News5 turns to political satire for Eleksyon 2016 advocacy campaign

MANILA – News5 today launched #NaisKo ‘B.A.Y.A.W. (Bagong Alyansang Ayaw Sa Walang Hiya) for President’, the network’s advocacy campaign for the coming 2016 elections. The name takes after TV and internet personality, Jun Sabayton also known as “Bayaw” (brother-in-law) who is also the face of the campaign.

News5 is taking on a different route by hinging the campaign on political satire rather than the usual serious approach. B.A.Y.A.W. is also primarily targeting an audience segment that is evidently more influential but is difficult to influence–the social media netizens.

“Napansin namin na ang effective na nagmamarka sa mga tao, lalo na sa mag nag-iinternet, ay ang pangangaral na nakakatawa,” said News5 Head Luchi Cruz-Valdes, “It’s the time of political satire. And there’s no better time to use it than during the elections.”

Instead of telling the audience what to do, the campaign tries to let people figure it out for themselves by portraying Sabayton as a trapo (traditional politician) who is running for president as the B.A.Y.A.W. Partylist standard-bearer.

“Si Bayaw ay kumakatawan sa mga nakakabuwisit na trapo,” explained Cruz-Valdes.

A series of vignettes displaying fictional political scenarios, treated with sarcasm and humor, was also produced featuring Sabayton. These can be accessed through the campaign’s website: http://bayaw.ph. B.A.Y.A.W. is also on Facebook and Twitter.

Sabayton has been introduced as Cong. Bayaw as early as 2013. Faux political posters, TV commercials, and even campaign merchandise such as T-shirts bearing the face of Bayaw have been visible leading up to the announcement that these hilarious stunts are actually for a noble cause.

The festive launch that was reminiscent of a miting de avance what with all the orange tarpaulins, posters, and trimmings with the face of Sabayton plastered all over, was held at the historic Manila Hotel and was hosted by fellow ‘Kontrabando’ reporter Ramon Bautista.