Can you spot the difference in these two Liberal ads?

By Adam Radwanski

If you were watching TV in Ontario about a week ago, you might have noticed this ad (“Build Ontario up”) from Kathleen Wynne’s Liberals.

https://www.youtube.com/watch?v=WzI473VJ-QI&list=PLD808265A188F72E5

If you were watching in the past few days, you might have seen this one (“Clear Choices”) instead:

https://www.youtube.com/watch?v=9IRe6T5vif0&list=PLD808265A188F72E5&index=4

It’s possible that if you caught both, you thought you saw the same ad twice. But there’s a reason why the second replaced the first – and some new opinion data helps explain what it is.

From May 28 through June 1, as part of its continuing effort to help us see this election campaign through the eyes of the electorate, Innovative Research Group put some of the ads the parties have been running to its online panel. As with the research we highlighted last week, it’s best to see this as a sort of focus group that allows us to see how parties are trying to win over other parties’ supporters or motivate their own.

So, what did the survey find about these two Liberal ads? For starters, while an equal share of respondents indicated each one made a positive impression on them, “Build Ontario Up” generated slightly more of a negative reaction than “Clear Choices” did.

What was your overall impression of the ad?

SOURCE: Innovative Research Group

There was a similarly moderate difference when respondents were asked to judge whether they thought the two ads were “credible”:

SOURCE: Innovative Research Group

Where the differences start to get a little bigger and a little more interesting is “net impact” of the ads on intentions to vote Liberal – which is to say the gap in percentage points between those who said it made them more likely and those who said it made them less likely to do so. Here’s how that shook out for these two ads, broken down into which party respondents self-identified with at the start of the survey:

SOURCE: Innovative Research Group

So based on this research, the second ad is better at motivating Liberals, does less to upset (and thus perhaps motivate) Tories, and gives Kathleen Wynne’s party a somewhat better chance of winning over New Democrats and those who don’t self-identify with any particular party.

Why does “Clear Choices” play so much better than “Build Ontario Up”? Maybe because it’s less strident about pushing Ms. Wynne’s faith in government as it tries, using almost the exact same imagery, to strike a contrast with Tim Hudak. For comparison’s sake, here are the two scripts narrated by the Premier:

Build Ontario up: “I believe government should be a force for good in people’s lives. So my plan is about creating jobs, investing in much-needed roads and transit, and providing fair pensions. Tim Hudak wants to make classrooms more crowded, cut teachers and health care, and somehow make our economy grow by firing a hundred thousand people. Those are the choices in this election. I want to build Ontario up, not tear it down. That’s what leadership is.”

Clear choices: “This election the choices are drawn very clearly. My focus is on creating well-paying jobs, investing in transportation, and providing a better pension so people can retire with dignity and security. Tim Hudak wants to fire a hundred thousand workers and make massive cuts to education, so he can balance the budget one year sooner and slash the taxes big corporations pay. I want to build Ontario up, not cut it down. That’s what leadership is.”

Clearly, the differences are subtle. But parties are known to test just about every word of their messaging, and adapt accordingly. The slight adjustment in those ads speaks to what the Liberals think works for Ms. Wynne, and what goes a little too far.

(Responses to these two ads were drawn from a survey in which 850 eligible Ontario voters participated. Asked which party they usually support, 29 per cent of respondents said Liberal, 22 per cent Progressive Conservative, 17 per cent NDP, 6 per cent Green and 1 per cent other; 14 per cent said they don’t identify with any party and 11 per cent didn’t know.

As parties get more sophisticated in targeting messages to individual voters, we want to get as many people as possible involved in helping us keep track of those messages and how they’re delivering them. If you’d be willing to help us tell the story of this campaign by keeping a campaign diary to let us know who contacted you and uploading campaign material, or maybe giving your reaction to ads, issues and events, you can sign up for the Listening Post Network here.)

Ask The Globe: Is Harper correct in his assessment that “most” cases of murdered indigenous women are “solved”?

