enterprises to replicate their work across the country. That is where programmes like National Citizen Service (NCS) and training a network of community organisers came in.
In the past, we claimed over and over that Labour was the big-state party and we were the free-enterprise party. But we didn’t have enough to say about how free enterprise, or indeed any of our other values – responsibility, aspiration and opportunity – could deliver the non-economic things people needed. About how we could provide better schools. Or help people off drugs. Or transform their neighbourhoods. About how Conservative means could achieve progressive ends. The radical reforms that came under this Big Society umbrella had the potential to change all that.
Like all radical proposals, it came in for criticism.
Andy feared that the combined austerity/Big Society message sounded as if we were saying to people both ‘Let us cut your public services’ and ‘Get off your arses to deliver those services yourself’ – a miser’s mixture of ‘Ask what you can do for your country’ and ‘On yer bike.’
Other critics said I was drawing too much on my rural, upper-middle-class upbringing by advocating the Big Society. Well-off people have the time, money and inclination to dedicate themselves to local causes. Those on minimum wage who are juggling two jobs and several children do not. Yet, as I had seen, some of the most deprived neighbourhoods had remarkable social entrepreneurs and community spirit, from volunteers cleaning parks in Balsall Heath in Birmingham to mothers combatting gang culture in Moss Side in Manchester.
I thought the Big Society became more, not less, necessary in a debt-ridden world. Every government in the developed world was having to learn to do more for less – and fast. We could lead the way, and by reducing the long-term cost of social failure, we could drive down the deficit in the process.
Our failure to choose between this theme and the others could be seen in our advertising, specifically our posters. ‘We can’t go on like this,’ the billboards across a thousand different marginal seats said, next to a giant headshot of me, wearing an open collar and a serious expression. ‘I’ll cut the deficit, not the NHS.’ The message didn’t land well, because it was a sort of two-in-one. Even worse, my photo had been altered so much that I ended up looking like a waxwork.
It provided an ideal canvas for idle hands. On one Herefordshire hoarding I was spray-painted with an Elvis-style quiff, and ‘We can’t go on like this’ was followed by ‘with suspicious minds’. A website was set up for people to produce their own spoof versions. Thank God my children weren’t very old at the time. They love teasing me, and they’d have made one for every day of the week.
Yet for all the derision, it was, unlike most election posters, true. In government, we did cut the deficit. We didn’t cut the NHS.
The disagreements between the team – particularly between Steve and Andy – were never fully solved. By this point the fire-and-ice pair were deliberately assigned a shared office in the middle of the open-plan Conservative HQ, dubbed ‘the love pod’.
Sadly, uncertainty and some unforced errors were to continue, and then came a jolt from the polls on 28 February 2010. The Sunday Times front page read: ‘Brown on Course to Win the Election.’
As an opposition leader, you embark upon the final few weeks before a general election – the so-called short campaign – with exhilaration and dread.
The dread comes from the constant possibility of screwing up. The whole process of a campaign is very presidential, and the result very personal. The exhilaration comes from the fact that you’re able to break out of the media cycle and parliamentary timetable and get on an equal footing with the government.
For five years the media cycle had been a source of great frustration. In opposition, we worked hard to research and develop strong policy. If it was about schools, for instance, we would meet and talk with heads, teachers, governors, parents, academics and think-tanks. We would research what had been tried overseas, prepare policy papers, lay out the costs and the sources of funding – and then perhaps arrange a visit to something equivalent that already existed in order to accompany the announcement. It’s really strong, exciting stuff – and you set out the steps for how it’s going to change the country.
Then you switch on the news that evening and find you’ve been given twenty seconds to explain it. What follows is analysis – often reporters interviewing other reporters – not about the policy itself, but about what political advantage you are seeking by coming up with this new idea and whether or not it’s an election winner. And, of course, all this is combined with the latest plot twist of who is up or down in the great parliamentary soap opera.
On 6 April, Gordon Brown fired the starting gun for a 6 May election. I was sitting in my glass-walled office in CCHQ after our first 7 a.m. daily election meeting. Officers from the Met were on their way to give me police protection throughout the campaign. If we won, they’d probably be with me for the rest of my life. (They are the most wonderfully kind and dedicated people. And they do try to give you as much personal space as possible. A week after the election, Sam and I were out for dinner and she leaned over to me and whispered, ‘Those people on that table there – I’ve seen them before.’ ‘Yes, darling,’ I said. ‘They’re from the protection team.’)
Off we went to Birmingham, then Leeds, then seventy-three other constituencies in just four weeks. For years I’d done my Cameron Direct events, letting the public fire questions at me on any subject. It was exactly where I wanted to be, on a little stage we were carting around the country, not much more sophisticated than the soapbox John Major had taken around eighteen years earlier.
What Major didn’t have, though, was a man dressed as a chicken following him everywhere. Tony Blair did – one of CCHQ’s apparently. But what goes around comes around, and now I had a chicken of my own, this time from the Daily Mirror.
To begin with it was funny having this birdman on my tail. But the novelty wore off, and I finally decided to confront the stooge, unmasking him by lifting the head off his costume. It turned out that he was called Tristan, and he was left completely speechless when I asked what it was he was so keen to ask me. The next day, in Saltash in Cornwall, I was hit by an egg, enabling me to finally answer the question of which came first.
By this point I felt we were really getting somewhere with our economic message. Leaders from great British brands like Marks & Spencer, Sainsbury’s and Corus steel were coming out to condemn Labour’s proposed National Insurance rise, branded a ‘jobs tax’.
It’s important to emphasise what a shift this was. Since Black Wednesday, New Labour had courted Britain’s businesses effectively. Now we could claim to be the party of business once again.
We were making progress on our society messaging too. With the help of Michael Caine we launched the centrepiece of the Big Society, the National Citizen Service, or NCS. Expressions of interest in setting up Free Schools were coming in from around the country. And our pitch to public-sector workers about cutting bureaucracy and enhancing local control was a vast improvement on our efforts in 2001 and 2005.
A few days later, I launched our manifesto at Battersea Power Station. The manifesto was a blue hardback book titled ‘An Invitation to Join the Government of Great Britain’, which emphasised the Big Society theme.
But all the usual election paraphernalia – posters, chickens, eggs and manifestos – was about to be eclipsed by something completely new.
Ever since 1964, when Harold Wilson challenged prime minister Alec Douglas-Home to appear in a TV debate, there had been a similar call from someone during general election campaigns. In the past, it had always been the underdog doing the calling, and the favourite refusing (and in recent years that favourite had been followed around by a chicken – because they’d ‘chickened out’).
Until now.
I had decided back in 2005 that I wasn’t going to fit into the normal pattern of resisting debates if I was in the lead, or of calling for them if I was