaign Images by Gang Aquino Chong and Rose V. Garcia Words by Gen Aquino, Rachel Barcelon, and Jimon Aquino Valencia

Team Bam as they visited Malabon market led by Bam’s mom, Melanie Aguirre-Aquino

For 90 days, the Aquino family and friends campaigned in 113 markets all over Metro Manila and nearby provinces, in what was known as the “surrogate sorties.” It was led by Bam’s mom, Tita Melanie Aguirre-Aquino, and proved to be a crucial, high-energy component of the campaign. The senator’s kuyas Dennis (left) and PV (right) gave their all-out support to the family’s bunso 18 B i d a A n g M a m a m a y a n

Even Bam’s niece, Bianca Aquino, actively campaigned for her Tito Bam

Melanie Aguirre-Aquino with the Malabon Angels

Presidential sister Pinky AquinoAbellada campaigns for first cousin CAPTION Bam Aquino in Quezon City

The Aquino family enjoys the music at Rock the Vote Dagupan

“One of the things that really touched me is seeing Bam’s two kuyas in action—actively involved in the campaign, helping out in whatever way they can, doing anything and everything, going the extra mile for Bam. Boys generally aren’t expressive with their love, but truly, actions speak louder than words. In this case, their actions more than showed that Dennis and PV really believed that their youngest, Bambam, could do it! I am so proud of how staunchly and unconditionally they supported their brother throughout this campaign!” ~ Gen C. Aquino,

Bam’s Kuya PV was one of the most energetic and charismatic surrogates in this campaign

Bam’s sister-in-law

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the campaign

Aquinos, sporting their version of “RayBAM” glasses with Fr. Manoling Francisco during the Filing of Candidacy

Aquino relatives praying at Lady of Manaoag

Yellow youngsters

The campaign is a humbling experience for me because it opened my eyes to the real situation outside my usual environment and made me appreciate my blessings [even more]. It’s also an opportunity for me to have a glimpse of the possibilities, and with rekindled hope I’m inspired to help turn those possibilities into realities, through my little ways. ~ Rachel Barcelon

Aquino relatives praying at Our Lady of Mt. Carmel

The Aquino family setting the latest trend– yellow pants!

Bianca Aquino and Elvin Dayanghirang act as on-cam talents during a volunteer video shoot 20 B i d a A n g M a m a m a y a n

A secret Aquino behind the Jolibee mask

Kuya Dennis and wife Gen pose with their youngest brother, senator-elect Bam Aquino

Traveling around the campaign has given me several epiphanies that truly made me a better person - Simon Aquino Valencia

Members of the Aquino family who also comprised the “Mass and Mall” team

Proud parents, Tita Melanie and Tito Paul Aquino

Richard and Maggie with their laban sign

Chito, Joanna, and Zack Rodriguez with Tita Maria Montelibano

Kuya PV with “Mr. Mohawk” in one of the market sorties

Eiyo Aquino and Joaquin Soliven Ocampo campaigning for Tito Bam

Buko juice break during the Santa Maria Bulacan sortie

The two kuyas and cousins while at the sortie in Bulacan B i d a A n g M a m a m a y a n 21

the campaign

The production team of the BAMwagon video, including actor Dingdong Dantes, all shared their talents to produce the video for free

Campaign paraphernalia and collaterals

Behind the Scenes Images by Ariel Peñaredondo and Allan Peñaredondo

Words by Abi Procianos and Niña Terol-Zialcita

For 90 days, hundreds of Team Bam volunteers worked in the frontlines and behind the scenes to wage a colorful and positive campaign.

One of Team Bam’s biggest volunteers, award-winning actor and philanthropist Dingdong Dantes, strikes a (karate) pose during the shoot for a volunteer-made video 22 B i d a A n g M a m a m a y a n

The President and his cousin Bam share a light moment behind the camera, during the shoot of their TV ad

A Team Bam volunteer as he gave out campaign paraphernalia and collaterals in Pangasinan and Isabela Bam Aquino joined the welcome flash mob for him at Melvin Jones Grandstand, Baguio City

Bam Aquino ballers, an essential accessory for every Team Bam supporter

Yellow ribboning in Quezon City Team Bam’s collaterals, to be distributed to selected areas

Car dressing at Team Bam’s headquarters in Makati

Bam’s supporters as they performed in Saint Joseph College, Cagayan B i d a A n g M a m a m a y a n 23

the campaign

The Power of Music for Change By Norman Cualteros and Niña Terol-Zialcita

Ebe Dancel, former frontman of Sugarfree, wooed the Dagupenos with classic Sugarfree songs. Kaleidoscope Eyes frontman, Gab Cabangon, holds his own in Rock the Vote Dagupan

usic is an integral part of Filipino culture, and has accompanied our people throughout many of the country’s milestones. During the 2007 and 2010 elections, the Rock the Vote concert series was held to show the people’s support for reform-minded candidates. In 2013, Rock the Vote took to the stage once again—this time to support the candidacy of Team PNoy candidates Bam Aquino, Risa Hontiveros, Jun Magsaysay, and Koko Pimentel.

For four music-filled days, Rock the Vote traveled to Dagupan, Davao, Batangas, and Cebu to share with Filipinos invigorated messages of hope, change, and reforms under Tuwid na Daan. Under the auspices of the People Power Volunteers for Reform (PPVR) and the Yellow Ribbon Movement, some of the Philippines’ biggest celebrities and most popular bands headlined the shows as part of their own commitment to change.

Bam channels his inner rock star as he sings along to “Makita Kang Muli”

Dagupan

Ebe and Bam sealing their pledge to Rock The Vote through a fist bump. All smiles for Bam! Cooky Chua and Noel Cabangon moved the audience with their collaboration of the Color It Red’s hit, Paglisan

The popular band 6Cyclemind added high energy to Rock the Vote Dagupan Dagupan’s pride, False Alarm, moved the crowd with their rendition of Rivermaya, The Dawn and Eraserhead’s songs

Bam traded glasses and did a “fistBAMP” with this supporter

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6Cyclemind’s Tutti Caringal jammed with Dagupenos to rock their votes in the upcoming elections

Parokya ni Edgar makes the crowd go wild in the Rock the Vote Davao!

Davao

Cooky Chua serenaded the Dabawenyos with her enchanting voice

Rock the Vote VJs Elvin Dayanghirang and Simon Valencia sharing random facts about Davao as a prelude to the concert

It’s Bam’s Day! Bam Aquino celebrated his birthday with his family, friends, and supporters from Davao Bam and Ebe, rock stars both!

(From L to R) Dingdong Dantes, Timi Gomez-Aquino, and Senator Kiko Pangilinan onstage to greet Bam a happy birthday Bam greeting Dabawenyos as the concert is ongoing

The Davao crowd shows their support by flashing the “Laban” sign

One of the voices of the EDSA People Power Revolution, Jim Paredes, sings some old favorites

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the campaign The Queen of All Media, Kris Aquino, interviews her cousin Bam, turning the Rock the Vote Batangas stage into a mini-episode of KrisTV

About PPVR PPVR is a national network of local citizens volunteer assemblies (CVAs) and national volunteer organizations (NVOs) that have committed to work together to promote good governance and poverty alleviation to help realize the “Walang Corrupt, Walang Mahirap” promise that they made to themselves, their communities, and the nation. PPVR was registered with SEC as a non-stock, non-profit organization in November 2010. Why was PPVR formed? The landslide electoral victory of then-Senator and now 15th President of the Republic Benigno “Noynoy” Aquino III also marked the success of citizens and volunteer groups working together to engage an arena they have for sometime watched by the sidelines. The People’s Campaign saw volunteer groups from all over the nation banding together to push for change they desire to see in the country, for their children and future generations. But volunteer organizations’ engagement with politics did not end after a leader espousing change was elected. Volunteers wanted to ensure that the struggle for good governance and the fight against poverty would not be left in the hands of the elected leaders. After the 2010 elections, the volunteer groups did not fold their banners, so to speak. Instead, they sought to find ways to engage the incoming government and help it bring about the envisioned change as articulated in the President’s Social Contract with the Filipino people. PPVR was established to provide the mechanism and structure for citizens and government to work together towards reform.

Local volunteers of the People Power Volunteers for Reform

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Batangas Youth supporters from Batangas locked in a fistBamp with Bam as a form of their support to the senatorial candidate

Christian Bautista serenaded the Batangueños with powerful ballads that made the young and old sing along

Batangas local officials joined Bam Aquino and Noel Cabangon in singing for a clean and fair elections and a bright future for the country

Starcom goes to Batangas

About YRM Members of the Philippine Azkals throw their support behind Team Bam Aquino

President Cory’s grandchildren—Jiggy, Jonty, Miguel, and Nina—flew to Cebu to show their support for their Tito Bam

The volunteer group adopted the name “Yellow Ribbon” because this has become an expression of protest and/or support for a political statement since the assassination of the late Senator Benigno “Ninoy” Aquino. It has become a symbol of courage as manifested during the People Power revolution of 1986. Yellow became the signature color of the late President Cory Aquino and has become synonymous with good governance and the prudent use of power freely given by the people for the common good.

Cebu City goes wild and crazy when the Megastar appears onstage

Singer-songwriter and OPM President, Ogie Alcasid, sang and joked with the Cebu crowd. Or was he chenelling “Boy Pick Up”?

The Yellow Ribbon Movement (YRM) was born in September 2009 when Senator Benigno Simeon C. Aquino III declared his acceptance of the challenge to run for president, It was Ms. Margie Juico, former Appointments Secretary of the late former President Corazon C. Aquino and now Chairperson of the Philippine Charity Sweepstakes Office (PCSO), who saw the need to organize the many enthusiastic volunteers who eagerly presented themselves to offer time, effort and resources to help Sen. Noynoy Aquino win the presidency.

Cebu City’s Fuente Osmeña became one big mosh pit as the audience rocked amid the rains

The successful presidential campaign of 2010 encouraged members and volunteers of YRM to continue participating in activities that support or uphold the principles of clean, honest and competent governance. We believe it is our duty, as it is the duty of every caring citizen, to vote into office legislators who can create laws that will help our president deliver on the promise of affordable, if not totally free, medical care and health benefits, quality education, stable employment, affordable homes, peace and security and adequate food supply for all. This year we hope to make the national election the instrument to drive out of office the corrupt, the incompetent and the immoral public servants whose only overpowering interest in running for public office is to perpetuate patronage politics and corner the use of public funds for private gain.

