Labour manifesto exclusive: inside Alexander and Miliband's "word of mouth" election

50,000 people sent manifesto details as close Labour duo puts pressure on Tories

In the half-hour following Labour's manifesto launch today some 50,000 people were sent an animated film with click throughs, Newstatesman.com has learned. The figure is in stark contrast to the mere 8000 copies of the manifesto the party sold in 2005.

This time round, the Labour manifesto has been designed to be "shared", in what the campaign coordinator Douglas Alexander describes as "the word of mouth election". The Cabinet was photographed with datasticks that will be distributed, including interactive multimedia presentations as well as a PDF of the document itself.

Alexander and Ed Miliband, the manifesto coordinator, have been the two key figures behind today's launch. They first met in 1990 in David Miliband's kitchen, and -- as well as making a number of trips together including this one with the New Statesman in Bangladesh and India -- together form what has been dubbed here, 'Next Labour'.

One who knows both men tells NS.com: Their shared theme that Labour should be defenders and reformer of the state runs through chapter after chapter of this manifesto." Alexander is fond of saying that it is "people who win elections, not posters" and today's manifesto launch has his "word of mouth" finger prints all over it.

Alexander was influenced by the Obama campaign's use of PDA handheld devices on which activists showed voters films on the doorstep. But no party anywhere in the world has launched a manifesto using a viral animated film.

Once again Labour's document is weighty -- 10 chapters covering all major policy areas -- and party insiders believe that "the standard has now been set for the Tories'
launch tomorrow". David Cameron was Michael Howard's manifesto coordinator in 2005, while Oliver Letwin has performed the role for Cameron this time.
Letwin's talk of a 'policy pyramid' drew criticism from Tory MPs at a Westminster briefing.

James Macintyre is political correspondent for the New Statesman.
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PMQs review: Theresa May shows how her confidence has grown

After her Brexit speech, the PM declared of Jeremy Corbyn: "I've got a plan - he doesn't have a clue". 

The woman derided as “Theresa Maybe” believes she has neutralised that charge. Following her Brexit speech, Theresa May cut a far more confident figure at today's PMQs. Jeremy Corbyn inevitably devoted all six of his questions to Europe but failed to land a definitive blow.

He began by denouncing May for “sidelining parliament” at the very moment the UK was supposedly reclaiming sovereignty (though he yesterday praised her for guaranteeing MPs would get a vote). “It’s not so much the Iron Lady as the irony lady,” he quipped. But May, who has sometimes faltered against Corbyn, had a ready retort. The Labour leader, she noted, had denounced the government for planning to leave the single market while simultaneously seeking “access” to it. Yet “access”, she went on, was precisely what Corbyn had demanded (seemingly having confused it with full membership). "I've got a plan - he doesn't have a clue,” she declared.

When Corbyn recalled May’s economic warnings during the referendum (“Does she now disagree with herself?”), the PM was able to reply: “I said if we voted to leave the EU the sky would not fall in and look at what has happened to our economic situation since we voted to leave the EU”.

Corbyn’s subsequent question on whether May would pay for single market access was less wounding than it might have been because she has consistently refused to rule out budget contributions (though yesterday emphasised that the days of “vast” payments were over).

When the Labour leader ended by rightly hailing the contribution immigrants made to public services (“The real pressure on public services comes from a government that slashed billions”), May took full opportunity of the chance to have the last word, launching a full-frontal attack on his leadership and a defence of hers. “There is indeed a difference - when I look at the issue of Brexit or any other issues like the NHS or social care, I consider the issue, I set out my plan and I stick to it. It's called leadership, he should try it some time.”

For May, life will soon get harder. Once Article 50 is triggered, it is the EU 27, not the UK, that will take back control (the withdrawal agreement must be approved by at least 72 per cent of member states). With MPs now guaranteed a vote on the final outcome, parliament will also reassert itself. But for now, May can reflect with satisfaction on her strengthened position.

George Eaton is political editor of the New Statesman.