B.C. NDP Campaign Post-mortem June 18 2013
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Transcript of B.C. NDP Campaign Post-mortem June 18 2013
7/29/2019 B.C. NDP Campaign Post-mortem June 18 2013
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June18,2013
To:MoeSihota,PresidentBCNDP
JanO’Brien,ProvincialSecretary,BCNDP
StephenHoward,chiefofstaff,Leader’sOffice
DearMoe,JanandStephen,
Incomingweeksthepartywillbeconductingareviewofthe2013campaign.
I’mhopingtocontributetothateffortwiththesenotes.
AdrianDixisanimpressivepublicfigure,anditwasanhonourtoworkwithhimoverthepasttwoanda
halfyears.Hehasonenotablefault–heistoohardonhimself.AsDickProctorfamouslysaidaboutour
party’spainful1982defeatinSaskatchewan,aresultlikethisisateameffort.
Inparticular,ascampaigndirectorItakemyownfullmeasureofresponsibilityfortheresultsofthis
campaign.
Asoutlinedinthepagesthatfollow,ourcampaignneededtodoamuchbetterjobthanwedidinour
basicstrategy;inthepoliticsofourplatformannouncements;inthecoremessageofpaidandearned
media;intheenergyandcontentofourcampaignevents;inthestrengthofourslate;andonmany
otherfrontsandonmanyotherissues.Iapologizefortheshortcomingsofourcampaign,formyown
shortcomingsintryingtotacklethesechallenges,andfortheresults--andIgrievethem.
Asyouknowwell,wejoinedtherestofourcampaignteaminBurnabyonJune7th
toconductapost-
mortemofthiscampaign.Ibenefitedenormously(aswillthereview,andasIhopeyoudid)fromthecommentsofallofourteamonthiscampaign.
TheappendedtextwaspreparedcollectivelywithAnneMcGrath,JimRutkowski,BradLavigne,and
ShannonPhillips,whoverykindlyagreedtoworkwithmetofillouttheappendednotes.
Allthebest,
BrianTopp
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Part1:Introduction Page4
Part2:Asurveyoftheelection page5
The2010leadershipcrisis page5
Thecampaignbrief page5
Apositiveandauthenticcampaign page6
Onpolicy,the“hardroadtopower” page7
The2011falsestartanditsconsequences page8
2012 page9
Tensionbetweenoffices page12
Front-runnerdisease page11
Thestrategicconsequencesofcommittingto“positivepolitics” page12
Settingupthecampaign,fall2012 page14
Weeklystrategycall page14
Centralcampaignstructure page15 Organizingandtargetunits page15
Tourunit page16
Pollingandresearch page16
Dataandmicro-targeting page16
Communicationsunit page17
Corecampaignmessage page17
TheLiberalsplaytheirdirtcard–TheMemo–January2013 page18
TheNDPplaysitsresponsecard–theQuickWinsScandal–February2013 page18
TheMarch-April2013phonywar page20
Thecampaignopens–thefirsttendays page21
Thetourmodel page21
Warbetweenwarrooms page23
Ouradprogram page24
Earlywarningsininternalpollingandresearch Page25
Thesecondweek–Kinder-Morgan,sellingBCPlace,theplatformlaunch page26
Thedebates page28
Thepost-debaterewriteandthesecondcampaign page29
Thefinalsprint page32
Defeatonelectionnight page33
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Part3:Somelessonslearned page34
OPERATIONALANDTACTICALISSUES page35
(1) Deliveringaconsistentmessage page35
- Preparedspeechesanddailymessage page35- Exposuretomediaontour page35
- Effectiveuseofspokespeople page36
(2) Contrastingthechoicesinthecampaign page36
- Fearlesslyengagingtheopponent’srecord,everyday page36
- Namingtheenemy page37
- Dealingwithpersonalattacks page37
- Three-dimensionalleaderdefinition page37
(3) Communicatingplatformannouncements page37
(4) ConnectionsbetweentourandHQ page38
(5) Embracingvisualrepresentationsofourmessage page39
(6) Playingwellindebates page40
(7) Ethnicmedia page40
(8) Perfectingtheleader’stour page40
THREEKEYSTRATEGICISSUES page42
TheLiberalsprosecutedusbetterthanweprosecutedthem page42
“It’stooriskytochangethegovernment”worked page42
Weneededtomakeabetteroffer page44
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BritishColumbiaNewDemocraticParty
Campaignpost-mortem
June14,2013
Part1:Introduction
InapublicstatementaweekaftertheMay2013election,BCNDPleaderAdrianDixdirectedthata
detailedreviewbeconductedoftheparty’scampaign.Hedirectedthatthisreviewtake“anunflinching
lookatourstrengthsandweaknesses,andwhatweneedtodotoimprove.”Healsosaidthereview
“mustaddressthestrategyandtacticsweemployedintheelection.Anditmustexaminethe
fundamentalquestionsofwhoweareasaparty,andourrelationshipwiththepeopleofBC.”Toassist
theLeaderandpartywiththis,weofferthenotesthatfollow.
Weplayedseniorrolesinthecampaign.Apoliticaldisappointmentlikethisisateameffort.AdrianDixis
beingover-generousininsistingthatheissolelyandpersonallyresponsibleforthisoutcome.Weall
deeplyregretthattheextraordinaryeffortputintothiscampaignbysomanywasnotmetwithbettersuccess.
Thebrightenergeticyoungcampaignteamweworkedwith(whowillservethepartybrilliantlyascore
activistsformanyyearstocome);thehundredsofcandidatesandlocalcampaignworkers;the
thousandsofvolunteers;themanymorethousandsofdonors,manyofwhommadesacrificesintheir
familybudgetstofundthiseffort;andthehundredsofthousandsofvoterswhosupportedourparty–
theydeservedabetterresult,andabettergovernment.
Webelievethefollowing:
(a) TheLiberalsprosecutedusbetterthanweprosecutedthem:Inthiscampaign,ourcampaign
undertookaprincipled,admirableandwell-intentionedattemptto“changepolitics”inthefaceofanopponentplayingbytheright-wingpopulistplaybook–aneffortwhichdidnotsucceed;
(b) “It’stooriskytochangethegovernment”didwork: Incompanywithoppositionpartiesallacross
Canada,ourcampaignfailedtobeatthecoreargumentcurrentlybeingofferedbyincumbent
governmentsofallstripes(Liberal,NDPandConservative)seekingre-election–thatinthese
uncertaineconomictimes,itistooriskytochangethegovernment;and
(c) Ourcampaignfailedtoinspireourcurrentsupportersanddidnotreachoutsideofourbase:BritishColumbiansopentosupportingtheNDPdidnotfinduspassionate,inspiring,populist,or
compellinginoureffortstocontrastourselvestoouropponent.
Numerousoperationalandstrategiclessonsflowfromthesefacts.We’llsetoutourviewsonthemin
thecourseofourargumentbelow.
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Part2:Asurveyoftheelection
The2010leadershipcrisis
Thestoryofthiscampaignproperlybeginsinlate2010,whenagroupofcaucusmembersmadeaseries
ofpublicstatementsarguingthatBCNDPLeaderCaroleJamescouldnotwinthecomingelectionand
shouldstepdown.Thisinitiativeproducedadeepandbittersplitinthecaucusandtheparty,anda
significantdropinpublicconfidenceandpublicsupportfortheBCNDP.
TheBClabourmovementwitnessedtheseeventswithconsiderabledismay.Severalseniorfiguresinthe
labourmovementsteppedforwardandattemptedtomediateasettlement.Aspartofthateffort,the
UnitedSteelworkersandotherplayersproposedthatoneofus(BrianTopp)beengagedasaneutral
mediatorbetweenthecaucusmajoritysupportingCaroleJamesandthecaucusgroupcallingfor
leadershipchange.
TheLeader,however,concludedthatshecouldnotcontinue,andsteppeddown.Shecalledonher
colleaguestonowreunite.ItisnottoomuchtosaythatMs.Jamesinlargeparthealedthedeepsplitincaucusherselfthroughtheselflesswayshechosetoaddressit,andinherremarkableconduct
afterward.CaroleJameswasanadmirableleaderandisanadmirableperson.
Discussionsrefocusedontohowtogetthepartyandcaucustofunctionagainunderinterimleader
DawnBlack.Theobvioustensionswithinourlegislativecaucusslowlyfadedinthefollowingmonths.
OurpartyowesDawnBlackagreatdealofgratitudeforthisachievement.
Wearen’tenteringintothedebateaboutthemeritsoftheseeventsin2010.Wesimplywanttopoint
outaconsequencefor2013.Wewentintothe2013electioncampaignwithanewleaderonhisfirst
campaign,andapoliticalstaffandprovincialofficeteamwhohadneverworkedtogetherbefore.Itis
oftentruethatleadersandtheirteamsbecomemoreeffectiveovermultiplecampaigns(JackLaytonandhisteamsteadilyimprovedoverfourelectioncampaigns,forexample.DaltonMcGuinty,GaryDoer,
StephenHarper,JeanCharestandmanyotherPremiersandPrimeMinisterswonofficeafterlearning
fromdefeats,sincerelyandeffectivelyembracingchange,andgrowingasleadersandteams).TheBC
NDPwouldnothavethatbenefitin2013–arecurringproblem.
InApril2011,NDPmemberselectedAdrianDixasleader.
Onceinplace,AdrianDixhadtoquicklyturnhismindtothekindofcampaignhewantedtorun–a
campaignbriefthatwebelievewasshapedbysomeverycarefulthinkingabouthiscareerandthe
governmentheservedduringthe1990s.
Thecampaignbrief
AseveryBritishColumbianwholistenstoradioadvertisingcannowreciteintheirsleep,AdrianDix
servedinthe1990saschiefofstafftoPremierGlenClark.In1998,PremierClarkbecameembroiledin
allegationsarisingfromacasinolicense–allegationsfromwhichhewaslatercompletelyexoneratedin
court.Mr.DixattemptedtoprotectthePremierfromtheseallegationsbycreatinganexculpatory
memorandum,whichhebackdated.Whenthisbecameknown,Mr.Dixresigned.AdrianDixhadalong
timetoreflectonthesesearingandlife-alteringeventsfollowinghisresignation.
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In2005,here-enteredpubliclifeasanNDPcandidateintheridingofVancouverKingsway.HisLiberal
opponentthoroughlyventilatedthecircumstancessurroundinghisresignationaschiefofstaffduring
thatcampaign,butthevotersinthatridingrejectedtheLiberalsandtheirangrynegativecampaignand
electedMr.Dix.CaroleJamesappointedhimashealthcritic,andhequicklyemergedasoneofthe
NDP’shighestprofile,mostarticulate,mostaggressiveandmosteffectivefrontbenchcritics.
In2009,Mr.DixranagaininVancouverKingsway.OnceagainhisLiberalopponentattemptedtodefeat
himonthebasisofhisresignationaschiefofstaff.Andonceagainhisconstituentsrejectedthenegative
Liberalcampaignandcomfortablyre-electedhimtothelegislature,wherehecontinuedtoserveasone
ofthecaucus’leadingandmosteffectivemembers.
AdrianDixspelledouthisfirmly-heldanddeterminedviewofhowthe2013campaignshouldbe
conductedduringtheleadershiprace;inthespringof2011whenanearlyelectionseemedimminent;
andduringthetwoyearwaitwhichthenoccurred.Herepeatedhisviewsinnumerousleadership
debates;ininnumerablereportstocaucusandpartymeetings;inmanymediainterviews;andatpublic
andprivateeventsallacrossBC.Nopartymember,nomemberofthecampaignteam,nocaucus
member,andnomemberofthepublicwhofollowedpublicaffairscouldbeleftinanydoubtaboutthe
kindofcampaignMr.Dixintendedtolead.
Itwasacampaignbriefthatwasprincipled,thoughtful,radicalinsomeways–androotedinan
obviouslycarefulreflectiononMr.Dix’spoliticalandpolicyexperiencesinthe1990sNDPgovernment.
Apositiveandauthenticcampaign
Weunderstoodhimtohavetakenthefollowingviews(thefollowingareourwords):
• Thepopulistrightinitsvariousformsallaroundthedemocraticworld(right-wing“Liberal”,
Conservative,Republican,right-wingnationalistandregionalist,etc.)hasdevelopedaplaybook
centredonthepoliticsofpersonaldestruction–onrelentless,well-fundedpersonalattackson
progressiveopponents,designedtosuppressthevotesoftheprogressivemajority,andtoengineeranartificialpluralityforregressiveright-wingpoliciesandpoliticiansthatwouldnever
commandpublicsupportontheirmerits.Theanswertothisplaybookisnottorepeatit,since
doingsoreinforcesit.Instead,Mr.Dixargued(assomeofushaveaswell),theansweristoseek
tomaketheright’sfocusonnegativepoliticsacampaignissueinitsownright–toarguethat
theright’scampaignplaybookspeakstoitscharacter,andispartofwhytheymeritdefeat.And
todirectlyappealtothegrowinglegionsofprogressivenon-voters(aconstituencythattendsto
belowerincome,non-white,youngandfemale)byofferingthemapositivealternativethatis
notaboutpersonalattacks.
• Althoughnoneofusheardhimsaysoexplicitly,wespeculatethatMr.Dixbelievedthisapproachcouldworkbothasageneralproposition,andasastrategytodealwiththeobvious
comingLiberalpersonalattackonhisrecordaschiefofstaff.Hehadweatheredthesame
attacksintwocampaignsasMLA,takingresponsibilityforhisactions,counter-attackingby
pointingoutthehollownegativityofhisLiberalopponents,andthenspeakingtocorepublic
policyissueslikepovertyandhealthcare.Hebelieved,webelieve,thatthiscouldworkagainin
aprovincialcampaign–thatLiberalattacksonhisrecordcouldbeturnedagainstthem.
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• Mr.Dixwasalsofirmlyoftheviewthatthetimehadcometoturnthepageontheartificiality
andinauthenticityofpoliticsandpoliticalcampaigning,soheavilyinfluencedbythepolitical
right’splaybook,andtoappealtovoterswithagreatdealmoreauthenticity.Tothatend:
- Herefusedtobescripted.Agiftedwriter,Mr.Dixinsteaddevelopedathoughtful,detailed,
extemporaneousspeakingstylebasedonresearchnotesandhisownoutlinesandreflections.Hedidnotspeakfromtextsorateleprompter.Hisabilitytospeakseriouslyand
substantivelyindetailwithoutnotesdeeplyimpressedparty,publicandbusinessaudiences
throughouthisrunuptothe2013campaign,andbecameacentralpartofhisbrandas
leader.
- Herejectedaglibandtalkingpoints-basedapproachtothemedia.Hereducedhisexposure
tojournalists,andengagedwiththemseriouslywhenhedidspeaktothem.Heanswered
thequestionsputtohim,seriouslyandindetail.Hispressconferencesandscrumstherefore
tendedtobelong,detailedandwide-ranging.
- Hedeclinedtoengageinautobiographicalpolitics.Hebelievedheshouldnotexploithis
familyforpoliticalpurposes,andbelievedhisviewsonpublicpolicyweremoreimportant
thanhishobbiesorhislifestyle.
- Andherejectedstaged(sometimescontrivedandmanufactured)politicaleventsandset-
pieces.Insteadhelookedforadirectconnectionwithcitizens,preferablyinmeetingsor
communityhallsettingssimilartotheoneshewasusedtocampaigninginduringhisraces
inVancouverKingsway.Althoughheunderstoodtheirpoliticalutility,hethereforeviewed
bunting,lights,cameras,musicandotherpoliticaleventtoolsasdistractionsand
impedimentstoanauthenticconnectionwithvoterspresentintheroom.
