YOU see their faces all over the place —on the newly-constructed road, on the street signs, on the big tarps that say, “Welcome to the city”.

Sometimes, they’ll even send you text messages saying, “God bless” or have a cake delivered to your house for your birthday with their huge names and titles on the icing.

They are called “epals”, a uniquely Filipino colloquial term derived from “mapapel” or someone who overtly seeks attention by making you think he or she played a big role (“papel”) in something worthwhile. In Philippine politics, epals are government officials who keep on promoting themselves in every possible way, and then some.

Some, like the national officials, use product endorsements or advocacies. Local officials, on the other hand, will usually hang big streamers with a “Happy New Year” or “Merry Christmas” greeting, or sometimes with simple reminders inside jeeps saying, “bayad muna bago baba” (Pay before getting off).

As the election season approaches, the “creativity” of politicians shoots up from the extreme to the ridiculous. They resort to miraculously entertaining or amazingly annoying posters, pamphlets, t-shirts, bookmarks, name it—anything to make the people recall their names and faces for the coming polls.

But who made it best in epaling? The Manila Times listed some politicians—both in the local and national government—with the most innovative materials and groundbreaking techniques in showboating themselves. While the list is by no means complete – it could be worse in the provinces – the following officials have become synonymous to epaling.

Rep. Winston “Winnie” Castelo
Rep. Winston “Winnie” Castelo, of District 2, Quezon City is not just famous in his district, but also in cyberspace.

Following his controversial anti-planking bill last year, Castelo created much buzz because of his face appearing in tarps and posters all over his district and sometimes even beyond its territory. He became a constant target of diatribes by anti-epal advocates and netizens, even more after his much publicized, condolence message when Local Government Secretary Jesse Robredo’s death.

“His face need not to be posted on his projects because he’s not spending his own money to fund it. Instead of ‘Winnie Castelo,’ why not use ‘District 2’ on his streamers?” asks a resident from Tandang Sora who declined to be named.

Belonging to a famous political clan in Quezon City, Castelo is completing his first term as congressman after serving as a city councilor for 12 years. According to his official website, Castelo believes that the “sole purpose of legislation is to serve the people, not to grandstand. Its spirit is to look after the common good, not to impress other people.”

Senator Francis “Chiz” Escudero
Senator Francis “Chiz” Escudero is not your usual senator—he’s not just an outstanding legislator but also a rather engaging and talented television personality.

In his month-long appearance last July in Kris TV, the President’s sister Kris Aquino’s daily morning show, Escudero showed off his hosting skills even as others raised their eyebrows over his pre-election TV exposure. Was it a part of his political agenda or was it plain coincidence?

A report by The Manila Times last July contained the senator’s denial that his TV guestings and product endorsements constituted early campaigning.

“Nagkataon lamang siguro na nagkakasabay-sabay. Hindi naman namin pin-lano ito [It just happened that they were all simultaneous. We did not plan this to happen],” said Escudero.

He’s currently endorsing a soft-gel capsule, a meat product, a malunggay food supplement, an international wristwatch brand and a computer school. He will be running for reelection under the Liberal Party (LP) ticket. Last week, while filing his certificate of candidacy, Escudero announced his relationship with actress Heart Evangelista.
 
Former Rep. Cynthia Villar, Las Piñas City
Former Las Piñas Rep. Cynthia Villar seems to be following the footsteps of her husband, Senator Manuel “Manny” Villar. In 2001, she took over her husband’s post at the House of Representatives and served until 2010. She was then replaced by son Mark Villar.

In 2013, she will run for the Senate under the LP-led slate and replace her husband again in the upper chamber if she will make it.

So far, she’s been laying the groundwork. Her “Villar Foundation” TV commercial has been on-air since May and is usually seen during primetime programming. The question is, was it for the foundation or for her political agenda?

According to its website, the Villar Foundation has been launching livelihood programs in different communities since its inception in 1995. However, the foundation only came to light after airing Rep. Villar’s advertisement.

“I wasn’t surprised. It’s also funny because the commercial is obviously scripted like all commercials. And it’s too early for her to campaign,” Camille Lopez, a concerned citizen, said. “If they’re going to say that it’s not made for the campaign… why was it shown just now?” she added.
 
