SFor the past two elections, The Green Party's messaging has been what national campaign director Ben Youdan calls "aspirational". That's worked very well, with its vote going from five percent to 11 percent in 2011, making it by far the fastest growing party. But for the 2014 election it's getting slightly more confrontational, juxtaposing images of open-cast mines, oil spills, Auckland gridlock and poor children with its positive—and protective—campaign slogan of 'Love New Zealand'.
Youdan says 'Vote for Me' in 2008 by Special Group was a defining moment for the party, because instead of running with traditional political billboards, it moved to something "more exciting and creative". It built on that with 'For a Richer New Zealand' in 2011 with the help of Running With Scissors (which is now working with Labour on its 'Vote Positive' campaign). Of course, society is moving in a greener direction and there is much more focus on some of the areas the Greens focus on than there has been in the past, so that has obviously helped increase its vote. But he says the research showed it needed to do more than simply reaffirm its values. It needed to elevate some of the key issues the party have been holding the Government to account on over the past few years.