Winning the ground game

Elections in the Philippines are often seen as battles of influence, money and machinery. In an environment where vote-buying is rampant, many candidates struggle to break through without resorting to the same old tactics. However, there remains a path to victory that is both ethical and effective – the ground game. A well-executed ground game focuses on direct voter engagement, ensuring that communities resonate with the campaign’s message and take ownership of the movement.

For candidates with a strong platform and a genuine commitment to change, the key to winning is mobilizing supporters who believe in them. The power of dedicated campaign volunteers, community leaders and grassroots mobilization can outweigh the influence of moneyed politicians. When the right voters are engaged – those who truly align with the candidate’s vision – their passion and commitment can become a force stronger than a monetary bribe on election day.

A successful ground game is a three-part strategy: identifying the right voters, securing a presence in communities through trusted leaders and ensuring a strong election day mobilization effort. Each of these components is crucial in a country where local relationships matter as much as – if not more than – national policies.

Not all voters are the same. Campaigns need to focus on those who already align with the candidate’s values and are most likely to be engaged. This is not just about party loyalty; it is about identifying people who see the campaign as a movement that can improve their lives. Targeting sectors that the candidate truly represents – whether farmers, fisherfolk, urban poor, labor unions, students or professionals – creates a natural base of supporters who are invested in the campaign’s success.

Voter affinity analysis is necessary by looking at past voting behaviors, survey data and community sentiment. Are there areas where voters have consistently supported similar policies? Are there groups that have been left behind by traditional politicians? These are the voters who will fight for your victory because your victory is theirs, too.

Personal outreach is also crucial in meeting voters and listening to their concerns. Filipinos value personal connections, and a candidate who makes the effort to engage directly – through house-to-house visits, town halls and grassroots discussions – can earn a loyalty that money cannot buy.

Having a strong message is not enough; it must be delivered by people whom the voters trust. The role of local leaders, community organizers and dedicated volunteers cannot be overstated. Neighborhood captains should be designated within communities who can regularly communicate the campaign’s message and mobilize residents. These captains are responsible for ensuring that voters hear directly from someone they trust.

A candidate’s presence must be felt in the streets, not just on posters. Regular community visits, dialogues and participation in local activities strengthen the perception of authenticity and commitment. Leaders and volunteers must consistently repeat the campaign’s core messages. A well-structured narrative – about why the candidate is running and how they will change lives – should be ingrained in every conversation with voters.

The hard work of months of campaigning will amount to nothing if voters do not turn out on election day. This is where the final, critical step of the ground game comes in. Mobilization teams should be assigned to remind and encourage supporters to go to the polls. A network of committed volunteers, family members and community organizers should be in place to ensure that no supporter is left behind. In many rural areas, getting to polling stations can be a challenge. Providing transportation – whether through coordinated carpooling, campaign vehicles or community-organized rides – removes barriers for voters who may otherwise be unable to participate.

The first few hours of election day set the momentum. Mobilizers should start as early as possible, checking on committed voters and making sure they follow through. In areas where vote-buying is rampant, ground teams should counteract this with last-minute persuasion efforts. By reminding voters of the bigger picture – of why they support the candidate and what is at stake – the moral argument can sometimes outweigh the allure of quick cash.

The ground game is not just a logistical exercise; it is about inspiring real people to take ownership of a campaign. When voters feel like they are part of something bigger than themselves, they will go out of their way to support it. In elections where money dominates, an engaged and motivated voter base is the most effective countermeasure. When a candidate represents the real struggles of the people and when those people see a leader who fights for them, their belief becomes stronger than a financial incentive to vote the other way. A vote-buying offer is a one-time deal, but the hope for a better future is invaluable.

Moreover, this strategy builds long-term political movements. Elections are not just about winning one seat; they are about changing mindsets and empowering citizens to demand better leadership. The grassroots infrastructure built during a campaign can be sustained beyond election day, fostering continued civic engagement and accountability.

For candidates who have something real to offer, who genuinely want to uplift the Filipino people and who refuse to play dirty politics, the ground game is the path to victory. It requires dedication, strategy and relentless effort, but it is a battle that can be won. Hope is not dead in Philippine elections. The right voters, engaged through the right strategies, can overcome the power of money and traditional patronage politics. A candidate with the courage to truly represent the people and the wisdom to run a disciplined, community-driven campaign can inspire change – one voter, one neighborhood and one election at a time.