He has faced natural and man-made disasters, political adversaries, kidnap-for-ransom rebels, and economic crises. Now Senator Richard J. Gordon is facing the biggest challenge of his life – running for President of the Philippines.
by Lynda C. Corpuz
The ferocious flood brought by typhoon Ondoy proved that we’re not ready. Our national government wasn’t ready. And we were caught flatfooted. In the midst of confused government officials, a brief television interview with a familiar face during emergency and disaster rescue operations offered assurance that someone knows what he’s doing.
Sen. Richard “Dick” Gordon enumerated and displayed to the camera the manpower, equipment, and vehicles under the disposal of Philippine National Red Cross (PNRC), of which he is chairman and CEO. It wasn’t a political ploy as some critics remarked. He has been a volunteer since he was 17, as his parents were also active in the Red Cross. His mother Amelia
Gordon founded the Blood Bank. Just Dick Gordon once again to the rescue.
Disaster preparedness is a must. Gordon says we shouldn’t be stupid not to know that we’re expecting at least 20 typhoons a year. Whether it’s an earthquake, fire, or typhoon, you should be prepared. You should know the location of evacuation centers near your place. You should bring basic necessities with you.
His exemplary track record as a volunteer in disaster rescue operations is unquestionable. No one doubts his ability as an effective leader, crisis manager, and being a man of action.
Cleaning up Olongapo
Before becoming a senator, Gordon led his hometown, Olongapo City, where he served as mayor for 13 years. From the grand vision to the minute details, then Mayor Gordon introduced systems to steer away Olongapo from its image of “sin city” to “model city.”
Before color coding became a traffic rule in Metro Manila, Mayor Gordon had color-coded jeepneys, plying specific routes within the city. The drivers sported uniforms, bearing their names and contact details – a rule ensuring that in an untoward incident, passengers would know their driver’s name and where to find him.
While his initiative was initially met with protest, then Mayor Gordon proved that the traffic system was effective. Regularizing the licensed jeepneys and tricycles ensured a steady income for the drivers and operators. If the driver overcharges, the passenger could look after the driver’s record filed at the city hall – with the latter’s photo and contact details. “The jeepney could no longer be used for crime. The license could no longer be used for corruption. Locals and tourists knew which colored jeepney to ride [depending on their destination],” Gordon says over the benefits of his instituted system.
His becoming a mayor with his own brand of leadership and management style was something he learned from his father, James L. Gordon – who chose to become a Filipino, and hailed as the founding father of Olongapo as its first elected municipal mayor. “My father’s assassin rode a jeep, got off, and rode a tricycle and escaped. Now, the driver can no longer go outside of his assigned route. He will be caught. That’s how I learned to do it. I also learned it from the color-coded, route signages of trains in Japan.”
The volunteers whom Gordon mobilized to help rebuild Olongapo and Subic after the U.S. bases left in 1992 didn’t see him as abrasive. They only saw a passionate man who made Subic Bay as proof of economic progress.
The eruption of Mt. Pinatubo in June 1991 dumped not only wet ash on Olongapo, but also caused damage to their livelihood, properties, and morale. Despite such, the Philippine Senate voted 12-11 to reject the bases’ extension.
The transformation of Subic Bay earned the admiration and commendation of world leaders like U.S. President Bill Clinton, U.K. Prime Minister Margaret Thatcher, and Malaysian Prime Minister Dr. Mahathir Mohammad – along with other leaders who attended the Asia Pacific Economic Conference held in Subic in 1996. “A slice of what they can be” is how Sen. Gordon sees the efforts he put in to make Olongapo and Subic Bay models to emulate.
Chairman of SBMA
After his stint at the Subic Bay Metropolitan Authority, unceremoniously kicked out by then President Estrada with whom he had a political rift, he came back as tourism secretary and served until 2004, before being elected as a senator. He enjoyed a high-profile and successful job as tourism secretary, having launched the highly successful WOW! Philippines campaign. He rebuilt Intramuros and made it a world-city of museums, with themed fiestas showcasing the products and specialties of the country. He didn’t only put back the Philippines in the tourism belt, but Gordon also created jobs in the hospitality and allied sectors.
WOW Philippines
Sen. Gordon also has a knack for catchy slogans and is marketing savvy. Credit that partly to his first job as brand manager for Procter & Gamble. “That was an important job that could have given me a career in business.”
As Secretary of Tourism, his program WOW Philippines became a very successful campaign that brought several millions of tourists never before experienced in the country.
Running for President
His frustration over the press is understandable. He is already being counted out when he hasn’t even officially announced that he’s running. “I don’t participate in surveys. Social Weather Station (SWS) put my name in violation of my rights because I have my name. For this year, I never allowed to put my name in it. If I put in P321 million in four to five months; P100 million allotted for the surveys, I would top them. If I start advertising, I would rate. You’re right, I don’t rate even with my record – I don’t rate because I don’t fool the people. The little money I have saved is for my family. It was never intended for politics.
He doesn’t kowtow to the masses, doesn’t pander to oligarchs, and doesn’t kiss butts. All he can offer is his record. He laments that candidates with nothing much to show in terms of performance are being hailed as the most winnable ones. He, on the other hand, has already done much, much more.
Sen. Gordon is very specific as to what should be done for this country. He believes the key to transforming the Philippines is education. He envisions giving Filipino school children very good teachers, feeding them, and providing access to good facilities.
Indeed, he is the man with a plan. He is a man of action. Yes, he banks on his record. Sen. Gordon only shows that he has got what it takes to lead the Philippines. “I never run away from a fight. Never. What I’m offering is an experience of a lifetime,” he ends.