Jagmeet Singh on Animal Crossing? NDP to harness SnapChat, video games to attract young voters

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The NDP is working to take advantage of leader Jagmeet Singh’s social-media knowledge in the final phase of the campaign, with plans to involve him in video games. animal cross, by projecting his image on the streaming service Twitch and even on the side of buildings in Toronto.

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Party officials are also preparing to push back the usual late campaign efforts by the Liberals aimed at persuading NDP supporters to change their vote to prevent the Conservatives from winning.

These details were shared with the media on Wednesday afternoon, when NDP strategists explained how the party was working to expand its voter base ahead of election day on September 20. They’re also rolling out an election-themed feature on Snapchat, a messaging app called Via. The party mostly connects with young Canadians.


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The party’s social-media strategy is just part of how the NDP plans to engage voters over the next week and a half of the campaign. Mr Singh is also emphasizing what he calls the costs and disappointments of a liberal government, and is working to distance himself from Justin Trudeau.

However, the challenge would be to convert these efforts into votes and eventually won seats in the House of Commons for the party. The NDP took only 24 seats in the 2019 election, leaving it in fourth place behind liberals, conservatives and bloc Québécois.

Mr Singh has said that he considers this election different from 2019 as the party under his leadership now has a track record of working in the House of Commons. In addition to using social media to introduce Mr Singh to young voters, the party is also focusing on voter education as it knows many of its online followers may not be familiar with the process.

Despite Election Canada canceling campus voting in this election, Mr. Singh has said he is confident young voters will run for the party.

Brad Lavigne, former NDP campaign director for Jack Layton, said people respond well to Mr Singh, but the challenge is making sure the party organizes people and gets votes.

“There are tremendous opportunities for Jagmeet Singh and the NDP in this campaign,” he said. “To close that deal, it has to increase the volume and urgency of what is at stake in this election.”

Mr Lavigne said the party needed to focus on bridging the gap between the NDP and front-runners Conservatives and Liberals. “How do you close those 10 points? Prosecute the incumbent, and then clearly explain why you deserve the vote over your opponent,” he said.

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In the final days of the campaign, the party would work mostly to increase its support in Ontario and British Columbia. The party is spending about $25 million on the campaign, allowing it to travel more physically to different parts of the country and increase its advertising reach.

The party’s national director, Anne McGrath, said this summer that the party would spend more than $10.5 million on advertising alone, which was about the cost of the entire 2019 campaign.

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