The official campaign period for candidates running for national positions has started yesterday which means that between now until the last day of the campaign period on May 8, expect the media-radio, television, and the internet, to a great extent to be encumbered by political ads, jingle, slogan and several other air war methods which are meant to gain peoples’ support and trust and convert this into actual votes on election day.

Media provide maximum exposure as well as wide voter spectrum for the racing candidate so it helps the campaign being carried into an elevated platform because it forms part of the success story.

While this is exactly true, it cannot be discounted that ads particularly those that we see during primetime TV programming are exceedingly costly and involve millions of pesos only prosperous candidates can manage to pay.

Liberal Party standard-bearer Noynoy Aquino and his campaign do not have enough funding SO that they rely heavily on people’s support to sustain a nationwide campaign unlike other candidates’.

The campaign banks on Filipino people who believe on what is right and what they are fighting for, on credibility, honesty, integrity, accountability, and transparency as true hallmarks of an effective government. This campaign is a people’s campaign involving every Filipino who seeks genuine change in our country.

To achieve this vision, it is not only enough to operate the campaign using media. Other battle measures are essential to ensure that the core message of the candidate is sent across to many voters.

Flyering is one which is an effective means to permeate the battle ground. While this may prove to be very challenging a task, it helps nonetheless the candidate advance his campaign by way of reaching to the voters in a much personal level in ways that TV ads do not prop up. It may also cover grounds missed by media ads.

Same approach is also being smeared into Kaya Natin! Champions’ and several Liberal Party candidates’ campaign waging tough war on the ground.

Congressional candidate Adonis Simpao, for example, has his campaign instigating on the ground given his financial limitations. He and his campaign team are drawing on same stratagem to ensure that they are able to put up a good fight against President GMA who is vying for the same political post in Pampanga.

Apart from this, Noynoy’s volunteers many of whom are young people are also trying to create their own support base for their candidate through various youth-led events intended to draw support from young voting Filipinos.

These young people freely share their talent, time and effort for a cause even greater than themselves. They also make use of the power of internet, an information superhighway to influence their own circle of friends as to why they should vote Noynoy for president.

These are simple ways any one of us can practically do if we want to take part in the yellow people’s campaign. This ca paign involves everyone who envisions a better country for all. Noynoy’s campaign is a people’s campaign, moved by us wanting to see change in this country.

Between now and May 8, the battle will not only happen in the air but also in the ground where there are voters eager to cast their votes for lasting change.

Comments are welcome at cristylsenajon@yahoo.com.

Cristyl Senajon works at the Ateneo School of Government and is also part of Kaya Natin! Movement for Good Governance and Ethical Leadership.