The Megastar, Sharon Cuneta, and the “Mega-Senator”, Kiko Pangilinan, rally the crowd to support Bam Aquino

Cebu

Sama-sama tayo sa pagpatuloy na pag-unlad ng bayan. Mabuhay ang Pilipinas! Mabuhay ang lahat ng mamamayan!

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the campaign

ABC’s of why I am supporting Bam Aquino By Dr. Ofel Sy

“Just like Ninoy, Cory, and PNoy, we know Bam will never forsake us and our future generations.”

he moment I saw Bam Aquino during the 2010 presidential campaign, I saw a good Filipino leader in him and told my colleagues that someday he will become a senator and eventually President of our country. Hence, when we learned of his Senate bid, we, the yellow volunteers in Bicol, committed again to volunteer our time and resources for him to win for the following reasons: A- because he is an AQUINO, which is synonymous with heroism, good character, and simplicity. By their track record, we have learned to trust the Aquinos. Just like Ninoy, Cory, and PNoy, we know Bam will never forsake us and our future generations. We are confident that he will genuinely dedicate his life to our country just as Ninoy and Cory did and PNoy is doing now. The Aquino trait of simplicity is also manifested by Bam. As such, we know that he will never be corrupt and tyrannical . He can easily give up power and go back to a simple life after government service. B- Bam is INTELLIGENT and bends like a BAMboo. He consistently topped his class from elementary to high school and college, where he graduated summa cum laude from the most difficult course at the Ateneo de Manila University while serving as head of its student council. He has also exhibited the Aquino trait of humility by not boasting of his qualities and by helping others. I have also learned that when he was a student, he secretly donated his scholarship fund to another deserving student. Bam is as tall as the bamboo in height and in status. Yet, like the bamboo, he bends to us and our volunteers by reaching out to us. He coupled his intelligence with outstanding leadership and a heart for the marginalized and the youth when he became Chairman of the National

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Youth Commission and co-founder of Hapinoy. His excellence, leadership, and service for others have been validated when he was not only adjudged as one of the Ten Outstanding Young Men of the Philippines but also Ten Outstanding Young Persons Award of the World, in recognition for his world-class work with youth and social enterprises. His entrepreneurship experience will be put to use in improving the economy of our country and helping improve the lives of our poor countrymen. C- Bam exudes the rare combination of COMPASSION, CHARISMA, and CHARACTER which, coupled with intelligence, are the mark of a good leader. Through the Senate, Bam can help PNoy sustain our country’s investment grade status and sustain our country as a shining star of Asia. Bam stands out as a precious gem who easily attracts people. Among other senatoriables, he truly shines. He is very approachable and would answer calls and texts anytime despite his busy schedule. Whenever we had a sortie, people would excitedly crowd around him. Bam is very easy to campaign for because people would proudly say they are really voting for him and would even volunteer to post tarpaulins by themselves. When he speaks, more people become convinced of his qualities and sincerity. Because of the above qualities, many people from all walks of life in Bicol have volunteered, spending time, money, and effort to help his campaign. With Bam in the Senate we know that we will all be “Bidang Mamamayan” in our lifetime and beyond. Dr. Ofelia Samar SY, MD, internist cardiologist, President of Albay Medical Society and Pinoy Power Bicol Coalition Inc and head of PPVR in Bicol

For Kuya Bam

By Jamie DeCafe

became a volunteer for Bam Aquino’s campaign through my professor, Karl Satinitigan. It all started when I told Sir Karl, who happens to be a social entrepreneur, that I wanted to volunteer for an organization during the summer. He then asked me if I would be interested in campaigning for Bam Aquino. I immediately said yes and voila! I was a youth political officer for Benigno Bam Aquino. The first time I met Sir Bam was during a meeting for his social media campaign led by his father. We were introduced, and I was just amazed. Of course, I have seen him on television and in print but meeting him face to face was a totally different story. I guess what struck me the most about him is how sincere he is with all of his dealings. He makes the time to pay attention to every person he meets and really listens to what they have to say. One simply cannot fake that kind of sincerity. I knew right then that I had made the right choice to volunteer for Bam Aquino’s campaign. Only a few days after the meeting, I was asked to join a political sortie in Isabela. I travelled on board the “BAMwagon” with three other

volunteers to various Northern provinces, where we stayed for four days. Our first stop was Tuguegarao. There we met with Sir Bam and the rest of his entourage. We younger volunteers were assigned to give out collaterals to the crowds while Sir Bam gave his speech and the rest of the volunteers documented the event. We would have at least five sorties a day, and at the end of each of those days, the whole team would have dinner together with Sir Bam. Those dinners were definitely my favorite part of the trip. In the few days we were given to campaign for Sir Bam, we developed a good relationship with each other. We were a family there—really—all of us sharing meals, sharing stories, laughing at each other’s littlest mistakes during those dinners. The team had developed a healthy and relaxed camaraderie, much like that of a family, because of Sir Bam. Every night we would talk to him about anything at all and he would listen. He treated each volunteer as an equal, listening to their concerns and then helping out in every way possible. It is safe to say that Kuya Bam is a true leader.

Every night we would talk to him about anything at all and he would listen. He treated each volunteer as an equal, listening to their concerns and then helping out in every way possible.

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the campaign

Why Bam Aquino? “At a very young age, Bam Aquino already did many things for the country. When you look at him, you see the dedication and determination of a person who’s willing to help the country and its people. Bam represents the youth sector which comprises majority of our population. With Bam’s excellent qualities, he will surely contribute new ideas and knowledge to the Senate. Our country still needs more changes and to continue the progress that we have right now, Bam can have a lasting impact on the history of our country. That is why I strongly support BAM AQUINO.” Vanessa Romero Conda 22 years old, sociologist and youth volunteer “As far as I know and based on what I’ve heard about him and what I have seen on television, he has already helped many people. At his age, I think he has the power and knowledge to be a GOOD LEADER for our country. I became even more amazed when I saw him in HARAPAN 2013. He was

so good! I could see the dedication and passion in his eyes and in how he speaks.” Mary Joy Apin 23 years old, youth volunteer “I believe that Bam Aquino has a great mind that can help our government in resolving the long-lasting problems in our country, yet he also has a warm heart for the needy. At his young age he has proven his dedication to serving public.” Sarah Jane Marco 22 years old, nursing student “He doesn’t just know the needs of the country, Bam also feels the condition of every Filipino. He has the solutions to the problems of society.”

Backtrack to the year 2010 and the People Power Revolution. The 2010 presidential elections were my first foray into supporting a Presidential candidate openly. Bam was our guest during our first major activity—a fund raiser for our chosen candidate, Noynoy Aquino, in the politically passive Zamboanga City. Having just met him for the first time, I was observing him up close and personal.

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people like me. He speaks sincerely and with credibility about his exposures, attainments, and accomplishments because what he talks about in person are the same as what I read about him in the print media. Let’s all vote for him this coming May 13 for he is a good breed of young politician. At present, I am here in Australia as a tourist but I’ll fly back home to Legazpi City on May 12 so I can vote on May 13. I have sent text messages to my relatives and friends to vote for him. I always pray for him to win and for a peaceful and honest Election.” Julieta Sampaga Retired Civil Service Commision employee “I support Bam Aquino because he is a man of principle who will put all the ideas into action. Bida ang Mamamayan!”

Ricardo Cervantes “I met Bam Aquino three times already. He is a very approachable person and a very respectful gentleman, especially to older

Why Not Bam? W hen the idea of Bam Aquino running for a Senate seat was first floated to me by a friend close to him, I must admit I was hesitant at first. My initial reaction was: why not run for a local position first? As a governor or even a congressman perhaps? It will surely be an easy win for him! It was not because I felt he was not qualified for the job or too young for it, for I was aware of his academic and career achievements. It was my fear for a friend failing on his first try in politics—a friend who could be a big asset to our country and someone with a very bright future in Philippine politics.

From Bicol Volunteers Compiled by Karl Satinitigan

Lionel Llana Luzuriaga 19 years old, SK Chairman, nursing student, Member of Rotaract Club of Legazpi West

By Dr Anton Mari H. Lim

I heard his views, saw how he dealt with ordinary people, and how he managed to light up the event and inspire people to support presidential candidate Noynoy Aquino. He made them go home happy that night in spite of each person having shelled out P500.00 for a bowl of arroz caldo! That night I felt his sincerity, commitment and passion for our country. That night, I also saw in him the shadow of Senator Ninoy Aquino, a person whose death changed my life as a UP student forever. As I said my goodbye to him the next day, I saw in him the future of our country and that of my son. This is the

reason I was hesitant for him to run—I was afraid that people will not get to know him in a such a short time and will brush him aside as just another Aquino who wants his share of the political limelight. Then again, there lies the challenge—a challenge for people like you and me to fight and campaign for good people to be elected to the Senate. To get the Senate we want, we must work hard to get good people like Bam elected. That is what People Power is all about, and the bright future Bam represents and my son Jayce and our people deserve. Why not fight for Bam? Why not Bam?

Volunteerism in Action By KC Villan Photos by Ariel Peñaredondo

“Volunteerism is giving yourself and your talents for a cause you believe in.” – Jake, 14 Fourteen-year-olds, not being of voting age, tend to think they don’t have to concern themselves with the country’s election hoopla. Jake Advincula however, is not your typical fourteen-year old. A high school sophomore from the Ateneo, Jake is, aside from being his school paper’s features editor, a drawing enthusiast and a kid who dreams of becoming a lawyer some day. He also happens to be the youngest volunteer of Team Bam Aquino. Unlike typical teenage boys who would rather spend their summer break playing and hanging out, Jake chose to volunteer for Bam’s cause. When he was introduced to the staff, he was won over by everyone’s friendliness. A few days later, he got used to going to the office, dealing with different people every day, and enjoyed drawing and rendering art for campaign materials targeted at the youth sector. That’s when he decided that this was a more productive and purposeful way to enjoy his summer. Each day spent with his fellow volunteers strengthened his understanding of Bam Aquino’s advocacies. He grew confident that Bam would really be able to help a lot of people. At a very young age, Jake has showed a strong spirit of volunteerism. This adventure became his small way of influencing and encouraging his friends and family to participate, as there really are more possibilities for everyone, regardless of age, to make a positive contribution to the betterment of the country. Being able to work with the rest of Team Bam also taught Jake things that helped him hone his skills, then share them for a purpose. Forging friendships with new kuyas and ates, were “the icing to the cake,” he said. Jake may be only one young volunteer, but he believes that his example could be a catalyst for teens like him to start realizing that every Filipino has a part to play in ensuring we choose the best political servants. Jake may be too young for now, but he is sure that by 2016, he will be determined to stand by and vote for people like Bam Aquino who continue to fight for the causes he believes in.

