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MARAWI, Philippines – The political rivalry in Lanao del Sur has shifted heavily to the digital sphere, with both incumbent and opposition camps ramping up social media engagement before the official campaign period ends on Saturday, May 10.
Governor Mamintal “Bombit” Alonto Adiong Jr. is seeking reelection under the Serbisyong Inklusibo Alyansang Progresibo (SIAP) party. He is campaigning alongside his son, Vice Governor Mujam Alonto Adiong, who is also aiming for another term.
Their slate includes Representative Ziaur-Rahman “Zia” Alonto Adiong, seeking reelection in the 1st District, and cousin Yasser Alonto Balindong, running in the 2nd District.
Challenging the decades-old dominance of the Adiong clan is a ticket led by businessman Fiat Macarambon, who is running for governor under the United Bangsamoro Justice Party (UBJP). His running mate is former Bangsamoro parliament member Marjanie Macasalong, who is vying for vice governor.
The UBJP is the political party of the Moro Islamic Front (MILF) which is the dominant force in the Bangsamoro region.
With the May 12 elections fast approaching, both camps have taken to social media to engage voters, particularly the youth.
The Adiongs have leaned on a strategy of produced visuals and traditional campaign formats, featuring well-attended rallies, speeches, and endorsement messages. On the other hand, Macarambon’s group has embraced short-form videos, AI-generated art, and viral trends to connect with voters and promote their advocacy for change.
“This fight is not just mine – it is also the fight of every family in Lanao del Sur. It is a fight for a brighter future for our children,” Macarambon said in a Facebook post on Thursday, May 8.
In multiple posts, he pointed to persistent power outages in the province as a critical issue and vowed to address these through decisive leadership. Campaign materials featured the Meranaw word “Mapiya,” meaning “good,” as a central theme, presenting a vision of a province free from corruption and power disruptions.
Meanwhile, Zia Adiong defended his record on energy policy, citing legislative efforts to condone the debts of the Lanao del Sur Electric Cooperative (Lasureco).
“We had a series of meetings with other congressmen to convince the Power Sector Assets and Liabilities Management Corporation (PSALM) to condone the P13-million debt because we can really pay it,” Adiong said in a video posted on his official Facebook page.
He referred to a proposed bill seeking to write off Lasureco’s liabilities, including penalties, interest, and unremitted universal charges, calling it vital for sustainable energy services in the province.
The congressman’s supporters have helped maintain an active online presence through a Facebook page called “Zia in Action.” Managed by a youth-led group, the page uses audio, memes, and ballot education videos to support Adiong’s bid.
Rival campaign pages have taken a different tone, amplifying endorsements from national figures such as Pasig Mayor Vico Sotto, who in one viral video urged voters to choose leaders based on merit, not temporary aid.
Another video that circulated widely featured Vice President Sara Duterte responding to Zia’s earlier criticism. Duterte described him as a “product of warlordism” in Mindanao after he called for “decency and civility” in political discourse.
As the race heats up, authorities remain on high alert. The Commission on Elections (Comelec) has placed Marawi City and several towns in Lanao del Sur under its red-category list or areas of concern due to heightened tensions and potential election-related violence.
In response, thousands of police and military personnel have been deployed throughout the province. Task Force Marawi reported that security forces were dispatched across barangays to safeguard voters and ensure peaceful conduct on election day.
Both slates earlier signed a peace covenant in Marawi City, pledging to uphold clean and orderly elections. The event, held at Mindanao State University, was attended by representatives from the Armed Forces of the Philippines, Comelec, civil society groups, and religious leaders.
The covenant marked a shared commitment to avoid violence and intimidation as the province prepares for what could be one of its most competitive elections in years.
Marawi road closures
Meanwhile, the Comelec, in coordination with Task Force Marawi, has ordered temporary road closures around key voting centers in Marawi City ahead of Monday’s elections.
The Lanao del Sur provincial government issued the traffic advisory on Saturday, May 10, citing a directive from Comelec and the task force. Authorities said the measure aims to ensure public safety and maintain order during the voting process.
The advisory affects areas around 19 voting centers, with closures split into two schedules.
Seventeen centers are subject to road closures from Saturday to Monday, May 12, while the remaining two will be affected from Sunday, May 11, to Monday evening.
The affected areas are near the following voting centers:
- Marawi Pilot Central School
- Bito Elementary School
- Saduc Elementary School
- Amai Pakpak Central Elementary School
- Bangon Elementary School
- Bae Inombae Bacarat School
- Toros Elementary School
- Mipaga Elementary School
- Datu Macaorao
- Khadija Islamic Academy
- Harat Medina Central School
- Timbangalan Elementary School
- Cadayonan Elementary School
- Angoyao Elementary School
- Kilala Elementary School
- Patani Elementary School
- Sugod Elementary School
Roads near Sultan Conding Elementary School and Dimaluna Madrasa will be closed starting 12 pm on Sunday until 7 pm Monday.
Motorists are advised to take alternate routes to avoid congestion. The Traffic Management Office has begun informing residents through public advisories and tarpaulins posted near polling centers.
Troops under Task Force Marawi have also been deployed ahead of schedule to secure election precincts.
Security measures remain tight in the region, which has seen sporadic unrest in past election cycles. – Rappler.com
Abdul Hafiz Tacoranga Malawani is a campus journalist from Marawi City, Lanao del Sur studying Information Technology at Mindanao State University Marawi. The editor in chief of Mindanao Varsitarian, he is also an Aries Rufo Fellowship candidate from April-May 2025.
