Whaddaya mean I don't love Saskatchewan?

by Thom Barker

Is anyone else feeling a little non-plussed with the new ad campaign by the Saskatchewan Government and General Employees' Union (SGEU)?

If you haven't seen the new television spots, they are premised on a few of key phrases: "If you love Saskatchewan," "There's a better way," and "Don't mess with our Saskatchewan." There's even an accompanying website: ifyoulovesaskatchewan.ca.

I'm not going to weigh in on the issues that these ads are attempting to address because, quite frankly, I haven't formed an opinion, and in that way, I am part of the intended audience for this campaign. In advertising, particularly political advertising, you don't need to convert the converted and you are never going to convert the opposition.

So here I am, sitting at home, watching TV, and all of a sudden my favourite show is interrupted by a montage of earnest-looking, regular Joe and Sally Lunchbucket types imploring me to join them in solidarity against the evil Brad Wall and his cadre of privatizers. So far so good. I like government services. I don't want to lose those.

Then, one of them says, "If you love Saskatchewan..." Whoah, hold on just a second there. Are you suggesting if I don't agree with you, I don't love Saskatchewan?

Okay, take a deep breath. Maybe that's not what they're saying, but now, I'm just not feeling the message any more. Then another one says, "Don't mess with our Saskatchewan." Whoah again. Whose Saskatchewan? Am I included in that "our" or not. If I decide to go against them, does that mean it's not my Saskatchewan too?

I still haven't fully researched the issue of privatization. I don't even really know if that's what the government intends to do. But I can tell you this: in 30 seconds, the SGEU has done its best to alienate me as a potential convert.

They are right about one thing. There's a better way. There's a better way to reach the undecided than trying to bully or shame us into solidarity.