Targeting Chinese voters, the NDP rolled out an integrated campaign, highlighting the ways in which the ruling (at the time) Liberal party was favouring the wealthy and big business, ignoring the needs of everyday British Columbians. While the overarching “Christy Clark. Not working for you,” campaign was utilized across platforms for mainstream audiences, separate ads were geared at different ethnic groups and their specific concerns (such as housing, education and healthcare), blitzing the market with online, print and TV ads. The result was a 41-seat minority government for the NDP, including eight Asian and South Asian MLAs elected to office.

Audio:

Radio ad 1 - Corridor

Radio ad 2 - Who is your son