For the duration of the election, The Globe is answering your questions – from fact-checking leaders’ statements to digging deep into policies and promises. Have a question? Tweet it with #AskTheGlobe

JJ June poised this question: #AskTheGlobe Fact Check “Harper says ‘most’ cases of murdered aboriginal women are solved.” CP Oct. 6/15

Kathryn Blaze Baum, a national reporter who covers the issue of missing and murdered indigenous women for The Globe gave this response:

First, it is important to note that Prime Minister Stephen Harper’s comment was made in the context of an inquiry into both missing and murdered indigenous women. Indigenous leaders and Canada’s premiers have been calling for a federal probe to better understand why aboriginal women are disproportionately more likely to disappear or be killed and also to determine how to tackle the violence.

In 2014, the RCMP released an unprecedented report looking at police-recorded incidents of missing and murdered indigenous women across the country. It found that between 1980 and 2012, there were 1,017 homicides and 164 outstanding missing-person cases. Within that time period, there are 225 unsolved cases: 105 women have been missing for more than 30 days and their disappearances are categorized as either “foul play suspected” or “unknown,” and 120 homicide cases have not been solved.

It is true, then, that most homicides involving indigenous women have been solved. As stated in the RCMP report: “The majority of all female homicides are solved (close to 90%) and there is little difference in solve rates between Aboriginal and non-Aboriginal victims.”

But this is not the whole picture.

It is important to understand what the RCMP means when it says “solved.” The report indicates that, for the purposes of the study, the term is used synonymously with “clearance rate.” Here is how clearance rate is defined, in one of the footnotes:

“Clearance refers to whether or not a homicide incident was cleared: (1) either by the laying, or recommending of a charge to the Crown; or (2) where at least one suspect has been identified and against whom there is sufficient evidence to lay a charge, but where the incident is cleared otherwise (e.g. the suicide or death of the chargeable suspect … ).”

This means that if police recommend charges but the Crown decides not to proceed, or if an accused is charged but later acquitted, the case is still considered solved. A killing, then, could be deemed solved without a conviction.

Put simply, the police might consider a case cleared, but the victim’s family may still be waiting for justice.

Furthermore, it is possible that some of the 105 unresolved cases involving missing indigenous women, whose disappearances are categorized as “foul play suspected” or “unknown,” are actually unsolved homicide cases.

Finally, a couple of questions on the Trans-Pacific Partnership deal.

First Cdn Politico asks: @globeandmail Yes. Wasn’t Tom Mulcair in favour of TPP as recently as 2 months ago? #asktheglobe

One of our Ottawa corespondents, John Ibbitson, answers this question.

The NDP has traditionally opposed free trade agreements, saying that they lead to lower labour and environmental standards, job losses and foreign interference/loss of sovereignty.

Under Thomas Mulcair the party has modified its stance, supporting the free trade agreement with South Korea and supporting in principle the free trade agreement with Europe, although it is withholding full approval until it sees the final, legally-vetted document. The party had no stated position on the Trans Pacific Partnership other than it supports free and fair trade.

However, Mr. Mulcair has decided that this agreement would lead to lost jobs — especially in the auto sector — more costly prescription drugs, and the erosion of the supply management system that protects the dairy and poultry industry. The NDP opposes the TPP.

Finally joey wonders: if The NDP have said they won’t necessarily uphold an agreement PCs may reach in TPP. Have the liberals commented their stance? #asktheglobe

The Liberal Party fought the free trade agreement between Canada and the United States, and only reluctantly endorsed the North American Free Trade Agreement the included Mexico, negotiated by the Mulroney government. However, the Chretien government did conclude a couple of small free-trade agreements, and Justin Trudeau has been supportive of the Harper government’s trade agenda, endorsing the agreement with the European Union. The Liberal Party, however, declines to take a position on the TPP until the full text of the agreement is revealed.

(Want to know more about the TPP? Our explainer can be found here.)

Ask The Globe: Answers to your questions on marijuana, the census and Liberal sponsorship scandal

By Chris Hannay

Spencer Smit asks: @globeandmail Harper saying cannabis is worse than tobacco, citing “evidence” please advise #AskTheGlobe

Mike Hager, a Globe reporter in Vancouver, recently looked into this:

The Canadian Cancer Society says smoking tobacco continues to be the leading preventable cause of premature deaths in the country, claiming about 37,000 lives each year. The non-profit organization says tobacco is the main risk factor for cancer, heart disease, stroke and lung disease in Canada.