InallofthisAdrianDixwasinthemainstreamofagrowingconcernaboutthehollowing-out,rigidities,
artificialitiesandlackofrelevanceorsubstanceofpoliticallife,inCanadaandallaroundthedemocratic
world.Wewillargueinthisnotethatmanyoftheburdensthatpeoplelikeusplaceonelectedofficials
duringandbetweencampaignsarefactsoflifeinpoliticsinthetelevisionage.Itisnotpossiblefor
electedofficialstodogoodiftheydon’twin–individually,orcollectivelyasagoverningparty.Butwe
wellunderstandthatthepriceseemsveryhighindeed,andthatawaymustbefoundtomake
successfulcampaigning(andgoverning)lessdisempoweringforelectedpeople.
AgrowingnumberofelectedMPsandmembersofprovinciallegislatureshavemadethesesamepoints
aboutpubliclife.PrimeMinisterStephenHarper’sfederalcaucus,forexample,atthiswritingwasbeing
rockedbyabackbenchrevoltaroundsimilarconcerns.
Onpolicy,“thehardroadtopower”
Withregardtothesubstanceofthecampaign,AdrianDixcouldnothavebeenclearerabouthisplan.
Underhisleadershipourpartychosetotakethe“hardroadtopower”.Whichmeantthefollowing,on
thekeyissuesthatseemedtobefacingtheprovince:
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Ano-surprisesapproach:UnliketheLiberalregimewithitsHST(and,implicitly,unlikeour1990s
governmentwithitsunheraldedpost-electiondeficit),wewouldnotmakepromiseswecouldnotkeep,
andwouldnotsurprisethepublicafteranelection.Wewouldseekanexplicitmandateforourpolicies
evenifsomeofthemwereunpopularordifficulttocommunicate.
Aseriousapproach:WeaccusedtheLiberalgovernmentofcampaigningratherthangoverning,and
vowedtodobetter.Wewouldtakea“seriousapproach”topublicaffairs,andmakeseriousproposals
thataddressedtherealissues,withproposalswithintheprovince’sjurisdictionandfinancialresources
andwhichcouldreallybeimplemented.
Onfiscalpolicy wearguedthatanNDPgovernmentshouldreducespendingontaxcutsforwealthy
individualsandlargeprofitablecorporations,inordertocreatefiscalroomfornewinitiativeswithout
increasingthedeficit.
Ontheeconomy wesuggestedtheLiberalgovernmentwasfailingtoacteffectivelywithinitsjurisdiction
onnumerousfronts(forestry,mining,tourism,creativeindustries,agricultureetc.)andthatmuch
neededtobedone–mostimportantly,thegovernmentneededtogetbackintobusinessofskills
training,thekeydeficitreportedbythebusinesscommunityinallsectors.
Onsocialpolicy weproposedthatBCneededtodirectlyaddressgrowinginequality,beginningwiththe
province’slamentablerecordonchildpoverty.Healthcareandeducationhaderodedsignificantlyunder
theLiberalstopayfortaxcutsforthewealthy.Mindfuloftheenormouscostsofaddressingthese
issues,weacknowledgedthaninafirsttermanNDPgovernmentwouldhavetobeselectiveand
disciplinedinhowitturnedaroundthoseareas.
AndontheenvironmentweopposedtheLiberalgovernment’sabdicationofresponsibilityover
environmentalissuestotheHarpergovernmentinOttawa.WesuggestedthatBCshouldrepatriateits
roleinthisarea.WeopposedtheNorthernGatewaypipelineonitsmerits.
So:a“positive”campaign,whichmadeanexplicitvirtue(andindeed,acentraltheme)ofnotattackingthecharactersofopponents,whileremainingcriticaloftheirrecord;an“authentic”campaignthat
wouldtrytosteparoundsomeofthebarriersbetweenpoliticsandvoters;andaserious,policy-driven
campaign.ThatwasthecampaignbriefwepursueduntiltheendofthesecondweekoftheMay2013
electioncampaign.Asfarasmostpeoplecouldsee,itappearedtobeworking,rightupuntilelection
night.Ourparty,slateandcampaignteamworkedloyallytoimplementit.
Itwas,alas,acampaignbriefthatdidnotsurvivecontactwithouropponent,whowasplayingfroma
verydifferentplaybookoneverypoint.
The2011falsestartanditsconsequences
InDecember2010,afewweeksbeforeherelectionasLiberalleader,ChristyClarktoldtheCBC:“Ithink
twoandahalfyearsingovernmentasanunelectedpremierisanawfullongtime.IthinkBritish
Columbiansmightberighttosay…’wewanttogetachancetovoteforyouunderthebasicprinciplesof
democracy.’"
TakingPremierClarkandherbasicprinciplesofdemocracyatherword,AdrianDixmovedquicklyto
assembleacampaignteamafterhisownelectionasNDPleaderinApril2011.TheLeaderspelledout
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thecampaignbriefdescribedabove–consistentwiththeprogramhehadrunonduringtheleadership
race.Thecampaignteamwasrecruited.Ourcampaignmessage,platform,tour,advertisingstrategyand
organizingplanweredeveloped,consistentwiththeleader’scampaignbrief.Elementsofthecampaign
withlongleadtimes(liketheadvanceworkonthetour;research;andpaidmediastrategy)werestaffed
up.Andtheleaderandpartyturnedtheirattentiontoconstructingaslateofcandidates.
InlateAugust2011,havingfoughtandlostareferendumtodefendtheHST,PremierClarkdiscovereda
newsetofbasicprinciplesofdemocracy.Somepeoplehadtoldherthattheywereconcernedthanan
electionmightharmtheeconomy,shereported.SothePremierannouncedthatsinceshewasboundby
thesesomepeople’sviews,shewouldnowruleasanunelectedPremierfortwoandahalfyearsand
thepublicwouldhavetowaitforachancetovoteforher.
Inhindsight,thistransparent,electorally-motivated,lamely-defendedflip-flopwasanearlyand
importantmissedopportunitytoindeliblybrandMs.Clark’scharacter,judgment,obsessionwith
politicalgame-playing,andinconsistencywiththepublic.Itmeritedamajorcommunicationscampaign.
However,wecontentedourselveswithobservingthatthePremier’sdecisionmighthavehadmoretodo
withherconcernthatshewouldloseanelectionanddroppedthematter,asfarasthepubliccouldsee.
TheNDPtuckedawaytheworkdonetoprepareacampaign,muchofwhichitwouldreturntoin2013.
Andasubstantiallyfullslateofcandidatesnowfacedatwo-yearwaitbeforetheycouldproceedwith
theircandidacies.
TheNDPhadastrongslateofcandidatesin2011andastrongeronein2013.Butitisfairtosaythatthe
2011“ChristyClark’sbasicprinciplesofdemocracy”falsestartleftthepartywithlessflexibilitywhenit
cametoassemblingitsslate–whiletheLiberalsgavethemselvesanadditionaltwoyearstorecruittheir
own.
2012 Overthecourseofthefallof2011and2012,itbecameclearthatPremierClarkdidnothaveapublic
policyagenda,anddidindeedprefertocampaignratherthangovern.Shefocusedonphoto
opportunitiesandapermanentcampaigntouratpublicexpense.Shestagedaseriesofset-piece
tantrumsatmeetingswithotherpremiers,whichledtoagreatdealofnegativecommentfromother
Canadiangovernmentson-andoff-stage.Thegovernmentproposedlittleofconsequenceonanyfile.
BritishColumbians–andLiberalvoters–weren’timpressed.TheLiberalparty’spoliticalsupport
disintegratedaftertheHSTreferendum,splittingintoshards–someswitchingtotheNDP;somemoving
into“undecided”;somemovingtotheGreenparty;andaverysubstantialnumberswitchingtothe
BritishColumbiaConservativeParty,reorganizingundertheleadershipofformerConservativeMPJohnCummins.
ItlaterbecameclearthroughaseriesofleaksthattheLiberalcampaignteam,workingatpublicexpense
inChristyClark’sPremier’soffice,spentmuchoftheyeardebatingwhattodoaboutthis.
Fromwhatwecansee,theysettledonfourcoreinitiatives:
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(a) TheyfocusedmuchoftheirpublicpoliticalfireandvenomontheBCConservativeparty,which
theyaccusedofsplittingtheright-wingvote.ItseemscleartheycalculatedthattheBC
Conservativepartyposedamortalthreattotheirre-election,andhadtobecrackedasafirst
orderofbusiness;
(b) TheyconceivedandimplementedanoutreachstrategyaimedattheChineseandSouthAsiancommunities;
(c) AteamwashivedofffromthePremier’sofficeandsettoworkorganizingan(arguablyillegal)
frontgrouptoanonymouslyfundraiseandthenbroadcastaseriesof(arguablydefamatory)
attackadsaimedatAdrianDix;and
(d) TheLiberalcampaignteamdesignedandairedaconstantstreamofStephenHarper-style
governmenttelevisionadsdesignedtoseedtheideathatthenextelectionwasabout–andwas
onlyabout--economicstability.
Wecansayacrossthepoliticalbarricadesthat,whateveronethinksoftheethicsandlegalityofallofthis,asarawpoliticalpropositioneachoftheseeffortsprovedtobesuccessful,althoughitwasnot
alwayseasytoseethisatthetime.
• IndividualspreviouslyaffiliatedwiththeBCLiberalpartytookuppositionsintheBC
Conservativeparty.Overthecourseof2012,someoftheseindividualsprovokeddivisivefights
withinthatpartyovertheleadershipofMr.Cummins,andonseveraloccasionsstagedhigh-
profilepressconferencestodenouncetheConservativeleaderandtotheatricallyresign.
PremierClark,meanwhile,setasideherpreviousidentificationwiththefederalLiberalparty
andhuggedhernewbasicprinciplesasasmall-andcapital-“c”Conservative.Sheparticipatedin
severalhigh-profileeventswithPrimeMinisterHarper.PrestonManningpraisedher.She
proclaimedherardourforMargaretThatcher.MembersoftheHarperteamfannedoutincoreLiberalridingsurgingformersupporterstoreconsidertheirsupportfortheBCConservatives.
Theseeffortswereentirelysuccessful.TheBCConservativeparty,whichinearly2012seemed
settosurpasstheBCLiberals,wasunabletocoherentlyreplytothisoffensivefromthe
governmentandbeganalong,steadyandrelentlessfallinpublicsupporttothebenefitofthe
Liberals.
• Aswewillnotebelow,theLiberalethnicoutreachstrategyprovidedtheNDPwithamissed
opportunitytobreakChristyClark.Butinitsfinaleffect,thisstrategylikelycontributed
significantlytotheultimateLiberalvictory.Chinese-languagemediainparticularwerenotably
ardentintheirover-the-toppartisanpoliticalsupportforthe2013Liberalcampaign.
• Operatingunderaflimsyandarguablyillegalfalsefront,PremierClark’sBCLiberalteam
succeededinraisingasubstantialsumfromsecretdonors,andthenresearchedaseriesof
television,radioandprintadsaimedatAdrianDix.Theyheldmostoftheirfirein2012,butgot
theirhomeworkdoneaswewillnotebelow.
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• Andthetidalwaveoftaxpayer-fundedLiberalpartytelevisionadsbegan.Inthis,theBCLiberals
wereworkingdirectlyofftheHarpergovernmentplaybook.Theywerenotseekingtopromote
anyparticularprogramortopersuadevotersofanyparticularfactwiththeseadvertisements.
Thepurposeofthisadvertisingprogramwastoseedtheideathatthekeyissuebeforethe
provincewasthestabilityofitseconomy–andtosuggestthattheBCLiberalswere100%
focusedonthisissue.Therewasnotruthtothis.Liberalcutstoskillstraining;foot-draggingonminingpermits;rawlogexports;cutbackstotourismandagricultureprograms;andmuchmore
haddoneagreatdealofharmtotheeconomy,whichwasseriouslyunder-performingother
provincesonmanymetrics.Butasthecomingcampaignwouldshow,factsweren’tgoingto
matter.
Speakingfromourperspectiveascampaignworkers,theBCNDPforitspartfocusedonthreeinitiatives
relevanttosettingupthecomingcampaign:
(a) Thecaucus,nowfunctioningasaunited,well-organizedandwell-motivatedteam,maintained
steadypressureonthegovernmentthroughout2012;
(b) AdrianDixwellunderstoodtheLiberalparty’sabilitytocrankupa“redscare”inthebusiness
communityandtobuildonittore-assembletheirvotingbase.Hethereforeparticipatedinover
ahundredmeetingswithbusinessgroupsoverthecourseof2012,detailinghisfiscal,economic,
socialandenvironmentalagenda,andseekingtoreassurethebusinesscommunitythatthe
provincewouldnotbedestroyedifitchosetovoteinamodernprogressivegovernment;and
(c) TheBCNDPsystematicallysetaboutputtingitsfinancesinorder.
Resultswereencouraging:
• Totheextentthatthepublicpaidanyattentiontotheabbreviated2012legislativesessionor
otherpoliticalnewsoutofVictoria,theywouldhaveseenaclear,focusedandarticulateNDPoppositionmakingitperfectlyclearthatPremierClarkhadnocoherentagenda;wasfailingto
makeprogressonanyeconomic,socialorenvironmentalfile;andwasconsumedbyherpolitical
priorities.Thecaucusstakedoutafewcarefullyconsideredandclearpositivealternatives–a
skillstrainingstrategy;acarefully-targetedtaxpackage;andoppositiontotheNorthern
Gatewaypipeline;
• AdrianDixthoroughlyimpressedthebusinesscommunity.Hisdetailed,thoughtfulspeeches–
deliveredwithoutnotes–andequallydetailedandthoughtfulanswerstoquestions
demonstratedthathehadcarefullyconsideredthefiscalandeconomicissuesthatpre-occupied
businessleaders;hadawell-consideredplan(drawnfromhiscampaignbrief);andcouldspeak
toitconfidentlyandcompetently.ThecontrastbetweenthethoughtfulandconfidentNDP
Leaderandthefecklessandcontent-freePremierClarkatthispointinthepoliticalcyclecould
nothavebeenstarker,andwaswidelyremarkedonduringthesemeetings.Ourleadercouldbe
forgivenforconcludingthatthesameapproachwouldcontinuetoworkwiththepublicduring
thecomingelectioncampaign;
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• And,overthecourseof2012,theBCNDPundertheleadershipofprovincialsecretaryJan
O’Brienpaidoffallofitspreviousdebtandadvancedtwentyyearsinitsfundraisingcompetence
–smashingallofitspreviousfundraisingrecords.ThiswasasignalachievementbyMs.O’Brien
andherteamatprovincialoffice,afoundationalcontributiontothepartyanditsworkthatwill
standthepartyingoodsteadformanyelectionstocome.
Inthespiritofcandourthatisappropriatetothispost-mortem,itseemsappropriatetosaythatthere
werethingsin2012thatworriedus.
(1) TensionsbetweenofficesFirst,whileAdrianDixachievedaremarkablereunificationofourcaucuswhichwentfromstrengthto
strengthasateam,inallcandourwecannotsaythatthesamewasalwaystrueofthepoliticalandparty
team.Inparticular,ourteamstruggledtoagreeonhowtoexecutethecampaignbrief.
Seniorstaffatprovincialofficewantedapoliticalwebsiteandpre-campaignmaterialsthatwould
introduceAdrianDixandhisautobiographyindetail;wouldcriticizeChristyClarkbyname;wouldattack
theBCLiberalgovernment’srecordintoughlanguage;wouldfundraiseonthebasisofsharpattackson
thegovernment,thePremierandherparty;andwouldproposedetailedpolicyalternatives.
