Changing Perception Within a Diverse National Community
Integrating Social Media With Traditional Communications to Shape Sentiment and Increase Awareness.
The Challenge
In the 41st federal election votes, perception and national sentiment defined the success of a candidate. The Canadian political campaign landscape was redefined in 2011 by the Conservative Party’s reliance on destabilizing its opponents through the use of tactical communications.
Facing a strong, popular Liberal incumbent in the foremost targeted federal ridings in Canada, the pressure to reshape public sentiment amongst a diverse voter base was increased.
Several high ranking members of the incumbent’s Electoral Riding Association (EDA) were prepared to cross the floor to join the Conservative candidate’s campaign. Presented with an unusual, yet crucial willingness to defect from one party to another, we were given one opportunity to leverage the situation for all its possible benefits.
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