Premier Christy Clark at municipal convention in 2014. Her government's 'jobs plan' message has evolved since 2011

BC VIEWS: Harper-style ads carry on here

'Canada's Strongest Economy' ads tout balanced budget, just like Premier Christy Clark's speeches

By now you’ve probably seen the provincial government ads, on TV or Facebook, with cute children lined up for a footrace at their school track meet.

They are interspersed these days with ads urging people to sign up for trades training, an extension of the “B.C. Jobs Plan” blitz that surrounded Premier Christy Clark before the 2013 election.

Not yet on TV, but waiting in the wings, are exciting new exemptions from B.C.’s property transfer tax (for buyers of new homes only) and expanded Medical Services Plan premium assistance, which will be pitched mainly to seniors. Both measures were announced in the February budget.

That’s public service advertising, explained a stone-faced Andrew Wilkinson, minister responsible for the wave of government ads that will crest next spring. The track meet spot is to remind parents of kids born after 2006 that they can receive a $1,200 grant by setting up their children’s Registered Education Savings Plan at an eligible bank or credit union.

The TV spot for the education grant has a confident narrator speaking as the plucky multicultural kids begin their sprint: “B.C.’s plan to protect Canada’s Strongest Economy is working. Balanced Budget 2016 means we can keep taxes low and invest in B.C. families.”

They used a male narrator, I suppose so it wouldn’t sound too much like a Christy Clark campaign speech broadcast at taxpayer expense.

[See 30-second TV ad below]

This grant program is a leftover from the Gordon Campbell years, when the province banked $1,200 per child from its natural gas windfall on behalf of kids born after 2007. The Clark government expanded eligibility by a year and has made a series of announcements as the money was doled out directly to parents.

The ads are working, Wilkinson assured reporters. Monitoring has shown a “substantial increase” in parents signing up to receive the grant.

Two cheers. With the help of sophisticated marketing, the B.C. government is able to give money away with brisk efficiency, as they did with the rebate to parents in the midst of the last teachers’ strike.

The Trudeau Liberal government has begun to rein in federal government advertising, which grew to new heights with the Stephen Harper government’s “Economic Action Plan,” the model for Clark’s blue-tinted “Jobs Plan” series.

Federal Treasury Board President Scott Brison has started with a ban on taxpayer-funded ads in the three months preceding a scheduled federal election. His “interim” measures also include banning the use of party colour schemes in taxpayer-funded ads, and promoting programs that don’t yet exist.

Wilkinson declared that the B.C. Liberals had not stooped to that level, as the Harper Tories did with a proposed program to retrain unemployed people.

“Our advertisements are fact-based,” he said. “They’re based on existing programs that have been budgeted, and they’re designed to engage British Columbians.”

The Trudeau government has not yet delivered on its election promise to appoint an independent advertising commissioner, to work out of the federal Auditor General’s office. It’s unfortunate that yet another expansion of the bureaucracy is needed to keep politicians’ hands out of the till, but we seem to have reached that point in Canada.

There have been no such reforms proposed for B.C., or as it is currently known, “Canada’s Strongest Economy.” At least we’ve been spared the bill for boasting about “The Best Place On Earth” in recent years.

The B.C. NDP has advocated an Auditor General-run system for keeping partisan politics out of government advertising.

For the second year, the NDP bill to compel that was tabled and ignored by the government.

Tom Fletcher is B.C. legislature reporter and columnist for Black Press. Email: tfletcher@blackpress.ca Twitter: @tomfletcherbc

 

Surrey North Delta Leader

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

A past extreme weather response shelter set up for women inside Surrey’s Nightshift Street Ministries. (Photo: Chris Paul/nightshiftministries.org)
Homeless people in Surrey face ‘shocking and scary’ scenario this winter

Last winter there were nine Extreme Weather Response shelters in all of Surrey and White Rock. So far, during this pandemic, there are only five lined up for the coming winter

A reminder to students at Surrey’s Strawberry Hill Elementary to physically distance during the COVID-19 pandemic. (Photo: Lauren Collins)
No new Surrey school COVID-19 exposures reported overnight

INTERACTIVE TABLE: Search for schools, organize by exposure dates

File photo
Surrey Mounties seeking dash-cam footage of Whalley road rage fight

Two men are alleged to have stabbed one another

The RCMP helicopter. (File photo)
Suspect escapes after police pursuit through Surrey, Langley, Abbotsford

Police chase involved two stolen vehicles, including one taken in Mission

IIO Chief Civilian Director Ron MacDonald. (File photo: Tom Zytaruk)
Police watchdog concludes Mounties didn’t shoot Fleetwood teen at strip mall

IIO finds tragic death of teenager ‘not the result of any actions or inactions’ by the Surrey RCMP

With local MLA Adam Olsen looking on, BC Greens leader Sonia Furstenau said a Green government would convert BC Ferries into a Crown corporation Wolf Depner/News Staff)
Green leader Sonia Furstenau promises to convert BC Ferries back into Crown corporation

Promise comes Monday afternoon with five days left in campaign

A passer-by walks past a COVID-19 testing clinic in Montreal, Friday, Oct. 16, 2020. THE CANADIAN PRESS/Ryan Remiorz
Canada ‘yet to see’ deaths due to recent COVID surge as cases hit 200,000

Much of the increase in case numbers can be attributed to Ontario and Quebec

Police confirm human remains were found in a recycling bin in Vancouver on Oct. 18, 2020. (Black Press Media file photo)
Human remains found in recycling bin floating near Vancouver beach

Police asking nearby residents to see if their recycling bin has gone missing

B.C. Liberal leader Andrew Wilkinson visits a North Vancouver daycare to announce his party’s election promises for child care, Oct. 9, 2020. (B.C. Liberal Party video)
B.C. parties pitch costly child care programs in pandemic

B.C. Liberals say they’ll deliver on NDP’s $10-a-day promise for lower-income families

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

A B.C. man decided to create a website to help people find family doctors accepting patients. Because Victoria is considered high-demand, clinic openings can’t be posted publicly. (Unsplash)
Vancouver Island man starts website that connects B.C. residents with doctors

Nanaimo man started project to help people find family physicians accepting patients

Voting station at Tzeachten Hall in the riding of Chilliwack-Kent on the first day of advance voting in the provincial election on Oct. 15, 2020. (Paul Henderson/ Chilliwack Progress)
B.C. VOTES 2020: 380,000 British Columbians head to polls in first 4 days of advance voting

Some of highest voter turnout so far has been seen on Vancouver Island and in Shuswap

Grant and Barbara Howse, in quarantine in Invermere. Mike Turner photo
Denied entry into U.S., Kootenay couple still forced to quarantine for 2 weeks

The rules around crossing the U.S. border led to a bizarre situation for an Invermere couple

Most Read