A screenshot from a video posted by Conservative Party leader Pierre about housing in Canada. The video, which was posted on X (formerly Twitter) on Dec. 2, had reached 3.6 million views by Monday afternoon.Handout
A video released by Conservative Leader Pierre Poilievre about the country’s housing crisis has spread widely online, signalling a new approach in his party’s push to cement support among voters, as it rises in the polls.
Mr. Poilievre posted the 15-minute video on social media on Saturday. Against a rapidly moving backdrop of graphs, charts and screenshots of news articles, the Conservative Leader delivers a voiceover narration about what he describes as something “new and strange”: an entire generation of Canadian youth giving up on ever being able to buy their own homes.
“This is not normal for Canada,” Mr. Poilievre says.
By Monday afternoon, the video had hit 3.6 million views on X, the social-media platform formerly called Twitter. By comparison, a much shorter video posted by Prime Minister Justin Trudeau to X a day earlier had received only 170,000 views by Monday afternoon.
Three Conservative sources with direct knowledge of the party’s planning said Mr. Poilievre’s video is part of a broader strategy, which began in the summer with a traditional ad campaign introducing him to Canadians.
The sources said the video is an example of the Conservative Leader circumventing journalists and speaking directly to voters. They said the lengthy format – most online political messaging of this kind is brief – will help combat criticism from the left that Mr. Poilievre lacks substance and relies on soundbites. In a social-media post, Mr. Poilievre referred to the video as a “groundbreaking documentary.”
Two of the sources described the video as an experiment that was largely driven by Mr. Poilievre himself. They said the public can expect more videos in this vein, considering the large numbers the first one attracted.
The video was packaged by Jeff Pierce, who has also produced content for other Conservative politicians.
The Globe and Mail is not identifying the sources because they were not permitted to discuss the party’s internal strategy.
The video heavily criticizes Mr. Trudeau and his minority Liberals for their record on housing, and places the blame for Canada’s high housing costs on the federal government – largely skipping over the jurisdiction held by provinces and cities.
While housing costs have increased dramatically and significantly since Mr. Trudeau became Prime Minister, the Canada Mortgage and Housing Corp. says the trend began under former prime minister Stephen Harper. Mr. Poilievre was part of that government.
According to a 2022 CMHC report, the last time housing was truly affordable in Canada was 2004. Back then, the average household spent about 35 per cent of its after-tax income on shelter. That has since increased to nearly 50 per cent nationally. The proportion is nearly60 per cent in Ontario and in British Columbia.
During his tenure as leader, which began in September last year, Mr. Poilievre has made housing and cost-of-living issues a major focus. He raised these concerns again in Question Period on Monday, referencing his video. His party released a statement saying that after eight years of Mr. Trudeau’s leadership, the cost of housing has “spiralled out of control.”
In response to the video, Housing Minister Sean Fraser told reporters the Conservative Leader should be putting as much effort toward advancing new housing policies as he puts toward producing online content.
But he also said he does not want to diminish the real effects being caused by Canada’s housing shortage.
“What I find unfortunate is it seems the Conservatives’ approach is to try and inspire people to hate their political opponents rather than to adopt policies that are actually going to help those people,” Mr. Fraser said.
David Coletto, the chief executive officer of Abacus Data, said Mr. Poilievre is touching a nerve. He said his firm’s polling shows housing is now the second-most-important issue for voters, behind cost of living.
The Conservative Leader is “effectively tapping into that anxiety,” Mr. Coletto said,and doing so in a way that connects with a younger cohort that has traditionally not supported the party.
In Abacus Data’s most recent survey, the Conservatives polled 19 points ahead of the Liberals, Mr. Coletto said, adding that this reflects a broad base of support across all age groups and across all regions of the country.
Fred DeLorey, a partner at NorthStar Public Affairs who served as national campaign manager for the Conservative Party in 2021, under then-Conservative leader Erin O’Toole, said the video may mark a “pivotal moment in Canadian politics.”
“Pierre Poilievre continues to do new and innovative things,” Mr. DeLorey said, adding that the documentary-style ad delivers a powerful message.
More people will see the video than will have watched any news program, TV show or streaming service this week, he said.
Cole Hogan, a principal at Earnscliffe Strategies who worked on digital ad campaigns for Ontario Premier Doug Ford and now-former Alberta premier Jason Kenney, said Mr. Poilievre’s documentary is unprecedented in modern Canadian politics.
Mr. Hogan said he will be watching to see if the Liberals or the NDP mimic the video’s style. He added that, to date, he has not seen the same level of creativity in content put out by other parties.
“This is the sort of energy and thirst you see from a hungry opposition,” he said.
The Conservatives have been turning to Mash Strategy, a marketing agency, to advise them on targeted content.
One of the sources said that, in addition to Mr. Poilievre, the 15-minute video was overseen by his communications director, Ben Woodfinden, and Paul Taillon, the chief strategy officer with Mash. Two sources described Mr. Taillon as part of the Conservative Leader’s inner circle.
