Moving Forward for Real Change in 2013 is a coalition of private and public sector unions in British Columbia that, judging from their new TV spot, believe the time has come to kick the governing Liberals out of office.
Unfortunately, this ad says nothing about why that should happen.
Not being a B.C. resident, I can’t really say how visible this organization is or how aware citizens are of its goals, so perhaps residents don’t need that information repeated. But political ads are meant to be communication tools. All that seems to be communicated here is “Liberals…am I right?”
You could argue the last actor says something about employment in the province, but the line is a bit of a throw-away, and employment isn’t one of the talking points in the accompanying press release, which does the heavy lifting when it comes to actually communicating an agenda:
“The last year alone has shown a provincial government that is out of ideas, out of touch with the needs of British Columbians; it’s time for change in Victoria,” said [spokesperson Cindy] Oliver. “We wanted to have some fun with just how long it has been, and to engage citizens to vote with this light-hearted approach.”
Oliver explains that while the ads are humorous, British Columbians have many serious reasons to get to the polls and vote for change. “Whether its tuition fee hikes, cuts to health care services, MSP premium increases, skyrocketing log exports or burying BC Hydro in debt, the BC Liberal government has shown – for too many years – it won’t do what’s right for BC families.”
“In the last election, only 1 in 2 eligible voters actually cast a ballot,” added Oliver. “Our hope is that our ads play a role in increasing that turnout significantly.”
Too bad none of that ended up on screen.
