Manila: Less than a year before the Philippines holds it next general election, politicians are shifting their campaign machinery into second gear in the hope of improving name recall from the electorate.

All too often their political consultants’ suggestions on what steps to take to improve their chances of winning in the polls overstep the bounds of propriety and decency.

A case in point is that of a politician from Central Luzon who had his name emblazoned on coffins he gives out to constituents seeking for assistance.

Coffins with the name of Mayor Antonio ‘TJ’ Rodriguez Jr of Capas, Tarlac spray-painted on the side recently made rounds on social networking sites, stirring outrage.

In depressed areas of the countries, it is not common for local politicians to give away free tarpaulins, lend chairs and tents for holding wakes for the dead, but Father Edwin Gariguez, executive secretary of Caritas Philippines, said a line must be drawn on helping out and trying to gain political mileage.

Gariguez said that Rodriguez’s gesture was in bad taste.

“Respect the dead. Just help without advertising because that’s when sincerity enters,” he said.

He said that while it is understandable that politicians are pushing the envelope when it comes to name recall, there are limits to these.

“It is a strategy for name recall. But they should be embarrassed because it is part of their job to help their constituents,” he said, adding such actions are tantamount to taking advantage of people’s misfortune and is unbecoming of a public servant.

For his part, Rodriguez defended he had no intention of taking advantage of his constituent’s occasion of grief.

In reports, he said he had been giving away coffins to his needy constituents since 2010. Not surprisingly, that year also happens to be an election period.

He said that his intention of having his name printed on the coffin is not aimed at political advertising but rather to prevent mortuaries from charging the family of the bereaved for the cost of the container.

He said it is not the politicians who shoulder the cost of the coffin but the municipal administration.

Rodriguez said that to ease concerns that he is using the give away coffins, he will be changing the prints on the coffin with the phrase “donated by the municipal government” instead of his name.

In the Philippines, funeral costs are prohibitive and help is welcomed whenever it is available — including from politicians.