B.C. NDP Campaign Post-mortem June 18 2013

7/29/2019 B.C. NDP Campaign Post-mortem June 18 2013

http://slidepdf.com/reader/full/bc-ndp-campaign-post-mortem-june-18-2013 1/45

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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



Page|21

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



Page|23

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.



Page|25

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



Page|26

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:



Page|27

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.



Page|28

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.



Page|29

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



Page|30

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.



Page|31

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.



Page|32

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



Page|44

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.



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.

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B.C. NDP Campaign Post-mortem June 18 2013

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