MANILA, January 28, 2019—Traditionally, election advocacy campaigns have aimed to either get people to vote or to vote wisely. But News5 isn’t known for sticking to tradition.
In the 2016 Presidential elections, News5’s campaign broke away from the mold with its BAYAW campaign, which featured the embodiment of the worst sort of politician. Not only did this unexpected campaign rise above the clutter, it also proved hugely popular and even went on to win awards.
For this year’s midterm elections, the news organization once again chose the unexpected route. In coming up with a new advocacy as part of Bilang Pilipino 2019, the News5 team looked back on the events of three years ago for insights. The previous election was a landmark one because of the pivotal role played by social media. More than ever before, Filipino citizens had almost limitless information at the tips of their fingers, and the power to share and discuss their views with literally countless others online.
But there was a downside to the social media revolution. Whether here in the Philippines or abroad, the proliferation of fake news and trolling has been shown to have had an enormous negative effect not only on elections, but even on people’s behavior. The relative anonymity of the internet empowered them to express themselves without having to act with the common courtesy expected when having conversations face to face. Consequently, some Filipinos began to spread lies, hurl insults, and even make grave threats, without being held accountable for them.
This issue, then, is what News5 decided to tackle in their current voter advocacy campaign, #TolWagTroll. With the subhead, “Respeto lang,” it is not meant to be an attack on anyone but simply a reminder to be mindful of one’s behavior, online or offline.
The campaign’s launch was also novel and one-of-a-kind. Instead of the typical formal press event, News5 held the first-ever rap debate battle aired on Philippine free TV – the #TolWagTroll Rap Debattle. Hosted by “Sumbungan ng Bayan” Raffy Tulfo and renowned rapper Loonie, it featured rappers Flict-G, J-King, Jonas, Lhip Kram, M Zhayt, and Poison 13. Using rhyme and rhythm, they debated relevant hot topics and proved that they could be on opposite sides of an issue, while remaining respectful.
With a slew of materials airing both on TV and online, the #TolWagTroll campaign encourages Filipinos to treat each other with decency and respect. Because after all, before citizens can be educated to vote wisely, and even before they can be motivated to inform themselves, they must first open their minds and listen.
