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Will this motivate working-class women?

April 30th, 2010

For me the striking thing about Labour’s final week campaign is not the effectiveness of the poster itself but who it it aimed at. For study after study has shown that the group most detached from the political process are younger working class women.

Not only are they less likely to vote than working class men of the same age but they are also much less likely to have any political allegiance.

But how do you get to them? In countries where political TV advertisements are allowed the campaigns would be piling money into targeted advertising linked to the programmes that this group most watches. But that’s not possible in the UK because of restrictions.

So full marks to Labour for seeking to engage this group. But why have they left it so late and is this poster really going to get the message through?

Mike Smithson