‘Bagong Pilipinas’ set as new governance, leadership brand

President Ferdinand Marcos Jr. has ordered the adoption of a new brand of governance and leadership campaign characterized by a “principled, accountable and dependable government.”

In a three-page memorandum circular dated July 3, 2023, the President also approved the “Bagong Pilipinas” (New Philippines) logo.

Mr. Marcos directed all national government agencies, including government-owned or controlled corporations (GOCCs) and state universities and colleges (SUCs), to adopt the “Bagong Pilipinas” campaign in their programs, activities and projects.

“Bagong Pilipinas is the overarching theme of the administration’s

brand of governance and leadership, which calls for deep and fundamental transformations in all sectors of society and government, and fosters the state’s commitment towards the attainment of comprehensive policy reforms and full economic recovery,” read the memorandum.

Mr. Marcos also ordered that the campaign logo must be on the letterheads, websites, official social media accounts, and other documents and instruments pertaining to flagship programs of the government.

For her part, House deputy minority leader ACT Teachers party-listRep. France Castro said funding for the rebranding campaign must be scrutinized.

Castro underscored the need to “ensure the responsible use of public funds and to safeguard against the rewriting of history.”

“Rather than being fixated on the form and other superficialities,Pres. Marcos Jr. should focus on the substance,” she added.

Gabriela Rep. Arlene Brosas also called on the government to address high prices of basic goods and low wages instead of “wasting government resources on rebranding projects.”

“The administration must cut its obsession for rebranding projects and buckle down to work to address mounting calls for decent jobs, higher wages, and lower prices,” she said.

Past administrations, however, have adopted slogans as well, including “Change is Coming” during the term of President Rodrigo Duterte, “Daang Matuwid” of the late President Benigno Aquino III, and “Strong Republic” of President Gloria Macapagal-Arroyo.

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