When Labour released the party political broadcast Our Town, it was enough to worry aides in No.10. The slick video saw the party zone in on voters in towns that had voted heavily to Leave. Filmed in areas including Mansfield, the video sent a clear message: Jeremy Corbyn is on a mission to appeal to the Brexit voters on whom the Tories now rely.
Last week, the party released the next video in that series, Our Country. Although Corbyn’s confidence vote against the government stole the limelight at the time of release, the video does shed some light on how Labour plans to fight the next election (ideally this year):
This is what our country could be with a Labour government.
Watch and share 👇 pic.twitter.com/NcLXKDcZGc— The Labour Party (@UKLabour) January 16, 2019
Where Our Town was targeted mainly at Leave voters, this video aims to appeal to a wider audience – also know as the coalition of Leave and Remain voters that Labour needs to win around to get a majority at the next election. The aim is to show that at a time of division in the party on Brexit, Labour voters have shared values regardless of how they feel about the single market. The issues on which they think Labour voters remain united on are as mentioned in the video principles like fairness and issues like austerity – and NHS funding. Given the backlash Corbyn is facing from pro-EU members dismayed he has not yet backed a second referendum, Labour figures are keen to move the conversation to those domestic issues on which there is consensus. The view is also taken that the party is streets ahead of the Tories on domestic issues thanks to the fact that May’s government has had to spend the past two years’ focussing on Brexit legislation.
However, a wider reach also means that the video has made less of a splash than its predecessor. By aiming to a broader coalition of voters, the message is less defined. It serves as a reminder of the struggles both main parties face in trying to cut through to both Leave and Remain voters – something they need to do in order to win a majority.
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