Friday, June 13, 2008

COLA, MERALCO's Tv Ad

This is another recycled editorial cartoon I drew in 2007. It tackled the reaction of the Kilusang Mayo Uno (KMU) on the ten-peso Cost of Living Allowance (COLA) last year.

Sidetrip

MERALCO’s tv ad featuring Actress Judy Ann Santos did not fail to create a stir. The first time I saw it on tv, I immediately sensed that it would instead earn the ire of the consumers and she or her popularity as a casualty. I was right. One of the organizations that sharply reacted to it and her role is the Volunteers Against Crime and Corruption (VACC). VACC calls for a boycott on the actress.

I agree with Ms. Santos that it is never a crime to do an infomercial like she. But she should be reminded beforehand that as a very sensitive and controversial, the issue might put her popularity in jeopardy. VACC’s boycott call might be too harsh for a response but if this is the only way to remind her that she has social responsibility too, then so be it. In social issues that are lodged to be resolved, it is always better to hear two sides. Ms. Santos decided to take one side this time by allowing herself to be used by MERALCO.

The tv ad of Ms. Santos or MERALCO, for the matter, compares system loss to a melting ice. And I find it absurd and outrageous. Why? There is no parallelism in there. In the first place, ice is cheaper than the electric bill that is robbing the poor consumers. However you explain it, system loss is unjust. Consumers are made to pay without enjoying it. If not directly stolen from the grid, system loss is result of inefficiency in the distribution channel or line. It is the lookout of MERALCO is to ensure that the service is delivered whole to the consumers while the responsibility of the government is to protect the consumers from unfair and exorbitant charges.


By the way, whoever decided to use that tv ad analogy should be fired including Ms. Santos' handler.

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