Every successful campaign starts with a clear sense of purpose. Too often, when people hear “message,” they think it means a slogan or a handful of talking points. But a campaign message is far more than a tagline—it’s the central argument, the foundational story a party is telling voters about why it deserves their trust and their vote. It’s the lens through which every policy, promise, and appearance is filtered.
With Canadians heading to the polls tomorrow, I wanted to test whether that foundational story came through for the three main national parties. In our final survey, we asked voters, in their own words, what they thought each party’s central argument was.
