Poster boy

Because of his exploits in the boxing ring, the latest of which was his demolition of the much taller and heavier Mexican Antonio Margarito over 12 rounds, Filipino eight-division world champion Manny Pacquiao, is now being eyed as the new Philippine poster boy.

In fact there are two suggestions for Pacquiao, who is also a congressman representing the province of Sarangani --- that he act as chief promoter of Philippine tourism, and at the same time be the country's lead pro-life advocate.

There is no argument that Pacquiao has one of the most recognizable faces in the world today. It may not be a handsome face, but the athletic record that shores up that recognizability is more than any marketing strategist can bargain for.

But as any marketing guru will probably insist to anyone who cares to listen, any choice of poster boy for an aggressive promotional campaign still needs to take into account one very vital piece of ingredient --- relevance.

Because Pacquiao made a name for himself in the field of sports, most, if not all, of the products he is endorsing have something to do with sports, or at least in the physical well-being and health of people.

What you cannot imagine Pacquiao doing is promote the sale of pink panties. Even if someone actually throws in big money for such a pitch, the sheer irrelevance and folly of it are almost guaranteed to make it bomb, if not against the product, then against Pacquiao himself.

The same holds true for any attempt to bring in Pacquiao as the supposed poster boy for pro-life initiatives. The main argument of the pro-life initiative hinges squarely on some very rigid moral arguments, something Pacquiao cannot be comfortable with, to say the least.

The personal life of Pacquiao has not been exactly spotless. He has been associated with a number of intrigues. And while he may have denied all of these things, his effectivity as a moral crusader has certainly been compromised.

It is not enough for Pacquiao to say he is against the RH Bill now pending in Congress. A lot of others are against it too, including virtually every member of the clergy in the country. But it is one thing to take a stand, and another to have the moral stength to defend it.

And that is precisely why pro-life advocates are in desperate need of a poster boy with the stature of a Pacquiao. Because the pro-life advocacy does not enjoy a clear unhampered path to victory. Many in the clergy simply lack credibility to effectively lead the way.

Hence, when the advocacy needed to look elsewhere, along came Pacquiao, looming almost larger than life. And the circumstances of the Pacquiao phenomenon made it extremely difficult to weigh things more carefully. It is easy to be overwhelmed by such greatness.

 But now you know. The public life of Pacquiao as ring hero and his private life as a rich and famous man are two entirely different things. And you need to reconcile them if you need a credible marketing strategy anchored on a testy moral argument.

As to Pacquiao becoming the next Philippine tourism poster boy, no one can perhaps be more effective. The guy has risen from the toughness of the streets to the top of his world. He is now having a good time, enjoying life. That is what tourism is all about.

Unlike in a pro-life advocacy, a tourism campaign is not rooted in some unassailable moral foundation whose chief endorser needs moral credibility to be effective. All you need is a man the world recognizes and loves, telling you what a great country the Philippines is.