From AI portraits to friendship bracelet making, Rector candidates are going all in this year to secure students’ votes.
Racing to be the next Rector, Niki Boytchuk-Hale, ConEd ’24, and Leo Yang, ArtSci ’25, are promoting their personal brands ahead of voting on Feb. 6. Both candidates have experience in marketing and communications, leveraging their social media savvy to cross the finish line victorious.
Boytchuk-Hale launched her Instagram and TikTok accounts @niki4rector, and Yang created his Instagram, @leo_4_rector, on Jan. 29. The Journal contacted both candidates to take a deeper dive into their personal brands.
Leo4Rector
Leo Yang is all about being approachable to students. He’s excited to share his “unconventional” campaign with the world through his Instagram
and anticipated website.
Yang uses artificial intelligence (AI) to generate the images for his social media accounts, an approach he believes speaks to the uniqueness of his campaign. He wants his campaign to be “a catalyst for increased engagement.”
His account features an AI-generated photo of Yang and another of a lion staring off into the sunset against a tricolour backdrop, an homage to Leos, despite being a Gemini himself.
Yang expressed concern over a fan account using personal images to depict him as “a bit crazy and [like an] alcoholic.” He claimed none of his campaign members or himself are involved with the management of the account and believes a student from his time as an orientation leader may be behind the scheme. While the account was recently open to the public, it has since been privatized.
Everyone can hop over to @leo_4_rector to learn more about his campaign, except for Boytchuk-Hale. Yang blocked Boytchuk-Hale’s campaign account to focus on his own “without distractions.”
Unlike his opponent, Yang’s campaign is set to unfold gradually, “to maintain an element of surprise and make the campaign more enjoyable for everyone.”
Yang believes low electoral turnout is a symptom of a larger lack in student engagement. Yang plans to use his online presence to spread the word about his campaign. Though Yang had a significant following prior to his campaign, his personal Instagram account has amassed 1,590 followers.
Niki4Rector
Using her previous experience as AMS Marketing Director, Boytchuk-Hale curated an eye-catching campaign logo featuring sunny yellows, vibrant blues, and bright pinks. Drawing on her Bachelor of Fine Arts degree, Boytchuk-Hale said she put care into each brushstroke and painted her own campaign banner to reduce waste and cost.
Boytchuk-Hale’s platform incorporates Kanyen’keha, a Mohawk language to highlight her commitment to different ways of knowing and Indigeneity at Queen’s. Every element of the campaign was “meticulously considered” by Boytchuk-Hale herself.
Students can tune into Boytchuk-Hale’s TikTok to hear her platform against the backdrop of Danielle Edward’s, ConEd ’24, music. Videos on her TikTok and Instagram pages have amassed over 20,000 views, including one video of the intramural champion running four km while discussing her platform.
Between classes, students can sit down in the Queen’s Centre to make friendship bracelets and talk with Boytchuk-Hale about her commitment to communication, wellbeing, and collaboration until Feb. 5.
The idea offers Boytchuk-Hale the chance to prove she’s the ideal candidate for Rector, and for Swifties to craft their friendship concert bracelets ahead of Eras Tour Toronto shows.
The idea of a contested election excites Boytchuk-Hale as it gives students increased voice and choice. She hopes students will do their research into each candidate’s social media presence.
Students can cast their ballot for Rector on Feb. 6 and 7.
Tags
Elections2024, Marketing, Rector, Rector election
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