With a competitive field of 37 candidates vying for eight seats on Kelowna city council, some newcomers are exploring unconventional methods beyond the usual campaign tools to capture voters’ attention.
One such candidate, Brady Rogers, a 33-year-old engineer and entrepreneur, has adopted a humorous approach to his campaign. Utilizing deadpan signs and social media, Rogers aims to inject some levity into the otherwise repetitive election season, standing out amidst the crowded candidate pool.
According to Rogers, his humor-driven messaging reflects his genuine and transparent personality rather than a calculated strategy. He believes that whether people love or dislike him, his approach prompts them to question his motives, thoughts, and plans.
Rogers’ unique campaign style has garnered attention beyond Kelowna, with images of his campaign signs gaining widespread traction in the United States, amassing around two million views, largely with positive feedback.
Similarly, first-time candidate Teresa May is breaking through the campaign noise with a blend of traditional outreach and attention-grabbing videos. A long-time wake-surfing enthusiast, May has combined her passion with her campaign, producing viral Instagram clips of herself wakeboarding on Okanagan Lake in high heels while displaying campaign signs.
May’s aim is to engage younger voters by offering a memorable and distinctive campaign experience. She views this as a strategic way to increase visibility and reach a broader audience with limited campaign resources.
In another part of Kelowna, incumbent candidate Garrett Millsap has enlisted the help of his 10-year-old Beaglier, Cooper, in his re-election bid. Millsap’s election signs featuring Cooper with the tagline “re-elect my human” have been well-received, encouraging supporters to take selfies with the unique signage.
These unconventional campaign tactics, according to David Black, an associate professor at Royal Roads University, are not entirely new but are facilitated by the opportunities presented by social media. Black believes that such approaches offer a fresh and irreverent perspective to campaigns, breaking away from traditional message discipline.
While these innovative strategies can attract attention and differentiate candidates, Black warns that there is a fine line between effective engagement and being perceived as unserious. He emphasizes the importance of candidates establishing their individual identity in a competitive election landscape filled with noise and distractions.
Overall, while unconventional campaigns can be risky, they have the potential to create buzz and resonate with voters, provided they strike the right balance between humor and credibility.
