News5 hopes the election advocacy campaign, which features Aksyon sa Umaga host Jun Sabayton as a nuisance candidate in a series of satirical reports, will help boost the network's brand awareness, and help inform the electorate on who to vote for in the 2016 presidential election.
"We used satire and comedy to effectively communicate to our viewers the message that … it’s really time to use our heads and hearts (to know) who to vote for,” News5 chief Luchi Cruz Valdes said in an interview with InterAksyon.
The campaign, which is the brainchild of Kontrabando hosts R.A. Rivera and Lourd de Veyra for the latter’s program Word of the Lourd, will be in full swing in the coming weeks, with plans to extend its reach beyond social media.
As InterAksyon's Edwin Sallan notes, Bayaw will eventually file for his candidacy and "will soon reveal his running mate as his campaign shifts into full gear."
He also writes: "'B.A.Y.A.W. for President' campaign materials like posters, T-shirts and stickers will also be distributed to his growing number of supporters which now include his newly-announced youth-oriented followers, the B.A.Y.A.W. Youth Action Group or simply BAYAG."
The advocacy campaign, which will run throughout the election cycle, is considered to be a "first" among the major networks. ABS-CBN News and GMA News, as well as CNN Philippines, are more likely to take the traditional approach.
“We’re trying to make it clear that this is an advocacy for voter education in political satire form for the masses to better understand," Sabayton said.
Valdes seconded his statement with enthusiasm, saying: "It’s really the time of political satire and there is no better time to actually exploit the power of political satire than in an election season. That’s why we thought of ‘Bayaw.'"
Photo courtesy of Inquirer