Cheap stock pictures strike again

Yet again, another large organization decided to save a few dollars on its marketing by buying cheap stock pictures. Yet again, it has backfired into the daily papers and TV newscasts. Yet again, another organization is scrambling to explain its short-sightedness and to minimize the ridicule.

In three months, Ontario will have a provincial election. The provincial NDP party has started its campaign with a 48-page booklet telling voters that it will put Ontario citizens first, create and protect Ontario jobs, make sure public money supports local business, help Ontarians put more money in their pockets and above all, “Buy Ontario” and “help small businesses”.

So how did the NDP decide to show that it means what it says? By ignoring Ontario photographers and buying cheap pictures from US stock photo agencies. (Hint to NDP: cheap stock pictures are instantly recognizable for what they are. Studies have shown that readers hate them.)

The generic people photos in the booklet are stock pictures of Americans. Even the generic pictures, such as the hospital sign, are also foreign photos. The Canadian flag photo was shot by a European tourist to Canada. Yes, the Ontario flag picture was done by an Ontario photographer but most of the photo fee went to the US stock agency.

The booklet cover (see below) has an amateurishly Photoshopped image. Too bad the NDP didn’t think to (a) hire a professional photographer and (b) spend $3.70 for one real, custom-made campaign button.

How amateur is this cover? If you download the PDF booklet and use Apple’s Preview application to zoom the image, you can see that the fake “Ontario NDP” button is covering a red, white and blue button that has a backwards “VOTE” followed by six stars.

Did they flop the picture to turn the man’s shirt into a woman’s shirt because the leader of the Ontario NDP is a woman?

Let’s recap:

The provincial NDP saved maybe $4,500 in photographer fees in an election campaign that will cost them millions of dollars. In the process, it showed that the party doesn’t practice what it preaches, probably can’t be trusted to live up to its promises, acts without thinking first, doesn’t mind using misleading pictures, doesn’t want to stand out or be different (as the same stock images are being used by hundreds(?) of other companies), and it doesn’t respect its readers enough to give them unique, quality photography and true information.

So, have they earned your vote?