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Home / New Zealand

Cheesy catchphrases and smiling faces removed from the streets

Ben Hill
By Ben Hill
Reporter·NZ Herald·
13 Sep, 2016 10:18 PM4 mins to read

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Auckland mayoral candidate Phil Goff in front of one of his blue election billboards. Photo / Michael Craig

Auckland mayoral candidate Phil Goff in front of one of his blue election billboards. Photo / Michael Craig

The scores of candidates' eager faces plastered on fences are finally starting to be removed as local elections wind down.

But where do they all end up?

Rodney Local Board candidate Tessa Berger's signs have become so popular that she is taking orders from admirers for them, after a number were stolen from their backboards.

All of them have now been reserved to be given to her supporters, and she plans to auction one of them off and give the proceeds to a community organisation.

A spokeswoman for mayoral candidate Vic Crone said her 400 billboards would be recycled, with the bracing donated to other candidates for future campaigns.

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Mayoral candidate Chloe Swarbrick doesn't have any hoardings, but had a few recyclable posters put up in the central city.

She said a few people have asked for copies of them, but "most of them will just be recycled".

ZMs Fletch, Vaughan and Megan

ICYMI Listen to my in-studio interview with ZM's Fletch, Vaughan & Megan! It's imperative that we endeavor to engage the 66% percent of Aucklanders who didn't turnout and vote in the last election. That requires doing something a little bit different. If we want to bring everyone in the wider Warkworth area into this conversation we need a candidate capable of relating to people of all ages, from all walks of life. I will give my everything to see all of north-eastern Rodney represented.

Posted by Tessa Berger on Monday, 12 September 2016

Berger, 22, puts her billboards' popularity down to them being reflective of her fresh approach.

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"I'm a perfectionist by nature, when I was designing the billboard I put myself in every one's shoes, and got very involved in everything right down to the font and colour choice.

"I thought the yellow was very inspiring, hopeful and happy. The photo is completely unedited, we took that at Omaha.

"The sun was setting and the light was coming down from the corner, you can see it on the billboard, and it's representative of a young person coming through. The photo was down to a 'T' a total encompassing of the vision that I had."

A recent study lead by a Columbia University researcher found that election advertisements increased vote share, but only by a slight margin of 1.7 per cent.

Auckland University political marketing expert Jennifer Lees-Marshment told the Herald election billboards don't necessarily convince people who to vote for, but they are a gateway to greater engagement in the process.

"Local elections in particular struggle to get voters interested. People going about their daily lives don't have the time or energy to deal with politics, so what the signs do is draw attention to the fact that there is an election on.

"They're highly visual, and at least it encourages people to go and seek more information elsewhere. If done cleverly and strategically they can help, but it's just that they don't change people's votes, it's all just part of a general mix of communication."

In Auckland, everyone from mayoral candidates to those running for spots on local boards used colours, slogans and close-up photos of their mugs to increase their profiles and lure in voters.

Lees-Marshment said some were more effective than others.

"Phil Goff using the colour blue will make people think twice, because they normally see him as being associated with the Labour party, and it will potentially subliminally make him seem more appealing to National voters."

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She said including brief talking points regarding key issues such as transport and housing was a smart move from Goff. His main rival in the race was also given the thumbs up for her billboard choices.

"Vic Crone's orange colour will stand out, because she's not as well known it'll help draw attention to her."

Lees-Marshment warned there was potential for campaign signs to backfire and put voters off, particularly if they were "weird, offensive or problematic".

"In that case it's the candidates fault for getting the strategy wrong."

She mentioned former Conservative Party leader Colin Craig's intense stare peering out from billboards during the 2014 general election as an example of the latter.

In addition to signs being stolen, wannabe Bank's have added their own artistic touches to billboards, with mayoral candidate Chloe Swarbrick getting the full Batman treatment, including a mask, bat signal and a change of slogan to "Batman for Gotham".

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Piet Ubels is running for the Albert-Eden-Roskill Local Board, and has seen a jester's hat, hard hat, wizard's hat and wreath of flowers decorating his head on his billboards across the ward.

He told the Herald he has no idea who the vigilante is, but that it may be a friend of his from creative circles.

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