By Etienne Kishibe
Ed Broadbent is back in federal politics. At 67, he’s no spring chicken.
But current NDP Leader Jack Layton rightly thinks Broadbent has enough appeal and charisma to win a seat in Ottawa Centre.
It’s the kind of thing we’re getting used to seeing from Layton. His campaign tactic of choice is the media stunt, and he’s good at it.
Layton knows how to use sudden announcements to maintain momentum. He has been able to keep steady media attention on his party, without committing any major gaffes so far. He’s trying to build his party constituency by constituency and attract personalities that will help him do that.
Enlisting Broadbent – thereby making the NDP the first party ever to enter an election with three candidates who are or have been leaders of the party – was a good move. Broadbent is an excellent campaigner. Many people will also remember him fondly as a passionate and able crusader for social justice. He was the most successful NDP leader, capturing 43 seats in 1988.
Layton also drew attention this month by inviting Sheila Copps to defect to the NDP.
Copps hasn’t accepted the offer, but it was worth a try. She’s a well-known, left-leaning Liberal. Left-leaning Liberals are now an ignored and possibly disgruntled segment of the party.
Copps is also well-liked in her home riding, and might be able to bring a seat with her.
The problem with all this is that somewhere there has to be a message to deliver. Criticizing the Liberals and being vaguely leftist isn’t enough. Political opportunism is no substitute for genuine, original policy priorities. Like health care funding, or the environment.
A small party needs to appeal to voters and win seats where it can, but at the end of the day all parties must offer something substantial enough to elicit active support from the public.
Ed Broadbent may bring credibility to the NDP – for anyone old enough to remember him – but few younger voters have any idea who he is. The media may get a kick out of covering Layton’s Internet slugfest with Paul Martin, but it’s still nothing more than an interesting sideshow.
Layton’s tactics, simply put, are too short-term. Stunts, personalities and media events are effective only so long as people are talking about them. They don’t win committed support.
Broadbent, who retired previously due to health concerns, may not be the best person to help build the future of the party.