Today we saw the publication of the Labour Party’s first election poster of the 2015 campaign, and it is a nasty, negative little piece of work.
Designed to appear like an X-ray image, the poster shows a broken arm, and the warning “Next Time, They’ll Cut To The Bone. The NHS Can’t Afford The Tory Cuts Plan”.
There’s no point wasting space pointing out that this is not a very promising start from a party that promised to wage a relentlessly upbeat, positive election campaign – that point has already been well made. And it’s a fair point, but perhaps not the most important one.
What is really depressing about this Labour attack ad – and all of the negative campaigning we will soon see from the Conservatives, Liberal Democrats and UKIP too – is the lack of vision, of imagination, of anything resembling a positive outlook for Britain’s future.
Ed Miliband is fervently hoping that he can squeak across the finish line and into Number 10 Downing Street on the back of the British public’s fear that our precious public services will be cut back or degraded under five more years of Tory rule. Nick Clegg and the Liberal Democrats hope to stave off electoral annihilation by likewise preying on the fear of a Tory majority, and by promising that returning a sufficient number of LibDem MPs to Westminster will help to soften the edges of a future coalition as they did in 2010.
Meanwhile, UKIP, for all their anti-establishment fervour and sometime happy warrior image, will be busy preying on fears and resentments about immigration and injustices inflicted upon helpless Britain from Brussels. And David Cameron and the Conservative Party will desperately hope that their own negative campaign ads, designed to make the British public fear the uncertainty and economic chaos that a profligate Labour administration would bring about, will convince us to allow them another term in government.
The common thread? All of the campaigning between now and May 7 will be negative.





