NDP hopes to shift picture from Offended to Cuddly Tom

NDP Leader Tom Mulcair, left, greets 11-month-old Leonie Mendelsohn and her mom Ellen Friedrichs as he arrives for a campaign stop in the backyard of a home in Vancouver, B.C., on Thursday, August 20, 2015. (Darryl Dyck / THE CANADIAN PRESS)

NDP Chief Tom Mulcair, left, greets 11-month-old Leonie Mendelsohn and her mother Ellen Friedrichs as he arrives for a marketing campaign cease within the yard of a house in Vancouver, B.C., on Thursday, August 20, 2015. (Darryl Dyck / THE CANADIAN PRESS)

VANCOUVER — The not-so-subtle makeover of Tom Mulcair continues on the marketing campaign path, because the NDP chief tries to shed his picture from Offended Tom to Cuddly Tom.

NDP strategists are pushing to ‘humanize’ their chief in an try and make an emotional reference to swing voters.

We’re seeing Mulcair’s life story promoted on bookshelves, on-line movies, and in his stump speeches.

However now, Mulcair’s household is being trotted out on the marketing campaign path in supporting roles at occasions throughout the nation.

Final week, Mulcair posed along with his sons, Greg and Matt, at a Toronto Blue Jays recreation.Deb Mulcair at NDP rally

And on Tuesday, Mulcair’s sister, Deb, performed a starring position at a rally on Vancouver Island.

Deb Mulcair, a Enterprise Administration professor on the College of Victoria, shared a few of her childhood recollections of her supportive massive brother. He had a newspaper route. He is a very good cook dinner. The group of partisan NDP’ers went wild.

Tom Mulcair and Deb Mulcair

And Tom Mulcair injects his life story in virtually each speech, promoting himself as a frontrunner with middle-class roots. (Though Mulcair’s critics say the NDP chief grew up fairly comfortably — his household has a deep historical past in elected Quebec politics).

“I grew up the second-oldest of 10 youngsters, we needed to work for all the pieces we had,” Mulcair begins.

“I labored my method by way of regulation faculty as a roofer.”

Mulcair is well-known in his residence province of Quebec, however stays a thriller with many individuals in the remainder of Canada. And many citizens are motivated by persona.

So NDP strategists are attempting to market Mulcair’s model earlier than their opponents get the prospect.

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