Lessons from a Landslide

“While the electoral and technological landscape may have changed dramatically in the past 25 years, many of the principles that underpinned our victory still endure. As Labour in Communications and Anthony Broxton revisit our strategy and seek to emphasise some of the principles we adopted in 1997 for the different world of 2022 – this is not about a ‘return to New Labour’ – the world has changed so much. Labour have to communicate relentlessly the difference they would make. The different policies. The different values. The different approach to what public life is all about.”

Alastair Campbell is a renowned writer, communicator and strategist. He is best known for his roles serving former Labour Prime Minister Tony Blair – which included time as Spokesperson, Press Secretary and Director of Communications and Strategy.

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“I am delighted to be able to work with Labour in Communications and Alastair Campbell on this retrospective. While it is important not to indulge in the pure nostalgia of the 1997 campaign, there are clear principles that can be applied to any political communications campaign. 

Just as in 1997, Starmer’s task is to win over millions of Conservative voters who have turned away from the party in recent years. By projecting Labour as the party for all of Britain, they stand a good chance of ending the Conservatives decade in office.”

Anthony Broxton is a cultural and political historian, best known for his writing on Labour history and rugby league. With over 35,000 followers on social media through the Tides of History project, he has written regularly for national publications such as The Times, The I, The Critic and Prospect.

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