۴ý

Politics

As Pierre Poilievre aims to rebuild a 'broken' Canada, ads aim to soften his image

Share

A pile of puzzle pieces spills onto a table.

"Everything feels broken," Pierre Poilievre says in a voice-over as the shot tightens in on the federal Conservative leader's face as he appears to be concentrating on sorting the pieces in his palm.

He has repeated that line countless times in speeches, on social media and at rallies, but now he is doing so in a slick 29-second advertisement. It is one of several the party rolled out this week as part of a campaign, worth more than $3 million, throughout the rest of the summer and into the fall.

The ad seeks to sell a hopeful message: Canada can be fixed — and Poilievre is the leader to do it.

But first Canadians need to trust him.

All prime ministerial hopefuls need to convince voters they are worth their time. But polling has suggested the number of people who have a negative impression of Poilievre is relatively high for an opposition leader, although recent polling has some in the party optimistic.

The ads are an attempt to boost his image at a time when Poilievre approaches his one-year anniversary of becoming Conservative leader. The party is also preparing to showcase Poilievre as prime minister material at next month's policy convention in Quebec City.

Kate Harrison, a vice-chair at Summa Strategies and party activist, says the ad campaign is a way for the party to define Poilievre before the federal Liberals do it in a way that suits their political fortunes come election time.

"Voters are keen to know what their politicians' motivations are," she said, which she noted is something Prime Minister Justin Trudeau has been good at doing. "This is about explaining his motivation for wanting this job."

Trudeau has used several public announcements this summer as a chance to ratchet up his attacks on Poilievre, accusing him of fuelling anger and division and wanting to tear the country down.

That evokes memories of Poilievre's polarizing support for last year's "Freedom Convoy," which is what the Conservative leader is now trying to counter. He speaks often about how he grew up the adopted son of two school teachers in Calgary and then married a Venezuelan immigrant with whom he is raising two young kids.

The party insists the ad campaign, shot months ago, is not about introducing a new version of the leader who first became a member of Parliament nearly 20 years ago and quickly developed a reputation as a partisan attack dog. Rather, they view it as amplifying the man those closest to Poilievre know him to be.

"This is about broadening the support base and reaching a new audience that maybe don't know very much about him," said longtime Conservative strategist Melanie Paradis.

That includes women, particularly those 50 and older. Conservatives see them continuing to stick with the Liberals, which is a problem when it comes to battleground ridings such as in the Greater Toronto Area.

"The softening of the female vote the Conservatives have seen, it's been largely older women, which is a new, relatively new, phenomenon … so I think that this is trying to get some of that back," Paradis said.

Research shows that in general, female voters tend to gravitate toward leaders with a gentler, less brash tone, said Philippe Fournier of 338Canada.com, which publishes a statistical model of electoral projections based on polling, demographics and elections history.

He says the gender gap in politics has been widening. Canadian women are increasingly parking their vote with the NDP and Liberals, while the Conservatives are leading among men.

Beloved by the Conservative base for his unapologetic attacks against Trudeau, Poilievre enjoys sizable popularity among men aged 18 to 35. But Fournier points to recent Abacus Data polling that shows the Conservatives ahead of the Liberals for women.

"If he's tied with women in the next election, he's going to become prime minister," Fournier said, added that Poilievre also needs to win over women if he hopes to form a majority government.

Convincing more women to vote Conservative remains a "work in progress," said Harrison.

She said she has seen a shift in the party's messaging on the economy, focusing less on debt levels and more on household finances, which she suggests better resonates with women.

"If we broaden the scope and think about policies that impact women, certainly the economy does," Paradis added.

"Women are the ones who are making decisions in the grocery stores. Women are the ones who are paying the household bills."

She suggests women are likely open to Poilievre's promises on cost-of-living issues, but "for a while it's been this question of tone."

Besides softening his speech, Poilievre has also ditched the glasses and suits for the summer, sporting a more casual look.

His wife Anaida Poilievre, a former political staffer, is also often at his side.

That includes another set of ads that she narrates, where the couple is seen playing with their children. In the ads, she refers to herself as "a Canadian who came to call Canada home."

Courting members from the Canada's many ethnic diaspora communities has been a major focus for Poilievre since he became leader. His early days as leader saw him attending many cultural events with newcomer and immigrant communities around Toronto and Vancouver.

