Cards (11)

    • T – The Pledge
      Labour’s 5-point pledge card made promises on key issues.
      • Simple and clear — helped build trust with voters.
    • N – New Labour
      Blair rebranded the party as centrist, modern and electable.
      • Dropped Clause IV, embraced business — appealed to middle-class voters.
    • E – Eurosceptics
      Tory divisions over Europe were a big problem.
      • Made the party look split and ungovernable.
    • M – Major
      John Major, the PM, was seen as weak and divided (especially over Europe).
      • Couldn’t control his party or energise voters.
    • S – Song ("Things Can Only Get Better")
      Labour used this as their campaign anthem.
      • Gave the campaign a modern, upbeat, hopeful feel.
    • S – Sleaze
      Tory government under Major was damaged by scandals (cash for questions, sex scandals).
      • Public saw the Conservatives as corrupt and tired.
    • S – Sleaze
      Tory government under Major was damaged by scandals (cash for questions, sex scandals).
      • Public saw the Conservatives as corrupt and tired.
    • E – Education, Education, Education
      Blair’s campaign focused heavily on improving schools.
      • Memorable slogan showed clear priorities.
    • S – Swing (everywhere!)
      A huge national swing to Labour of 10.2%.
      • Labour won 418 seats, Tories down to just 165.
    • S – Sun
      The Sun newspaper famously switched support to Labour.
      • Headline: “The Sun Backs Blair”
      • Big influence on public opinion.
    • A – Alastair Campbell
      Labour’s media chief, helped control the message and avoid gaffes.
      • Professionalised Labour’s press strategy — spin doctor role.
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