The problem with the Tories’ ‘local heroes’

00:00 05:36

James Heale has narrated this article for you to listen to.

You know the Conservative party is in trouble when it does not dare use its name on leaflets. Instead, it took a two-pronged approach in the last two general elections: a presidential campaign for the national media and local politics for the doorstep. With the Tories now 20 points behind Labour, it seems the strategy for next year’s general election is to once again go easy on the Conservative brand and emphasise the local-hero credentials of the candidates. All they need is to find some local heroes.

‘Voters want someone who is going to fight for them and that’s an easier conversation to have if they are a local resident,’ says one newly picked Tory candidate. It’s a calculation that associations are making across the country.