Actingwithinthecampaignbrief,colleaguesinVictoriavetoedallproposalsalongtheselines.The
leader’snamewasremovedfromtheNDP’scampaignwebsiteandalmostallautobiographicalcontent
wasspiked.ChristyClarkwasnottobenamedinanypartymaterial.Criticismofthegovernmentwasto
bewritteninunderstatedlanguageandonatightlycontrolledsetofissues.Andthepartywasnotto
committheleaderandcaucustospecificpolicyproposals,sincetheparty’splatformhadnotbeen
agreed,andtheprovince’sfiscalroomseemedtoleavelittleroomtomakepromiseswewouldbeina
positiontoactuallykeep.
TensionbetweenthepartyofficeandthelegislativestaffisanoldstoryintheNDPandhasbedevilled
manyofourcampaigns,federalandprovincial–especiallyonesconductedbyanewleaderandateamthathasnotworkedtogetherbefore.
Theantidoteisanunderstandingbetweenallplayers,actedon,thattheyareonthesameteam.Indue
courseAdrianDixresolvedtheseissuesbyapprovingacampaignorganizationthatwovethestrandsof
ourteamtogether–exactlyashehaddonewithourcaucus.Andassoonaswewerealltogetherinthe
samecampaignofficeduringthecampaignitself,weshookdownintoacheerful,harmonious,hard-
workingandtechnicallyeffectivecentralcampaignteam.Butthatwasnotalwaysthecasebeforethe
writdropped,makingitmoredifficulttocarefullydiscussandthinkthroughthestrategicandtactical
issuesbeforeus.
Thishadnumerousconsequences.Forexample,westruggledtoagreeonacampaignmessagebox.What,fundamentally,wasourballotquestion–whatwereweaskingvoterstodecideonelectionday?
TheLiberalsspentmonthsandmillionsofdollars–tensofmillionsifyoucountpublicmoney–defining
theirquestion.Ourswashardforvoterstoseeuntilthethirdweekofthecampaign.TheLiberals
wrestledwiththeircampaignmessageamidstparalyzinginternaldissent,awitheringmedianarrative,
andbrutallydiscouragingpollingnumbers.Welaboredunderamoreself-inflictedsetofproblems.
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(2) Front-runnerdiseaseSecond,weclearlydevelopedabadcaseoffront-runnerdisease.
Judgingfrommuchcommentarysincetheelection,manyofourcolleaguesinourpartyandmovement
knewallalongthatwewereheadingtowardsdisaster,andthatthecorrectcampaignwasblindingly
obvious,understoodbyall,andcouldhavebeeneasilyimplemented.
This,alasforthepeopleofBritishColumbia(whomustnowendureanotherfouryearsof
misgovernment),wasnotobvioustoourteamin2012.
Theapproachwewerefollowingappearedtobeworkingextremelywell.Andthiscontinuedtobetrue
(asfarasthepubliccouldsee)rightupuntilabout8:30pmonelectionnight.
Partiesthataretenortwentypointsbehindinpublicdomainpollsknowtheyareonthewrongtrack
andneedtochange.
Partiesthatappeartobegoingfromstrengthtostrengthbelievetheyareontherighttrack,andshould
buildonwhattheyarealreadydoing.
TheBCNDPconsistentlyledtheBCLiberalsinallpolls,publicandinternal,throughout2012.Ittherefore
appearedtobecorrectthatthepublicwastiredofmean-spiritednegativeright-wingpopulism;was
tiredoftransparentliesandobviousmisgovernmentfromMs.Clarkandhergovernment;had
concludedthatthePremierwasnotcompetenttogoverntheprovince,andhadtunedherout;was
determinedtochangethegovernment;andjustwantedtobereassuredthattheBCNDPcouldbe
trustedwiththeprovince’sfiscal,economic,socialandenvironmentalfiles.
Ourcampaignapproachwasimplicitlybuiltontheseassumptions–whichwere,eventsproved,
dangerouslycomplacentaboutouropponent.
(3) Thestrategicconsequencesofcommittingto“positivepolitics”Third,thefurtherwegotinto2012thedeeperwecommittedtothecampaignbriefandthemore
difficultitbecametooverturnitevenhadwewantedto--whichwedidnot,sinceitseemedtobe
working.
Insubstantiallyeverypublicappearanceoverthecourseoftheyear,ourleaderattackedtheLiberalsfor
theirnegativity;predictedtheywouldbecomemuchworseduringthecampaign;suggestedthatthis
wasakeyreasonwhytheydeservedtobedefeated;andspecifically,clearlyandunconditionally
promisednottodothesame.
Thiswaswarmlyreceivedintheparty;asfaraswecouldseebythepublic;andwaswidelypraisedin
themedia.
Italsoclosedthedoortotheoverwhelminglynegative,personally-abusive,populist,crusadingcampaign
that(forexample)PremierGlenClarkimprovisedontheroadin1996–andthattheLiberalswere
preparingtoaimatusin2013.
Thepriceofswitchingtoapopulist,negativecampaignwentupeverytimewecommittedpubliclyto
neverdoingso.TheoddsofsuchacampaignworkingwentdowneverytimewecriticisedtheLiberals
forcampaigninginthatmanner.
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Wetookaclearandconstantly-repeatedposition,inprinciple,againstpersonally-abusivenegative
politics(quickreinterpretedbythemediaandouropponentstomeananynegativecampaigningatall).
Inmanywaysthisbecameacentralthemeofourcampaign.Andthatmeantwewerelockingourselves
intoit,winorlose.
Inhindsightthiswasafundamental,doubleerror.Thepublicdoesnotfindpoliticalprocess–“changing
politics”–ascompellingaspocketbookissues.Andstakingoutsuchaclearpositionagainstasetof
politicaltoolswasahostagetofortune–abetthatourthen-apparentlyhighlyfavourablepolitical
circumstanceswouldneverchange.
Settingupthecampaign,fall2012
Inthefallof2012webeganstaffingupforthecomingcampaign.
Aspartofourcampaign’scommunicationspolicy,ourcolleaguesintheLeader’sofficeinstructedusto
avoidprofilingunelectedcampaignstaff;tonotdoon-the-recordmediainterviewsortoparticipatein
televisionormediapanels;andtodeclinetoanswermediaquestionsaboutourcampaignstructureor
strategy.
Thefocus,itwasreasonedverycredibly,shouldbeoncandidatesforofficeandwhattheysaidinpublic,
notonstaffinthecampaignonwhatstrategiesmightbeunderdiscussion.
Nowthatthecampaignisover,forreference,hereisasurveyofourcentralcampaignteamandalittle
abouttheindividualsinvolved:
Weeklystrategycall:
Beginninginthespringof2011andcontinuingfortwoyears,weheldaweeklystrategyandtacticscall
todiscussdailyevents,thiscampaign,andtoconcertourwork.
ThesecallswerechairedbyBrianToppandincluded:
Fromtheleader’sofficeandcaucus:
• StephenHoward(leader’schiefofstaff)
• RoseanneMoran(caucusexecutivedirector)
• CaroleJames(representingcaucus)
Fromprovincialoffice:
• JanO’Brien(provincialsecretary)
• MoeSihota(partypresident)
• LeslieKerr(directoroforganization)
• GerryScott(2009BCNDPcampaigndirector)
• GlenSandford(formercaucuscommunicationsdirector)
And:
• JimRutkowski(CarolJames’chiefofstaff)and
• BradLavigne(2011federalNDPcampaigndirector)
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Centralcampaignstructure:
Initsfinalformourcentralcampaignwasstructuredasfollows(thisteamtookovertheworkofthe
weeklystrategyandtacticsgroupduringthecampaign,meetingeverymorning):
• Campaigndirector:BrianTopp
• Deputycampaigndirector :JanO’Brien• Leadpoliticalofthetour :StephenHoward
• Campaignoutreachandfeedback :MoeSihota
• Researchunitdirector:VanessaGeary(directorofresearchintheleader’soffice)
• Warroomunitdirector :BradLavigne
• Communicationsunitdirector:TimPearson(directorofcommunicationsintheleader’soffice)
• Organizingunitdirector:LeslieKerr
• Targetteamunitdirector:GerryScott
• Tourunitdirector:HeatherGropp(administrativeofficerinthecaucusoffice)
• Mediarelationsunitdirector:JimRutkowski
• ITunitdirector:DanPollock(seniorItspecialistworkingatprovincialoffice)• Senioradvisorontour:AnneMcGrath(leadpoliticalon2011federaltour)
• Transitioncoordinator:RoseanneMoran
• Deputycommunicationsunitdirector:MichaelRoy(commsdirectoratprovincialoffice)
• Deputywarroomunitdirector:ShannonPhillips(directorofresearchatAltafed)
• Deputytargetteamunitdirector:GlenSanford
Atotalofseventeenpeopleintheseroles.Afewotherfactsaboutthem:thirteenpeopleonthisteam
wereBritishColumbianswith(mostly)longhistoriesworkingfortheBCNDP;fourwere“imports”from
out-of-province(threeofthesefromthe2011federalNDPcampaign).Tenweremen,sevenwere
women.Fivewereseniorofficialsfromtheleader’soffice;fivewereeitherseniorstafforanelected
officerfromprovincialoffice.
Organizingandtargetteams
Ourorganizingunit,workingwithverylimitedresources,workedcontinuouslyafterthe2009electionto
keepconstituenciesactiveandtomanagepoliticalopportunities–includingtwosuccessfulby-election
campaignsinridingswithoutarecenthistoryofelectingNDPMLAs.BothelectedNDPMLAswith
convincingwins.Bothofthesesuccessfulby-electioncampaignsweremuchmorefocusedonahard-
edgedcriticismoftheLiberalgovernmentthanourgeneralelectioncampaignwouldbe.Theorganizing
unitwassteadilyexpandedasthecampaignapproached.
A“targetteam”wasactivated.Thisinvolvedhiringagrowingteamofseniororganizerswhosesole
functionwastoleadthestrongestpossiblelocalcampaignsinLiberal-heldridingswebelievedwecould
win.InSeptember2012,whenthisunitwasactivated,thereseemedtobequiteafewsuchseats.A
seriesoforganizingpollscommissionedoverthecourseof2012andearly2013suggestedtheNDPwas
poisedtodefeattheLiberalsinover20Liberal-heldridings.Giventheactualresults,itisclearour
organizingeffortwasdissipatedovertoomanytargetridingsandthereforecouldnotoffsettheother
challengeswefacedduringthecampaign.Atthetimetheunitwasactivated,allthepressurefromall
quarterswasintheotherdirection,togrowthelist.
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Tourunit
Weactivatedthetourunit.Theleader’stourwasnotoneofthestrengthsofour2001,2005and2009
campaigns,andsoagreatdealofeffortwasputintocreatingastrongteamthatwouldtakeanew
approachinthisarea.TheleadersofthisunitwerecarefullytrainedbythearchitectsofJackLayton’s
2008and2011federalelectiontours.Aprofessionaltourandstagingcompanywashiredtoworkwith
us–thesameteamwhoworkedonLayton’sfederalefforts.Dayplannersandadvancestaffwerehired
asearlyaspossibleandspentmanyweeksscoutingtheprovincetomaproutesandpotentiallocations
forevents.Andthenanear-flawless(fromatechnicalperspective)leader’stourwasexecutedduring
thecampaign–amodelforfutureeffortswewouldurge,mindfulofthemessagedeliverynoteswewill
setoutbelow.
Pollingandresearch
Wepolledextensivelythroughoutthefallof2012andthefirstquarterof2013.Thehorseracedatawe
accumulatedprovince-wideandinridingpollsseemedtoconfirmthepublicdomainstory–theNDP
wascomfortablyaheadinmostpartsoftheprovince.Pollingandfocusgroupargumenttestingall
seemedtoconfirmourcampaignbrief.NoargumentsseemedtoworkfortheLiberals.Ourfundamentallypositivemessagesseemedtotestwell,asdidthekeyelementsoftheplatformthen
beingdeveloped.
Inhindsightmuchofthisresearchwasmisconceived--throughnofaultofourresearchcompanies,who
competentlyandprofessionallyexecutedwhatweaskedfor.
Criticsofourcampaignhavehadalottosayaboutwhattheythinktheyknowaboutourtrackingpolling
duringthecampaign(we’lldiscussthisalittlemorebelow).Inhindsight,thereweremorefundamental
issueswiththewayweresearchedthiscampaignthatshouldnotberepeated.
Thehorseracenumbersandstraight-forwardargumenttestingwecommissionedin2011,2012andthe
earlymonthsof2013–verytypicalofNDPcampaignsinmanyjurisdictions--didnotgiveourcampaignanaccuratereadontheelectorate,nordidthisworkpredicttheoutcomeoftheelection.
Wewouldhavebeenwisertospendagreatdealmoretimelistening--inmuchdeeper,open-ended,
open-mindedresearch--towhatourvotersandpotentialvotersaspiredtointheirpersonallives;what
theyreallyhopedforfromthenextBCgovernment;whattheyreallythoughtoftheleadersofthe
parties;wheretherealunderlyingstrengthsandweaknessesofChristyClarkandhergovernmentwere;
whattherealunderlyingstrengthsandweaknessesofourpartyandleaderwere;andwhatBritish
Columbiansneededtohearfromustopersuadethemtostaywithus--withoutabdicatingtheultimate
campaigndesigntopollingoradvertisingsuppliers.Thesearethebasicresearchfoundationsofa
campaignbriefthatisfact-basedandlikelytosucceed.Wedidnotdothisbecausewealreadyhadour
campaignbrief;itseemedtobeworking;andweweresimplyworkingtopolishandexecuteit.
Dataandmicro-targeting
Overthecourseof2012weimplementedanumberofotherinterestingnewcampaigntools–including
amicro-targetingsystemthathelpeduspredict,quiteaccurately,whichvotersmighttellusthey
supportedusandwouldcontributefinanciallytoourcampaign.Thismicro-targetingsystemwaspartof
alargerdatamanagementsystemthatallowedustotrack,recordandpreservesubstantiallyallofour
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localandcentralvoteridentificationwork,forthefirsttime.Itismorethanalittledepressingto
comparethe“marks”werecordedintargetridingsthroughthesewell-designedandimpressivesystems
totheactualturnout.
Communicationsunit
Ourpartycommunicationsunitwassteadilybuiltupastheelectionneared.Ateamofhighlycompetentwritersanddesignerstackledtheoverwhelmingtaskofgeneratingunified,coherentcampaignmaterials
(signs,pamphlets,ads,printedandwebmaterial)for85campaigns.Theydidaremarkablygoodjobof
this–the2013campaignwasoneofthebestlooking,mostunifiedourpartyhaseverrun.Itsultimate
failurewasnofaultofthedesignteam–theirchallengewasthematerialtheyweregiventoworkwith.
Corecampaignmessage
Finally,wedeveloped“thenubofthecampaign”,thebasicmessageweintendedtotrytodeliver
throughallavailablechannels.Oursloganwas“ChangefortheBetter.”Theideawastoaskforwhatwe
wanted--adirectappealtovoterstochangethegovernment.Andthentotrytoinoculateagainstthe
obviousLiberalresponse.TheLiberalswerecertaintoreply(astheydid)byclaimingthatchangewas
toorisky.Soweaddedareassuringpromise:“forthebetter.”Thiswasintendedtoprovideascaffold
foradetailedpolicyoffer.
• Wewouldchangetaxpolicyforthebetter–reducingspendingontaxcutstothewealthiest,
peoplewhoneededhelptheleast--proposalsthattestedsowelltheLiberalsadoptedthemin
theirlastbudget,beforetheymovedontocampaignhystericallyagainstexactlythesame
proposalsweekslater.
• Wewouldchangetheprovince’seconomicprioritiesforthebetter–gettingbackintothe
businessofskillstraining,alsoabigpollingwinner.
• Wewouldchangesocialpolicyforthebetter–reducingchildpoverty,reducingclasssizesand
improvinghomecare.• Andwewouldchangeenvironmentalpolicyforthebetter–takingbackthepowertomake
decisionsaboutenvironmentalquestionsfromtheHarpergovernmenttowhomtheLiberals
hadabdicatedresponsibility.
