The Underdogs: What it's like to run a low-key mayoral campaign

Consider them the ultimate underdogs. 

They've paid the same $200 and collected the same 25 signatures for their mayoral nomination, but 10 of the 14 people running to be London's mayor have had virtually no air time. 

Early on in the campaign, the media — CBC News included — decided there are four front-runner candidates, based on how organized the campaigns were, name recognition, ability to fund raise and previous experience. 

Since then, the 10 candidates who aren't front-runners might warrant a line at the end of a digital or broadcast story, but not much else. They've also not been invited to some mayoral debates and their platforms get little play. 

"It's frustrating, because the top four are only the top four because they have a huge amount of money, but that kind of money doesn't make up for a lack of substance," said Sean O'Connell, one of the candidates who is running to "make London marketable again." He's campaigning by going door-to-door. 

"I'm not asking for people's money. I know it takes more than money, it takes strength of character." 

But consider this: Matt Brown's winning 2014 mayoral campaign spent more than $200,000. Paul Cheng, who came a distant second, spent $143,000, most of it of his own money. 

Clearly, money has something to do with it. 

Then there's the workload. 

For candidate Mohamed Moussa, the campaign has been much more gruelling than he imagined. The doctor and lawyer who runs a multi-unit residential property is taking time off from work to take care of his ailing parents, and is also trying to juggle running a campaign. 

"It's a full time job. I think running the campaign is more work than actually being the mayor would be," Moussa said. 

But that hasn't stopped Jordan Minter from putting his name forward. He calls himself a "wild card" candidate, a stand-up comedian who brings levity to some of the conversation but is also serious about getting London's most vulnerable more help. 

"I live downtown, at Dundas and Richmond, and the things I see can be a little shocking ot the average person. I've become used to it," Minter said. "I see drug use, vandalism, shoplifting, and I've decided to do something about it. I think we should have an increased police presence.

"The needle exchange program is doing great things but there are still people using in the streets. We need to incentivize drug users to go there. We need to develop some kind of incentive program." 

Ideas not heard

Jonas White is running a campaign focused on making London a cannabis destination, and is also frustrated his ideas haven't gotten a lot of air time. 

"We need to make London a pot destination, let the free market figure out which (cannabis businesses) have the best service, the best location," he said. "It's not fair that the media picked its four main people and they aren't talking to anyone else." 

Candidate David Millie wants London city council to make decisions as if it were a big city. 

"We're on pace for one million (people). Will we need a bus rapid transit plan when we have one million people? I think we will. Will we need a supervised injection site when we're one million people? Yes. So we should make decisions based on that," he said. 

Another issue raised by Moussa is the fact that the mayor only has one vote. 

"We pay so much attention to the mayor's race, but the message we need to get out there is that we need a council that actually listens to the people. We have councillors and mayors who say they know what's best for us, but that's not what representation should be about." 

Using ranked ballots to their advantage

While Minter said it's difficult to compete with slick blog posts, campaign videos and constant media coverage, ranked balloting might change the underdogs' fate. 

Minter said he's told people already voting for one of the main four candidates to consider making him their No. 2 or No 3 choice. 

"I'm no dummy. I tell them if they like what Paul Paolatto or Paul Cheng have to say, consider making me as one of their choices," he said. 

Millie is doing the same. 

"I discuss it all the time. I've been asking people to consider me as one of their options," Millie said. 

"I was able to feel good about running and not worrying about splitting the ballot with some of the other candidates," he said. "It's been interesting to drum up support from folks. I don't have a network of rich friends to draw on. It's an interesting and unique challenge but I think this will set me up for the future because people will know my name."