Mash has a history of working on provincial political campaigns. It also worked with Mr. Poilievre during his leadership campaign.
The Conservative Leader’s office did not provide further comment Monday.
Editor’s note: This article has been updated to restore information removed in an editing error, clarifying that Mr. Poilievre’s video also acknowledges the role of provinces and cities; and noting that Mr. Poilievre’s video was packaged by Jeff Pierce.
Quebec legislature member Youri Chassin has announced he’s leaving the Coalition Avenir Québec government to sit as an Independent.
He announced the decision shortly after writing an open letter criticizing Premier François Legault’s government for abandoning its principles of smaller government.
In the letter published in Le Journal de Montréal and Le Journal de Québec, Chassin accused the party of falling back on what he called the old formula of throwing money at problems instead of looking to do things differently.
Chassin says public services are more fragile than ever, despite rising spending that pushed the province to a record $11-billion deficit projected in the last budget.
He is the second CAQ member to leave the party in a little more than one week, after economy and energy minister Pierre Fitzgibbon announced Sept. 4 he would leave because he lost motivation to do his job.
Chassin says he has no intention of joining another party and will instead sit as an Independent until the end of his term.
He has represented the Saint-Jérôme riding since the CAQ rose to power in 2018, but has not served in cabinet.
This report by The Canadian Press was first published Sept. 12, 2024.
MONTREAL – NDP Leader Jagmeet Singh says he will not be taking advice from Pierre Poilievre after the Conservative leader challenged him to bring down government.
“I say directly to Pierre Poilievre: I’m not going to listen to you,” said Singh on Wednesday, accusing Poilievre of wanting to take away dental-care coverage from Canadians, among other things.
“I’m not going to listen to your advice. You want to destroy people’s lives, I want to build up a brighter future.”
Earlier in the day, Poilievre challenged Singh to commit to voting non-confidence in the government, saying his party will force a vote in the House of Commons “at the earliest possibly opportunity.”
“I’m asking Jagmeet Singh and the NDP to commit unequivocally before Monday’s byelections: will they vote non-confidence to bring down the costly coalition and trigger a carbon tax election, or will Jagmeet Singh sell out Canadians again?” Poilievre said.
“It’s put up or shut up time for the NDP.”
While Singh rejected the idea he would ever listen to Poilievre, he did not say how the NDP would vote on a non-confidence motion.
“I’ve said on any vote, we’re going to look at the vote and we’ll make our decision. I’m not going to say our decision ahead of time,” he said.
Singh’s top adviser said on Tuesday the NDP leader is not particularly eager to trigger an election, even as the Conservatives challenge him to do just that.
Anne McGrath, Singh’s principal secretary, says there will be more volatility in Parliament and the odds of an early election have risen.
“I don’t think he is anxious to launch one, or chomping at the bit to have one, but it can happen,” she said in an interview.
New Democrat MPs are in a second day of meetings in Montreal as they nail down a plan for how to navigate the minority Parliament this fall.
The caucus retreat comes one week after Singh announced the party has left the supply-and-confidence agreement with the governing Liberals.
It’s also taking place in the very city where New Democrats are hoping to pick up a seat on Monday, when voters go to the polls in Montreal’s LaSalle—Émard—Verdun. A second byelection is being held that day in the Winnipeg riding of Elmwood—Transcona, where the NDP is hoping to hold onto a seat the Conservatives are also vying for.
While New Democrats are seeking to distance themselves from the Liberals, they don’t appear ready to trigger a general election.
Singh signalled on Tuesday that he will have more to say Wednesday about the party’s strategy for the upcoming sitting.
He is hoping to convince Canadians that his party can defeat the federal Conservatives, who have been riding high in the polls over the last year.
Singh has attacked Poilievre as someone who would bring back Harper-style cuts to programs that Canadians rely on, including the national dental-care program that was part of the supply-and-confidence agreement.
The Canadian Press has asked Poilievre’s office whether the Conservative leader intends to keep the program in place, if he forms government after the next election.
With the return of Parliament just days away, the NDP is also keeping in mind how other parties will look to capitalize on the new makeup of the House of Commons.
The Bloc Québécois has already indicated that it’s written up a list of demands for the Liberals in exchange for support on votes.
The next federal election must take place by October 2025 at the latest.
This report by The Canadian Press was first published Sept. 11, 2024.
Montreal Mayor Valérie Plante is defending her decision to turn off comments on her social media accounts — with an announcement on social media.
She posted screenshots to X this morning of vulgar names she’s been called on the platform, and says comments on her posts for months have been dominated by insults, to the point that she decided to block them.
Montreal’s Opposition leader and the Canadian Civil Liberties Association have criticized Plante for limiting freedom of expression by restricting comments on her X and Instagram accounts.
They say elected officials who use social media should be willing to hear from constituents on those platforms.
However, Plante says some people may believe there is a fundamental right to call someone offensive names and to normalize violence online, but she disagrees.
Her statement on X is closed to comments.
This report by The Canadian Press was first published Sept. 11, 2024.