Thiswasafront-runner’smessageandprogram,aimedataddressingwhatappearedtobetheBCNDP’s
remainingproblem,whichwastheneedtoreassurenewvotersvotingforusforthefirsttimethatwe
couldbetrustedtoruntheprovince.
Goingintothecampaign,wewerethereforeleaningheavilyintothe“forthebetter”partofthe
message–tryingtomakeapositiveoffertovoters.Theneedtoclosethesaleon“Change”was
subordinated,sincethepublicalreadyseemedtobethere.
Westruggledtogettheseideastofitasimple,easytounderstandwrittencampaignmessagebox.
Draftswerehotlydebatedwithintheelementsofourcampaignteam;longdelaysheldupworkonitas
otherprioritiesinthelegislatureateuptheavailablebandwidth;andtheultimateresultswerenotvery
persuasiveorcompelling–aclearanddangeroussigninhindsightthattherewassomething
fundamentallywrongwithourmessagingandthewaywewereimplementingit,comfortinglymasked
byallthefavourablehorseracingpollingatthetime.
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Intheevent,wewerenotabletocommunicateanexcitingvisionofhowthingsweregoingtogetbetter
forBritishColumbiansduringthecampaign.
Anditemergedthatawinningpluralityofthepublicwerenotunalterablypersuadedthatthetimehad
cometoreplaceChristyClarkasPremierortheBCLiberalsasthegovernment.
Wedidnot,asAdrianDixputitaftertheelection,prosecutethecaseforchangenearlywellenough.
TheLiberalsplaytheirdirtcard–TheMemo–January2013
InJanuary2013ChristyClarkandtheBCLiberalsbegananinternet,radioandtelevisionadvertising
programaimedatAdrianDix,financedthroughperhaps$1millioninsecretdonationsaccumulatedin
anarguablyillegalfalse-frontorganization.ThismaterialrehearsedAdrianDix’sattempttosaveGlen
Clark’spremiershipbycreatingabackdatedmemo.ThePremierandherteammadeanumberofnew
claimsaboutthismemo,includingallegationsaboutitstimingandrelationshiptoapoliceinvestigation.
Talkingthroughherfalse-frontsockpuppet,ChristyClarkalsofocusedinonthedetailsofMr.Dix’s
resignationaftertheseeventscametolight,notingthathehadbeenpaidaseverancepayment.
Thereisnoquestionthattheseeventsin1998representedaseriousandenduringlydamagingerrorin judgmentbyAdrianDix,oneforwhichhehastakenresponsibilityoninnumerableoccasions.His
constituentsjudgedtheseeventsinboththe2005and2009provincialelectionsandelectedandre-
electedhimtopublicoffice.Itwasoldnewstomostofthepressgallery,whopaidlittleattentiontothe
“revelations”broadcastinthismaterialbytheBCLiberalsthroughtheirsecretivefrontgroup.
Whattodo?
WhattodoaboutthisfirstphaseofMs.Clark’scampaignhadbeenatopicofdebatewithintheBCNDP
campaignworkinggroupformanymonthsbeforetheLiberalsmadetheirmove.Manyoptionshadbeen
considered.Ultimately,whatwedecidedtodowastoputupatelevisionspotcontrastingMs.Clark’s
mean-spiritedpersonalattacksagainstapositivemessagefromAdrianDix.Andwebidedourtime,knowingthateventsweregoingtochangesignificantlyinajustafewweeks,whenthelegislaturere-
convened.
Inhindsight,thisprovedtobedangerouslycomplacent.
OurJanuarytelevisionspot,inparticular,wasn’taneffectiveresponse.Thisad,withitsheartfelt
straight-positivemessage,wasanearlywarningabouttheweakpoliticalresonanceofpurelypositive
campaignmessagesinBC’spoliticalculture.
Ms.Clark’sattackadsdidn’tseemtobehavingmuchimmediateimpacteither.ButthePremier,her
secretdonorsandherlightly-camouflagedcampaignteamwereplayingalonggame,withtheireyes
firmlyfixednotonhowthingslookedinJanuaryandFebruary,butonwhatpeoplewouldhaveontheirmindsintheballotboxinMay.TheMemowasoldnewstojournalistsandtotheminorityofBritish
Columbianswhofollowpoliticsbetweenelections.Butmostvoterswerehearingabouttheseissuesfor
thefirsttimethroughMs.Clark’sattackads,inthemostnegativepossiblelight.Ms.Clark’spersonal
attackadsagainstAdrianDixwouldthereforeslowlybuildupanelectricalchargethat,itwouldturnout,
peakedwhenpeoplewereassessingwhowouldmakethebestpremierwhilevotingonMay14th
.
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TheNDPplaysitsresponsecard–TheQuickWinsScandal–February2013
InFebruary2013theLiberalsfinallyreconvenedthelegislatureafterhidingfromitformanymonths,
andAdrianDixandhispoliticalteamplayedtheirowncard.
TheBCLiberalgovernmenthadbeenbleedingpersonnelformonths.Ministers,MLAsandpoliticalstaff
hadbeensteadilyleaving.SomeofthepoliticalstaffinparticularleftonbadtermswiththeBCLiberalteam.Anumberhadresignedonprinciple–realprinciple--becausetheywereworriedabouttheethics
andlegalityofwhattheyhadbeeninstructedtodointheirwork.
AlargepackageofemailsandothermaterialwereprovidedtotheBCNDP,detailingsomeofthis.
AdrianDixnowdemonstratedhisremarkablestrengthsasalegislativeandpoliticalleader.Througha
compelling,civilly-phrasedbutextremelydamaging,well-executedplanthatplayedoutoverthecourse
ofthebrieflegislativesession,AdrianDixandhisteamlaidthismaterialoutbeforethepeopleofBritish
Columbia.Inwhatbecameknownasthe“quickwins”scandal,ChristyClark’spoliticalteamwereshown
tobeconspiringtogether,ongovernmenttimeandattaxpayerexpenseandusingtechniquesdesigned
toconcealtheiractions,toshamelesslymanipulatehealthcarepolicyandgovernmentworkwiththe
ChineseandPunjabicommunitiestoservethepoliticalandelectoralinterestsoftheBCLiberalparty.
ChristyClark’steamwerealsoshowntobediscussinghighlysensitiveissues,likeBC’shistorywithits
Chinesecommunity,incrasslyandoffensivelymanipulativeterms.
Theserevelationsperfectlyvalidatedthepublic’sworstconcernsaboutPremierClark’scharacter,her
judgment,herpriorities,andherapproachtogovernment.
TheserevelationsalsoledtoapublicmeltdownofMs.Clark’scabinetandcaucus.Liberalministersand
MLAspubliclydenouncedthePremier’spoliticalteamanddemandedaccountability.
AllofwhichdroveLiberalsupportinpublicdomainpollstoanadir,anddroveupsupportfortheNDPto
unusualheights–producinganephemeral“20-pointlead”thathassincebeenmuchdiscussed.
Induecourse,thePremier’slongest-servingandclosestpoliticaladvisorresigned,andthePremierwas
persuadedbyhercolleaguestoissuealate,grudgingandobviouslyforcedseriesofpublicapologies.
Andthen…weleftitthere.
ThePremier’sseniorpoliticalaideresigned.Ms.Clarkgrumpilyandunpersuasivelyapologized.And,in
effect,weacceptedthisanddroppedthematter.
Amoreaggressive,bloody-mindedcampaignthantheoneweconductedwouldhaveactedonthe
traditionalpoliticalprinciplethatthebesttimetokickyouropponentiswhentheyaredown.Wecould
havestrungtogetherMs.Clark’sapologiesinasaturation-buycampaignadandaskedifthisisthekind
ofpersonwhoshouldbePremier–thekindofquestiontheLiberalswereaskingaboutAdrianDixinthe
mostgrosslyoffensiveterms.TheserevelationsaboutChristyClarkandhergovernmentcouldhave
beenpoliticallyunderlinedinmanyotherways.ButweconcludedthattheworkofbreakingChristy
Clarkandthepoliticalcredibilityofhergovernmenthadbeendone,thatthepersonalattacksonAdrian
Dixhadbeeneffectedcountered,andthattheBCNDPcouldsafelyreturntoapositivecampaignin
MarchandAprilinthelead-uptothecampaign.
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Thisprovedtobeaterriblemisjudgement.Indeed,bytheendofthecampaigntheseeventsmayhave,
tosomeextent,helpedMs.Clark.Hergovernmenthadbeenconfrontedbyafirst-classpoliticalcrisis.As
farasthepubliccouldsee,sheappearedtohavereactedtoitdecisively–firingkeyaidesand
apologizing.Basically,asfarasthepubliccouldsee,weacceptedthis.Shehadweatheredthestorm.As
awarenessofthedetailsfaded,whatwasleftwasasensethatshewascapableofweatheringstorms–a
basicskillrequiredofPremiers.
TheMarch-April2013phonywar
TheLiberalshunkereddowninMarch,gettingtheircampaignorganizedandblanketingtheprovince
withLiberalpartygovernment-fundedeconomyadsandsockpuppetattackadsaimedatAdrianDix.
ThePremierranawayfromthelegislatureasquicklyasshecould,andbeganalow-profileprovince-
wideleader’stouratpublicexpense,re-announcinggovernmentinfrastructurespendingandshaking
hands,mostlytoverymodestcrowds.
Ourplanwastofocusonourroleasofficialopposition,arguingthatnoelectionhadbeencalled,and
thatthePremiershouldbefocusedongoverning,notcampaigning.Sothecaucuskeptupadailypolicy
criticismoftheLiberalgovernment–pursuedwithconsiderableenergybutlittlemediacoverage.
AdrianDixkeptupagruellingscheduleofmostlyprivate,out-of-the-public-eyefundraisingeventswith
thebusinesscommunity,andwithlocalpartyeventsinaidoffinalizingourslateandorganization.
Althoughhewasworkingamurderouslychallengingschedule,mediabegantocomplainthatwewere
takingtheelectionforgranted,anddoinglittletoeithercriticizethegovernmentortomakeapositive
caseforourselves.
Thepublicdomainpolls,however,continuedtoreportthatthingsweregoingjustfine.
Wedevelopedaplantostageoneortwocampaign-styleeventsaweekoverthecourseofMarchand
earlyApril,inordertokeepourpoliticalprofileup;togiveourleadersomeexperiencewithcampaign-
styleeventsandbecomemorecomfortablewiththem;andtoworkoutthekinkswithournewly-builttourteam.
Unfortunatelythispre-electionplanwasalmostentirelycancelled(withoutawordofdiscussion,
demonstratingsomeoftheongoingdysfunctionwithinourteam).Theonecampaign-stylerallywewere
abletostageprovedtobeextremelyandsomewhatdiscouraginglydifficulttoproduce.Italsoturned
outtobeanexcellentevent,producingsomeofthebestvisualsofthecampaign.
And,overmanylonghours,daysandweeksoverthecourseofMarchandApril,weworkedonour
platform.
Ourteamhadsetitselfanambitiousagendaforthatplatform.Itwouldtellthetruthaboutthefinances
oftheprovince.Itwouldraiseanewdollarinrevenueforeverydollarproposedinnewinitiatives.It
wouldtackletheprovince’srealeconomicneeds.Itwouldsetoutanagendatoreducepovertyand
improvepublicservices.ItwouldtakecontroloverenvironmentalpolicybackfromOttawa.Anditwould
dothisthroughpractical,affordablemeasuresthatwewouldreallyimplementifelected.
Withaclearandcleanleadinthepolls,theplatformprocesswastakenwithdeadlyseriousness.Tothe
point,itcouldbeargued,thatwebegantoexhibitanotherpoliticalaffliction(relatedto“frontrunner
disease”)–“governmentisis”.Wewere,inourminds,alreadyinoffice,carefullyweighingourfiscal
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optionsandwhatcouldreallybedonewithinthetinyroomtomanoeuverthatisreallyavailabletoa
Canadianprovincialgovernmentin2013.
Theplatformresultingfromthesediscussionsisagem--asapolicydocument–aprincipled,realistic
andpracticalroadmapforafirsttermNDPgovernmentinthefaceoftherealitiesofgovernment.
However,thehighstandardswesetforourselvesinthedraftingofthatdocumentmeantthatsomeof
itskeyelementswerestillbeingdebatedliterallyminutesbeforetheywerepubliclyannouncedduring
theheatofthecampaign.
ElectionplatformsaresometimesaproblemforNDPcampaignsbecausetheycanbepoorlyconsidered,
tooambitious,orcontainunrealisticproposals.Thisplatformwastheopposite.Itwasextremelywell
thoughtout;studiouslyincrementalandfiscallyresponsible;andrealistic.Butourplatform’sjust-in-time
preparation,stretchingthroughMarchandAprilandrightintothefirsttwoweeksofthecampaign,
meantthatitneverreallywentthroughacampaignpoliticallens.Whosevoteswerewetryingtoattract
withthekeyelementsoftheplatform?
Therewere,infact,asetofexcellent,politically-attractiveproposalsinthatdocumentthatwouldhave
madearealdifferencetothelivesofworkingfamilies,youngpeople,women,newCanadiansandjobcreators.
Itwouldemergethatfewofthosepeopleweregoingtohearaboutthem.
Thecampaignopens–thefirsttendays
TheTourmodel
ThecampaignbeganonTuesday,April16th
.
Ourtourplancontemplatedeightdaysofplatformannouncementsintheridingsofthemostsenior
Ministersofthegovernment,beginningonwritdaywiththePremier’sriding.
Wedidthisforanumberofreasons:
(a) WewantedtodrawLiberalorganizingeffortsintotheircoreridingsandawayfrombattleground
seats–andsowewantedthemtoworryabouttheirsafestseats;
(b) Wecontemplatedaseriesofdaysthatwoulddotwothings–offeraclear,detailedcriticismof
theLiberalgovernmentinacorepolicyarea;andthenofferakeycounter-proposal,
supplementedbythreeorfoursubordinateproposals–asanalternative.Inotherwords,each
daywewouldspelloutindetailhowthegovernmenthadfailedonakeyelementofpublic
policy–intherelevantminister’sriding–andthenofferapositivealternativeonthattopic;
(c) Byfeatheringoutpolicyproposals,wewouldhavesomesortofcontroloverthecoverageofour
campaign.Concreteproposalsarehardnottocover;and
(d) WehopedtoprovokethePremierandherseniorministersintointemperatereactionstoour
criticismsandproposals.Wereasonedthatindoingsotheywouldsurrenderthedignityoftheir
offices;theywouldbeknockedofftheirowngame;theywouldassumetheaspectofan
oppositionparty;andtheywouldhopefullythereforeearnthemselvesthatjob.
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Itisnotabadideatocampaigninyouropponent’sbackyardforthereasonssetoutabove.Andwemet
someofourgoals.Butoverallthisperiodofthecampaignwasnotsuccessful,forseveralkeyreasons:
(a) Thejust-in-timenatureofourplatformwritingmeantthatwewerenotabletostop;sleepon
eachday’scontent;andthencarefullywriteasimple,compellingcriticismofthegovernmenton
thattopicfollowedbyasimple,campaign-stylepolicyproposalthatpeoplecouldhearand
understand.Furtherandworse,ourdeterminationtobefiscallyresponsibleinordertoreassure
votersthatwecouldbetrustedinofficekeptusfocusedontheverymodestspendingwe
proposed.Sothismeant:
- Thatwedidnotprepareaparticularlycompelling,well-thought-out,memorableand
hopefullyvote-influencingcriticismofthegovernmenteachday;
- Thatinlieuofasingleclearmainproposalandsomesubordinatepointstofilloutcoverage,
weendeduplayingoutbanquetsofproposals(somewithtwentypointsormore).Asis
theirnature,whenfacedwithanembarrassmentofdensepolicylikethis,political
journalistsonourtourpickedoutwhattheythoughtthemostnewsworthyitemswouldbe,andsummarizedtherestinafewnever-to-be-noticedwords;and
- Ourproposalswereframedasspendingcommitmentsratherthanasoutcomesthatmeant
somethingtothelivesoffamilies.Somuchmoneyforeducation;notsmallerclasssizes.So
muchmoneyforchildcare;notalowerchildcarecostforyourfamily.Somuchmoneyfor
training;notachanceforyouandyourchildrentogettheskillsneededtogetagoodjob.