In contrast, no deaths have been directly attributed to cannabis use or overdose, says Dr. Tim Stockwell, director of the University of Victoria’s Centre for Addictions Research. But it is likely a factor in “a few” fatal crashes and “a few” lung-cancer deaths each year, he said.

Elizabeth Jane Banks asks: #AskTheGlobe Please fact check Elizabeth May’s claim that almost no one completes the voluntary census. #cdnpoli #elxn42

“Almost no one” may be a bit strong, but experts have warned about the quality of the National Household Survey data after it was made voluntary in 2011. Previously the longform census, which asks for more detailed information and is sent to a fraction of households, was mandatory. The response rates for the voluntary form were about 70 per cent in 2011, whereas the response rate for the mandatory form in 2006 was 93.5 per cent.

Alex Dempster asks: @globeandmail Harper said of the Liberal sponsorship scandal that $40 million of Canadians taxpayers’ money lost. Accurate? #AskTheGlobe

Maybe? This one’s a bit tricky, and may be a case of fuzzy math in campaign slogans. But it may originate in the $40-million of government funds for contracts to a firm where there was no evidence of work done, etc.

(The Globe and Mail, incidentally, won the prestigious Michener Award for public service in journalism for its uncovering of the scandal.)

Nanos preferred PM poll: Harper 33%, Trudeau 27%, Mulcair 24%

Based on rolling three-day sample from September 28 to 30 of 1,200 Canadians reached by phone (cell and landline). Margin of error is plus or minus 2.8 percentage points, 19 times out of 20.

Check out our Election Forecast for how party support translates into seats.

Ask The Globe: Your questions on citizenship, C-51 and refugees

By Chris Hannay and Evan Annett

Ben asks: #AskTheGlobe Can the government legally revoke someones Canadian citizenship? #MunkDebate

and Sarah asks: What conditions can a Canadian loose their citizenship, residency, or voting rights? Do refugees hafta pay interest? #AskTheGlobe

Let’s deal with these two together.

First, yes, the government can legally revoke citizenship if it was obtained fraudulently. The Conservatives also added another policy, which is that dual nationals can potentially lose their citizenship if convicted of terrorism or treason crimes. Depending on the circumstances, someone whose citizenship was revoked may be removed from the country.

On voting, the Conservatives did change the eligibility to vote for Canadian expats living abroad. Generally they lose their right to vote after five years, which Donald Sutherland was not very happy about.

Chris asks: Did Tom Mulcair really say different things about repealing C51? #AskTheGlobe

The NDP has never supported Bill C-51, the Anti-Terror Act. The New Democrats voted against the bill, which was supported by the Conservatives and Liberals. However, in interviews earlier in the year, leader Thomas Mulcair did change his tone. In February, Mr. Mulcair said he wouldn’t commit to repealing the bill if elected, though his party would definitely change it. Weeks later, in March, Mr. Mulcair committed to repealing the entire law.

Myles asks: Harper says ours response has been generous- is that true compared to past refugee crises? #MunkDebate #asktheglobe #futurevoter

It depends on what past refugee crises we’re comparing it to. In terms of numbers and speed of access for refugees, it’s much lower than Vietnam (when Joe Clark raised the target to 60,000 refugees). Liberal Leader Justin Trudeau at the Munk Debate brought up comparisons with Vietnam to accuse Harper of being stingy. What sets Syria apart from Vietnam is the rules Stephen Harper introduced about refugees needing their status approved by UNHCR or a third country, a rule that didn’t exist for the Vietnamese (and which the Kurdi family blames for the events leading to Alan’s death off the Turkish coast). If we’re comparing Syria with the Second World War, though – when we famously turned away a boatload of Jewish refugees in 1939, and were pretty hostile to Jewish refugees even during the war – our current response looks more generous. (Doug Saunders and Sean Fine have done really good historical analyses of Vietnam, the Second World War and our response to the Hungarian refugee crisis in the 1950s).

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