The latest television spot by the B.C. New Democratic Party, titled "Eight Years is Enough," emphasizes what appears to be the central theme of the party's campaign: the notion that Premier Gordon Campbell has ignored social issues. speak to potential swing voters.

The ad looks over the shoulder of an actor dressed as Premier Campbell as a narrator asserts that the B.C. Liberals government has neglected a number of social problems.

"For eight years Gordon Campbell has ignored the growing crisis in hospital emergency rooms," the narrator says, followed by statements about broken promises to seniors and the high rate of children with special needs without support.

The ad also states that Gordon Campbell has spent billions of dollars on "pet projects" while issues such as homelessness have been ignored.

This ad could be effective for moving swing voters, said Dennis Pilon, professor at the University of Victory's Department of Political Science.

"What is good about this ad is that is reminds voters of the issues that NDPers think are important and may motivate people to get out and vote, or change their vote if they are a swing Liberals voter," Pilon said.

"This is what an opposition party needs to do at election time,” he said. “Voter memories are short and oppositions don't get the same focus in the media during the life of a parliament that they get at election time."

Pilon also noted that the ad could have been more effective if the Premier had his back to the running images of the problems, thus implying that he is blind to the issues facing B.C.

"Given the message, one might have expected him to have his back to the problem," said Pilon. "Still, the ad makes the points that the NDP needs to make to be effective, despite the odd composition."

Morgan J. Modjeski reports for The Tyee