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MESSAGE
GUIDE
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TABLE OF CONTENTS

Our Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Connecting with People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Contrasting with the BC Liberals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Contrasting with the Green Party . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Our Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Using the Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Language Ideas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Making it about People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
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OUR STORY
When we all work together to communicate the
same message, we ensure British Columbians
know what we stand for.
WHAT DO WE WANT PEOPLE TO BE THINKING AT THE END OF THE DAY?

John Horgan and the BCNDP are working hard to make life
better for people. He’s protecting our province through COVID-19,
and I know he’s going to look out for me and my family as the
economy recovers.”
“The BC Liberals and Andrew Wilkinson put people at the very
top ahead of people like me, and I can’t afford that.”

KEY CONTRAST:
Andrew Wilkinson is working for people at the top.
John Horgan is working for you.

SUMMARY SLOGAN:
Let’s keep BC moving forward – for all of us.
CONNECTING
WITH PEOPLE
We are all worried and uncertain
about the future.
Our lives have been transformed by the COVID-19 pandemic.

People are worried about their loved ones and a future

that looks different than we had ever imagined.

We get what you’re going through.

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CONTRAST
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Andrew Wilkinson is working The Green Party can’t stop the

for people at the top.
The BC Liberals worked for the people at the
top – and did a lot of damage.
• Cutting our health care, schools, and
seniors care.
• Making the rich richer while costing us
more.
Andrew Wilkinson supports $3 billion in tax
cuts for the wealthy and big corporations.
His plan helps multimillionaires and makes
everyone pay for it.
BC Liberals. They’re not focused
on the challenges families face.
We worked closely with Andrew Weaver to build the
most ambitious climate plan in the country.
They have good ideas on the environment.
But they’re not focused on the challenges people
face every day.
And they can’t stop Andrew Wilkinson.

You and your family can’t afford Andrew

Wilkinson.
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SOLUTION
John Horgan is looking out for you.
John Horgan is looking out for you and your family through
the pandemic.

We’re building a recovery that includes everyone – not just those

at the top.

We’re making progress for people, but there’s much more to do.

Let’s keep BC moving forward - for all of us.

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USING THE MESSAGE

All communications should deliver our message.
A message is the story we want to tell, and individual issues are an opportunity
to tell that story. Look to the specifics of the issue for ways to apply the message.
For example:

HEALTHCARE: John Horgan is investing to improve care for people.

Andrew Wilkinson’s tax cuts for the wealthy would mean less money for services
like healthcare. We can’t afford that.

EDUCATION: When the BC Liberals were in power, they made class sizes bigger
while giving tax breaks to the wealthiest British Columbians.
John Horgan cancelled those giveaways for the rich and reduced class sizes
to give our kids the best start possible.
LANGUAGE IDEAS FOR
DRAWING KEY CONTRASTS
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US THEM
“People” “Those at the top”

Working for you Not working for you

In it for you In it for the people at the top

Right choices for people Wrong choices for people

Building a better future for all of us Would turn BC into a place only for the rich

Looking out for real people in BC communities Looking out for only the wealthy & well-connected

Everyday people Those who have a lot

Working people BC’s richest 2%

The middle class People who need help the least

Everyone else Rich and powerful

Real people Multimillionaires


MAKING IT ABOUT PEOPLE
We want people to see that as BC recovers, we want a premier who works for us, not one who works for the
rich. We start by making sure people are at the center of every communication. Here are some examples of
how to keep our communications relevant to people:
WHEN WE TALK ABOUT TALK ABOUT WHAT WE’RE DOING TO
MAKE LIFE BETTER FOR PEOPLE
COVID-19 response • Fighting for what matters the most to people.
• Protecting people’s health and working to
provide financial security and stability for families.
• Looking out for people during this crisis.
Benefits for people • Putting our province on the right track
• Putting money in the pockets of working people
• Cracking down on real estate speculators, and
ending giveaways to the people at the top.
Economic Recovery • Investments that create good jobs and help
working people – like skills training, tax
relief for small businesses, and better wages.
• Planning for economic recovery that works for
everyone, not just multimillionaires.
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SHOW PEOPLE THAT ANDREW WILKINSON
AND THE BC LIBERALS ARE ONLY WORKING
FOR THE FEW AT THE TOP
• Cut services like healthcare and seniors care.
privatized seniors care homes while cutting staff
and forcing them to work at multiple facilities.
• Can’t be trusted to fix the problems they created.
• Planning to give billions in tax breaks to multimil-
lionaires and real estate speculators.
• Making everyone else pay with higher fees
or cuts to critical services like healthcare and
education
• Tax breaks and special deals for the rich and powerful
who need help the least.
• Make everyone else pay for it, including those
hardest hit by the pandemic.
• Plan helps the rich and leaves everyone else behind.