1997

• 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.