“Volunteerism is not just about helping people. Once you believe in a cause, in principles and platforms… hinding hindi mo ito hihingian ng kapalit. You volunteer because you want to make a change.” – Yusoph Yusoph Abedin Pangadapun III is a Philippine Studies major from the University of the Philippines – Diliman, the Deputy Head for Muslim Affairs of Filipino Liberal Youth, and an ardent supporter of Team Bam. Committed to his principles, his sees his volunteer work as an effective way of influencing the youth to furnish their own political awareness. It is, however, Yusoph’s Muslim faith that distinguishes him from Team Bam’s youth arm. This difference in beliefs has never been a problem, and he remains persistent and vigorous in participating in different political activities and his friends’ support. He believes that religion should never be a roadblock, but rather a guide towards achieving one’s goal. He credits his family’s involvement in Lanao politics to opening his eyes and equipping him with knowledge and understanding of the Philippine political landscape at an early age. In 2010, he volunteered for Team PNoy and, along with Senator Kiko Pangilinan and then-Senator Noynoy Aquino’s family, he was a member of the first organization established in support for Senator Noynoy Aquino’s candidacy for President. The Youth for Noy (Yo!Noy) group originally consisted of students from UP and the Ateneo De Manila University. The youth organization’s aim is to return integrity to and promote good governance in the country. During the campaign trail for the 2013 election, Yusoph continued his volunteer work, this time in support of Bam Aquino’s senatorial bid. The fun part of volunteerism, Yuspoh shares, is that he gets to meet people from all walks of life and learn their different political principles. More importantly, this experience gave him the opportunity to know Bam. He became more acquainted with the younger Aquino’s platforms; its programs for the purpose of serving the people encouraged Yusoph to continuously support Bam throughout the campaign period. As a Filipino Liberal Youth member, Yusoph is once again grateful for the volunteer experience. He knows that it is also through believing in and working with new bloods like Bam, his generation can understand that the country’s political system needs new perspectives. Young servants like him and Bam can help the country continue its journey to a better tomorrow. B i d a A n g M a m a m a y a n 31

the campaign

The BAMwagon and Beyond By Marco Javelosa | Photos by Ariel Peñaredondo

Getting a chance to view different matters through various perspectives is a humbling experience that keeps my feet on the ground

t was just this past February that I decided to volunteer and hop on the senatorial campaign trail of Benigno “Bam” Aquino. A good friend of mine who happens to be part of the Aquino clan introduced me to ‘Kuya Bam’ and the rest of the campaign. Soon enough, everything took off really fast. I was assigned to the surrogate sortie group that made its rounds in markets and public areas in Mega Manila and surrounding areas. This team (which consisted mostly of family and friends of Bam) had the main task of interacting with the public. We appealed for votes by explaining Bam’s accomplishments and accolades and distributing campaign paraphernalia. We usually hit the ground running as soon as the sun rose, and continued on through the scorching summer heat until noon. Yes, these sorties can get grueling at times, but the feeling of fulfillment at the end is priceless (often rewarded by a trip to Dairy Queen, the sortie group’s unanimous destination for dessert). Along with the fulfillment of our successful completion of sorties came the opportunity to

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meet new people, as well as the friendships formed along the way. On reflection, hopping on the “BAMwagon” has provided me with a handful of striking realizations. The first realization is my respect and appreciation for the magnitude of running a full-fledged national campaign. The market sortie group I am part of is only one of the many ’organs’ that makes the campaign body function to its fullest. I eventually found myself taking part in a wide array of activities outside my usual sortie group (from being active in ‘getting the word out’ through social media, to taking part in a commercial shoot). Such participation made me appreciate the coherence and efficiency amongst teams that all work towards one common goal: to not only steer this BAMwagon in the right direction, but to also make sure that the engine that drives it is in tiptop condition. The teamwork aspect of the campaign leads me to my second realization: the learning never stops. Such a statement could not be truer for this situation, as clichéd as that old adage may sound.

If there is one word that aptly characterizes Team Bam Aquino, it’s the word “dynamic”. It is fitting that the Champion of the Youth in this senatorial race has many young individuals on board to inject creativity and enthusiasm into this campaign. What they lack in experience is surely easily made up for. The more experienced and campaign savvy individuals of course still oversee matters and makes the necessary decisions, but their open-mindedness makes each operation reach maximum effectiveness. Such a backand-forth and dynamic flow of ideas make the learning process never-ending, and has vastly contributed to the progress of the campaign. Participating and helping organize many market sorties allowed me the opportunity to interact with people from all walks of life on a daily basis. Getting a chance to view different matters through various perspectives is a humbling experience that keeps my feet on the ground. Personally, this is the most significant part of the learning experience I have been fortunate to be part of. Last but definitely not the least, the third and final realization involves the candidate himself, what he stands for, and a synthesis of the aforementioned realizations. As all of us in the campaign trail got to personally meet Bam Aquino, hear what he had to say in debates, know more about him and his platform through time, and witness his poise when handling himself in public, the more it drove us to keep on going and to strive for the

same cause. Going back to teamwork and learning, I observed that the whole campaign process is definitely people-centered. The leader is only as good as the people who work around him and with him. In a supposedly people-first and peoplecentered government, Bam Aquino’s consistent ideals, along with past advocacies and this senatorial campaign, are a testament to how he can empower and keep people involved in society. Here’s to hoping that the Bamwagon stays a well-oiled machine for generations to come, convincing more and more Filipinos to ‘jump in’ and discover new roads to good governance, self-sustainability, and prosperity. B i d a A n g M a m a m a y a n 33

#BAMWagon#YellowVo #Rockt #VoteBam #WhyBamAquin #YellowVote #BAMW WhyBamAquino #Vot #RocktheVote #Ye I the campaign

Victory is Tweet

by Toni Alvarez

t is undeniable that we are now living in a Twitter and Facebook world. Social media have become a great way to influence voters, especially the youth who make up the majority of the voting population. Since we are now in an age where the number of FANS, FOLLOWERS, LIKES, SHARES, and RETWEETS can be a barometer of a candidate’s winnability, political aspirants will naturally turn to social media to boost their awareness at a reasonable cost, or—more often than not—for free.

Bam Aquino perfectly exemplifies a Facebook candidate in this era of New Media—fun, youthful, and idealistic. In fact, Kuya Bam, as he is commonly called by his online supporters and volunteers, exhausted almost all possible cyberspace media to reach out to the voting populace, especially the youth.

Bam Aquino was the only candidate during this mid-term election who maximized YouTube ads

“Walang hahadlang kay Benigno Bam Aquino, talas ng talino, linis ng puso,yan ang tatak Aquino…” These are the lines that keep ringing in our head during the 90-day campaign, even until now. Aside from the now-mandatory Facebook page and Twitter profile, Team Bam Aquino—as Bam Aquino’s campaign team was called—maintained a separate Twitter account (@teambamaquino) that chronicled the campaign and engaged other online supporters with a more youthful and energetic tone. While its actual number of followers was small compared to the followers of the @bamaquino Twitter account (over 16,000) and the fans of the official Bam Aquino Facebook page (over 144,000), engagement was heavy, allowing Bam Aquino to consistently break into the Top 3 of most online conversation trackers. At one point, the website Halalan 2013 adjudged Bam Aquino as the candidate with the heaviest “online chatter.”

34 B i d a A n g M a m a m a y a n

#BAMWagon ote theVote #VoteBam #VoteBam no #YellowVote #YellowVo Wagon #WhyBamA teBam #Rockth ellowVote Bam Aquino is very lucky to have a very active and hyper social media army who is always online 24/7. A shout goes out to the following people for the extra effort you put into our virtual campaign:

Team Bam was also the only team in the campaign to heavily use YouTube to document the campaign and the candidate’s activities. It also showed a volunteer-produced video that featured Team Bam’s many volunteers, including award-winning actor and philanthropist, Dingdong Dantes. It was also the only campaign to invest in YouTube advertising. Meanwhile, on Facebook, the Bam Aquino page featured a customized app that allowed fans and supporters to do either Bam’s signature move, the “fistBAMp”, or pose back-to-back with him and post these photos on their own Facebook profiles. The candidate’s youthful energy and vibe meant that ideas were aplenty—what we didn’t have enough of was time in the actual campaign. Being the voice behind Team Bam

We asked, they answered. Thanks to @primpaypon for spearheading the #WhyBamAquino campaign on Twitter. #WhyBamAquino because its time a Filipino youth speaks for the Filipino youth in the halls of d Senate. -@rjdeguzmanjr #WhyBamAquino - He was born a LEADER and I believe that his skills and intelligence can improve our country’s financial/social/econ status - @shielabuena1 #WhyBamAquino in the Senate? Because his core values as shown by his accomplishments will continue and make the Tuwid na Daan even better. -@tanyahamada

Testimonials from Bam’s Social Media Army “I know I was supporting the right candidate and I was with the best army that shares the same advocacies as mine.” – Von Yacob “Campaigning for Bam Aquino is as natural as doing good. And this quest for good governance makes me so proud because I am one with many in fighting for a man whose vision for the Philippines is greater than himself.” – Primitivo Paypon “Being Bam Aquino’s online warrior is definitely a one of a kind experience because I consider it as my political awakening.” - Gerome Paredes

Administering Bam’s social media assets was fun but challenging most of the time. Mind you, it took a lot of self-control—especially with the bashing, the trolling, and the cyber-bullying we were subjected to on a daily basis. Fortunately, thanks to Kuya Bam’s hundreds of thousands of online supporters who were quick to defend the candidate from his online attackers, it became easier to share Bam’s messages of hope and positivity no matter how much dirt others threw and how much mudslinging others engaged in. What I will miss the most are the daily morning greetings and the exchanges of encouraging words among our Tweeps (“Twitter people”) to push a little harder in bringing Kuya Bam to the Senate. Now, after the dust has settled and matters have calmed down, I sit here in front of my laptop, mustering the right words to share how grateful Team Bam is to its Social Media Army. All the words of encouragement and support that both Kuya Bam and Team Bam got every day—from people whom we barely knew in person—were very moving and inspiring; they were definitely one of the main reasons that kept us fighting. Now we are reaping the sweet fruits of our hard labor, and I am honestly at a loss for words, maybe because being the voice behind Bam Aquino’s social media army can be a thankless job. To all those who supported Kuya Bam and Team Bam, let’s give ourselves a pat on the back for a job well done. And without batting an eyelash, I can proudly say that Bam Aquino’s Social Media Army was the most passionate, the most hardworking, the most disciplined, and a truly dedicated online army during the 2013 campaign. Kudos to us all and let us see each other online. With additional reports from Niña Terol-Zialcita B i d a A n g M a m a m a y a n 35

the campaign

The Road to Change: OCT. 5 P City of San Juan Team Filipino, Greenhills, C lu b

12 0 2

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ect Award-winning actor a nd phil a nthro Dantes, who chairs the pi Ye seals his support for Ba sPinoy Fou st Dingd m by s nd a t ong h o io made entirely by voluntee o rs. The ting a v n, id onlin was directed by Alvi Siongco, s e v eo ho Photography, and featured by Team B t by Nice P ideo a m vo r lunte int ers

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APR. 13-21 The Major Debates Major debates are held on April 13 (Rappler), April 18 (Inquirer), and April 21 (ABS-CBN), giving Bam an opportunity to share his platform with a base of would-be voters and constituents

MAY 1

7 Senator-Elect Bam Aquino MA

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Different personalities used Bam Aquino’s trademark, the “fistBAMp”, to show their support for Bam. Here are only some of the prominent personalities who publicly endorsed Bam.