Anaida Poilievre has recently been speaking at events and roundtables with members of the Hispanic community. She also appeared alongside deputy Conservative leader Melissa Lantsman at an event in Vaughan, Ont., on "empowering Conservative women."

She told the crowd that the people she meets at rallies, who wait in line for a photo with her husband, are "misunderstood." They are not angry, but hurting.

"It's pain from feeling you work hard, you work hard, and you can't get ahead," she said.

She referred to the experience of her father, who immigrated to Montreal in 1995 with her mother and three siblings. He gave up his business and worked instead for minimum wage at a grocery store.

Last year, when she took the stage to introduce her husband as the next Conservative leader, she said her father thought to himself: "It did not go in vain."

This report by The Canadian Press was first published Aug. 12, 2023.

IN DEPTH

Opinion

opinion

opinion Don Martin: How a beer break may have doomed the carbon tax hike

When the Liberal government chopped a planned beer excise tax hike to two per cent from 4.5 per cent and froze future increases until after the next election, says political columnist Don Martin, it almost guaranteed a similar carbon tax move in the offing.

CTVNews.ca Top Stories

Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'

A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.

BREAKING

BREAKING

The jury tasked with determining if Canadian musician Jacob Hoggard sexually assaulted a young woman in northeastern Ontario eight years ago began deliberating Friday after nearly two weeks of testimony that saw the singer and his accuser give starkly different accounts of what happened.

BREAKING

BREAKING

A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.

A 21-year-old man who was charged with attempted murder in the shooting of a Toronto police officer this week was out on bail at the time of the alleged offence, court documents obtained by ۴ý Toronto show.

Canada

  • Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been “randomly targeted.”

  • At least two people are dead and others are injured after a fire ripped through a century-old building near Montreal's City Hall, sources told Noovo Info.

  • BREAKING

    BREAKING

    A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.

  • A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.

  • The owners of a North York condominium say they are facing a $70,000 special assessment to fix their building's parking garage. '$70,000 is a lot of money. It makes me very nervous and stressed out of nowhere for this huge debt to come in,' said Ligeng Guo.

  • The federal Fisheries Department says it is concerned about a "pattern" of violence and threats toward its enforcement officers after two tense incidents off southwestern Nova Scotia last month.

World

Politics

Health

  • Staff at Saskatoon's Royal University Hospital are calling for systemic changes just two days after its emergency room was more than three times above its capacity.

  • An Ontario child has died after coming in contact with a rabid bat, a health official confirmed on Wednesday.

Sci-Tech

Entertainment

Business

Lifestyle

  • A five-seat sushi counter located inside another restaurant is the latest Vancouver eatery to receive a Michelin star.

  • What does New Westminster's təməsew̓txʷ Aquatic and Community Centre have in common with a historic 68,000-seat stadium in Beijing, an NFL stadium and the aquatics venue for the Paris Olympics? They've all been named among the world's most beautiful sports venues for 2024.

Sports

Autos

  • A Pickering, Ont., student going to college to be a mechanic is shocked the engine in his two-year-old car will not be repaired under warranty after the dealership claimed he had been 'over-revving' the engine.

  • A group of classic car enthusiasts donated hundreds of blankets to nursing homes in Nova Scotia.

Local Spotlight

Chantal Kreviazuk is set to return to Winnipeg to mark a major milestone in her illustrious musical career.

From the beaches of Cannes to the bustling streets of New York City, a new film by a trio of Manitoba directors has toured the international film festival circuit to much pomp and circumstance.

A husband and wife have been on the road trip of a lifetime and have decided to stop in Saskatchewan for the winter.

The grave of a previously unknown Canadian soldier has been identified as a man from Hayfield, Man. who fought in the First World War.

A group of classic car enthusiasts donated hundreds of blankets to nursing homes in Nova Scotia.

Moving into the second week of October, the eastern half of Canada can expect some brisker fall air to break down from the north

What does New Westminster's təməsew̓txʷ Aquatic and Community Centre have in common with a historic 68,000-seat stadium in Beijing, an NFL stadium and the aquatics venue for the Paris Olympics? They've all been named among the world's most beautiful sports venues for 2024.

