 Complete the following phrase:  Born to an Aymara family of subsistence farmers in Isallawi, Orinoca Canton, Morales undertook a basic education and mandatory military service before moving to the Chapare Province in 1978. Growing coca and becoming a trade unionist, he rose to prominence in the campesino rural laborers union. In that capacity, he campaigned against United States and Bolivian attempts to eradicate coca as part of the War on Drugs, denouncing these as an imperialist violation of indigenous Andean culture. His involvement in anti-government direct action protests resulted in multiple arrests. Morales entered electoral politics in 1995, became the leader of the MAS, and was elected to Congress in 1997. Coupled with populist rhetoric, his campaign focused on issues affecting indigenous and poor communities, advocating land reform and more equal redistribution of gas wealth. He gained increased visibility through the Cochabamba Water War and 