FILE PHOTO: Philippine President Ferdinand Marcos Jr. speaks during a change of command ceremony at Camp Aguinaldo, Quezon City, Philippines, August 8, 2022. Ezra Acayan/Pool via REUTERS
MANILA, Philippines — Several senators rallied behind the administration’s new slogan, “Bagong Pilipinas” (New Philippines).
However, an opposition lawmaker likened it to the “Bagong Lipunan” theme during the martial law period.
The new slogan for Senate Majority Leader Joel Villanueva “clearly sets the direction and objectives that the Marcos administration wants to accomplish.”
“We are one with President Bongbong Marcos in ensuring that the government puts the welfare and interests of Filipinos first through good governance. It is a strong reminder for every public servant, that again public office is a public trust,” Villanueva said in a text message to reporters on Monday.
Senator Francis “Chiz” Escudero, meanwhile, finds the slogan “inspiring” as it “signals a new beginning.”
Through this new governance brand, Escudero hopes state workers would be encouraged to do a better job and not be “burdened by the frustrations and failures of the past.”
Bagong Pilipinas will be “characterized by principled, accountable and dependable government” pledged to help Filipinos reach their “goals and aspirations” as stated in Memorandum Circular No. 24 issued on July 3.
But this is not simply about superficial image-building, Senator Jinggoy Estrada pointed out.
“It is about cultivating a culture of good governance and progressive leadership across all levels of government. It entails implementing policies and initiatives that promote transparency, combat corruption, and uplift the lives of our fellow Filipinos,” Estrada said in a statement.
“It serves as a guidepost or vision for a revitalized Philippines—a nation that embraces positive change, innovation, and progressive governance. Our country deserves a government that is responsive, accountable, and dedicated to the welfare of its citizens,” he also said.
Opposition Senator Risa Hontiveros questioned why the slogan came out earlier than the actual change.
“Sana naman huwag puro branding at pagmamalinis ang atupagin ng administrasyon [I’m hoping it would not be pure branding or being righteous the administration is doing] ,” she said at the Kapihan sa Senado. “Before the President characterizes his administration as one that is ‘principled, accountable, and dependable,’ he should ensure that we have a genuinely honest and effective government.”
“Unity man o ‘Bagong Pilipinas,’ no amount of branding can substitute for systems and institutions that truly level the playing field; no amount of branding can guarantee the end of economic inequality; no amount of branding can ensure that the wealth and progress of our country is felt by all, not only by a few,” she also said.
Hontiveros added that Bagong Pilipinas “sounds too much like “Bagong Lipunan” slogan (New Society), whose song became popular shortly after the imposition of martial law in 1972.
According to the senator, the Martial Law slogan revives memories of human rights violations and government corruption, issues that remain unsettled.