![](http://www.nndb.com/people/920/000031827/estrada.jpg)
The 1998 presidential election campaign, like most presidential election campaigns in the Philippines, had hardly anything to do with a contest between political platforms and programs. Estrada’s political strategists and financial backers were aware that a large share of the Philippine electorate, the "masa" (the poor and undereducated masses), were looking for a leadership they could relate to. Estrada’s financial backers designed a campaign strategy that reflected Estrada’s pro-poor image that he had built up throughout his movie career. Central in the campaign was Estrada’s campaign slogan "Erap para sa Mahirap" (Erap for the poor) that succeeded in inspiring the masses with the hope that Estrada would be the president of and for the masses. Estrada's running mate, Edgardo Angara, was defeated by Gloria Macapagal-Arroyo. During the campaign, Estrada's political rivals tried but failed to discredit him while publicizing his womanizing, drinking and gambling. Estrada was inaugurated on June 30, 1998 in the historical town of Malolos in Bulacan province. Like all presidential election campaigns in the Philippines, billions of Pesos (hundreds of millions of US Dollars) were spent by most of the financial backers of the candidates.
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