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“SHOULD I fail, then remember me with pride and understanding. Please do not disown me or my memory. I have lived a good and full life. I have seen the world and experienced its pains and pleasures. My only regret is that I have not served you as much as I should have.”

PR EXPERT Jonas Campos observes that one reason that political ads failed to work for some party-list groups is because they used the wrong “channel.” Campos is not trying to spark yet another network war. Rather, he is referring to party-list group ads that did not carry the organization’s message or advocacy and instead showed the faces of mainstream politicians or carried a major party’s slogan.

For a certain generation, re-elected Senator Juan Ponce Enrile will always be known as the former martial law administrator and the inveterate coup plotter. But for the 2010 elections, Enrile won on a campaign pitch that he is a man committed to the text generation. “Gusto ko, happy ka!” Enrile declared in campaign advertisements.