The last living member of the legendary Vancouver Asahi baseball team, Kaye Kaminishi, died on Saturday, Sept. 28, surrounded by family. He was 102 years old.

New data from Greater Vancouver and the Fraser Valley shows a surge in supply and drop in demand in the region's historically hot real estate market.

  • NDP Leader David Eby is vowing to raise British Columbia's speculation and vacancy tax on empty homes if re-elected premier this month.

  • One day after a man was stabbed to death in East Vancouver, a 27-year-old woman has been charged with murder.

  • A Vancouver tenant is at war with his former landlord over what he calls an exorbitant charge for bent blinds.

  • Police have arrested a Toronto woman in connection with three recent homicides and investigators say that they believe two of the victims may have been 'randomly targeted.'

  • A 21-year-old man who was charged with attempted murder in the shooting of a Toronto police officer this week was out on bail at the time of the alleged offence, court documents obtained by ۴ý Toronto show.

  • Police forces in the Toronto area have stepped up their presence in Jewish and Muslim communities as the one-year anniversary of the deadly Oct. 7 terror attack on Israel inches closer.

  • Martha Hart, the widow of Calgary wrestler Owen Hart, is speaking out after the release of Netflix's 'Mr. McMahon' documentary series, which she says inaccurately portrays her husband's death as an accident.

  • Authorities say two Calgarians were arrested and charged in "a complex scheme" involving stolen vehicles.

  • Rural Albertans say they’re being penalized by high utility fees and some municipalities are asking the government to step in and equalize costs throughout the province.

  • The owner of a Gatineau, Que. café says it's 'silly' that Quebec's language watchdog is telling the business to write its Instagram posts in French.

  • The O-Train will be out of service all day on Saturday and for two additional hours on Sunday as part of work to integrate the Stage 2 East extension with the existing LRT line.

  • There was a decrease in the amount of waste heading to the City of Ottawa's landfill in the two months leading up to the city's new three-item garbage limit.

  • At least two people are dead and others are injured after a fire ripped through a century-old building near Montreal's City Hall, sources told Noovo Info.

  • Classes and campus activities at CEGEP de Valleyfield were cancelled Friday morning as a result of a police operation.

  • Public transport users who regularly use Fabre, d'Iberville and Saint-Michel stations on the Montreal metro's blue line will have to be patient, as the emergency closure of the three stations announced on Thursday evening could stretch out over 'a few days, or even a few weeks.'

  • Following the Alberta government’s recent announcement of capital funding to build charter and independent schools, the Investigative Journalism Foundation has found that several consultants with ties to the United Conservative Party (UCP) have been lobbying on behalf of charter schools and associated organizations over the past year.

  • Rural Albertans say they’re being penalized by high utility fees and some municipalities are asking the government to step in and equalize costs throughout the province.

  • The Rural Municipalities of Alberta (RMA) says a series of Government of Alberta policy decisions have cost its members $332 million in tax revenue over the last three years, and the group is urging the province to make changes to ease the financial strain on rural communities.

  • A teen charged with the murder of another teen on Prince Edward Island last year has pleaded guilty to a lesser charge of manslaughter.

  • The federal Fisheries Department says it is concerned about a "pattern" of violence and threats toward its enforcement officers after two tense incidents off southwestern Nova Scotia last month.

  • A 31-year-old man is facing theft and break-in charges in connection to a vandalism incident at the Fredericton Public Library that caused tens of thousands of dollars of damages over the weekend.

  • Police say a 16-year-old boy has died after an assault outside a northern Manitoba home.

  • The Opposition Tories introduced a motion to get the justice system to take another look at the case of Jordyn Reimer.

  • Chantal Kreviazuk is set to return to Winnipeg to mark a major milestone in her illustrious musical career.

  • NDP Leader Carla Beck says she would cut $58 million in spending during her first year as premier should her party win the Saskatchewan election set for Oct. 28.

  • Saskatchewan Party Leader Scott Moe says if re-elected, his government would introduce a Saskatchewan Home Renovation Tax Credit aimed at making renovations more affordable.

  • As pressure grows on the oil and gas sector to reduce its emissions, one Calgary-based company is banking on the potential to convert waste gas from oil wells into valuable electricity for nearby communities.

