Doug Ford defends back-to-school ad campaign, says it will continue despite criticism

Click to play video: 'Coronavirus: Ford defends decision to run ads about back-to-school plan' Coronavirus: Ford defends decision to run ads about back-to-school plan
WATCH ABOVE: Ontario Premier Doug Ford defended his government’s decision to run ads about its back-to-school plans which have been heavily criticized by opposition parties and teachers’ unions. Ford said he believes the ads are necessary because “it’s so important to communicate with parents.” Critics say money from the ads could be better spent elsewhere. – Aug 25, 2020

TORONTO — An Ontario government advertising blitz touting the province’s back to school plan will continue, Premier Doug Ford said Tuesday amid opposition calls to redirect the campaign costs towards keeping students safe amid the COVID-19 pandemic.

Ford slammed the opposition legislators who have criticized the newly released radio, online and print ads, accusing them of “playing politics.”

He did not say how much the ad campaign is expected to cost, but said it was necessary to keep parents informed about the school reopening plans.

“We inform the people, we inform the parents,” Ford said of the campaign. “I think it’s a no brainer … Running ads is the right thing to do, we’re going to continue running ads.”

Read more: Ontario reports 100 new coronavirus cases as more than 20K additional tests completed

Story continues below advertisement

The campaign features messages touting the government’s efforts to consult with health and education professionals to create their strategy.

The ads also detail some of the measures included in the plan and promote a government website with more information.

The campaign comes at a time when the government is being criticized for its plan by school boards, teachers’ unions and some parents for failing to cut elementary class sizes.

Click to play video: 'Ontario government launches back-to-school ad campaign' Ontario government launches back-to-school ad campaign
Ontario government launches back-to-school ad campaign – Aug 25, 2020

The government has been called on to spend more money on the school reopening instead of allowing school boards to dip into their own reserves to hire more teachers and lease space to encourage physical distancing.

Ontario’s auditor general, who under the previous Liberal government had the power to reject ads if she considered them partisan, said this campaign would have been considered acceptable under those old standards.

Story continues below advertisement
Click to play video: 'Union representing over 2,500 Ontario school bus drivers worried for members safety amid pandemic' Union representing over 2,500 Ontario school bus drivers worried for members safety amid pandemic
Union representing over 2,500 Ontario school bus drivers worried for members safety amid pandemic – Aug 25, 2020

The Liberals later largely removed the auditor’s approval powers over government advertising, something the Ford government promised to restore during the 2018 election but has yet to reinstate.

Ford said on Tuesday that the back-to-school ads are part of a larger COVID-19 advertising campaign whose costs will be publicly disclosed in the government’s year-end financial statements.

“Everything is going to be transparent,” Ford said.

All of the province’s main opposition parties said Tuesday that Ford should be spending the money to hire more teachers and increase physical distancing in schools.

Story continues below advertisement

NDP Leader Andrea Horwath slammed the advertising buy, calling it a “partisan defensive” strategy from a government under pressure.

“I don’t know how Mr. Ford thinks he can advertise his way out of this,” she said. “But it’s certainly a shameful lack of priorities. The priorities should be making our kids safe, not advertising.”

Liberal Leader Stephen Del Duca described the advertisements as “propaganda” and said Ford must publicly disclose the cost to taxpayers.

“The buck stops with Ford,” he said in a statement. “Take action now and spend money to protect our students, their parents and education workers, not political ads.”

Read more: Ontario school bus drivers ask for COVID-19 safety protocols

Green party Leader Mike Schreiner said communication with the public is necessary, but the government’s ads are not clear.

“If the Premier is serious about providing comfort to parents, he should immediately redirect spending taxpayer money on vague ads and instead give it directly to School Boards who need it,” he said in a statement.

Meanwhile, Ontario reported 100 new cases of COVID-19 and two new deaths related to the novel coronavirus.

The total number of cases now stands at 41,607, which includes 2,800 deaths and 37,748 cases marked as resolved.


Sponsored content