Bam’s campaign manager and mentor, Sen. Kiko Pangilinan

36 B i d a A n g M a m a m a y a n

Gawad Kalinga founder, Tony Meloto

“Bida ang Mamamayan champions”: OPM icon Jim Paredes, YesPinoy chairman Dingdong Dantes, Sen. Kiko Pangilinan & Hapinoy co-founder Mark Ruiz

GoNegosyo Deputy Executive Director Michael Lobrin

Microsoft Philippines Managing Director Karrie Ilagan

Bam’s Microsoft “protégé”, Lileth Gonzales

A Campaign Timeline 2013

Feb. 12, 2013

Campaign period

sia

S SW

50 -

O 24 T . 6! Feb. to No

Feb. 14 (VAleNTiNe’s DAY) Batangas

Bam made Valentine’s Day special for ladies as he distributed roses to women in Laguna. He even gave fowers to men --to give to their partners :)

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ock the Vote!

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The People’s Champ, Saranggani Rep. Manny Pacquaio

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This t sister ime, it is B and sh Kris Aquin am’s cou o, si ows h er all- who jumpn, presidential out su s pport on the BAMwagon for her younger cou sin

The Star for All Seasons, Batangas Gov. Vilma Santos

The youngest face of People Power The People Power anniversary was a great opportunity to share a speech delivered by then-eight-year-old Bambam Aquino, whohad spoken out against the Marcos dictatorship in support of his aunt, Cory Aquino

The Queen of All Media, presidential sister Kris Aquino

a r is … at h am or B

The Megastar, Sharon Cuneta Parokya ni Edgar frontman, Chito Miranda

YouTube sensations Moymoy Palaboy

B i d a A n g M a m a m a y a n 37

inspirations

How yellow ribbons, confetti came to be (An excerpt) By Ton R. Soliven First published in the Philippine Daily Inquirer Photo By Ariel Peñaredondo At the close of the 2013 senatorial campaign, civil society groups led by the Yellow Ribbon Movement and the People Power Volunteers for Reform came together to show their support for the candidacy of Benigno Bam Aquino. As in the days leading up to the death of the late Sen. Ninoy Aquino on August 21, 1983, to the 1986 People Power Revolution that installed Corazon C. Aquino as the Philippines’ post-Martial Law president, to the 2010 presidential campaign of President Benigno S. Aquino III, people from all walks of life used yellow ribbons and confetti to show their support for good governance. Here is an excerpt of the rich history of the humble yellow ribbon. – Ed.

t the age of 11, I would trail Lola (“grandmother”) Eva (Kalaw) and attend secret meetings with Senators Lorenzo “Enchong” Tañada, Gerry Roxas, Soc Rodrigo, Jovito Salonga, Ambrosio Padilla, Jose Diokno and Abraham Sarmiento as we helped in the Lakas ng Bayan (Laban) campaign led by Lolo Ninoy (Aquino). I remember the memorable noise barrage I joined on the eve of the Nov. 7, 1978 elections. From 1980 to 1983, the opposition was kept busy reorganizing themselves under one umbrella to fight Marcos. The leaders consulted with the people, joined rallies, and spoke bravely about the injustices of the dictatorship in every city and province we traveled to. By the age of

38 B i d a A n g M a m a m a y a n

16, I had been arrested more than seven times because of my involvement in the movement and the campaign, and needed the help of Tito Doy (Laurel), Tito Bobby (Tañada), and lawyers from the Laurel law office to get me out of police stations.

Philippines to help the opposition rather than remain in the safety of the US. The family and friends were divided about his decision. Lola Eva was appointed by the opposition to plan the nitty-gritty details of Lolo’s return, including a proposal that he come home on Aug. 14.

My cousins and I went around the country attending rallies. It was at this time that Bambam (now Bam), who was then only six years old, started delivering his speeches on makeshift stages talking against the Marcos dictatorship. “Ibagsak ang diktadurang Marcos (Down with the Marcos dictatorship)!”

Tito Doy, however, suggested that the homecoming be delayed two weeks to give us more time to plan the event. Lola suggested that the anniversary of the Plaza Miranda bombing, Aug. 21, would be a good date as this would serve as a reminder of the horrors of Martial Law.

The homecoming In June 1983, Lolo Ninoy wrote a letter to Lola Eva, that he was returning to the

… Lola Nina Estrada-Puyat, who coined the line “Ninoy, hindi ka nag-iisa (Ninoy, you are not alone),” being the poetess that

she was, thought that a fiesta mood to enliven the affair would be nice, and most appropriately chose “Tie a Yellow Ribbon Round the Old Oak Tree” as the welcome song. After all, she said, Lolo Ninoy had been gone for three long years. Lolo Ted Kalaw gave us money to hire five trucks and gather a group of barangay captains and their crew from Tarlac, Pangasinan and Bulacan who were assigned to different areas near the airport to hang the yellow ribbons. I went to the nearest grocery near Times Street, Hi-Top, to buy all the yellow paper I could get and for days my cousins, brothers and I stayed up late cutting ribbons to fill up the trucks. We staked out the airport, hanging our ribbons and asking people

who lived in the shanties around the airport to help out when the policemen weren’t looking… The plan was for us to wait outside the airport, and as the band started playing, we would chant “Mabuhay” and march toward the entrance. Lola Aurora, Tito Doy and Lolo Enchong would then go inside to welcome Lolo Ninoy. It was another grandaunt, Linda AquinoVargas, who told us that Lolo Ninoy had been shot. Sobs and shouts filled the air as the news spread. Confetti The picture of how the US welcomed back their soldiers after World War II

with ticker tape in the streets of New York City stuck in Lola’s mind. During our subsequent meetings at the Philbanking building of Tito Doy, together with Tito Francis Laurel, we called on the offices on Ayala Avenue to donate their Yellow Page directories for shredding into confetti to celebrate Lolo Ninoy’s homecoming. We thought that if there was any group willing to support change in government, it would be the Ayala businessmen. This was the birth of the yellow ribbon confetti revolution and the rallies that eventually followed in the country’s premier financial district that would forever change the country’s political landscape. B i d a A n g M a m a m a y a n 39

inspirations

The Legacy of Ninoy By Ben Rodriguez

Additional photographs courtesy of the Ninoy and Cory Aquino Foundation

Ninoy Aquino was... famously eulogized as ‘the greatest president we never had’

The Ancestors of Paolo Benigno A. Aquino IV

ilipinos fondly remember Benigno S. Aquino, Jr., nicknamed “Ninoy”, as a national hero. In 1983, he took the risk of returning to the Philippines from his exile in the United States with the hope of leading the revolution to overthrow the dictatorial regime of Ferdinand and Imelda Marcos. He was assassinated immediately after his return. His mother, Aurora Aquino, insisted that the bullet wound that killed him not be covered up for his funeral as she wanted everyone to see “what they did to my son.” Two million people attended his funeral. While Ninoy died for the restoration of democracy in the Philippines, the ideas that he represented lived on. Within three years the Marcos regime fell, brought down by the ‘People Power Revolution’, the largest peaceful revolution of its time.

NINOY’S EARLY LIFE

Revolution was no stranger to Ninoy Aquino’s family. His grandfather, Servillano Aquino y Aguilar, had been a general in the anticolonial Philippine Revolution (1896-1898) and Philippine American-War (1898-1902). His father, Benigno Aquino Sr., aka “Igno,” was jailed by the US in Japan, then extradited to the Philippines to be tried for treason.

The Estrada-Aquino Family: Servillano Aquino and Petronila Estrada Aquino (seated): behind them is my father, Salvador Estrada, his elder sister Saturnina and the Aquino brothers, Armando, Gonzalo and Benigno Sr. (my father’s primo hermanos) and little Fortunata, only child of Servillano and Petronila,” reports former Sen. Eva Estrada-Kalaw

40 B i d a A n g M a m a m a y a n

Ninoy was born on November 27, 1932. His teen years were full of turmoil. Ninoy’s father was jailed as a collaborator when the boy was 12, and died of a heart attack just after Ninoy’s fifteenth birthday. Fatherless and searching for destiny, rather than immediately gong to university, Ninoy decided to be a journalist for the Manila Times to report on the Korean War at the age of 17. For his report on the war for the Manila Times, he earned the Philippine Legion of Honor at age 18.

In 1954 when he was 21, Ninoy Aquino began to study law at the University of the Philippines. The same year that he started law school, Ninoy Aquino married Corazon Sumulong Cojuangco, a fellow law student from a major Chinese/Filipino banking family.

POLITICAL CAREER

Just after a year after Ninoy married, in 1955, he was elected mayor of his home town of Conception, Tarlac at the age of 22. He went on to rack up a string of records for being elected at a young age: he was elected Vice Governor of the province at 27, Governor at 29, and Secretary-General of the Philippines’ Liberal Party at 33. At 34, he became the nation’s youngest senator. From his place in the Senate, Ninoy blasted President Ferdinand Marcos for setting up a militarized government, and for corruption and extravagance. Ninoy particularly took on Imelda Marcos, dubbing her the “Philippines’ Eva Peron” although as students the two had dated briefly. He constantly criticized the Marcos’s financial policies, as well as their spending on personal effects and enormous military outlays. The inaugural campaign rally of Aquino’s Liberal Party on August 21, 1971 was attacked by grenades killing eight people and injuring about 120 more.

