What was once a line from President Ferdinand Marcos Jr.’s 2022 election campaign ditty, “Bagong Pilipinas” is now his administration’s governance theme or slogan, and it comes with what could be the mother of all government logos.
As a “branding and communication strategy,” Bagong Pilipinas will be “characterized by principled, accountable and dependable government” pledged to help Filipinos reach their “goals and aspirations,” according to the July 3 Memorandum Circular No. 24.
Bagong Pilipinas is reminiscent of the Bagong Lipunan, or New Society, the period covered by the president’s father’s dictatorial rule from 1972 to 1986.“Bagong Pilipinas, Bagong Mukha ” was composed by Filipino rapper Andrew E and used to stir up the excitement of the massive crowds that attended Marcos’ campaign rallies.Following a trip to Japan in February this year, he said in his YouTube vlog, “The path to a New Philippines is clear as long as we lay the right foundation.
The memorandum has not been uploaded on the website of the Official Gazette, the government’s official journal, as of Saturday evening.Rodrigo Duterte had his “Change is Coming,” a vow to resolve the pressing problems of government corruption, criminality, illegal drugs, and the breakdown of law and order. It was coupled with the “Build! Build! Build!” infrastructure program.
Joseph Estrada’s “Erap Para sa Mahirap” was short-lived as he was impeached less than halfway through his term on charges of bribery, graft, corruption, betrayal of public trust, and culpable violation of the Constitution. The dictator said he imposed martial rule to “save the Republic” from the government’s enemies consisting of insurgents and right-wing oligarchs, and to “reform society” so that there would be no more poverty, hunger, corruption, and violence.
Reyes said that deeply rooted social problems required “more than a facelift, more than a slogan and a new logo” while corruption and political patronage remain.
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