Born to an Aymara family of subsistence farmers in Isallawi, Orinoca Canton, Morales undertook a basic education before mandatory military service, in 1978 moving to Chapare Province. Growing coca and becoming a trade unionist, he rose to prominence in the campesino ("rural laborers") union, campaigning against U.S. and Bolivian attempts to eradicate coca as a part of the War on Drugs, which he denounced as an imperialist violation of indigenous Andean culture. He repeatedly engaged in anti-government direct action protests, resulting in multiple arrests. Entering electoral politics in 1995, he became the leader of the MAS and was elected to Congress. His campaign focused on issues affecting indigenous and poor communities, advocating land reform and the redistribution of gas wealth. Gaining increasing visibility through the Cochabamba protests and gas conflict, in 2002 he was expelled from Congress for encouraging protesters, although he came second in that year's presidential election.