Andsoon.
(b) Itemergedoverthecourseofthesedaysthatourleader’sspeakingstyle–socompellingand
impressiveinfrontofbusinessandstakeholderaudiencesoverthepasttwoyears–wasnot
servinghimaswellduringthecampaign.Hedidnotwanttoengageinnegativecampaigning,
andsohiscriticismsofthegovernmentwereunderstatedanddidnotmakeformemorable
television.Hedidwanttoexplainourpolicyproposals,andsoaddressedthematconsiderable
lengthandindetail,speakingextemporaneouslyintermsthatwerehardtosummarizeinsix-
secondclips.Andhethenansweredasmanyquestionsasjournalistscaredtofireathimduring
scrumsthroughoutthecampaignday.Thisoftenmeanthewasmakinghisnewsinscrums
stagedinfrontofnon-descriptbackgroundsinreplytojournalists’questions,insteadofduring
thecarefully-stage-managed,made-for-televisionvisualthetourteamhadorganizedforthe
morning.
Whatwerevotersleftwithafterthefirstweek?
Weaskedrespondentsinaseriesoffocusgroupswhattheyhadheardussaythatfirstweek.Theytold
usthattheyunderstoodwewantedtofreezeBCferryfees–aproposalthatwaswellreceived.Andthat
wewantedtoincreasewelfareratesby$20amonth–viewedasbotharidiculouslysmallsum,andas
anunpopularpre-occupationwithwelfarerates.
Athinharvestindeedfromaweekinwhichwehadtriedtocommunicateamajorplantoimproveskills
training(thekeychallengefacingtheeconomy);amajorplantoreducechildpoverty(thegreatestsocial
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scandalfacingtheprovince);andcarefully-constructedproposalstoreduceclassroomsizes,toreduce
thecostofchildcare,andtoimprovehomecareforseniors.
WeaskedrespondentswhattheLiberalshadsaidinthefirstweek.TheLiberals,theyhadheard,felt
thatAdrianDixwasabadperson,andthattheBCgovernmentshouldbefocusedoncreatingjobs.
Warbetweenwarrooms
Journalistsarefascinatedbycampaign“warrooms”,becausewarroomsareallabouttalkingtothem.
BoththeNDPandtheLiberalsfieldedresearchandcommunicationsteamsagainsteachother,and
joinedbattlethroughthemediafromthefirstdayofthecampaign.Hereisourtakeontheresults:
TheNDPwarroomcomprehensivelydiscreditedthefactsusedbytheLiberalsintheircampaign,aswas
constantlyconfirmedinmedia“realitychecks”thatwereprominentlybroadcastandpublished
throughoutthecampaign.Weshowed,andthenrepeatedlyproved,thattheLiberalcampaignwasbuilt
onatissueofliesfromstarttofinish--insubstantiallyeverythingthePremiersaidontheroad,thatthe
Liberalsbroadcastintheirads,andthattheywhisperedatthedoor.Theirfiscalrecord,theirjobs
record,theirdebtrecord,theirenvironmentalrecord,theirclaimsabouttheNDPplatform,theirclaims
aboutNDPcapitalspendingplans–all,againandagain,wereprovedtobebrazenandshamelesslies,
well-documentedbytheNDPwarroomandextensivelyandsometimesbrutallycoveredinthemedia.
TheLiberalwarroomforitspartexcelledinuncoveringandbringingtolightthemistakes,someserious,
thatsomeofourcandidateshadmadeintheirprivatelives.Wedidnotreplyinkind--notthatthere
wasn’taplentifulsupplyofmaterialtoworkwith--inkeepingwithourexplicitandoft-repeated
commitmenttoavoidpersonalattacksduringthecampaign.Sothegay-bashers,bankrupts,tax
avoiders,drugtradeassociatesandpeoplewhoindulgedinsundryethicallapsesingovernmentwhoran
forofficeontheLiberalslategotalargelyfreeridefromus.Whilethepublicwastreatedtoanumberof
daysofdistractingcontroversyoverNDPcandidateswhohadmadeimprudentandindefensible
statementsontheinternet–yetanotherreminderthatthefact-free,civility-free(andoftenmindless)
flameculturethatissoboringlycentraltoonlinediscoursecanhavepainfulcareerconsequencestento
twentyyearslater.
Whowontheseexchanges?
Arguably,wewonthewarroomwaronpoints,whilelosingthewar.
Thiselectionteachesthelesson,wellunderstoodbyobserversandopponentsofthepopulistpolitical
right,thatconstantlyrepeatedliescanbeeffective–evenifcompellinglydiscredited.
Ourparty’songoingdifficultieswithcandidatevettingweredistractingtobesure.
AndwemissedanimportantopportunitytounderlinethenatureofsomeofMs.Clark’steam–givingherandthemamucheasierridetoanothermandatethantheirbackgroundsandbehaviourintheir
personal,professionalandpoliticallivesdeserve.
Thatisnotamistakewewouldbewisetorepeat.
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Ouradprogram
Consistentwithourcampaignbrief,ourfirsttwoflightsofadsweredesignedtomakeapositivecasefor
electinganNDPgovernment.
Ourfirstspot,broadcastforthefirstsixdaysofthecampaign,wasfilmedduringthesinglecampaign-
stylerallywewereabletostagepriortothestartofthecampaign.Itwasdesignedtoshowasmiling,relaxed,approachableandlikeableNDPleaderinasmiling,energetic,enthusiasticcrowdofpeoplewho
lookedlikethevoterswhowewerehopingtoattract.Thatvisualwasthepurposeofthespot.
Oursecondflightofads,broadcastforabouttendaysafterwereleasedoutplatform,wasintendedto
doontelevisionwhatweweretryingtodoonthetour–tocriticizetheLiberalgovernmentonakey
pointofpublicpolicythroughthewordsofvoterswholookedlikethepeoplewewereseekingvotes
from(ayoungwoman,anewCanadianfamily,seniors)--andthentoputupasmiling,relaxed,
competentandseriousNDPleadertoofferapractical-soundingsolution.
Therewerenonegativespots,becausewehadcommittedtoarunningapositivecampaign.
Didanyofthishelpourcampaign?
TheseadvertisementsweretechnicallymuchbetterthanourJanuaryspot,andseemedtoshowcaseour
leaderandourproposalsreasonablywell.
Butresearch(ifnotdistortedbythepersonalopinionsofeithertheclientortheresearcher)doesn’tlie,
andtheultimateverdicthastobefoundinwhatpeoplewereabletoremember.
WeregularlyaskedrespondentswhattheycouldrememberofNDPandLiberalspots.
Overthecourseofthefirsttwo-thirdsofthecampaign,respondentscametobeabletorepeatour
campaignsloganbacktous–“Changeforthebetter”,whichtheyliked.
AndtheywereabletorepeatbackfairlylengthypassagesofthescriptsfromtheLiberalattackads
aboutAdrianDix.
Thatwas,forthefirst20daysofthecampaignorso,prettymuchallthatcutthrough.Whichwasnot
nearlyenough.
Wedecidedtowaitbeforeproducingadsforthelastthirdofthecampaign.Ifourleadheldupafter
thosedebates,wewouldclosewithafinalflightofstraightpositiveanthemads.Ifthingswentlesswell,
wewouldtesthowfarthecampaignbriefwouldpermitustoattackMs.Clarkandhergovernment.
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Earlywarningsininternalpollingandresearch
Hereisoneofthechartswefollowedoverthecourseofthecampaign:
Weinvestedheavilyinpublicopinionresearch;regularfocusgrouptesting;andinaregulardebriefof
ourlocalcampaignteams,candidates,andfront-linevotercontactworkers.Correctlyread,ourresearch
documentedhowvoterswererespondingtothecampaignaccurately–withadebate(notuniquetoour
results)aboutwhathappenedinthefinal48hoursofthecampaign.
Overall,whatourresearchtolduswasthattheNDPsufferedaslowleakinitssupportfromthefirstday
ofthecampaign,losingroughlyahalf-pointaweek–untilthelastweekofthecampaign,whenNDP
supportappearedtorecoverasamajorreinvestmentinnewmessaging(whichwewilldiscussbelow)
wascirculatedandbroadcast.WetookabighitduringthedebateoverKinder-Morgan;poppedbackup
aftertheleaders’debates;thenfaded–andthenrecoveredagain,wehoped,inthefinaldaysofthe
campaign.
OurresearchalsotoldusthattheLiberalssteadilyre-assembledtheirelectoralcoalition,gaining1to3%
eachweek–firstrepatriatingthevotestheyhadlosttotheConservativeparty;thenrepatriatingabitof
supportlosttotheGreenparty;thensomesupporttheyhadlosttous;and–steadilythroughoutthe
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campaign–re-earningvotestheyhadlosttothe“undecided”column.Asisplainonthechart,thatlast
movementwasthecriticalone.
WecansayinhindsightthattheLiberalsunderstoodtheirownvotersandformervoters,andspoketo
themeffectively–throughtheirslashingpersonalattackonAdrianDix;throughtheirSocred-style
apocalypticwarningsabouttheeconomy;throughtheirfact-freeclaimsandpromisesaboutthe
province’sfinances,economy,andsocialprograms;andthroughtheright-wingpopuliststyleand
contentoftheirtourandpaidmedia.
Forourpart,weworriedabouttheearlytrendreportedinourpublicopinionresearch,andaboutthe
manyobviousproblemswiththefirstweekofthecampaign.Everyoneinvolvedcouldseethatwewere
notconnectingeffectivelywithvotersandneededtochangehowwewerecampaigning.Asignificant
readjustmentwasrequired.
Thesecondweek–Kinder-Morgan,sellingBCPlace,theplatformlaunch
Itwasclearthatwewerenotbeingeffectiveinlayingoutourproposals,andthatweneededaradical
simplificationofwhatweweredoing.Weneededtostopsettingoutvastsmorgasbordsofpolicyforthe
mediatopokearoundin,lookingforthemostunhelpfulmorsels.Weneededaclearer,sharpercriticism
ofthegovernment.Weneededtomakesomeproposalspeoplewouldhearandrememberandwantto
votefor.Weneededtospeakmoreclearlyandcompellinglyabouttopicspeoplecaredabout.
Sowere-tooledhowweweregoingtoplayoutthesecondweek.
Thetaskwasstraightforward:
- Weneededtogetofftwomoredaysoftalkingaboutthemes,thekeyonebeingon
Tuesday,EarthDay,whenweintendedtolayoutourenvironmentalproposals.
-
Thenweneededtopresentourentireplatformandfiscalplan,ontheWednesday,andtrytowinthepointthattheNDPhadasmart,practical,affordableagendaforgovernment,and
couldbetrustedwithamandate.
- Andthenwewouldscalebackouractivityontheroad,inordertofocusonpreparingforan
all-partyradioleaders’debateonFriday,andasecondall-partytelevisionleaders’debate
onthefollowingMonday–debatesweneededtodowellin.
Thesecondweekbegan.OurMondayeventsandannouncementswentsmoothly,withoutmovingthe
ballinanydirection.
Thatafternoonourteamsettledintoanextensive,detailed,exhaustinganddifficultdebateabout
environmentalpolicythatwouldcontinuethroughmuchofthenightandthenresumeforallofthe
morning,engagingmostofourpolicyandcommunicationsteamindraftsandredraftsrightupuntilour
leaderstoodinfrontofthemicrophonetosetoutourenvironmentalpolicyTuesdaymorning.
Afewgeneralreflectionsonthisissue:
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TheNDPiscommittedtothepropositionthateconomicandenvironmentalpolicyaretwosidesofthe
samecoin–thatitispossibleforgovernmenttopursuepoliciesthatcanlead,inpracticalsteps,towhat
theNDP’snewfederalconstitutionalpreambletalksofas“sustainableprosperity”thatiswidelyshared.
Thisisabigideaabouteconomicandenvironmentalpolicy,acriticallyimportantone,anda
fundamentaldifferencebetweenourpartyandthepoliticalrightinCanada,whobytheiractionsstand
revealedasclimatechangedeniersdedicatedtofocusingtheCanadianeconomyonaninfinite
expansionofourroleasaglobalsourceofraw,unprocessedbitumen.
TheBCNDPcompetesforthesupportofBritishColumbianswhosharethisperspectivewithaprovincial
Greenparty.Despitetheirbestefforts,muchresearchshowsthattheprovincialandfederalGreen
partiesareonlycredibletovotersonenvironmentalissues.ThismakesittrickyfortheNDPtocampaign
onenvironmentalissues–becausethemoreimportanttheenvironmentistovoters,thebetterthe
Greenpartydoes,sometimesattheNDP’sexpense.
Indeed,theexistenceoftheGreenpartyprovidesacompellingelectoralincentiveforallotherpartiesat
alllevelsofgovernment--NewDemocrat,LiberalandConservative--tomarginalizeenvironmental
issues,animportantreasonwhythesecriticalissueshavefadedfromCanadianpolitics.TheGreenpartyisaperfectlylegitimateplayerinCanadianpoliticswitheveryrighttocontestelections–justastheNDP
does.Sofar,theirworkishavingtheoppositeeffectoftheiraims.
Sothentothiselection:
Allofthisbeingsaid,asthe2009BCelectiondemonstrated,environmentalistsarecapableofdoing
someseriousdamagetotheNDPwhenwetakepositionsviewedbythemasharmfultothe
environmentalcause.
Inthiselection,wethereforeaimedtoavoidaconfrontationwiththeenvironmentalmovement,and
perhapstoattractthesupportofourearliercritics.
MuchoftheNDPbasewouldbealothappierwithusintheresult.
Anddoingsomightpositionustomakeadirect,late-campaignappealforsupportfromcross-pressured
Green-NDPvoters(perhaps3to4%ofthetotalelectorate)shoulditprovetobethecase,aswehad
longpredicted,thattheelectionwouldtightenuptothepointwherethatnumberofvoterswould
decidetheoutcome.
Theelectionwastighteningup.
Soweriskedamuchmorepro-environmentalplatformthanhadbeenthecasein2009.
AdrianDixreversedourparty’soppositiontoGordonCampbell’scarbontax,andthatTuesdaypromised
tobothsupportthecarbontax,andtousesomeofitsrevenuesforpublictransport.Thiswouldbe
widelywelcomedamongourpreviouscriticsandwaslikelysufficienttoearntheirsupport.
ThatlefttheissuesofpipelinesandtankertrafficofftheBCcoast–hotlydebatedanddiscussedwithin
ourteam,rightupuntilAdrianDixstoodatthatmicrophoneonTuesdaymorningandmadeafurther
decision.
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OurleaderannouncedthattheNDPwouldbeconsistentinitspositionsonpipelines.Bothinthenorth,
wherewehadlongopposedtheconstructionoftheNorthernGatewaypipeline,andinthesouth–
wherewewouldnowopposetheconstructionofamajornewoilexportportattheendoftheKinder-
Morganpipeline,designedtoengineeravastincreaseinoiltankertrafficofftheBCcoast.
Intheveryearlygoing,thisannouncementwaswellreceived.Prominentenvironmentalistsstrongly
endorsedit.Partymemberscalledintowelcomeit.Andthepartyhaditsbestfundraisingnightofthe
campaign.
