16/01/2026
Yormilk โ๏ธ๐๐
โ๐ฌ๐ข๐ฅ๐ ๐๐๐โ: ๐ฃ๐ฒ๐ฟ๐๐ผ๐ป๐ฎ๐น ๐๐ฟ๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐ผ ๐ฃ๐๐ฏ๐น๐ถ๐ฐ ๐ฆ๐ฒ๐ฟ๐๐ถ๐ฐ๐ฒ?
[This is a perspective from JP Abecilla - The Millennial Writer, a Brand & Marketing Manager and a political commentator.]
Letโs be real for a second.
Kung ang sukatan ng political motive ay pangalan ng programa, then halos lahat ng LGU programs sa Pilipinas ay politically motivated. ๐
Pero governance isnโt about what itโs called. Itโs about what it does and who it helps.
Himayin natin ang mga bagay-bagay.
1๏ธโฃ โ๐ฌ๐ผ๐ฟ๐บ๐ถ๐น๐ธโ ๐ถ๐ ๐ฎ ๐บ๐ป๐ฒ๐บ๐ผ๐ป๐ถ๐ฐ, ๐ป๐ผ๐ ๐ฎ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐๐๐๐ป๐
Sa totoo lang, โYormeโ is already part of Manilaโs political vocabulary. Pati nga ibang mayor sa ibang lugar ninanakaw na rin yan eh.
Meaning, hindi na siya bagong branding. What happened is that, it became a reference point.
Kaya gumana ang โYormilk.โ
Bakit ka niyo? Kasi:
- Madali siyang tandaan ng mga magulang at bata
- Madali siyang ipaliwanag sa barangay
- Madali siyang ipatupad sa grassroots level
Kung ang goal mo ay mass adoption, you choose a name people instantly recognize.
Thatโs not ego.
Thatโs communication strategy in public service.
2๏ธโฃ ๐๐ณ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ถ๐ป๐ด ๐น๐ฎ๐ป๐ด ๐ถ๐๐ผ, ๐ฑ๐ฎ๐ฝ๐ฎ๐ ๐บ๐ฎ๐ ๐บ๐๐ธ๐ต๐ฎ, ๐ต๐ถ๐ป๐ฑ๐ถ ๐ด๐ฎ๐๐ฎ๐
Kung personal branding scheme ito, dapat:
- May tarp na may mukha ni Yorme sa bawat gatas, hindi baka ๐ฎ๐
- May campaign slogan
- May โVote for meโ undertone
Pero ano ang meron?
๐ Milk. Three times a week. For 90 days. For 21,651 kids.
No call to action.
No political messaging.
Just nutrition.
Thatโs not propaganda; thatโs logistics. ๐
3๏ธโฃ ๐ฌ๐ผ๐ ๐ฑ๐ผ๐ปโ๐ ๐ณ๐ฎ๐ธ๐ฒ ๐บ๐ฎ๐น๐ป๐๐๐ฟ๐ถ๐๐ถ๐ผ๐ป ๐ฑ๐ฎ๐๐ฎ
The program is grounded on:
- MDSW data
- Actual counts of wasted and severely wasted children
- CDC-level implementation across 436 barangays
You donโt invent 1,593 malnourished preschoolers just to name a program cleverly.
This addresses a real, measurable problem, stunting and acute malnutrition in the capital of the country.
4๏ธโฃ ๐ ๐ถ๐น๐ธ ๐ถ๐ ๐ฒ๐
๐ฝ๐ฒ๐ป๐๐ถ๐๐ฒ, ๐ฎ๐ป๐ฑ ๐๐ต๐ฎ๐โ๐ ๐ฒ๐
๐ฎ๐ฐ๐๐น๐ ๐๐ต๐ ๐๐ต๐ถ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ๐
Letโs not pretend:
- Milk is not a โnice to haveโ for poor families
- Itโs usually the first thing removed from the grocery list
So when the city says:
โKahit wala tayong pera, maghahanap ako ng peraโฆโ
Thatโs a policy choice:
- Nutrition over optics
- Children over comfort
- Preventive care over future hospital bills
Thatโs governance with foresight.
5๏ธโฃ ๐๐ผ๐ฐ๐ฎ๐น ๐บ๐ถ๐น๐ธ ๐๐ผ๐๐ฟ๐ฐ๐ถ๐ป๐ด โ ๐ฝ๐ผ๐น๐ถ๐๐ถ๐ฐ๐ฎ๐น ๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ถ๐ป๐ด
If this was about image:
- Imported milk would look โpremiumโ
- Bigger PR appeal
But the city chose:
- Fresh, local milk
- Filipino farmers
- DOH + NDA coordination
Thatโs systems thinking, not self-promotion.
6๏ธโฃ ๐ฃ๐๐ฏ๐น๐ถ๐ฐ ๐ณ๐๐ป๐ฑ๐, ๐ฝ๐๐ฏ๐น๐ถ๐ฐ ๐ฟ๐ฒ๐บ๐ถ๐ป๐ฑ๐ฒ๐ฟ
One line says it all:
โYan ay pera nila galing sa taxpayer.โ
A politician obsessed with branding doesnโt remind people:
- That this is not his money
- That it belongs to the children
Thatโs accountability language, not campaign language.
If after 90 days:
- Kids gain weight
- Attendance improves
- Stunting numbers go down
๐ง๐ต๐ฒ๐ป ๐๐ต๐ฒ ๐ป๐ฎ๐บ๐ฒ ๐ฏ๐ฒ๐ฐ๐ผ๐บ๐ฒ๐ ๐ถ๐ฟ๐ฟ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐.
๐ฅ๐ฒ๐๐๐น๐๐ ๐๐ฝ๐ฒ๐ฎ๐ธ ๐น๐ผ๐๐ฑ๐ฒ๐ฟ ๐๐ต๐ฎ๐ป ๐ต๐ฎ๐๐ต๐๐ฎ๐ด๐.
If helping 21,000 preschoolers drink milk is โpersonal branding,โ then we need more branding like this.
Because at the end of the day:
- Politicians come and go
- Childhood malnutrition leaves lifelong damage
And if a simple name helps a child grow taller, stronger, and healthier, then call it whatever works.
Public service doesnโt need to sound neutral.
It needs to work.
The believes outcomes are greater than outrage, always. โ๏ธ๐๐