MARTIAL LAW AND IMPRISONMENT

On September 21, 1972, Ferdinand Marcos declared martial law in the Philippines. Among the people swept up and jailed on fabricated charges was Ninoy Aquino, facing charges of murder, subversion, and weapons possession, and tried in a military kangaroo court. On April 4, 1975, Ninoy Aquino went on a hunger strike to protest the military tribunal system. Even as his physical condition

The death of Ninoy Aquino sparked almost three years of public uprisings and eventually led to what was known as the EDSA People Power Revolution on February 25, 1986.

Millions of Filipinos turned up for Ninoy Aquino’s funeral march on August 31, 1983

deteriorated, his trial continued. Aquino refused all nourishment but salt tablets and water, but his family and church advisers convinced him to abandon the hunger strike after 40 days. His trial dragged on for years longer, however, and on November 25, 1977, the military commission found him guilty on all counts. Ninoy Aquino was to be executed by a firing squad. “If Marcos believes I’m guilty, I want to be shot tomorrow,” Ninoy was supposed to have exclaimed as he was led away from the tribunal that pronounced his death. “What you suffer from in prison is not being caged but the uncertainty of it all that one person has the power life over you, that any minute, you could be dead.” Apparently, weeks grew into months. The execution never happened. While Ninoy’s death sentence was expected, it was thought that Marcos—who had allowed only one non-political execution from 1972 to 1977—had spared him from execution as the latter was worried about what the world press would say against him. “While no one ever stood up to fight for my release in prison,” Ninoy had said, “one day the Filipinos will get tired of all this and stand up and demand for [the] freedom they deserve.” From prison, Ninoy played a major organizational role in the 1978 parliamentary elections. He founded a new political party, called the ‘People’s Power’ or Lakas ng Bayan party (LABAN for short). Although the LABAN party enjoyed huge public support, every one of its candidates lost in the thoroughly rigged election.

NINOY’S HEART PROBLEMS AND EXILE

Sometime in March 1980, in an echo of his own father’s experience, Ninoy Aquino suffered two heart attacks, but Aquino refused to allow surgeons in the Philippines to operate on him for fear of foul play by Marcos. Imelda Marcos made a surprise visit to Ninoy’s hospital room on May 8, 1980, offering him a medical furlough to the United States for surgery. She had two conditions, however: Ninoy had promised to return to the Philippines, and he had to swear not to denounce the Marcos regime while in the US. The Aquino family decided not to return to the Philippines immediately after Ninoy’s recovery from surgery, instead moving

to Newton, Massachusetts. Despite his earlier pledge to Imelda, Ninoy was highly critical of the Marcos regime throughout his stay in the US.

RETURN TO THE PHILIPPINES

Early in 1983, Ferdinand Marcos’s health began to deteriorate and with it his iron grip in the Philippines. Aquino worried that in the event of Marcos’s sudden death, the country would descend into chaos and an even more extreme government might emerge. As China airlines Flight 811 descended in to Manila International Airport on August 21, 1983, Ninoy Aquino warned the foreign journalists with him to have their cameras ready. “In a matter of three or four minutes it could all be over,” he noted with chilling prescience. Minutes after the plane touched down, he was dead. After a 12-hour-long funeral procession, in which an estimated two million people took part, Ninoy Aquino was buried in the Manila Memorial Park, famously eulogized as ‘the greatest president we never had.” Inspired by the outpouring of support she received after Ninoy’s death, the formerly shy Corazon Aquino became a leader of the anti-Marcos movement. In 1985, Ferdinand Marcos called for snap presidential elections in a ploy to reinforce his power. Cory Aquino ran against him, but Marcos was proclaimed the winner in a fabrication. Mrs. Aquino called for massive demonstrations, and millions of Filipino rallied to her side. In what became known as the ‘People Power Revolution’, Ferdinand Marcos was forced into exile. On February 25, 1986, Corazon Aquino became the 11th President of the Philippine Republic. Ninoy Aquino’s legacy did not end with his wife’s six-year presidency, which saw democratic principles reintroduced into the politics of the nation. In June 2010, his son Benigno Simeon Aquino III, aka “Noynoy”, became President of the Philippines. Thus, the long political history of the Aquino family, once tarnished by collaboration, now signifies the restoration of democracy in the Philippines. With additional reporting by Ton R. Soliven Source: Karnow, Stanley. In Our Own Image: America’s Empire i n the Philippines, New York: Random House, 1990. B i d a A n g M a m a m a y a n 41

inspirations

Remembering

Cory

Maria Corazon “CORY” Sumulong Cojuangco Aquino (January 25, 1933 – August 1, 2009)

By Ben Rodriguez Additional photographs courtesy of the Ninoy and Cory Aquino Foundation

“Nagpapasalamat ako sa Diyos at ginawa niya akong Filipino.” -Cory Aquino

ur editorial team had a hard time writing a tribute to a great daughter of Central Luzon, the late former president Corazon C. Aquino (Cory). Everybody knows who Cory Aquino was, so we agreed to tell a lesserknown aspect of her story after visiting the Aquino Center at the Hacienda Luisita in Tarlac City. Here we saw glimpses of her life, since we never had the chance to meet her when she was alive. It was two weeks since she died when we visited the museum, which houses priceless memorabilia celebrating her life. Designed Throughout her life, Cory Aquino was always known for her humility and heart of service

The curator claimed this was the last frame ordered by Cory to be hung shortly before her death

42 B i d a A n g M a m a m a y a n

by Architect Dan Lichauco, it was personally opened by Cory in August 2001. According to Engineer Rodel Tubangui, curator, Cory was modest to the end, claiming it was her husband Ninoy who is the heart and soul of the museum. After her retirement from the presidency, Cory was known to keep no close-in security when she visited the museum. The museum staff say she would always look you in the eye and say “Thank you.” Soft-spoken, an inner strength emanated from her and she was not hard to please. She started painting after her presidency. Most of her priceless artworks—floral in motif—are on display at the museum. They say that when you lose a person, it is only then when you truly appreciate them. “Nagpapasalamat ako sa Diyos at ginawa niya akong Pilipino. Maraming salamat sa inyong lahat sa inyong tulong. (I thank the Lord that He made me Filipino. Thank you for all your help and support.)” We could still hear these words haunting us from the corridors of the museum. Hers was indeed a life well-lived.

Former President Cory Aquino visits Tarlac, accompanied by her husband’s uncle, Herminio Aquino

THE STRUGGLE TO END POVERTY

During the third anniversary of PinoyME in 2007, it also launched the Social Investment Fund (SIF)—an independent not-for-profit institution—in conjunction with Philippine Business for Social Progress (PBSP). Both organizations committed to raise Php1 billion (approx. USD24 million) to be lent wholesale to MFIs. In the process of raising funds for SIF, PBSP agreed to grant access to its Small and Medium Enterprise Credit (SMEC) Program.

As a movement, this consortium would appeal to different sectors in society to invest in empowering the poor, providing them with the resources and the opportunity to lift themselves out of poverty.

SIF will seek to involve socially-aware people and corporations in contributing to the development and growth of PinoyME’s micro finance projects. Through SIF, the traditional financial institutions shall now cater to a market to which they previously declined to offer their products and services. If it succeeds, SIF will give millions of poor Filipinos the means to achieve sustainable economic success. It will give them the chance to live a better life.

Even after stepping down from the presidency, Cory Aquino was determined to help the poor. She was a devoted advocate of ending poverty. The late president convened a private sector social consortium to pursue a focused and pro-active anti-poverty strategy that, until today, combines and strengthens the existing anti-poverty programs of active institutions and networks.

PINOYME

Founded in 2007, PinoyMe stands for Filipino Micro-Enterprise. It is a private sector, multistakeholder social consortium that aims to contribute to reducing poverty in the Philippines. Its goal is to empower poor people and give them access to micro-finance for entrepreneurial projects that they have the ability and will to start and sustain. PinoyME also helps micro-financing institutions develop Business Development Services (BDS) for the benefit of microentrepreneurs. It achieves these goals through capacity building, resource mobilization, BDS, and knowledge management. PinoyME is a silent call to the business community to rally behind micro-financing. Micro-financing is an instrument of hope which, when supported, can help strengthen the economy for the benefit of all Filipinos.

Some of Cory’s flowery paintings on display at the museum

THE DEATH OF CORAZON C. AQUINO

Cory Aquino, the Philippines’ first female president, died on August 1, 2009 at the Makati Medical Center after an 18-month battle with colon cancer. She was 76 years old. Her death was mourned by a grateful nation with a funeral procession that lasted 10 hours. The continued advocacy of social entrepreneurs like her nephew, Bam Aquino, will ensure that her efforts to help the Filipino people will not die with her. Special Thanks to Mr. Rafael Lopa, 14 Aquino Center, Tarlac City B i d a A n g M a m a m a y a n 43

inspirations

Ang Mga Bunga ng Tuwid na Daan Achievements of the Aquino administration for the first three years

By Norman Cualteros and Niña Terol-Zialcita Illustrations by Brian Villavicencio

n its first three years, the administration of President Benigno Aquino III proved its commitment to good governance and economic reform. Its main metaphor, “Tuwid na Daan,” has become not just a strategy but also a rallying cry and an inspiration for people to continue fighting for reforms.

The numbers can speak for themselves. However, more than these, it is President Aquino’s political will to push for more sustainable reforms that has galvanized Filipinos and that has led them to believe that long-term change is possible. In the next two pages, we share with you the many reasons why believe the Philippines is truly taking off--and why, even more, hindi tayo puwedeng bumitiw sa Tuwid na Daan.

2010

JUNE 30

“Kayo ang boss ko (the citizens are my bosses)” was coined by President Aquino on the date of his inaugural.

2011

3.9 37.5

Tourist arrivals surpassed 2016 targets by 3.9M (foreign) and 37.5M (domestic)

44 B i d a A n g M a m a m a y a n

2.45M

Rice importation reduced from 3.3M in 2009

Early Budget

The 2011 budget was passed before the start of the fiscal year, for the first time in history.

