What’s perplexing about the David Alward government’s decision to spend a few thousand taxpayer bucks on TV ads showing New Brunswickers mourning the state of their province’s economy is not that it reflects poorly on our lawmakers’ vision of the future.
What’s perplexing is that our lawmakers seem to believe it reflects well on their own political fortunes.
Less than a year before the general election, the Tories are bringing up the rear in popular opinion. Poll after poll suggests that if the ballot were held today, they’d lose to Brian Gallant’s Liberals by a wide margin.
This somehow impels the big brains who occupy the small offices reserved for government communications to remind New Brunswickers in convincing fashion, and just before the holidays, that the past three-plus years in office have been an unmitigated disaster for the Progressive Conservatives.
The ads show various men and women, who are presumably en route to the oil-black and money-green pastures of western Canada, hanging out on tarmacks and in airport departure lounges, their brows appropriately furrowed.
“I’ve been going for four years,” says one.
“We haven’t got enough opportunities here, we have to go do it out west,” says another.
Finally, up pops the kicker, accompanied by a stern-sounding VoiceOver: “This message is brought to you by the Government of New Brunswick.”
Now, we witness the game, if untried, Mr. Gallant mumbling under his breath and, indeed, over it: “Thank you, Mr. Alward, you just made my day.”
Of course, in the local media, he sounds more like this:
“New Brunswickers don’t need an ad to tell them that there aren’t enough jobs in New Brunswick. This is an ad that is virtually discouraging people to stay and invest in New Brunswick. It’s even demoralizing.”
To which, Premier Alward retorts, “Every day there are families that are living with separation and we believe there are good options long term to see our economy be stronger, our province be stronger, and our people be able to decide to be here and build their communities here. . .It’s a message to all New Brunswickers that we need to be saying yes to allow development to take place.”
Well. . .no, actually.
It is a message to all New Brunswickers that they are at death’s doorstep, and that their only salvation is via the kool aid of shale gas development, which may or not be true. (It’s too early to know anything with certainty).
What I do know, from my years in the marketing communications and advertising industry (I call them my “lucrative” epoch), is that scaring the bejesus out of people is guaranteed to produce only one, durable response: shoot the messenger.
Again, Mr. Alward, Mr. Gallant thanks you.
What’s intriguing about all of this is just how unnecessary it is.
The Alward government holds all the cards in the shale gas industry deck. Its regulations for development are, purportedly, the toughest in North America. It has the benefit of knowing all the best and worst practices. It even has a scientific panel, convened to guide its decisions (though only The Almighty knows when this efficacious advice will be forthcoming).
What’s more, its foes on this file are, though vocal, largely in the minority.
If it truly wants to win the hearts and minds of the majority, why doesn’t it produce ads that speak directly to the issue – spots that fight the fictions swirling around shale gas with facts?
Why not emphasize the positive attributes of an industry that, properly regulated, could help transform the province’s economy – thanks to the money it will generate for public coffers – into an incubator of commercially viable innovations in sectors not specifically related to resource extraction?
Those who argue that the provincial government has no business using public dollars to promote its economic agenda are, among other things, on the wrong side of history. Governments do this sort of thing all the time. In fact, we expect it of them, especially when they don’t do it. What is tourism, except a giant public-sector promotion campaign?
This Tory reign has staked its mandate on transforming the New Brunswick economy through its responsible stewardship of natural resources. Its most recent ad campaign, however, indicates that it has not yet learned how best communicate this otherwise clear and simple message.
Meanwhile, as goes its mandate, so goes any chance New Brunswick has of seizing its future for its now-departing citizens.