Whatfollowed,however,wasanextremelydistractingandunhelpfuldebateinwhichtheprovince’s
leadingjournalistsandtheLiberalpartychallengedustoreconcilethisannouncementwithourprevious
position,totheeffectthatdecisionsabouttheKinder-Morganpipelinewouldbemadeoncetheyhad
actuallyappliedforapproval,andgonethroughanenvironmentalassessment.
Westruggledtodoso–and,objectively,losttheexchange.Withinthreedays,underwitheringfirein
themedia,ourtrackingregisteredthelargestdropinoursupportwewouldseeinthecampaign.
Manyanalystshavesinceargued,fairlypersuasivelyinourview,thatthiswasthedecisivemomentofthecampaign,becauseitgavetheLiberalsaveryhelpfultwo-pocketpoolshotthattheyplayedright
throughtotheendofthecampaign.Itgavethemanopeningtoturnourapparentinconsistencyintoa
characterissueaboutourleader–surfacingtheirheretoforeflimsilydisguisedpersonalattackstrategy
andbringingitintothecoreofthedebate.Anditsimultaneouslyallowedthemtobuildontheir
argumentthatchangingthegovernmentwastooeconomicallyrisky–theircorecaseforre-election.
Thefollowingdaywewentontheattackonadifferentsubject:highlightingthehundredsofmillionsof
dollarsspentbytheLiberalsonBCPlace,andcommittingtoreviewthegovernment’soptions,including
theoptionofprivatizingthestadium.
Laterthatday,wepresentedourcompleteelectionplatformduringabeautifully-staged,well-executedcampaigneventinfrontoftheLegislatureinVictoria–anelectionplatformthatwasfiscallyresponsible,
economicallyliterate,sociallyprogressive,environmentallyactivist–andalmostcompletelyinvisiblein
thecampaign.Aswasthatevent.
Thedebates
Weregroupedtopreparefortheradioandtelevisiondebates.
Ateamofwarroomandcommunicationsstaffhadbeenthinkingaboutthesedebatesforaweek.We
hadmappedtheirformats,correctlypredictedtheissuesthatwouldberaisedduringboth
confrontations,andwentintodebatepreparationwithrecommendationsonhowtoaddresstheissues.
Overthecourseofthenextfourdaysourdebatepreparationteamalternatedbetweentalkingthroughdebatestrategyandliverehearsing–anapproachtodebatepreparationthathadworkedwellforJack
LaytonduringtheMay2011federalelection.Theteamworkedamicablyandwell;AdrianDixbecame
visiblycomfortablewiththeformatsofthesedebatesandwiththeapproachhewouldtaketothem;
andwewentintothemfairlyconfidently,aimingtomakeandproveourcorepoints–thattheLiberals
didnotdeserveanotherterm,andthatwehadacredibleandbetterplanfortheprovince.
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Theradiodebateprovidedadressrehearsal.AdrianDixaddressedtheissuesseriously,gravelyand
credibly.ChristyClarkofferedher“g”-droppin’,just-folks,let-me-tell-ya,openlineradioshow
performance.GreenPartyleaderJaneSterkarguablywonthedebateonpointswithsomearticulate
pointsaboutsocialpolicy.And,dangerouslyfortheNDP,BCConservativeleaderJohnCummins
struggledtoparticipate.
Overall,intermsofitseffectonthecampaign,journalistscalleditadraw.
Ourteamreassembledtodoapost-mortemontheradiodebate,andthenworkedfortwomoredays
rehearsingtheTVdebate.Againthereprovedtobenosurprises.AdrianDixdidn’tfaceasinglequestion
orofferasingleinterventionthathehadnotanticipatedandpracticed.
HowdidtheTVdebatego?
• JournalistswatchingthedebategenerallyscoreditasavictoryforAdrianDix,whocameouton
topofmostofhisexchangeswiththePremierandaskedhermuchmoresubstantive,serious
questionsaboutpublicpolicythanshewasabletomarshalinreply.
• Inthefollowingfourdays,NDPsupportinourtrackingpollsrecoveredsubstantially–thelargest
riseinsupportwewouldseeinthecampaign.NewDemocraticvotershadn’tlikedthetick-tock
debateoverourKinder-Morgandecision,butfoundalotmoretolikeinwhattheyheardfrom
andaboutthetelevisiondebate.
• ChristyClarkdisposedofatoughquestionaboutherjudgment(relatedtoastoryaboutdriving
througharedlightwithhersonintow)withacleanandapparentlysincereapology.AdrianDix
struggledabitwithhisownapologyoverthememoaffair.
Wegaveitadaytoletthedustsettle,andthenconvenedfocusgroupstoseewhatpanelsofvoters
madeofwhattheysaw.
Respondents,maleandfemale,spentasurprisinglylongtimediscussingtheirresponsetothefirst
minutesofthedebate,andAdrianDix’sopeningstatement.Hisvoicehasquaveredabitduringthat
minuteandhestumbledoverafewofhisphrases–perhapsbetrayedbyhisdiabetes(whichsometimes
hasthateffectonvoice);orperhaps,atanextrememomentofpressure,betrayedbyhismanyhoursof
experiencewithlong-form,no-notesextemporaneouspublicspeaking,nowclashingwithawrittentext
todeliverinanunforgivingsingleminute.Hehadquicklyandcompellinglyrecovered.Journalists,used
tohisstyle,hadshruggeditoffandwaitedforthefireworksbetweenthePremierandOfficial
Oppositionleader.Butourfocusgrouprespondentsdidnotfollowpoliticsatthelegislature,werenot
previouslyfamiliarwithourleader,andhadnowobservedhimcloselyforthefirsttimeonTVintheir
livingrooms.
Ourpost-debatefocusgroupsultimatelytalkedthemselvesintovotingNDP.
Buttheirfirstimpressionsoftheleadersweren’thelpful.
Thepost-debatere-writeandthesecondcampaign
OntheWednesdaymorningafterthedebates,alloftheunitleadersonthecampaignteammetforan
extendedmorningmeetingtodiscusstheshapeofourcampaign–thefirstofanumberofsuch
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meetingsoverthefollowingfourdays.Wereportedoutonthefocusgroupresults,andlookedat
trackingdatathatwasbeginningtoshowariseinrespondentswhopickedChristyClarkasbestpremier.
Changesinviewsaboutleadershipareoftenprecursorstochangesinvotingintensions.
Weconcludedthatourcampaignneededtofundamentallychange.
WeconsideredpivotingthecampaignandturningdirectlytoanattackonChristyClark–inotherwords,toclosingthecampaignbyreversingfieldcompletely,goingstraightnegative,andturningitintoa
referendumaboutthePremier.DoyoureallywantChristyClarktobePremierforanotherfouryears?
Incaseweneededtoconsiderthisoption,wehadexperimentedafewdaysbeforewithanew
telephonescriptourphonebankshadusedwithundecidedandcross-pressuredvoters,askingthis
questionandofferingsomeproofpointsdirectlycriticalofMs.Clark.Ourtargetteamreportedonhow
thisworked–andurgedusnottousetheselinesinthecampaign.WhenwewentafterMs.Clark
directlyonourphonebanks,respondentsimmediatelychallengedusfor“flipflopping”onourpositive
campaign.AndthentheyrepeatedtheLiberals’attackadscriptsaboutAdrianDixbacktous.Inother
words,whenwedirectlyattackedtheLiberalleader,respondentsdefendedherbyraisedtheLiberal
linesaboutourownleader.
Weconcludedthatwecouldn’tabruptlyturntoapersonalattackonPremierClarkwithoutriskingaKim
Campbell-stylemeltdown,operationallyandintheresults(in1993inthefaceofsimilarfacts,the
ProgressiveConservativecampaignledbycampaigndirectorJohnToryandpollster/researcherAllan
GregghadreversedfieldandbroadcastsometoughattackadsonJeanChretien.Theirown
Ministers,MPsandactivistsrebelledagainstthissuddenshift,publiclydenouncingitanddemanding
thattheseadscomedownimmediately.PrimeMinisterCampbellthenrepudiatedherowncampaign
fromherairplane--leadingtothefinalcollapseofthePCvote.Ironically,andperhapsthisissomething
weshouldhavethoughtmorecarefullyaboutwhenweighingtheserisks,thenightsthoseadsranin
1993weretheonlynightsthePCswentupinthepolls).
Ifwecouldn’taskwhetherpeoplereallywantedfourmoreyearsofChristyClark,thenthenextbest
thingwastoaskthemiftheywantedfourmoreyearsoftheBCLiberals.
FourmoreyearsoftheBCLiberals?
TheBCLiberalshadbroughtyoutheHST;BCRail;theQuickWinsscandal;theywerelyingaboutthe
deficitandjobsnumbers,aswasbeingwidelyreported.Fourmoreyearsofthat?Orwasittimefora
change?Ifweaskedthatquestionclearlyandcompellingly,perhapsourpositiveofferwouldthen
resonatebetter.
Wetestedtheseideasinfocusgroups.Theyworkedquitewellwithfemalerespondents.Somewhatless
wellwithmalerespondentswhodisputedourproofpointsand(asistypicalinmalefocusgroups)wantedtobepersuadedwehadadetailed,costed,credibleplatform–adocumentfewvoterseverread
andthatwehad,unbeknowntothem,releasedaweekbefore.
Wediscussedtheseissueswiththeleaderandhisteamontourandagreedonwhattodonext.
So,beginningthatWednesdayandthenoverthefollowingfivedays,wewrote,tested,andthen
implementedanewcampaignbasedonthisdirectchallengetotheLiberalgovernment.
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Wedidthefollowing:
• Wedraftedandupdateddailyanewstumpspeechfortheleadertouseontour,shiftingfocus
toasharpchallengetotheLiberalgovernment(“DoyoureallywantfourmoreyearsoftheBC
Liberals?”).Hepickeduptheselinesandturnedtoamuchsharpercritiqueofthegovernmentin
allofhisstatementstotheendofthecampaign;
• Wesubstantiallyuppedthetempooftheleader’stour,movingfromthreetofiveeventsaday
inordertounderlinethatwewerecomingoutofthedebatesdeterminedtoearnamandate,
andtoworkhardforit;
• Wedraftedandprintedoveramillioncopiesofaleafletthatbluntlyaskedthatquestion–four
moreyearsoftheBCLiberals?–andlistedtherealrecordofthegovernmentunderMs.Clark.
Theothersideofthepamphletfeaturedasmiling,sunlitpictureofAdrianDixandthekey
elementsofourofferontheeconomy(moreskillstraining),socialpolicy(lesspoverty)andthe
environment(made-in-BCdecisionsaboutkeyenvironmentalissueslikepipelines);
• Wedrafted,recorded,andbroadcastasaturationradiocampaignthatomittedthepositiveoffer
inthepamphletandwentstraightattheLiberalsovertheirrecord–a100%negativeradioad
campaign.FourmoreyearsoftheBCLiberals?;
• Wealmostdoubledourcentralandlocalphonebanks,hiringupandpayingforovertimeto
increaseourvotercontactphonereachintotargets;
• WequintupledourChinese,PunjabiandEnglish-languageprintadvertisingbuy,allfocusedon
ourattackontheLiberalrecord;
• WecontactedthetwentysafestNDPincumbentMLAsandinformedthemwewantedthemto
collapsetheircampaignsandmovethemselvesandtheircampaignteamstotargetridingswe
designatedforthem(lessarosefromthisthanwemighthavethought–foragoodreason--
becauseinlargemeasuretheyhadalreadydonethis.Oursafeincumbentshadalreadylargely
transferredtheirteamstotheirtargetbuddyridingsandwerealreadymostlyfocusedthere
themselves);and
• Werecordedandbroadcastasaturationbuyofnewtelevisionadsthatrepeatedourchallenge
totheBCLiberals,andthenclosedwithaconfident,clearAdrianDixspellingouthisalternative.
Overallweinvestedsome$1.5millionintheseefforts.AsaveteranofpreviousBCNDPcampaigns
remarked,everyNDPcampaigninrecenthistoryhasneededahalftimeboostlikethat–butthis
campaignwasthefirstthatwasfinanciallycapableofdoingso,atributetotheremarkablefinancialand
fundraisingreconstructionofthepartyovertheprevioustwoyears.“Toolittle,toolate”wasthe
ultimateverdictonallofthis,inanumberofpundits’campaignanalyses.Andthatwasclearlytrue,
giventheresults.Butourtracking(andatidalwaveofpublicdomainpolling)suggestedwehadsome
causeforrenewedhopeasthecampaignmovedtotheclose.
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Thefinalsprint
Whileweworkedtogetallofthismaterialinfrontofvoters,thecompetingleaders’tourscontinued
theirworkandthecompetingwarroomscontinuedtoexchangerocks.
GordonWilsonrejoinedtheLiberalpartyandannouncedthatChristyClarkwashiskindofleader.
PremierMikeHarcourtstronglyendorsedAdrianDixandtheNDP’sapproachtogovernment.
Ms.Clarktouredconstructionsites,ignoredforadecadeundertheLiberals,toarguethatanNDP
governmentwouldhalthospitalconstructioninBritishColumbia.Thiswasherinterpretationofour
pledgetocontinuewiththeLiberalgovernment’scapitalplan–anotherbrazenandshamelesslie.
WhichfiredupAdrianDixandledtosomeoftheangriest,mostheart-felt,andmostcompelling
statementshewouldmakeontheroadduringthiscampaign,infrontofthesamesites.
TheLiberalsclaimedthattheNDPwantedtosay“no”toalljobcreationinB.C.AdrianDixtouredthe
mines,mills,farms,andfactoriestheLiberalshadabandonedduringthepastdecadeandrecitedallthe
measurestheNDPwouldsay“yes”to,inordertocreatejobs.
AgroupofLiberalscirculatedbuttonscallingthemselvesthe“8:01club”–dedicatedtotheideathat
ChristyClarkshouldresignoneminuteaftertheelection.
Mc.Clark’stourpeteredoutinaseriesofsmall-borephotoops.
TheLiberalsbroadcastatelevisionspotsummarizingtheircampaign–anuglyattackadportraying
AdrianDixasaweatherwane.Webroadcastaspotsummarizingourcampaign–theLiberalsdidn’t
deserveanotherfouryears,andAdrianDixofferedabetteralternative.
TheNDPcampaignendedwithalarge,energeticrallyandthena24-hourblitzoftheprovince.
All“toolittletoolate,”asitemergedonelectionnight.
Butthatisn’thowitlookedinthedaysbeforetheelection.
TherelentlessriseinLiberalsupportwecouldseeinourtrackingfinallystopped,sixdaysbeforethe
election.OurtrackingthenshowedamodestrecoveryintheNDPvote,asmalldropintheLiberalvote–
andthereforeenoughofaspread,maybe,towinustheelection.
AngusReidandIpsosReidbothreportedthattheNDPwasendingthecampaignseventoeightpoints
aheadoftheLiberals–abouttwicewhatwebelievedtobethecase,butanencouragingsignthatwe
hadreversedthedirectionoftheelection;thatwehadsucceededinremindingvoterswhytheywanted
change;andthatAdrianDixhadpersuadedBritishColumbiansofhiscompetence,intelligenceand
commitmenttogettingtheprovincebackontotherightsetofpriorities.
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Defeatonelectionnight
Aboutmid-waythroughelectionnight,aleadingmemberofourteamcommented:“Iguesswe’reall
membersofthe7:59club”.
Theclubofpeoplewhobelieved,rightupuntiltheminutethepollsclosed,thattheNDPwasgoingto
wintheelection.
Wedidn’t.
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Part3:Somelessonslearned
Wedidn’twintheelection,andtherearemanylessonstolearninthis.
Asdiscussedabove,we’remindfulofthegrowingandwell-groundedbacklashagainsttherigiditiesand
artificialitiesofmodernpolitics--whichare,currently,fundamentallyaboutsnippetsofvideoon
televisionnewsshows,minusthesound.Butaswealsosaidabove,wecan’tdogoodifwedon’twin.