19B

Conditional Cash Transfer program’s budget increased

21B Conditional Cash Transfer program’s budget increased to 21B

2012

Peace & Integrity

A 20-3 vote impeaches the corrupt Chief Justice Corona

2012

Signing of the Framework Agreement on the Bangsamoro (FAB)

Laws Passed

RA 10351 RA 10354 2012

Social Services

45B

12B

Healthcare coverage budget for the poor

Conditional Cash Transfer programâ&#x20AC;&#x2122;s budget raised to 45B

2012-2013 29 pts

Corruption Perception Index improved by 29 points

The record high of the Philippine Stock Exchange index was breached 85 times and now is at 7200-point mark

Anti-Enforced or Involuntary Disappearance Act

Reproductive Health Law

Sin Tax Reform Act

RA 10355

7200

Approved in February, implementation started in June

Economy

20 pts

Global Competitiveness Index ranking up by 20 points

4.3M

Tourist arrivals reached 4.3M, 9% higher than in 2012

The Philippines gets rated investment grade for the first time by Moodyâ&#x20AC;&#x2122;s

BBB

450,000

Reduced rice imports to 450,000 tons as the country nears rice independence

1:1

1 book per student achieved in January 2012

GDP growth, the fastest in SE Asia and the second in Asia only next to China

6.6%

1.085B

Income Tax collection is at 1.085B, 14.5% higher than in 2011

SOURCE: OFFICE OF THE PRESIDENT B i d a A n g M a m a m a y a n 45

inspirations

Throughout his career, Bam Aquino supported various advocacies that empowered youth, women, and poor communities. Here, we take a look back at the different groups that Bam has established and supported, showing pockets of success for a cleaner, more progressive, and more prosperous Philippines.

Hapinoy Program By KC Villan with special thanks to Chicklet Arpon and Norman Cualteros

n our current situation, there is indeed a scarcity of opportunities for every Filipino family to address their everyday needs. These families, especially those from the remote and poorest areas of the country, lack the skills and knowledge needed to attain their dreams of a more comfortable life. It doesn’t help that the growth in job opportunities has not kept pace with the growing numbers of unemployed Filipinos all over the country. This vicious cycle has placed even more Filipino families under the burden of living hand-to-mouth, without any signs of relief on the horizon. That’s what pushed Bam Aquino and his friend Mark Ruiz to take a hard look at the worsening situation of countless families and develop a feasible solution that could give them a shot at a better life. Thus was born the Hapinoy Program. This program’s model would cater to mothers who want to start a small business. New tools and training methods would equip them with know-how on running their own businesses. The question that then prompted the duo was: what business could these mothers start? Enter the sari-sari store. Bam and Mark realized that the sari-sari store is probably the easiest business a mother can establish. With more than 800,000 stores scattered all over the country, it became apparent to them that these stores could form a local trade channel and create market opportunities for a greater range of products.

with NGOs and other local entrepreneurial organisations, Hapinoy has now expanded its drive of providing more Filipino families with these opportunities. Over 10,000 stores and 150 Hapinoy community services later, the program has gained local and international recognition for its micro-entrepreneurship advocacy.

Owing to Hapinoy’s objectives, mothers gained business awareness and access to capital, and even made an impact in their local communities. In cooperation

By opening access to value-added inputs such as micro-finance capital and a direct supply chain of quality goods, more families who participated in the Hapinoy

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program are now able to meet their daily expenses. By sustaining their sari-sari stores, they become effective conduits for their communities to products like medicine, electronic goods, groceries, and daily essentials that also help them lead better lives, wherever they may be in the country. The problem of poverty hasn’t been solved yet, but with Hapinoy’s success, every store empowered by the program is a family broken free from the shackles of poverty.

National Youth Commission: The voice of the youth

he National Youth Commission was established in 1995 to address the issues concerning the youth sector. It is the Philippine government’s sole policy-making body which aims to help and guide the youth towards achieving a brighter future. It also provides a platform designed to empower the sector to become more aware of the issues affecting them.

The goal of the Commission is to create programs that would develop youth awareness and mold them into becoming disciplined and responsible citizens. It is guided by the following objectives: (1) offer public service and guidance on how to further develop and ameliorate youth’s capability in future endeavors and active citizens; (2) empower and encourage Filipino youth to participate in public and civic affairs; (3) and introduce the concept of youth power. In 1995, it then released the Philippine Medium Term Youth Development

(MTYDP), a product of consultations held with various Filipino youth groups. This program is headed by representatives of different youth-service organizations. Issues impacting the sector have served as bases for the guiding framework for youth development and empowerment initiatives. The Government Internship Program (GIP) is the NYC’s contribution to alleviate poverty and create opportunities for the out-of-school and unemployed youth. Another highlight of the NYC was the Philippines’ participation in the Ship for Southeast Asian Youth Program (SSEAYP), a cultural exchange program between ASEAN and Japan where selected participants embark on a journey to promote camaraderie and mutual understanding among them. The National Youth Parliament (NYP) is a convention for youth leaders that gives them the chance to voice out their

advocacies and help formulate solutions to pressing issues. Other programs include: the Local Youth Program, responsible for establishing local youth development councils, and Mindanao 2020, an advocacy-training program on promoting peace, culture, and racial tolerance. Through the programs that were implemented under the Commission, the NYC has become a strong government arm in supporting countless Filipino youth to achieve their dreams. It continues to spark opportunities by utilizing the capabilities of the youth for them to interact, compete, and participate in nation-building. The NYC is a testament of the government to the Filipino that the youth is the future of our nation; through the Commission, we all can lead young Filipinos into becoming citizens with a purpose.

TAYO Awards: Recognizing the Filipino youth’s creativity, innovation, and action

he Ten Accomplished Youth Organizations (TAYO) Awards is an annual recognition program that celebrates the large impact that youth organizations are making in our society. It was established in 2002 by Bam Aquino, who was then a commissioner of the National Youth Commission, and Senator Francis Pangilinan, then a neophyte senator. With the help of various institutional partners from both the private and public sectors, these youth organizations are empowered to bring to fruition their vision of a better Philippines. Each year, the TAYO Awards seeks and accepts entries from interested youth organizations, clubs, groups and societies that hope to make a difference in society. Each organization is asked to submit a concluded or ongoing project as an entry.

de Leon Imao. Aside from the recognition, the organization with winning projects will also get a grant of P50,000 each for the purpose of expanding their existing programs or creating new ones. Once included in TAYO, these organizations are expected to be the vectors of change and empowerment in their own communities.

These projects are judged based on their impact in honing the youth’s craft, promoting nation-building, exhibiting youth advocacies, and developing youth’s cognizance in changing our society. Among the hundreds of entries every year, only 20 make it to the finals, and only 10 become winners. They also receive trophies sculpted by no less than Toym

The growing number of entries every year is a good indication that the Filipino youth are becoming more and more immersed in dealing with the problems of our society. The TAYO Awards believe that the power of the youth should be nurtured. Each contribution must always be recognized so they will continuously strive to be better. Through unveiled opportunities, the youth are encouraged and inspired to consistently carry out their best as creative, innovative, and active youth of today. B i d a A n g M a m a m a y a n 47

inspirations

or so long, Payatas has been the poster child of poverty in the Philippines. It is one of the biggest dump sites in the country and is home to a swelling colony of informal settlers. Opportunities are found by sifting and digging through the mound of garbage for scraps and other recycled materials. Out of the rummaged garbage, a group of women have found a way to create foot rugs out of scrap cloth, but their daily income, after exploitative cuts by middlemen who control their trade, have never been enough to put adequate food on the table. This prompted Reese Fernandez-Ruiz, in collaboration with famous designers, and with Bam Aquino serving as Board Member, to establish Rags2Riches in 2007. The group aimed to alleviate poverty in Payatas by developing and creating new products out of the rugs that these women produced. By providing fair access to market and the formal economy, Rags2Riches aims to

RAGS2RICHES: Turning scrap pieces of fabrics into designer bags

increase incomes to meet their financial needs. The organization began working with the women, and then found a way for their products to reach the top-end market. Through the programs, women learned how to produce stylish and in-demand fashion accessories. The link created by Rags2Riches to various retailers across the country made it possible to sell the products at market value. Aside from fueling the community’s recycling industry, Rags2Riches also furnished a “quality life program” for mother-entrepreneurs, where a portion of their income would go straight into a bank account for the benefit of their families. With the support of different social entrepreneur groups and famous designers—such as Rajo Laurel, Amina Aranáz, and Oliver Tolentino, to name a few—Rags2Riches has paved the way for

Go Negosyo: I

ssues regarding entrepreneurship and employment are not new to Bam Aquino, erstwhile president of Microventures Foundation and newly elected senator of the 16th Congress. Together with Joey Concepcion, Presidential Consultant for Entrepreneurship, he aims to change the mindset of Filipinos towards entrepreneurship through the advocacy program, Go Negosyo.

The success of the program has proven that poverty does not have to be a fact of life in our country. Sometimes, all it takes is a helping hand that can provide innovative assistance to hardworking people like the women in Payatas to transform their meager rugs into a stylish and sustainable livelihood. After four years, Rags2Riches has spread from Payatas, having trained 800 artisans across 21 more communities in the Metro Manila area. It continues to expand its social impact to countless more women entrepreneurs in the country. The local adage goes, “May pera sa basura (There is money in garbage),” but for Rags2Riches and the women it continues to support, “May pag-asa sa basura (There is hope in garbage),” just resounds with more truth.

The dream of an entrepreneurial nation

Go Negosyo is an advocacy of the Philippine Center for Entrepreneurship (PCE), a non-stock, non-profit organization which encourages Filipinos from different walks of life to start their own businesses. It focuses on building a marketplace of ideas, innovations, and business models; it also opens thresholds of new opportunities for Filipinos, and builds awareness on how start-up businesses work through seminars and other learning events. The organization gives assistance to budding business owners to have access to market, training, and financing. Due to its growing success, Go Negosyo was able to organize 30 full-blown

48 B i d a A n g M a m a m a y a n

the women to achieve their dreams and weave their way out of poverty.

caravans, produce a television show in a major network, create a website portal for entrepreneurs, and even launch best-selling books which teach readers different strategies for managing their small businesses. Go Negosyo aims to create a new generation of innovative, smart, and strategic business owners by passing on relevant information and best practices that would help them develop their business skills. Through the collective effort of GoNegosyo and other social entrepreneurs in the country, the battle against poverty has reached the grassroots level and will help in building an entrepreneurial and more prosperous Philippines.

Gawad Kalinga:

Building on the Bayanihan Spirit M roadmap to progress. These programs are geared to provide solutions to the problems affecting Social Justice, Social Artistry, and Social Progress on a national perspective. It is a 21-year journey that the group has embarked on, with the vision of achieving scale and sustainability by developing the grassroots community along with key sectors and partners abroad.

ost of us have come across GK or Gawad Kalinga through some friends who have, at some point, devoted their weekend lifting hollow blocks or painting walls in a weekend GK Build. It is a movement built stronger because it banks on one of our endearing traits: the bayanihan spirit.

