Aquino's campaign slogan to emphasize his platform against corruption. His campaign is a response to the previous administration of PresidentGloria Macapagal Arroyo which faced many political scandals some of which implicated the President herself. The slogan proposes that with the eradication of corruption, poverty is likewise addressed.

Villar's campaign highlighted his roots in an effort to relate to the masses. A billionaire, Villar emphasized on his campaign that he grew up poor, as exemplified in his campaign jingle "Naging Mahirap", and that the diligence and perseverance led him to his current standing and that he is willing to use the same traits to address the issue of poverty. His campaign slogan as reflected with his other campaign materials such as his campaign jingle asserts that he will "end poverty".

Binay stated that his campaign would focus on "Competence" and "Experience". He says that his critics should not make an issue of his platform and that his campaign slogan is referring to himself; presenting himself as someone who possesses these traits.

Even before Duterte formally launched his presidential bid, his supporters have been using the slogan to campaign for their candidate. Duterte's campaign presented him as a candidate with courage and empathy to the Filipino people.