From the minute Bonnie Crombie was declared leader of the Ontario Liberals, Doug Ford’s Conservatives have painted her as a wealthy, out-of-touch elite who can’t be trusted.
The Tories’ anti-Crombie ad blitz has been relentless, featured prominently during major events like the Super Bowl and the Stanley Cup playoffs, embedding this narrative deep into the public consciousness.
In response, observers have been curious about Crombie’s counter-narrative. It looks like the Grits have opted for a similar route – framing Ford as an out-of-touch elite who can’t be trusted.
Here poses the question: When Crombie and Ford are both framing one another as the villain, who do we root for?
A mudslinging competition crowning whoever Ontarians hate less is an easy win for whoever has more advertising money. Ford’s campaign is backed by millions of dollars and Crombie’s isn’t. The Ontario Liberals do not have the war chest they need to win a campaign with this strategy. That’s the reality.
With a growing likelihood of a spring 2025 Ontario election, Crombie should pivot to tell a story of optimism. One that shows a clear understanding of who she is and connects with what people are going through. Turns out, she’s sitting on a goldmine but has yet to tap into it.
Instead of throwing daggers at Ford, Crombie should be telling her story of optimism and hard work. Crombie’s personal story embodies the Ontario dream and contrasts sharply with the narrative Ford’s campaign is pushing.
She grew up as an only child in a High Park rooming house, raised by her Polish immigrant mother. Her father struggled with mental health issues and addiction, leaving the family when Crombie was just three years old. Years later, Crombie learned that her father had died in Seaton House – a shelter in downtown Toronto.
Crombie is everything her opponent isn’t. Her story can break through, come up to the surface and give Ontarians what they crave from their representatives – a sense that they just get it. Crombie’s story will resonate with Ontarians because her experience with hardship aligns with theirs.
Ontarians are frustrated. People are paying more and getting less – forget getting ahead. A recent Angus Reid Institute survey revealed that nearly 4 in 10 Ontarians are seriously considering leaving the province due to the high cost of living. By 2026, a quarter of Ontarians are expected to be without a family doctor.
Despite all Ontario’s privileges, it’s not easy to make it. Crombie knows that because she’s lived it.
Crombie worked part-time retail jobs to save for university, earning an MBA. She moved to the U.S. to build a career at Disney and McDonald’s. She became an MP in 2008 while raising three kids. After her stint in federal politics, she was encouraged by Hazel McCallion to run for the next mayor of Mississauga. Spoiler alert, she won.
Her story will resonate with mothers striving to get ahead, women working to break the persistent glass ceiling, young people and new Canadians dreaming of a bright future filled with opportunity. Her journey from humble beginnings to political prominence is a testament to perseverance, resilience and dedication.
In a political landscape cluttered with accusations and copy-pasted narratives, it’s time for a something that truly stands out — a story that not only contrasts with Ford but also connects deeply with the everyday Ontarian’s dreams and realities.
Bonnie Crombie is that story. It has the potential to lead her to victory in the next provincial election — if her campaign is prepared to tap into it.
— Taylor Deasley is a Senior Consultant for Strategic Communications and Issues Management with Enterprise Canada in Toronto.
@TaylorDeasley