MANILA – Was it the packaging, the message, or the purple shawl or "alampay" that cost Risa Hontiveros-Baraquel another failed bid to become a senator?
Political analyst UP Prof. Prospero de Vera said the last survey before the elections placed Hontiveros at No. 18, but she moved to No. 13 toward the end of the campaign period because of heavy television advertisements.
"Palagay ko, isang pagkakamali ng campaign strategists nila, ang assumption nila noong nag-design sila ng campaign, No. 13 siya sa core strength. Tingin ko, ang core strength niya, pang 18 talaga. Kaya ibig sabihin kapag pang-18 ka, medyo dramatic yung reshaping mo ng kandidato hindi yung you do more of the same. But you add something else to your candidate," said De Vera.
As of 7:34 a.m. of Wednesday, Hontiveros was at No. 17 of the partial and unofficial count of the Commission on Elections with 7,821,966 votes.
"Si Risa, parang yung messaging niya, ginawa lang nilang mas intense yung dati niya. Hindi masyadong nadagdagan yung mensahe," he said.
Another political analyst, Prof. Randy David thinks Hontiveros' campaign advertisements softened her image.
"Dapat siguro ipinagpatuloy yung palaban na image, even stronger at malinaw yung messaging. Ano ba talaga ang constituency mo?" he told ABS-CBN.
"I think, ang intensyon noong mga unang labas na adverts is to show na champion ng women's causes pero ang lumabas, ang pinoproject para sinoften yung message [like] 'I'm also a mother,' which is also not a bad idea," David said.
In another political advertisement, Hontiveros uses her purple shawl to snap away graft and corruption and other social ills.
"May nagtatanong, ano bang function noong alampay? So binigyan ng gamit ngayon sa bandang dulo and some people liked it. Pampitik ito ng mga tiwali," explained David.
Hontiveros served as representative of Akbayan Party list from 2004 to 2010 but lost in her Senate bid in 2010. She came in 13th and may have won the 12th and last slot had the Iglesia Ni Cristo (INC) not endorsed her team mate, TG Guingona.