Wewillofferourthoughtsaboutlessonslearnedintwoparts.
First,someoperatingandtacticalissuesaboutourcampaign.
Second,somestrategicpoints.
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OPERATIONALANDTACTICALISSUES
(1) DeliveringaConsistentMessage
Infocusgroupsheldinthemid-waypointofthecampaign,ourtargetvoterswereaskedtorecallthe
corecampaignmessagesforthetwomainparties.Manyparticipantsquicklyandeasilyidentifiedthat
ChristyClarkandtheBCLiberals’mainmessagewas“jobs”andthe“economy.”Butwhenitcametime
torecallwhatAdrianDixandtheBCNDP’smessagewas,noparticipantcoulddoso.Thesevotershad
recalledhearingsomethingfromtheleaderandthepartybutcouldnotarticulateitscentraloverall
message.Lessonslearnedandrecommendationsfordeliveringaconsistentandpenetratingmessage:
PreparedSpeechesandDailyMessage
TheLeaderisthecampaign’smostpowerfulmessage-deliveryvehicle.Tosucceed,themessage
deliveredover28daysmustbeunambiguous,crisp,direct,andrepetitive.
ChristyClarksucceededbyusingeveryopportunitytodeliverhermessage,overandoveragaininher
preparedremarks,inone-on-oneinterviewsandinansweringquestionsfromthemedia.Despitemedia
claimstohavedislikedtherepetitivenatureofClark’smessage,theyneverthelessreporteditfaithfully
(anditwasthereforedigestedbythevoters).
OurLeader’sremarkswerealmostexclusivelyextemporaneousandoftencontainedseveralideas
competingforspace.Intheabsenceofadailymessageguide,candidates,spokespeopleandcampaign
workershadnoguideastowhatourstoryinthecampaignwas,sotherewasn’tone.
Inmoderncampaignswithsomanychannelsforvoterstoconsumeinformation,itisvitalthata
consistentmessageisdeliveredinallchannels.
Nexttime,ourLeadershouldfollowatight,focused,brief,andconsistentmessagethroughprepared
speechesateveryopportunity.Adailymessageguidecontainingtalkingpointsshouldbereviewed,
internalizedandrepeatedeverydaybytheleader,candidatesandbyallwhowereworkingonthe
campaign.
ExposuretoMediaonTour
Aleader’sanswerstoquestionsbythemedianeedtobeconciseandrepetitiveinordertobeclipped,
usedandtherebyheardbythevoter.Detailedandwide-ranginganswersdon'tensurethemessageis
heardbytheintendedaudience.Communicatinglikethishandscontrolofthecampaign’smessageto
themediaastheygettochoosewhatthemessageis.
ExposurethroughtourscrumsshouldbekepttoaminimuminorderfortheLeader’smessageofthe
daytocarrythoughtoairandprinttime.Holdingthreeorfourscrumsadayensuresthattheintended
messageofthedaygetslostinthemyriadotherthingsthemediawanttoask.
TheLeadershouldalsoresistthetemptationtoengageincommentingonthestrategyofthecampaign
orpredictingwhatmayormaynothappen.TheLeadershouldnotengageinpunditry.
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Thejobofmediarelationsistohelpguideandshapethemedia’sinteractionwiththeLeaderinaway
thatbestcontrolsthenarrativeandthemessageintheinterestsofthecampaign.Thisrequires
considerabledisciplineandcontroloverthemedia’saccesstotheLeader.Adhoc,one-offinterviews--
unlesstheyarefeaturelengthorin-depthsitdownsessions--shouldbestrictlylimited.Scrumsshould
bemanagedwitha“chair”toassignquestionsandastrictlimitofthenumberofquestions.The
Leader’sanswersshouldbeshortandrepetitive.
Scrumsontheleader’stourduringacampaignshouldbebrief,rareandgenerallyfocusedon
repeatingthemessageoftheday.
EffectiveUseofSpokespeople
Notallcommunicatingduringacampaignoccursontheleader’stour.Therearemessagesappropriately
deliveredthroughotherspokespeople,orthroughpressreleasesandonlinepostings.Withthemyriad
ofoutletsengagedinaprovincialelection,thecampaignisconstantlybombardedwithmediainquiries.
Themediaunitinthecentralcampaignwerepermittedtoofferbackgroundinformationbutwerenot
permittedtobequotedasspokespersons.Thisledtolongdelaysingettingbacktooutletsand
opportunitiestokillnegativestoriesweremissed.
Electedandunelectedofficialsshouldbothbedesignatedasofficialspokespeopleforthecampaign.
(2) ContrastingtheChoicesintheCampaign
Fearlesslyengagingtheopponent’srecord,everyday
Ifelectionsareaboutchoices,thencampaignsmustdefinethosechoicesforvoters.Indefiningthat
contrast,asuccessfulcampaignmusttakeanaggressiveanddisciplinedapproachtowardshighlighting
theopponent’srecordandvulnerabilities.Thiseffortdoesnotneedtobepersonal,butinordertocut
throughtheclutteritmustbeshort,believableandrepeatedagainandagainthroughouttheentire
campaign.
Thedecisiontoruna“positivecampaign”failedinpracticebecauseitwasinterpretedasstayingclearof
ouropponent’srecordandvulnerabilities.WhiletheBCLiberalsattackedourLeaderinpersonaland
sometimesarguablylibelousterms,thePremierandherrecordingovernmentwereoftenofflimits.This
wasamistake.TheBCLiberalsdefinedourleaderandplatform,whilewedidnotdefinetheirsand
thereforefailedtoofferthevotersourversionofwhatthechoicewasintheelection.
Thenextcampaignmustcontrastthechoicesandremindvotersofthegovernment’srecordinclear,
compellingandstraightforwardlanguagefromthefirstdayofthecampaign.
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Namingtheenemy
Increasingly,electionsareleader-driven.Bydecidingneverto‘nametheenemy’bynevermentioning
ChristyClark,ourcampaignlosttheopportunitytoworkwiththeBCLiberals'greatestliability–their
leader.WiththespacetheBCNDPcampaigngrantedher,shewasabletorehabilitateherimagewithin
theshort28-daycampaignwindow.Thisisnotacourtesytheyreturned.
Inmodern,television-drivenpolitics,theleaderisthebrand.Politicsispersonalized,andmanyvoters
maketheirultimatedecisionsintheelectionbasedontrustandhowtheyrespondtotheindividuals
offeringthemselvesasPremier.Intheconcludingsaysofthiselection,wewentafterthe“BCLiberals”,
andtheLiberalswentdirectlyafterourleader.Theleaderbeingthebrand,ourcampaignwasless
effectiveeveninitsclosingdays.
Almostalways,aneffectivecampaignmustengagetheopposingleaderbyname,everyday,andat
everylevel.
DealingwithPersonalAttacks
Inthelead-uptoandduringthiscampaign,theBCLiberalsandtheiralliesspentmillionsofdollars
attackingourLeader.Thoughthisadvertisingatfirstdidnotappeartohaveademonstrableeffecton
voter’sattitudestowardourLeader,itisclearfromcanvassingreports,polling,andtheelectionresult,
thatcumulativelyitwaspersuasiveanddamaging.Such“character”issuesarecriticalforvotersin
assessingwhotheywanttohiretobetheirPremier.
Ourcampaignassumedthattheissuehadbeendealtwithwhen,infact,formanyvoters,theissueand
ourresponsewasnewinformation.Withoutarobustdefenseandcounter-attackintheleadupand
duringthiscampaign,theBCLiberalsdefinedourLeader.Itisimportanttotakeattackslikethisvery
seriouslybyaddressingthemearly,frankly,andwithoutreservation–wellbeforethecampaignbegins.
CharacterissuessurroundingtheLeaderthatmaynegativelyimpactperceptionsoftheabilityto
governmustbedealtwithandbecountered,decisively,priortostartofthecampaign.
3-DimensionalLeaderDefinition
Withinthecontextofleader-drivenpolitics,campaignsneedtotellthehumanangleofleadership.
Relyingsolelyonpolicyandnumberstodeliverthemessagewilllikelyleadtoapassionlesscampaign
thatdoesn'tconnectwithvoters.AspectsofasaLeader’spersonallifeareanenormouslyvaluableand
importantpartofthecampaign’soverallnarrative.Voterswanttofeelapersonalconnectiontothe
Leaderthroughtheirfamilyrelationships,theirinterestsandtheirprivatelives.
TheLeaderneedstoallowvoterstoseetheirpersonalside,toconnectwiththem.
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(3) CommunicatingPlatformAnnouncements
The2013BCNDPplatformwasthemostcomprehensiveanddetailedinageneration.However,whenit
cametocommunicatingitsmanyaspects,ourcampaignfailed.Thecampaignmodelofreleasingentire
chaptersoftheplatforminoneannouncementmeantthatonlyaportionofthepolicyworkreceived
coverage.Mediaonlyhavesomanysecondsorcolumninchestofile,sowhentheyreceivemultiplepagesofproposals,theycannotabsorborreportonitall,andsotheyfocusonthedigestiblepart–the
cost.Inmanymediareportstheemphasisofourcoveragewasnotontheeffectofthepolicy,orthe
peoplewhowouldbenefitfromit,butratheronthecostofit.
Hereisasampleofsomeoftheheadlineswegenerated,toillustratethispoint:
• NDPPromisesMillionsToForestIndustry (CanadianPress,April15,2013)
• AdrianDixreveals$310Mforestryplan(CanadianPress,April17,2013)
• NDPwouldspendmoreoneducation,Dixsays (TimesColonist ,April18,2013)
• Dixannounces$24-millionplantogrowB.C.agricultureindustry (VancouverSunApril21,
2013)
• B.C.NDPmakesfinancialpromisesforseniors,ruralandmentalhealth (TimesColonist April
23,2013)
• Dixpromises$70Mforhomecareforseniorsandthosewithdisabilities (CTV.caApril23,2013)
• NDP'sAdrianDixpledgestoinject$240Mintohealth-careprograms (TheProvinceApril23,
2013)
Anotherissuethathamperedourabilitytocommunicatetheplatformwaslast-minutedecision-making.
Asaresult,anenormousamountofcentralcampaignandtourstafftimeandeffortwasputintothelast
minuteproductionofmaterials.Communicationsdecisionsweretoooftenmadeontheflyandwithlittletimeforreflectionandplanning.Thishurriedprocessresultedinunforcederrors,liketherelease
ofourferryfarecommitmentonthedayweweresupposedtobeprofilingourplanforjobsandthe
economics.
Campaignplatformannouncementsshouldfocusontheissuebeingfixedandthemainbenefactors,
ratherthanontheexpenditureofthepolicyproposal.Thepolicyandcommunicationselementsof
theplatformshouldbedecidedwellinadvanceofthecampaignsothattheyarethoughtfully
consideredandlocatedbetterwithintheoverallmessage,narrativeandtourdesign.
(4) ConnectionsBetweenTourandHQAtimportantpointsinthe2013campaign,thereweregapsbetweenthestrategicplanandthemedia
narrative.ThisgapwasfeltmostacutelywhenthedecisiontoopposetheKinderMorganpipelinewas
announced.Withoutaclearplantomanagethefall-outfromthedecision,thecampaignwascaught
flatfootedandunabletoeffectivelycontrolthestoryorthemessageitconveyed,addingtothe
confusionandpoliticaldamage.
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Naturally,therewillbetimeswhenacampaignmustinnovatequicklytorespondtochanging
circumstances.
Majordevelopmentsincampaignstrategyandmessagemustbebetterunderstoodbythemedia
managementteaminadvanceoftheannouncement.
(5) EmbracingVisualRepresentationsofourMessage
Voters’opinionsareincreasinglyshapedthroughvisualsontelevision,onlineandinphotographsin
newspapers.WithoutquestiontheworkoftheTourUnit,theday-planners,advancersandtechcrews
weresomeofthebesttheBCNDPhaseverseen.Butthewaywemanagedopportunitiestoamplifyour
messagethroughtourvisualshamperedthecampaign’sabilitytoconnectwiththevoter.
ColoureventsshouldcontributetothecampaignnarrativeandhavetheLeaderinsettingssurrounded
bypeopleandengagingwithvoters.Eveningralliesshouldbehighenergyandshowmomentum,
excitementandsupportfortheLeader.Ateachofthesecampaignevents,participantsshouldbeplaced
‘intheshot’inordertomaximizethevalueofthevisual.
Everyeventshouldbebrandedwithappropriatevisuallyconsistentstaging,podiumart,handheldsigns
andbanners.TheLeader’sintroductionandentranceshouldbemanagedandstagedformaximum
effectwithaclearpathwayin,surroundedbyapplaudingsupporters.Campaignmusicshouldbechosen
forthematicandenergycreatingpurposes.Itshouldbecaptivatingandexcitethecrowdanditshould
helptellthestory.
OurreluctancetoembracethepoliticaltheatreaspectofmoderncampaigningledtotheBCNDPlosing
the“shotoftheday”totheBCLiberalstoooften.ChristyClark’sconstantappearanceinahard-hatandsafetyvestwasthevisualequivalentofhermessagediscipline.Shewasconstantlysurroundedby
people,especiallychildren,seniors,andmembersofethno-culturalcommunities.Suchimagesledthe
viewertobelieveshewashavingfun,attractivetoothersandthathercampaignhadenergyand
momentum.FromtheLiberalcampaign,themediawereonlygivenoneimagetobroadcast,theimage
thatrepresentedtheLiberalmessage.
Incontrast,whilemanyofourimageswerecompelling,theywereoftenpre-empted.Toooftenour
Leaderwasphotographedalone,orwithstaff,eitherinscrums,comingoffthebus,orwalkingtoand
fromcampaignevents.
Adisciplinedapproachtothevisualrepresentationsofourmessageaswellasuseallofthetoolsat
ourdisposaltoprovidearegularappealingcampaignimageshouldbeembraced.
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(6) PlacingWellintheDebates
TheLeaders’Debatesareacriticalpointinmoderncampaigns.Voterspayattentiontoelectionsatthe
startandthennotagainuntilthedebates.Debateprepisveryimportantdespitetakingtimefromthe
Tourforseveraldays.
Thekeypointsinacampaigndebatearetheopeningandclosingstatements,theresponsetomurder
questions,andthezingerattacksonandfromopponents.
Inthiscampaign,debateprepwassuccessfulinidentifyingthelikelyquestionsposed.Nothing
happenedinthedebatesthemselvesthatwasn’tcoveredindebateprep.Everyissueandlineof
argumentwasthoughtofanddiscussedindebateprep.Theteamhadagoodsenseofhowthedebates
wouldunfoldandwhatargumentsandcounter-argumentstouseforbestadvantage.Ourleaderwas
well-preparedandreadyforeverythingthatcameup.
Ourweaknesswasintheattentiontopresentationandinparticularthecriticalimportanceof
presentingwellintheveryfirstminute.Theopeningstatementneededtoberehearsedandre-rehearsedinordertonailit.Toomuchtimewasspentinsteadonpolicydiscussionsandthefinerpoints
oftheargumentsandnotenoughtimewasspentonpresentationskillsandtheopeningstatement.As
aresult,eventhoughthemediaandthepollstersreportedthatourLeaderwonthedebate,our
researchindicatedthatthefailuretoengagetheaudiencestrongly,clearlyandcleanlyhamperedthe
abilitytohearourarguments.
Allparticipantsinthedebatepreparationshouldallhavearolethere.Thefocusshouldbeonthe
strategyforbothoffenseanddefense,andthepresentationoftheLeader.Itisimportantnottoget
miredinresearchandpolicyduringdebatepreparation,andtofocusinsteadonstrategy,zingers,and
presentationskills.
