Dear Editor,

I have been observing political campaigns since the 1970s and could not help but note that the recently concluded general election reflected two political campaigns which had contrasting messages, tones, and posture.

The Opposition People’s National Party (PNP) spoke about “Time Come” and “Blood and Fire”, an ode to the 1970s. Often, without any rebuke from party President Mark Golding, the PNP’s platforms had speaker after speaker spewing what could be considered hostile rhetoric, including chants of: “Who switch will end up in a ditch”; “If a war, a war”; and threats to lock up political opponents with, “One by one they going to jail.”

In my view, though the PNP’s rhetoric might have awakened its base, it turned off the uncommitted abysmally. In fact, Golding’s frequent and inauthentic verbal onslaught against the JLP was a key part of the negative campaign run by the PNP and likely a contributor to why it was rejected.

On the other hand, the Jamaica Labour Party’s (JLP) campaign and communication team spoke about actively and strongly defending the interests of the Jamaican people whilst providing examples, committed to doing more for the people, and highlighted its future plans and past achievements. The party also asked the people to choose policies which are in Jamaica’s best interest.

I find that the strategies used by the campaign and communication teams of the JLP were brilliant and effective in the way they were rolled out via digital and mass media, along with the more direct in-the-streets messaging as evidenced with the physical distribution of its achievements document. The multiple JLP ads across social and traditional media also focused on what was done, is being done, and will be done in crucial sectors, including water, housing, security, and several others.

The JLP’s campaign was perhaps the best example of political communication I have seen in Jamaica and perhaps is a large contributor to why a Government which polled behind by as much as nine per cent a year ago was able to overcome major negative sentiment and disinformation to win on general election night by seven seats.

I am happy Prime Minister Dr Andrew Holness publicly set the tone for his party’s campaign, and I want to congratulate Campaign Chairman Dr Christopher Tufton, Communication Taskforce Chairman Abka Fitz-Henley, and Manifesto and Achievements Committee Chairman Kamina Johnson Smith for effectively executing the mandate and contributing to the delivery of a third term for the JLP.

Mary Alexander

alexandermary768@yahoo.com