Mayor Herbert “Bistek” Bautista, Quezon City
No, it’s not for his latest movie.

If you see the letters HB on a government project tarp or on an empty wall-turned-advertising space, then you’re in Quezon City and it’s nothing new. It used to be SB—the familiar initials of the city’s then-mayor and current Speaker of the House, Feliciano “Sonny” Belmonte. But since 2010 when Bautista was elected mayor, the letters HB have swamped QC.

Mayor Herbert “Bistek” Bautista must have followed the techniques of his predecessor. From road tiles to lampposts and waiting sheds, his name and face are all over the city—and you’ll never get enough of him.

“I noticed that on his tarpaulins advertising his projects, the font size of his name is much bigger than the name of the project itself. Funds spent for his tarpaulins should be used for more productive means,” Sally, a resident from Payatas, told The Manila Times.

Bautista is also a favorite target of anti-epal advocates. Last September, he was forced to remove the plant boxes’ tiles—with his initials—along a major highway because of the increasing clamor against epals.

But when asked whether it was true that Bautista was removing his ad materials, Sally said otherwise.

“Ang alam ko sinabi niya na rin dati e [I know he already said that]. Kung alisin man niya [if he’ll really remove his ads], he’ll find other ways to promote himself,” the QC resident, obviously one whom HB will never please whatever he does, said.
 
Former Senator Juan Miguel “Migz” Zubiri
After assuming the post of Chairman of the Senate Committee on Environment and Natural Resources, former Senator Juan Miguel “Migz” Zubiri continued his affair with nature. He has been presenting himself as an advocate of environmental protection.

In 2011, Zubiri formed Pilipinas EcoWarriors, a non-profit environmental organization convened by celebrity Chris Tiu, musical artist Rico Blanco and veterinarian Doc Nielsen Donato. However, a lot of people, including the Catholic Bishops Conference of the Philippines (CBCP), doubted the sincerity of his campaign.

In a statement in the CBCP website, Fr. Edu Gariguez, an anti-mining advocate, said that his advocacy is merely a political stunt.

“Lalo’t higit malapit na ang eleksyon, marami na ang mga gimik diyan at ito ay maaaring isang bahagi ng gimik kasi hindi naman namin siya nakasama sa pagtindig sa isyu ng kalikasan [More so now that the election’s coming, there a lot of tactics including this one by Zubiri. He was never with us in our fight for the preservation of the environment],” Gariguez said.

Roger (not his real name), a 24-year-old web copywriter, believes that Zubiri should work hard to clean his stained image.

“For you to shell out for a senseless ad, why not create a program to sustain his advocacy? How much does a TV advertisement cost, especially primetime slots?” he asks.

Last year, Zubiri resigned as senator amid the cheating scandal in the 2007 elections. He yielded to Senator Aquilino “Koko” Pimentel Jr. who had filed a protest against his being proclaimed winner. “Koko” Pimental was supposed to be in the United Nationalist Alliance (UNA) ticket together with Migz Zubiri. But—despite Pimentel’s declarations that he had no grudge against Zubiri—he withdrew from UNA because he could not bear being on the same stage with Zubiri.

Risa Hontiveros, Akbayan Partylist chair
Pro-mom or pro-Noy?

Risa Hontiveros Baraquel (who has dropped her late husband’s surname) must have vowed not to lose again in the 2013 elections. After finishing the 2010 senatorial race in the almost-made it 13th spot, she was often seen with President Benigno C. Aquino III in his official engagements. From various anniversaries to the recent habagat relief ops, she was always there with the chief executive. Her “Pro-mom” infomercial, too, began airing last June in the primetime slot promoting the obvious importance of mothers.

In the recent uproar against the Cybercrime Law, Hontiveros and the Akbayan Partylist called on the angry public to wait first for the law’s Implementing Rules and Regulations before bashing it. However, when the temporary restraining order (TRO) was issued by the Supreme Court (SC), Hontiveros changed her stand and lauded the people and the media and human rights group who bitterly denounced the law.

“SC unanimously TRO’s Anti-Cybercrime Law an hour ago. Bumawi ang SC, Mabuhay! Mabuhay ang mga mamamayan na nag-defy alang-alang sa Kalayaan!” Hontiveros tweeted.