  • Waterloo Regional Police have laid charges after a car crashed into the side of a Kitchener home at 3:30 a.m.

  • A DoorDash driver who was caught on camera appearing to spit into an Ontario man’s drink has been removed from the platform, the food delivery company has confirmed.

  • Two serious crashes shut down Highway 401 early Friday morning in Puslinch, Ont.

  • Saskatoon police arrested a homeless person at the scene of an encampment underneath the University Bridge on Friday morning.

  • NDP Leader Carla Beck says she would cut $58 million in spending during her first year as premier should her party win the Saskatchewan election set for Oct. 28.

  • The mayor of Loon Lake is appealing to both provincial and federal government leaders for assistance in dealing with rising crime in the village, which has seen an increase in vandalism, theft, and property damage.

  • BREAKING

    BREAKING

    A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.

  • An outfitter in Kenora, Ont., and two individuals have been fined a total of $9,500 for bear hunting offences, including abandoning a bear they shot and using it as bait to hunt another bear.

  • A suspect who accused Thunder Bay police of being responsible for his throat injury actually hurt himself when he swallowed a large amount of drugs.

  • The London Police Service said that it’s stepping up police presence around Jewish and Muslim places of worship as the October 7 anniversary of the start of the Israel Hamas war draws near.

  • A ceremony was held inside the Wolseley Barracks on Friday, honouring the family of Officer Cadet Brett Cameron who died by suicide at the Royal Military College in Kingston, Ont. in 2016.

  • According to police, officers responded to the 600 block of Tennent Avenue for a, "report of a possible stabbing" around 9 p.m. on Thursday.

  • Police in Barrie allegedly seized a semi-automatic pistol and drugs during an overnight investigation that resulted in the arrest of three men downtown.

  • The Ministry of Labour is investigating a workplace incident that claimed the lives of two people in Georgian Bluffs, south of Owen Sound.

  • A Midland woman is facing several charges after police say she bit an officer while being arrested for an alleged armed confrontation.

  • A London, Ont. man, who pleaded guilty earlier this year in a harassment case, has been sentenced to two months in jail for criminal harassment of a Windsor, Ont. family.

  • The Windsor Police Service (WPS) are looking for a witness to a collision between a pedestrian and vehicle in September.

  • Brian Masse, Windsor-West’s Member of Parliament (MP), stood before the House of Commons on Friday, criticizing the eased hazardous material restrictions at the Ambassador Bridge.

  • NDP Leader David Eby is vowing to raise British Columbia's speculation and vacancy tax on empty homes if re-elected premier this month.

  • Politicians are continuing to promote their promises across British Columbia as the provincial election campaign nears its midway point.

  • One person is dead after a floatplane carrying three people crashed Wednesday evening in a remote inlet on British Columbia's central coast.

  • Three young suspects have been arrested in connection with a swarming attack on a teenager in B.C.'s Okanagan last week – and authorities have asked the public to stop circulating disturbing videos of the incident.

  • A father in Kelowna is furious after his 13-year-old daughter was brutally beaten on Gyro Beach. He is calling for criminal charges in the devastating attack, which was caught on video by multiple bystanders.

  • The officer who shot and killed a forcible confinement suspect in Kamloops two years ago was justified in doing so, according to the Independent Investigations Office of B.C.

  • WestJet has changed its operations at the Lethbridge Airport, and it means there's now only a single daily flight from Lethbridge to Calgary, down from three flights a day, as offered previously.

  • Archie's Exotic Pet Rescue has been open about six years and, like many other animal rescues, it has seen a surge in surrenders.

  • It’s almost deadline day for Lethbridge residents interested in becoming members of one of the city’s boards, commissions and committees (BCCs).

  • BREAKING

    BREAKING

    A northeastern Ontario jury has started deliberating in Canadian musician Jacob Hoggard's sexual assault trial, we can now tell you what they weren't allowed to hear.

  • A suspect who accused Thunder Bay police of being responsible for his throat injury actually hurt himself when he swallowed a large amount of drugs.

  • An outfitter in Kenora, Ont., and two individuals have been fined a total of $9,500 for bear hunting offences, including abandoning a bear they shot and using it as bait to hunt another bear.

N.L.

Stay Connected
Follow ۴ý