(7) EthnicMedia
Whilemostofourcampaign’stimeandeffortwentintodealingwiththeEnglishmedia,theChineseand
SouthAsianmediaplayedaveryimportantroleinthiscampaign.Specifically,theChinesemediawas
overwhelminglyhostiletotheBCNDP,regularlyfeaturingextremelybiasedheadlinesandstories.The
BCLiberalseffectivelyusedtheChinese-languagemediaaspartofastrategytomotivatetheChinese
communityvoteintheirtargetridings,deliveringspecificallytargetedmessages.
Theethniclanguagemediarelationsunitshouldbebetterresourcedandbetterintegratedintothe
campaign.
(8) PerfectingtheLeader’sTourTheLeader’sTourisacriticalpieceoftheairwarthattellsthestoryofthecampaign.Thestrategyin
thiscampaignoftargetingCabinetmembers’seatsforplatformannouncement,usingthesecondphase
forcolourandcampaignnarrative,andendingwithmomentumandwhistlestopswasagoodone.The
24-hourtourwasalsoveryengagingandinnovative.ThedesignoftheLeader’sTourwassound.
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However,theTourneedstobeadequatelystaffedandeverymemberoftheTourneedstobe
integratedintothestrategicandoperationalthinking.
TheTourstaffmustmeeteveryeveningtoreviewthedayandplanforthenextday.Inthiscampaign,
Tourstaffingwasverylimitedandseveralstaffdiddoubleortripleduty.Thedailymeeting,usuallyat
theconclusionoftheday’sevents,iscriticalandeverymemberoftheTourstaffshouldparticipate--preferablyalsowiththeadvancerforthenextdayandsomeonefromtheAnchorTourteam.These
meetingshelpidentifyanydifficultieswiththeday’seventsandcanhighlightwhatworkedwell.That
informationfeedsintothediscussionofthenextday,wheretheinsideitineraryshouldbereviewedstep
bystep,evaluatedforitsabilitytocontributetothestrategicobjectivesfortheday,andprovidingan
opportunitytoidentifyanyproblemareasthatneedattention.
EverythingthathappensontheTourmustbepurposefulandcontributetoavictory.Everymemberof
theTourstaffneedstohaveaclearlydefinedroleandopportunityforinput.IftheTourstaffarenot
meetingtogethereveryevening,thenthelogicoftheevents,thestrategicimportanceoftheeventsand
thesignificanceofanyshiftsinstrategyarenotapparentorshared.Thestaffcannotoperateeffectively
asateamwithoutinsightandinvolvementinthethinkingbehindeachdayandthestrategicobjectives
foreachday.ExecutionwithoutthatknowledgelimitstheeffectivenessoftheTour’sabilitytotellthe
campaignstory.TheimportanceofeverysinglepersonontheTourstaffparticipatingindailymeetings
toreviewandplancannotbeoverstated.
Mostdays,campaigneventsshouldincludeamorningannouncement,acoloureventintheafternoon,
andaneveningrally.Andtheyshouldbebuiltwithaviewtotheimageonthesixo’clocknews.
Themorningannouncementshouldbeaboutonethingonly–withbetween1and3sub-pointsfor
amplificationandillustration.Validatorsshouldbepresent,alongwithsupporterswhohelptellthe
story.ColoureventsshouldcontributetothecampaignnarrativeandhavetheLeaderinsettings
surroundedbypeopleandengagingwithvoters.Eveningralliesshouldbehighenergyandshow
momentum,excitementandsupportfortheleader.Ateachofthesecampaignevents,participants
shouldbeplacedinordertomaximizethevalueofthevisual.
Everyeventshouldbebrandedwithappropriatevisuallyconsistentstaging,podiumart,handheldsigns
andbanners.TheLeader’sintroductionandentranceshouldbemanagedandstagedformaximum
effectwithaclearpathwayin,surroundedbyapplaudingsupporters.Campaignmusicshouldbechosen
forthematicandmusicalpurpose.Itshouldbecaptivatingandexcitethecrowdanditshouldhelptell
thestory.Itcouldalsobechangedatspecifictimestoindicateashiftoremphasizesomethingspecific
aboutaparticularlocationorissue.
Theon-the-roadtourteammustbebetterstaffed,integratedfullyintotheoperations,andshould
meetinthemorningandintheeveningseveryday.
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THREEKEYSTRATEGICISSUES
Finally,hereareafewreflectionsonthreestrategicissuesthatmayhavecontributedmorethanothers
totheoutcome.
TheLiberalsprosecutedusbetterthanweprosecutedthem
Inthiscampaign,weundertookaprincipled,admirableandwell-intentionedattempttoconducta
positivecampaignthatwould“changepolitics”inthefaceofanopponentplayingbytheright-wing
populistplaybook–aneffortthatdidnotsucceed.Thiswastrueforanumberofreasons:
TheLeaderistheparty’sbrand. Negativemessagesaboutleaderscutthroughandareremembered,
unlesstheyarecounteredinkind.Inrunningthekindofcampaignwedid,weallowedouropponentsto
raiseseriousdoubtsinthemindsofvotersaboutourleaderwithoutcompellinglycountering,pre-
emptingand/oroutweighingthembyreturningthefavour;
Failingtocriticizeopponentsexoneratestheirconduct. AsAdrianDixacknowledgedveryhonestlyafter
theelection,therewasmuchwedidn’tdotoprosecuteourcaseagainsttheLiberals.Therewas
certainlyaclearcasetoprosecuteagainstChristyClark–abouthercompetence,hereducation,herlackofexperienceintherealeconomy,herrecordasaminister,herconductaspremier,herpriorities,her
honesty,herbehavioronthenationalstage,andhercontradictionsandflip-flops.Therewasaclear
casetoprosecuteagainstmanyofhercolleaguesfortheirownconductintheirprivate,professionaland
publiclives.AndtherewasaclearcasetoprosecuteagainsttheLiberalgovernment’srecord,especially
inthepastfouryears.Bychoosingnottodothiswithsufficientclarityanddecibellevels,weabsolved
themfromaccountability.Theelectoratecanbeforgivenfortakingusatourword(orabsenceofwords)
onthis;
Andfinally,andperhapsmostimportant:
Almostalways,issuesaboutpoliticalprocessarelesscompellingthanpocketbookissues. Politicianswhoaskformandatesto“changepolitics”risksoundingliketheyaretalkingaboutthemselvesinstead
ofabouttheelectorate,absentanabsolutelycompelling,mercilesslyprosecutednegativecase(for
example,Watergate;thecorruptionscandalsthatdestroyedtheItalianChristianDemocrats;the
sponsorshipscandalthatdestroyedthefederalLiberalpartyunderPaulMartin;theconstruction
corruptionscandalsthatunderminedtheQuebecLiberalpartyunderJeanCharest;etc.)Absenta
compellingissuethatforcesanurgentdebateabout“changingpolitics”,thepublicwillwanttohear
abouttheirownpre-occupations,whichareabouttheirdailylives--jobs,healthcare,education,taxes.
“It’stooriskytochangethegovernment”worked
IncompanywithoppositionpartiesallacrossCanada,ourcampaignfailedtobeatthecoreargument
currentlybeingofferedbyincumbentgovernmentsofallstripes(Liberal,NDPandConservative)
seekingre-election–thatintheseuncertaineconomictimes,itistooriskytochangethegovernment.
Considertherecentelectoralrecordacrossthecountry:
• TheSelingerNDPgovernmentinManitobawonre-electionbyattackingtheleaderofthe
Conservatives,andbyarguingthatintheseuncertaintimesitistooriskytochangea
governmentfocusedonjobsandtheeconomy;
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• TheRedfordConservativegovernmentinAlbertawonre-electionbyattackingtheleaderofthe
Wildroseparty,andbyarguingthatintheseuncertaintimesitistooriskytochangea
governmentfocusedonjobsandtheeconomy;
• TheMcGuintyLiberalgovernmentinOntariowonre-election(withaminority)byattackingthe
leaderoftheConservatives,andbyarguingthatintheseuncertaintimesitistooriskytochange
agovernmentfocusedonjobsandtheeconomy;• TheCharestLiberalgovernmentinQuebeccamewithinasinglepointofwinningre-electionby
attackingtheleaderofthePartiQuebecois,andbyarguingthatintheseuncertaintimesitistoo
riskytochangeagovernmentfocusedonjobsandtheeconomy;and
• PrimeMinisterStephenHarperispreparingtodoexactlythesamething,settinguphisnext
campaignwithmanymillionsofdollarsoftaxpayer-fundedpartisanpoliticaladsarguingthatthe
ConservativegovernmentinOttawaisbusywithnothingbutjobsandtheeconomy.
WespentalotoftimethinkingaboutthisobviousstrategybytheBCLiberalsgoingintothiscampaign.
Whatweretheoptions?
Runonhealthcare :InmanytraditionalNewDemocraticcampaignsinjurisdictionsacrossCanada,theNDPhastriedtodealwiththiskindofchallengethroughdiversion.Thepublicdoesn’ttrustusonthe
economyasmuchastheytrusttheincumbent,solet’stalkaboutsomethingelse–likehealthcare,
educationor(untiltheadventoftheGreenparty)theenvironment.Wecertainlyneededtodoabetter
jobthanwedidin2013campaigningontheseissues.Butthemillionsofdollarsinpublicfundsspenton
governmentadvertisingintherun-uptotheelectionweredesignedtoclosethisoption–andmanyNDP
campaignsinrecenthistoryhavefoundereddisastrouslyintheirattemptstochangethetopicto“safe”
NDPissuesduringcampaigns.AlexaMcDonoughtriedtodothisduringthe2000federalelectionand
earned8.51%ofthevote,forexample.
Runarepresentationalcampaign :Amorehistoricallysuccessfulalternativehasbeentoruna
“representational”campaign,ashasbeencarefullyresearchedandblueprintedbypollsterandpoliticalstrategistVicFingerhut,awise,thoughtful,long-timefriendandadvisorofourpartyandofprogressive
andsocialdemocraticpartiesallaroundtheworld.Thistypeofcampaignacceptsthata(perhapsthe)
keytopicwillbetheeconomy–whichwethentalkaboutinrepresentationalterms:“whowillspeakfor
workingfamilieslikeyou”;“whowillfightforordinaryfamilies”,andthecorollary,“don’tvoteforour
opponent,becausetheyonlycareaboutthewealthy.”ThisisthekindofcampaigntheBCNDPturnedto
initslastsuccessfulouting,in1996,underPremierGlenClark.Itcanworkverywellindeed.Butitbears
rememberingthatin1996thisapproachearnedus39.45%ofthevote–notdissimilartothe39.71%we
earnedin2013.ItdoesnotreachwellintotheChinese,Punjabiandmiddleclasselectorateswe
believedwouldbecentraltothiselection(itwould,however,haveplayedagreatdealbetterinthe
interiorthanthecampaignweran).
Beatthematthecentralgame :Athirdalternativeistoseektobeatourpopulistrightwingopponentin
theirareaofperceivedcorecompetence–toarguethatnotwithstandingtheirrhetoric,theyarefiscally
irresponsible,theirpolicieshurtjobcreation,andtheyhavenoanswerstotherealquestionsfacingthe
economy(noneofwhichareabouttransferringmorewealthfromthemiddleclassandthepoortothe
rich,whichisfundamentallywhatpopulistrightwinggovernmentisconcernedwith).Ourgovernments
inSaskatchewanandManitobadefeatpopulistrightwingopponentsbybeing–andbeingseentobe–
morecompetentthanouropponentoncorefiscalandeconomicissues,aswellasmorecaringabout
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them.Thatiswhatwetriedtodoin2013.Wedidn’tsucceed,forallofthereasonssetoutinthisnote
wesuggest.IfwewanttoreverseourfortunesinBritishColumbiaandearnalengthyruninofficeovera
numberofmandates(asopposedtotheoccasionalmomentofgoodfortune),wemustfindawaytodo
this.
Andfinally:
Weneededtomakeabetteroffer
Ourcampaignfailedtoinspireourcurrentsupportersanddidnotreachoutsideofourbase: British
ColumbiansopentosupportingtheNDPdidnotfindusinspiring,populist,orcompellinginourefforts
tocontrastourselvestoouropponent.Thiswasadeepproblemwithoureffort,woventhroughallof
ourworkassetoutabove.Therewasno“wow”inourcampaign,whichfocusedonreassuranceand
responsibilitywhiletakinganunwiselycomplacentapproachtoouropponent.
Inallofhiscampaigns,TommyDouglascampaignedonthebasisofacampaignbuiltonthreelegs(all
goodthingscomingintrinities,ashearguedfromtimetotime).First,hewouldbetoughlycriticalofhis
opponentswithoutdescendingintodefamation.Second,hewouldspelloutaclear-headed,financially
responsible,fiscallyresponsiblesetofnextstepsforwardfortheprovincialgovernment.Andthird,he
wouldtalkaboutabigdream–inhiscase,nationalmedicare,aprojectthatwaswellbeyondthe
powersoftheGovernmentofSaskatchewan.Butitwasabigideaandhepromisedtoworktowardsit–
infiveseparateprovincialelectioncampaigns.
Weneededabigdreaminthiscampaign–aninspiring,aspirationalgoalthatcouldnotpossiblyhappen
overnightbutthatwasworthworkingtowards.
TheLiberalshadaridiculousone–atrilliondollarsinimaginaryrevenuesfromtwentyLNGprojectsthat
wouldpayofftheprovincialdebtandfundeveryhopeanddreamofeverycommunityallacrossBritish
Columbia.Thiswasspokenaboutinthemediaas“ChristyClark’simaginaryfriend”,and
comprehensivelydiscreditedasapipedream.
Butthepubliclikesbigideasifyougeteverythingelseaboutyourcampaignright,too.Theyreadthe
mediaandareinfluencedbyit.Buttheyalsolistendirectly,inthetinysnippetstheyareallowedtohear,
topublicfigures.Andtheylookthereforhope,andforinspiration,andforaroadforward.
Insum:
Itisusuallyamistakeforwinningpartiesto“returntothesceneofvictory”.Anditusuallyamistakefor
defeatedpartiestotrytorefightanelectioncampaignthenexttimeout.Thenextelectionin2017will
runonitsownclockspins,issuesandchallenges.Butthefollowingwilllikelybetrue,webelieve:
• Wemustdoamuchmoreeffectivejobofdiscreditingouropponent,eachandeverydayofthecampaign,whenmostpeoplearepayingattentiontopolitics;
• Wemustdefeat,oratleastfighttoadraw,whoeverourconservativeopponentisoncore
economicissues;and
• Wemustofferacampaignthanpeoplelike;engagewith;areinspiredby;turnoutto
participatein;andaremotivatedtovotefor–evenafteranotherimmersioninour
opponent’sdarkestarts.
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These notes were drafted by:
BrianToppwascampaigndirectorduringthiselection.HewasdeputychiefofstafftoPremierRoy
RomanowintheGovernmentofSaskatchewan,andwasnationalcampaigndirectortofederalNDP
leaderJackLaytonin2006and2008.
JimRutkowskicoordinatedNPDmediarelationsduringthiselection.HewaschiefofstafftoBCNDPleaderCaroleJames.
AnneMcGrathwasasenioradvisorontheLeader’stourduringthiselection.Shewaschiefofstaffto
JackLayton,andwasleadpoliticalonthetourduringthe2011federalelection.
BradLavignecoordinatedtheNDPwarroomduringthiselection.HewasprincipalsecretarytoJack
Layton,federalsecretaryoftheNDP,andnationalcampaigndirectortofederalNDPleaderJackLayton
in2011.
ShannonPhillipswasdeputycoordinatorofthewarroomduringthiselection.Sheistheseniorpolicy
analystfortheAlbertaFederationofLabour,whereshespecializesinenergyandoilsands.Shehas
workedinorganizationandcommunicationsforthefederalNDP,AlbertaNDP,andotherprovincialNDPsections.