Looking at recent organic social media posts by the Tories, the media narrative they’re trying to create is clear: in an uncertain world you can rely on Conservative strength to provide security.
The underlying emotional need that their target voters are seeking is control. These ads position the Conservatives as tough and willing to take difficult decisions to provide security.
It’s interesting to compare these organic posts to the paid ads that are running now.
The reason for the difference is the organic ads are steering a long term media narrative, the paid ones aim to win votes on 5th May.
Whilst the Conservative government are undoubtedly in a spin at the moment, it’s evident that the team planning the next general election at Tory HQ have their heads very much screwed on.