The One Cent $150K Miller Campaign

Why the penny plan will be a tough sell TheStar.com - News - Why the penny plan will be a tough sell
February 28, 2007
Royson James

ONE CENT NOW.

What could be simpler than that?

As a campaign slogan, it is short, direct, catchy, punchy, easy to remember. As a way to sum up the desires of Canada's cities to grab tax dollars from the federal government, it is not without controversy.

Apparently, Mayor David Miller's monotone speech delivery had little to do with the lukewarm reception to his ONE CENT NOW campaign, launched before what should have been a receptive crowd of city slickers, gathered Monday for the third City Summit.

So many of the chattering class sat on their hands because they disagreed with Miller's in-your-face strategy that threatens to defeat federal politicians who don't support the cities' goals. They didn't sit cold as stone because his speaking style failed to rouse them from their seats.

Yesterday, as the reviews rolled in, some skeptics felt the media campaign is a poke in the eye that won't get results. Others say it is too focused on Ottawa and lets the province off the hook. Still others feel that Miller had played the ace too early in a contest of wills that will last years. And some say Miller continues to ask for more without offering up any belt-tightening or innovative city initiatives.

Just what is Miller – and the mayors lining up to back him – demanding?

How does the one cent work?

But no one is watching the pennies at City Hall.....