The Labour Party have released this piece of online content which alerts people to the fact that the government’s decision to reduce the top rate of income tax from 50p to 45p for those earning over £1 million a year comes into effect on 6th April 2013.
Independent financial organisations have estimated that this will save around 13, 000 people, all earning £1million+ a year, around £100, 000 annually. When you compare this saving to the overall reductions that a far greater number of people will experience (the millions of people on working benefits stand to lose around £500 per year) the policy can be made to seem incredibly unjust.
In his Labour Party Conference speech last year, Ed Miliband said: “Next April David Cameron will be writing a cheque to each and every millionaire in Britain” and the comms team at Labour HQ have taken that sentiment and put it in an image.
It’s a fairly dry piece of content. It looks very staid and corporate.
When the Labour Party’s content is at its best it has spirit, energy and attitude. The party’s comms needs to inspire people to get more involved or tickle them enough to share it with their (non-political) friends.
Using stock-looking-photography and creative vehicles like a cheque book are not the way to do this.
A source close to John O’Farrell, The Labour Party candidate in the Eastleigh by-election taking place in 2 days time, has released a video which celebrates his (to quote the blurb on YouTube) “better than the average” candidacy.
O’Farrell comes across brilliantly and the video serves as a reminder that authenticity is the most valuable trait in a candidate.
Whilst there are fears that O’Farrell may not even make the podium in the by-election, I’m sure this video will be a helpful aid to his candidacy’s posterity.
This is a leaflet being used by The Conservative Party to attack Lib Dem candidate Mike Thornton in The Battle of Eastleigh by-election that is currently in full swing.
The clip art ‘stop press’ star burst is so hilariously shit that it made this door drop worth sharing.
If you want people to read your election communications, perhaps try writing something eye catching, arresting or amusing in the headline. You could include an impactful visual. Or, have some nice, clean art direction which allows your well crafted copy to breath.
Sticking a ‘stop press’ star burst on a your leaflet won’t magically make the electorate want to read what looks like a terminally dull leaflet.
Communications like this (along with the ever-present ‘campaign leaflet dressed up as local newspaper’ trick) really do contribute to the public perception that politicians think the electorate are a bunch of easy-to-manipulate mugs.