In the ongoing Canadian election campaign, we’re seeing a lot of examples for ethnic outreach done right – especially with the micro-targeted campaign ads that the Conservative Party has recently released in minority languages like Mandarin and Cantonese and Punjabi ...
In this election, we now have Alice, Tim, Harry and Nina – all minorities who are Conservative Party politicians, speaking in their native language to members of their ethnic group
The ads are particularly well done. This one was done by Canadian Conservative Member of Parliament, Dr. Alice Wong, speaking to her constituents in Cantonese:
And here's an English-language version from Canadian Conservative MP Nina Grewal:
Why are these ads powerful? Because they celebrate diversity without exploiting it. I have made the case before than some who profess to be "progressives" often use ethnicity as a way to divide and drive voters. These ads and this outreach program clearly serve to celebrate Canadian ethnic diversity while also discussing shared values. In fact, the second ad above makes the point that "things haven't always been fair for" ethnic minorities, yet progress it being made and that it's time to "vote our values."
Both major parties in America have now had extensive experience in Hispanic-language ads. But when will Republicans celebrate our diversity of elected officials and candidates in a way that can serve as outreach tools to Americans of all backgrounds? Will we soon watch TV ads, hear radio spots and see pamphlets in Mandarin, Korean, Farsi, etc.?
Bottom line: the right kind of creativity and strategic thinking can communicate shared conservative values to different ethnic, religious and cultural communities.