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This article contributes to the emerging literature on wedge issues and on electoral strategies in multiparty electoral systems by studying the implementation and effectiveness of a concerted electoral communication strategy deployed by the Conservative party of Canada around the elimination of the gun registry, in the late 2000s. First, using a quantitative content analysis of the Parliamentary debates from 2006 to 2011, it reveals how the Conservatives exploited the issue in order to create divisions amongst opposing opposition MPs and amongst targeted segments of partisan voters of other national parties. Secondly, using georeferenced pool data from Vote Compass, it finds empirical evidence that the Conservatives’ efforts won them new support in the 2011 federal elections, especially amongst cross-pressured voters and within the ridings that were targeted during the debates. In doing so, the article provides a rare empirical example of wedge politics carried in a multiparty system.
