As the countdown to May 12 intensifies, it is becoming clear that the Progressive Liberal Party’s campaign strategies mirror the political playbook of Mia Mottley, Barbados’ prime minister, envied around the region.
Across the Bahamas, the PLP campaign banners are no longer just about the individual constituency candidate. Instead, they prominently feature Prime Minister Philip Davis positioned behind them, reinforcing a clear message that a vote for the PLP candidate is a vote for Davis.
This is a strategic move.
In Barbados, Mottley successfully transformed general elections into a referendum on her leadership, leveraging strong personal approval to secure consecutive victories, including a third term earlier this year.
Her slogan, “It’s safer with Mia,” emphasized stability, continuity, and trust. Now, the PLP’s “Safe with Davis” messaging echoes that same emotional appeal, signalling an attempt to replicate Mia’s branding.
But the Bahamas is not Barbados.
In the Bahamas’ political culture, governments are often voted out after a single term.
For Davis and the PLP, the upside is clear. If supporters feel economic uncertainty or social unease and trust Davis, then “safety” becomes a powerful motivator, so they head to the polls.
By nationalizing the election, the PLP is attempting to elevate Davis’ leadership over weaker constituency candidates, unifying its message under Davis.
However, there are risks. By turning the election into a referendum on Davis, he becomes the center of accountability. The country’s national concerns, like the cost of living, crime, economic performance, and immigration problems, become directly tied to Davis.