Gawad Kalinga’s founder, Tony Meloto, credits his inspiration for GK from his work with impoverished citizens when he was assigned as the Country Coordinator for Australia for Couples for Christ (CFC). In 1995, when CFC initiated a youth development program for gang members and delinquents in Bagong Silang, Caloocan City, he realized that one’s environment could impact one’s behavior. Living in slum areas could turn people into forlorn and unproductive citizens, a perfect breeding ground for crime and violence. Having found a way out of poverty through education, Tito Tony understood that poverty was not an economic but a behavioral problem.

In 2002, Gawad Kalinga was established as a global movement aimed at addressing poverty through building integrated, sustainable, and dignified homes—with the dream of turning the Philippines into a slum-free country. Upon its launch, 11 teams implemented child and youth programs, health programs, and shelters, powered by volunteers from the Singles and Couples for Christ group. GK has since gained thousands of supportervolunteers, coming together towards one significant purpose: end the mindset of Pinoy poverty. It has formulated a three-tier developmental program to contribute to the country’s

To date, Gawad Kalinga has successfully built over 2,000 communities in the Philippines and even in other developing countries like Indonesia, Cambodia, and Papua New Guinea. Driven by a strong commitment to help, Tito Tony and his Gawad Kalinga family continues to ignite the spark of hope that one day, not only our country, but the whole world will realize the dream of a poverty-free society. It still is a dream, but no doubt he will never get tired of keeping it alive with each house built, each community established, each Filipino family now safely nestled under the safety and comfort of a house built through the strength of bayanihan. B i d a A n g M a m a m a y a n 49

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BAM AQUINO:

From youth leader and social entrepreneur to the youngest senator of the 16th Congress By Ben Rodriguez Photos By Ariel Peñaredondo

“Uncle Ninoy had said we all can be heroes. We can help our society by doing our part as responsible citizens of this country.”

am Aquino’s life story is one of outstanding achievement. A high school valedictorian, a summa cum laude graduate, and a highly successful and award-winning social entrepreneur, the former NYC Chairman and Hapinoy founder still remains humble to this day. Despite his success, Bam still challenges himself to achieve even greater things. On May 13, 2013, coming from behind in the surveys and with no previous political experience, Bam Aquino defied the odds and became the youngest member of the Philippine Senate. Born May 7, 1977 in Tarlac, Paolo Benigno Aguirre Aquino IV is the son of Ninoy Aquino’s youngest brother, Paul, and cousin of President Noynoy Aquino. Asked what his memories were of Ninoy Aquino, Bam answered frankly, “Honestly, I

50 B i d a A n g M a m a m a y a n

don’t have real memories of Tito Ninoy. I was three when he was detained at Fort Bonifacio. When he went to the States, I was 4 to 6 years old, but as I grew up I understood that there was something bigger than the man himself. As the years progressed, I began to understand a bit. Those years after his assassination, there was political turmoil, lots of political rallies, a pivotal time in our history. And you see things differently when you are a child... it seems magical. That’s when I developed my love for helping people.” While the name Aquino imposes high expectations on Bam, Ninoy is one hero whose example he truly wants to live up to, uncle or not. And what does he think of Ninoy’s heroism? “The story of Ninoy has a lot to do with bravery. He opted to be in jail when he was offered a deal by a dictatorial government. The Ninoy Aquino who left the Philippines

was different from the one that came back— without losing his wit, his brilliance, his transformation. Uncle Ninoy had said we all can be heroes. We can help our society by doing our part as responsible citizens of this country.”

Bam was appointed as Commissioner-atLarge of the National Youth Commission of the Philippines. He became the youngest chairperson of the National Youth Commission in 2003, at the age of 25.

Bam certainly has done his part. In 2006, at a very young age, he and some friends established Hapinoy, a micro-enterprise and micro-finance project which empowers unemployed women to engage in business. The project has helped over 10,000 community stores, or “sari-sari” stores to become successful, thriving businesses. It has been so effective that in 2011, the Hapinoy program won the UN’s Project Inspire Award, besting over 400 social enterprises from around the world.

Bam’s achievements don’t stop there, in 2010, he was chosen as one of the Ten Outstanding Young Men of the Philippines (TOYM) in the category of Social Enterprise and Community Development. He was also named one of the Ten Outstanding Young Persons of the World in 2012. At the age of 36, Bam shall become the youngest Senator come July 2013. When asked whether his youth would work for him or against him, he quickly replied, “Although we are young, we have ways to contribute a solid responsibility today. Our youth today should have more voice in the government. They should be proactive, not just mere spectators.

In 2001, shortly after graduating summa cum laude with a BS in Management Engineering from the Ateneo de Manila University,

“Youth Advocacy; youth and employment comes together”

“I don’t really think that the age factor is a disadvantage. As a matter of fact, it shall work the other way around. A large number of voters come from the youth sector. I would want to be their strong voice in the Senate.” Bam Aquino answered questions candidly. He was modest, even down-to-earth, casual— full of hopes and dreams for the Philippines. His entire career, his lifetime of service, has been in pursuit of two selfless goals—the empowerment of Filipino youth and an end to poverty in the Philippines. Yet the rapid rise of Bam Aquino, and the gravity of his achievements, are portents for a bright future. Who knows what is in store next for this young senator? B i d a A n g M a m a m a y a n 51

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A Three-Point Agenda

for Education, Employment, and Enterprise Development By Benigno Bam Aquino

Illustrations By Brian Villavicencio

Our thrust as a legislator will be to create programs and policies that will bring out the best in the Filipino people, because it is our belief that Filipinos themselves— when given the right opportunities—can help themselves out of poverty and be part of the solutions to their own problems.

hen I was Chairman of the National Youth Commission from 2003 to 2006, I saw firsthand how young people were able to contribute to positive change in their communities—not by asking for dole-outs, but by being innovative, by daring to challenge the status quo, and by creating new solutions. Likewise, our work in social enterprise showed us that even the poorest of our countrymen can contribute to sustainable solutions for themselves and their communities if and when given the right opportunities and support. Therefore, this three-point policy framework will revolve around: (a) empowering Filipinos to support themselves through education, employment, and enterprise development; and (b) creating a positive and enabling environment for government to support its citizens, instead of being an obstacle to progress because of red tape, corruption, and a lack of appreciation of each other’s roles and capabilities.

Developing an accessible, world-class educational system through the Education 2.0 Act.

We believe that education is the right of every Filipino. Moreover, we believe that we can build a world-class educational system without sacrificing access to knowledge that can empower Filipinos to stand on their own two feet. Building on the aims of the K-12 program, and leveraging the power of public-private partnerships, we will work to pass an Education 2.0 Act that will provide for the following: • Curriculum development in order to develop a highly skilled and empowered workforce; • College financing and the revival of the “Study Now, Pay Later” policy, to give more Filipinos access to tertiary education; • Publicized rankings of tertiary institutions to protect students and their families from “diploma mills” that cannot produce employable graduates and board and bar passers; • “PPP for E” (Public-Private Partnerships for Education) to allow us to leapfrog government’s resource constraints and close the gap in classroom and textbook requirements; • Teacher training and re-training, and additional benefits for teachers and educators, to ensure that our educators remain motivated and armed with the relevant skills and knowledge for a changing world.

52 B i d a A n g M a m a m a y a n

ddressing the jobs-skills mismatch A and enabling schools-to-jobs matching through the GoTrabaho Act.

We believe that quality education goes beyond imparting knowledge and skills to our students—that instead of looking at education as a cycle that goes from enrollment to graduation, we should look at education as going from enrollment to jobs placement and ensure that our graduates are placed in jobs that are matched to their competencies. However, over the years we have seen the mismatch between our graduates and the kind of workforce that our industries need. Hence, one of our priorities will be to pass the GoTrabaho Act, which will provide for the following: • Stronger linkages between industry and educational institutions through a National Internship Program that will help establish industry requirements and standards for employment with the current offerings of educational institutions; • The use of information technology to pool information about industry requirements, vacancies, skill requirements, etc.; • Incentives for educational institutions that are able to place their graduates in the appropriate jobs, and, conversely, the re-evaluation of educational institutions that are not able to produce adequate board/ bar passers, job-ready graduates, etc.; • Incentives for businesses that employ more regular employees; • Strengthening and enhancing the capacity of TESDA to be a marketfocused and accessible training and re-training authority. This piece of legislation will work in tandem with efforts to bring in more investments by producing a skilled workforce that meets market demands.

Supporting the creation of sustainable micro, small, and medium enterprises (MSMEs) through the GoNegosyo Act.

A common cry of entrepreneurs is that government policies are often an obstacle to their growth, making it difficult to do business in the Philippines. We need to turn this on its head and create a positive and supportive enterprise environment. This Omnibus law will spell out different incentives, support systems, and a roadmap for MSMEs, which includes but is not limited to the following: • A systems approach to cutting red tape and inconsistencies, addressing the arbitrary nature of regulation (which then opens opportunities for corruption), and improving ease of doing business; • Access to microfinance for micro-entrepreneurs, SME loans, etc.; • Access to market, including a market mapping of products to identify which areas need support; • More and/or better training facilities to give people access to enterprise training; • The inclusion of entrepreneurship and financial management in the basic education curriculum; • The creation of a coordinative cluster among the DOST, DTI, DSWD, BIR, DILG, BFAD, and DOLE that will, in turn, create a national roadmap for MSMEs and ensure effective implementation of policies on the ground; • Amendments that can enhance the current Barangay Micro Business Enterprise (BMBE) Act; and • Incentives for social enterprises that provide a positive impact in their communities. B i d a A n g M a m a m a y a n 53

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Enterprising for Good Commentary by Karl Satinitigan

Karl Satinitigan is a Gawad Kalinga volunteer and a management teacher passionate about social enterprise and design thinking.