Critics were quick to slam the statement of the senatorial aspirant.

“Only thick-faced politicians like Hontiveros and Akbayan can have the gall to invite themselves to the victory party, ride on and attempt to take credit for the victory of the citizens and netizens who gallantly fought Cyber Martial Law,” Vencer Crisostomo, national chair of militant group Anakbayan, said.
 
Mayor Sherwin “Win” Gatchalian, Valenzuela City
Notebooks with celebrities on the cover are quite common. But in Valenzuela City, what’s more common are notebooks printed with their local officials’ faces.

Young Mayor Sherwin “Win” Gatchalian has shown that he knows how to innovate. From notebooks to random text messages and wide walls painted with his name, Gatchalian maximized every possible way to publicize his projects. In turn, he went under public scrutiny after the continuous attacks of anti-epal advocates.

But for Gab Dacasin, 18, Gatchalian’s promotions helps in informing his constituents.

“It sends messages to those people who pass by the signs and gives them information about the rules and regulations of the city,” he said.

Recently, amid the pressure of the hubbub against epals, Mayor Gatchalian was compelled to remove his streamers and posters just like Mayor Bautista.
 
Mayor Alfredo Lim, City of Manila
“Linisin at Ikarangal ang Maynila”—this is the slogan bearing the mayor’s initials which you will see on almost every street in Manila, written on tarps or painted on walls and stone slabs. For residents, it was already a tagline for the city under Mayor Alfredo Lim’s leadership.

“Okay, he’s not posting his face, but he’s been painting huge walls with his name. He already gave a lot of meanings for his initials… why not paint these walls with mural paintings to promote national art instead?” asked Abriel, a university student and Sampaloc resident.

Mayor Lim is currently in his second consecutive term and his fourth term since 1992. He intends to run next year against former president Joseph Estrada, under whom he had served as a Cabinet member. The rivalry has been branded in the media as “Asiong Salonga vs. Dirty Harry”.
 
Mayor Recom Echiverri, Caloocan City
If you see smiley faces with a mustache painted on a wall or printed on a poster, then no doubt you’re in Caloocan City.

It’s the trademark logo of the outgoing Mayor Enrico “Recom” Echiverri.

Bridges, lamp posts, empty walls, plant boxes, buildings—anywhere where there is an available space—there’s either his smiley logo or his simply his name. If you’re a tourist or a foreigner, it is possible to take “Recom” for the city’s name instead of Caloocan because the mayor’s nickname is posted almost everywhere.

“I get it that he needs something to distinguish himself with but is it really relevant to post his logo on each of his lamp post project?” asked resident Camille Fabrero.

“One time, Echiverri’s team fixed a small broken drainage pipe in our subdivision… but when the repair were finished the tarp was much bigger than the project itself,” she added.

To perpetuate his empire in Caloocan, Echiverri will pass on the throne to his son, Ricojudge Janvier “RJ” Echiverri, who is running for mayor in his father’s stead this time.
 
Mayor Florencio “Jun” Bernabe, Paranaque City
Hataw Paranaque! Can this southern Metro Manila city dance to the beat of Mayor Florencio “Jun” Bernabe?

The outgoing mayor will literally leave his mark in the wealthy city of the south: on the lampposts, waiting sheds, footbridges, shuttle buses and so many other things and spaces. For nine years, Paranaque residents were already used to his stray names and faces—often together with his son, Councilor Benjo—posted almost everywhere.

“He’s like a show-off… as if he’s using his own money to fund his projects in Paranaque,” said a resident in Gatchalian Village, Paranaque, who declined to be named.

“He shouldn’t brag about his projects because the money he’s using is from the people of the city. Like his “Happy Fiesta” tarp—why should he post those tarps if he’s not celebrating with the people?” she added.

Bernabe was put into the spotlight after a violent demolition in Silverio Compound last April where one was killed and 49 were hurt. The younger Bernabe will face Representative Edwin Olivarez for the mayoralty race.

With the 2013 midterm elections still months away, expect more and more politicians to take the epal approach to push their candidacies. It’s a cheap and arguably effective way to ask the electorate for their votes.

Whatever it takes to win, most of the candidates will try it.