Tag Archives: positive

Labour v Tories – the power of positive, not negative, campaigning


Both the Labour Party and the Conservatives have new campaign videos out on YouTube for us all to watch – and they provide a stark contrast, for anybody who doubted the differences between the two parties.

Labour’s video provides ‘101 reasons to vote Labour in 101 seconds”, and was launched (predictably) on January 26, 101 days before the general election. You’ll need to use your pause button to catch every single reason, and of course some of them are more relevant to everybody than others, but it’s packed with information about the party’s plans. Here it is – see for yourself:

The Conservative campaign video is entitled ‘Ed Miliband and the economy? Don’t risk it’. Launched yesterday (January 30) it seems to exemplify the Lynton Crosby style of negative campaigning. It starts with six lies about Tory achievements (none of the claims are accurate) before going on to throw derision at Ed Miliband, with no evidential support. Take a look if you can stomach it:

Just on the basis of these two videos, who would you support with your vote?

The negative campaign that relies on no evidence to support its outlandish claims – or the upbeat, positive, progressive and above all reassuring set of plans for a more promising future?

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Negative campaigning – the easiest way

Take a look at the video above. Is it effective?

I think it is. A short message with a sting in its tail, coupled with a soundtrack that supports what’s being said by adding emotional connotations (‘Britishness’, turning to a harsh wind).

It’s a soundbite in video form – a videobite, if you like. Memorable, shareable – and easily debatable, because the message is so clear.

Conservatives are very good at putting out negative soundbites for their opponents. It would be useful to give them a taste of how it feels, so please share the video wherever you like.

Here’s another example of negative campaigning, found on the social media, on the subject of UKIP:


As effective?

Nobody seems to talk about UKIP’s domestic policies. This was mentioned, to great effect, on the BBC’s Question Time yesterday (Thursday).

The trouble with this one is it’s a ‘deep’ poster, meaning you have to scroll down to see the end of it – so the effect is less immediate.

The sad fact is that both of the above are more effective than so-called ‘positive’ campaigning, in which a political party or its representative promotes its policies as better for the country than anyone else’s.

Yesterday, the Labour Party announced it will repeal the so-called ‘Gagging Law’ – The Transparency of Lobbying (etc) Act – if elected into Parliament. At the time it was passed, Vox Political said this marked the end of free speech and free protest in the UK and the article had a huge audience of more than 100,000. So this announcement should have been greeted with joy, right? What response do you think it got?

It has been read just 128 times and of the three comments on the site, two are hugely negative – the first words being “I’ll believe it when I see it”.

It shows how far politicians have fallen in our trust.

That’s why negative campaigning is on the rise.

It seems those who want the public’s trust can only earn it by showing that the others don’t deserve it.

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