With renewed interest in entrepreneurship at the national level, it is time to inspire young Filipinos to be active supporters of local entrepreneurs or be entrepreneurs themselves 54 B i d a A n g M a m a m a y a n

y favorite part of the campaign was when I got to share Bam Aquino’s platform and passion for enterprise development, especially innovative business models like Hapinoy, with young people.The campaign was also an opportunity to listen to many entrepreneurs running businesses of all sizes. Both sets of audiences agree that there are serious gaps in our country’s policy framework that make it difficult for micro, small, medium and social enterprises to flourish. In a recent Policy Guide to Scaling Social Innovation, the Schwab Foundation for Social Entrepreneurship—of which Bam and one of his mentors Tony Meloto are members—proposed a Framework for Government Action. Of the six policy drivers in the framework, I will share two that echo the sentiments of both aspiring and experienced entrepreneurs we had met on the campaign trail.

uilding the market 1 Binfrastructure Imagine a Philippines where market data is accessible and stakeholders, especially farmworkers and producers in the countryside, are properly linked to all other members of the value chain. Lessons from MiChacraEmprendedora

Tita Mila Gonzales is one of the thousands of nanays who have benefited from Bam Aquino’s Hapinoy program (or My Entrepreneurial Farm) in Peru and the Hapinoy Program can help build this larger support system. Government can incentivize the private sector to build more intermediaries like these that can more reliably provide access to market and training.

and directing 2 Growing private capital

Imagine a government that inspires the private sector to play a greater role in the social investment market. Businesses that are too big for microfinance but are also too small for traditional banks will finally have access to patient financing. Successful microfinance institutions and private organizations such as CARD-MRI and LifeBank are experimenting on new financial vehicles, but the regulatory environment is still holding many of them back. With renewed interest in entrepreneurship at the national level, it is time to inspire young Filipinos to be active supporters of local entrepreneurs or be entrepreneurs themselves. Given a larger support system and with a better policy environment, they can be inspired even further to become social entrepreneurs that explore new ways of doing business to produce social and environmental benefits. Because of his work as a youth leader and an entrepreneur, Bam knows that combining grassroots-inspired innovation with a systems thinking approach is an effective way of finding solutions to our country’s wicked problems. He has seen this in outstanding youth organizations nationwide and in the social enterprises he has built. It is time to make the rest of the Philippines know for sure.

Bam Aquino: A Reform Champion in the Senate Commentary by Paola Deles, with special thanks to Ching Jorge and Tanya Hamada

or the next few weeks, political analysts and concerned Filipinos will continue to study and make sense of the results of the elections that has just passed. They will try to help us understand what our votes say about where we are now as a nation and more importantly, how we can move forward as a young democracy. For those of us who identify with the growing “constituency for reform”—Filipino citizens and citizen-groups aspiring for and also seeking to do their own part to work towards change—the election results serve as a humbling indicator of the major challenges that still remain in transforming politics for good governance and development. Indeed, we realize that there is so much more hard work to be done to overcome our nation’s traditional, patronage culture and to improve democratic practice so that it can truly serve the Filipino people. For the reform constituency in the Philippines, the continuing dominance by traditional politicians in the national and local mid-term races has been both disappointing and frustrating. But I’ve also found that the elections has opened up pockets of hope that we should celebrate for bringing about new opportunities and raising new champions in government for the reform movement. One of these new reasons for celebration is the successful Senate bid of one of our companions, Bam Aquino. Through his work with the Hapinoy social enterprise program, and his efforts as a youth leader and advocate, Bam Aquino has become a familiar face to many of us in the reform movement. We worked closely with Bam as a co-founder of two organizations I belong to: the Young Public Servants (YPS) and the People Power Volunteers for Reform (PPVR). Having gotten to know him in building a broader constituency for reform, there are three important reasons why I am excited about having Bam in the Senate for the next six years:

Champion for the Social Contract First, Bam is one of the few young leaders I know who has articulated his

Paola Deles is the Deputy Director of INCITEGov, an institutional nucleus for a reform-centered democratic movement in the Philippines

own stake in realizing the Social Contract that was established in 2010 between the government and the reform constituency. What I found refreshing with Bam is that when he was still contemplating his run for the Senate, months before he filed for his candidacy, he asked for YPS’ help to set up a series of one-on-one meetings with young issue experts with whom he could have in-depth discussions with on the various aspects of the Social Contract. These included issues such as health, education, the economy, rural development, and peace and security. He listened to inputs from various issue experts, and had smart and honest exchanges with them on the kind of legislative positions and actions needed to address these key reform areas. In the questions that he asked and suggestions he made, I appreciated how seriously he took the role he could play in contributing to fulfilling the Social Contract should he become a Senator.

Edukasyon, Trabaho, Negosyo In conversations we’ve had with Bam, he articulates how the elections three years ago, in 2010, was an opportunity for us to begin anew as a nation after years of national deterioration under a corrupt and abusive regime. The first three years of the present administration was really about repairing and reconstructing our democratic institutions, and clearing political and governance landmines that were left behind by the previous administration. In the next three years, this work must continue—good governance remains an important agenda. However, Bam recognizes and emphasizes that there is a need to build on the governance reforms in a way that would enable Filipino communities to already see and feel its benefits. Through his “Edukasyon, Negosyo, Trabaho” tri-focus, we know that Bam’s legislative work will focus on making good governance work for inclusive growth and development. Bam has studied, struggled with, and accompanied these issues closely his whole working life, and this is where he plans to focus his energy and hard work in the next three years.

Bida ang Mamamayan Finally, for Bam, “Bida ang Mamamayan” is not just a campaign slogan, but the essence of his type of leadership and the kind of governance he wants to support. As an Aquino, Bam got to witness in a special and intimate way how People Power works, how it can end governments, birth new leaders, and makes sense of the deaths of beloved heroes. Less dramatic but in the long term perhaps more relevant, Bam also got to see how the Hapinoy “nanays” — the beneficiaries of the social enterprise program that he helped set up — would use people power to improve their own difficult situations and the welfare of their families. What impresses me most about Bam is his ability and commitment to translating this seeming big concept of “People Power” into daily acts of citizenship. His message throughout the entire campaign is that with the right kind of support, we could make people power work not just in big EDSA revolutions but in the more tedious, everyday work of governance, community development and nation-building. Because of this, I know he will support the institutionalization of mechanisms for participation that have been initiated by this government and advocated by civil society organizations for a long time now—such as Sec. Jesse Robredo’s Full Disclosure Policy and Seal of Good Housekeeping, Freedom of Information, and the BottomUp Budgeting Process. The next three years will be a critical time for the reform community to show that good governance can work for inclusive development. With Bam Aquino’s win in the 2013 elections, we have a very strong champion in the Senate for the Social Contract and for enabling genuine citizen participation in all aspects of our country’s public life. A lot of difficult and challenging work lies ahead—for Bam and for all of us who believe that change can happen and that each one of us can make a difference. By working together, engaging Bam and other reform champions, and continuing to support the Social Contract, we have the chance to show that indeed, People Power works. Bida ang Mamamayan. B i d a A n g M a m a m a y a n 55

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Why Bam Won Commentary by Daniel Hulme

Daniel Hulme is Chief of Staff for Australian Senator Catryna Bilyk. He travelled to the Philippines to study the Senate election, in particular, Bam Aquino’s campaign.

s a keen follower of politics in the Philippines, I am grateful to Team Bam for the opportunity to observe their campaign from the inside.

Of all the campaigns I could have observed, this was by far the most interesting. An examination of the Senate surveys shows that Bam Aquino had the fastest upward trend of any candidate, and towards the end of the election period appeared to be one of only two candidates consistently placing in the Top 12 who was not in contention at the beginning of his campaign. The fact that Benigno “Bam” Aquino started so far behind demonstrates that his success was not owing to the Aquino name. There must have been something unique about this man, his campaign, or both. I don’t believe there was any one element that made Bam’s campaign a success. My observation is that is was a combination of the following: Strategy Just as Barack Obama, with his heavy reliance on social media, set a new paradigm in US politics, it appears that Bam Aquino has set a new paradigm in Philippine politics. While other candidates in Philippines elections have used social media, until now no candidate has made it such a central component of their campaign. Unlike traditional media, social media has the benefit of being able to deliver messages rapidly to a large audience without going through the filter of commentators. A successful social media strategy relies on building that audience and keeping them engaged. A large section of the campaign team were dedicated to social media. Bam Aquino’s personal Twitter account has over 16,000 followers. His Facebook page has over 140,000 followers. This strategy saw awareness of Bam increase from only 16 percent to over 90 percent by the end of the campaign. Bam’s appeal to young voters was also crucial. The Philippines’ age profile means that almost half the population eligible to vote is under the age of 35. They are heavy users of social media. The People Power Volunteers for Reform’s (PPVR) Rock the Vote events appealed to youth culture, and Bam also had a strong message about his personal achievements, an example of what the youth of the Philippines can achieve when encouraged and supported. Messaging While there was a more detailed policy behind it, Bam’s message of “edukasyon, trabaho, negosyo” (education, employment, and enterprise) was compelling. The message was simple: by delivering microfinance, training, market access, job creation incentives, and other means by which

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small Filipino enterprises are able to do business effectively, Filipinos would be empowered to lift themselves out of poverty. This is how Bam summed it up: “Poverty is the debilitating disease that’s keeping this country from moving forward. But everywhere you go, you will see that Filipinos are hard-working, creative, and resourceful. They have the capacity to lift themselves out of poverty if only they are given access to opportunities.” Authenticity There was one issue dominating the 2013 election: poverty. The issue was given even greater prominence when the National Statistics Coordination Board (NSCB) released data to show that the incidence of poverty had remained steady for three years at around 28 percent. While every candidate talks about ending poverty, it is easy in a country where pork-barreling, corruption, and vote-buying are common features of politics for voters to be cynical about the ability, or even the will, of candidates to deliver what they have promised. Filipinos are sick of traditional politicians, or “trapos”, and even candidates who are genuine have a hard time convincing voters they are not of this mould. Bam Aquino demonstrated his authenticity in two ways. First, he could claim an understanding of delivering programs to end poverty because he had already delivered. As President of the Microventures Foundation, Bam co-founded the Hapinoy microfinance program and helped turn over 10,000 community stores into thriving businesses. Secondly, he worked hard to ensure that he played by the rules and that he ran a positive campaign, deliberately not getting dragged into the name-calling and mud-slinging that comes with traditional politics. Bam not only relied on local mayors and governors for support, but also focused on building a grassroots movement. This was a risky strategy, but an important one to show that he was winning over the people and not simply relying on powerful institutions. A new paradigm The Philippines is still in the process of developing a political culture where policy and not personality dominates political debate; where politicians can bring people with them in a grassroots campaign instead of relying on institutional support. In any country, when a candidate discovers success breaking from old campaign paradigms it can create a seismic shift in the way politics is practiced. Bam Aquino is such a politician, and in years to come many Senate aspirants will be studying Bam Aquino’s campaign success and trying to emulate it.