Case study: 2010 election

When was the 2010 election? When did the campaign start?

Campaign started on 6th April 2010, for a 6th May election.

What were the most pressing issues for voters?

There was huge concern over the economy, with government debt and unemployment increasing in the UK and across the G7

14% of the electorate concerned over immigration, just 6% at the previous election

How was this a time of consensus politics?

With each party promoting relatively centrist policies, there were cautious and mixed messages during the campaign. This made the differences between the parties unclear to voters.

What was the Labour party’s main point?

Their key point was that only active, reforming govts could improve life in the UK

What were labours plans for the economy and unemployment?

Training for the unemployments

Tax cuts for basic rate taxpayers

Mortgage protection to help people stay in homes

Promised to invest in the economy

What was focused on in Labour’s campaign?

(The economy)

They advocated for more govt. intervention, a more even redistribution of wealth, and argued that economic growth was the best way to reduce the deficit.

Brown had experience running the economy, having been chancellor for a decade under Blair.

What was bigotgate?

A turning point in the 2010 election when PM Gordon Brown got bad press having been recorded calling a voter he had just met a bigot for her views on immigration.

What were the conservatives key policies on the economy?

Controlling national debt by cutting gov spending. → Paid for through pay freezes in the public sector, cutting the cost of government and reducing pension age.

Also wanted tax breaks for married couples and a compulsory levy on all banks to repay taxpayers money.

What was Cameron’s Big Society idea?

The conservatives aimed to create a climate that empowered local people and communities, building a big society that would take power away from politicians and give it to the people.

How did the conservatives focus on government spending?

Argued for a smaller govt. with a quick post-election budget to cut spending, being the only solution to reduce the deficit.

How did Cameron try to present himself?

Despite being very well off, he tried to lose his ‘Old Etonian’ image by stressing he’d be fighting for a range of citizens.

How did the Conservatives attack Labour?

They blamed Labour for maxing out the country’s credit card, which resonated with the media - that largely bought the argument for cuts.

Lib dem’s key policies

Greater control of the banks, prioritising illness prevention and raising the income tax threshold to £10k

Designed measure to help those on lower incomes: cutting corporation tax, introducing a mansion tax on properties over £2mil.

Introduce a fairer voting system and freeze tuition fees

How did the Lib Dems campaign effectively?

- Many voters were disillusioned with mainstream politics, so turned to the Lib Dems.

- Clegg tried to make himself known to the electorate by making as many media appearances as possible.

Battle bus - what was it?

A coach used by party leaders, senior politicians and their aides to tour the country - giving speeches, meeting voters and attending events.

The coaches are usually brightly painted and covered in party election slogans.

What was Cleggmania?

The buzz around the Lib Dem leader Nick Clegg that was generated from his success in the 2010 election campaign and first TV debate in particular.