It’s time for the two main parties to unveil their messages, draft their pledge cards and tell us their “narratives” for the election. Put simply, Labour are saying their storyline is “We saw you through the recession. Don’t let the Tories spoil it”, whilst the Conservatives are saying “We are in a huge mess of Labour’s making. The Conservatives will have to clear it up”.
Labour have come up with some slogan or high level phrase I cannot quite remember about fairness and justice. As far as I am concerned it is higher fares for all with Labour’s one size doesn’t fit all economic policy. The Conservatives have come up with “We can’t go on like this. It is time for a change”, and may be launching more of their headlines today and next week.
Beneath the headlines it has become fashionable to have a pledge card, with five or six specific promises or aims on it to “flesh out” the high level messages and the “narrative”. Mr Blair started all this for his successful 1997 campaign. Most people have forgotten the specifics, but may remember there were “modest” pledges to show Labour was now a moderate and sensible party. It is ironic that Labour’s biggest and most important pledge on those cards was “set tough rules for government spending and borrowing”, followed by “get 250,000 under 25 year olds off benefit and into work”. It all goes to show that some pledge cards are just for an election and not for the life of a government. Because they won, many in politicis today think you must have such pledges.
In 2005 Michael Howard lost. He ran the longest most disciplined and researched campaign the Conservatives had ever run. It revolved around five propositions, expressed in just ten words. I remember them so well, as for six months I did nothing else as a politician than try to find ways of getting them across memorably to audiences. They were “More police, controlled immigration, school discipline, cleaner hospitals, lower taxes”. If a strong simple message and complete party discipline won elecitons, we would have walked it. If saying what people wanted to hear won it, we should have won, as these were well researched propositions that were popular. So why didn’t they work?
Each one of these five had its different problems. “More police” just led Labour to say they had appointed more police, and would appoint more. It also left some voters apprehensive. If they had just been fined for doing 45 mph on an empty dual carriageway with a 40mph speed limit where they thought 50 was a more apppropriate limit they were not amused at the thought of more police with speed guns.
Cleaner hospitals invited people to ask “How?”. All three main parties said they wanted cleaner hospitals. It was difficult persuading people that any lack of hygiene was all Labour’s fault, and that the Conservatives would clean it up.
School discipline again was common ground with all parties claiming to favour it. There needed to be a convincing phrase as to how discipline would be improved with a change of government.
Lower taxes would have been very popular. The Shadow Cabinet only agreed a package of tax cuts late in the day on the eve of the election. Then the leadership delayed its publication, and changed it, announcing the new package after the election had started. It did not leave enough time to get over the three propositions within the package or even to put them in most personal candidate leaflets.
Controlled immigration was the one which generated most controversy. Labour seized on it and tried to make it a negative. Some to this day think it was a misjudgement to spend so much effort on it, taking away from other messages. Others think it was the one which did work, showing that you have to be controversial to get heard. The leadership did not seek to weight it more, but with Labour criticism it developed a life of its own.
Polling after the election showed that voters generally had not picked up on any of the propositions, other than immigration, where a significant minority had heard and remembered the message.
What should we learn from this? Probably that the main message and the mood created by a party is more important than the pledge card, and that trying too hard to get a pledge card across is not time well spent. People want a sense of direction, an understanding of what a politicial party thinks the problems and the oppportunities are and how they will make judgements once in office. Blair’s pledge card was not remembered for its detail. It served to reinforce the message he wanted, that Labour was Tory lite and would not take risks with the economy. What a pity they did not stick to it. The Conservative 2005 pledge card was diverse and did not reinforce any central message about how a Conservative government would run the country, so it did not cut through with the voters. By all means have a pledge card, but ensure it is there to back up the main point or direction.
Today David Cameron will set out the general direction he wants us to go in. His central message will rightly be that this country is crying out for change. His specifics will support that message. His school discipline policy, for example, will show how it will be achieved. The sense of direction is what matters most. If we carry on as we are under the present government it’s a lifetime of debt and more debt for anyone staying in this country to pay the bills.