James Frayne is Director of communications agency Public First and author of Meet the People, a guide to moving public opinion. The focus of this column is Theresa May’s conservatism for “ordinary working people”.
Theresa May was right to call an early election: the Conservatives are in a strong position to devastate Corbyn’s Labour. It would have been easy for May to duck what looks like a no-brainer, but in reality requires courage. Now the campaign has begun, the central challenge is not the usual one of persuading swing voters of the Party’s case, but instead persuading people to turn out in an election that looks a foregone conclusion. The Tories’ chief opponent is apathy borne of a sense of inevitability.