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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Theresa May is paying the price for mismanaging Boris Johnson

The Foreign Secretary's bruised ego may end up destroying Theresa May. 

And to think that Theresa May scheduled her big speech for this Friday to make sure that Conservative party conference wouldn’t be dominated by the matter of Brexit. Now, thanks to Boris Johnson, it won’t just be her conference, but Labour’s, which is overshadowed by Brexit in general and Tory in-fighting in particular. (One imagines that the Labour leadership will find a way to cope somehow.)

May is paying the price for mismanaging Johnson during her period of political hegemony after she became leader. After he was betrayed by Michael Gove and lacking any particular faction in the parliamentary party, she brought him back from the brink of political death by making him Foreign Secretary, but also used her strength and his weakness to shrink his empire.

The Foreign Office had its responsibility for negotiating Brexit hived off to the newly-created Department for Exiting the European Union (Dexeu) and for navigating post-Brexit trade deals to the Department of International Trade. Johnson was given control of one of the great offices of state, but with no responsibility at all for the greatest foreign policy challenge since the Second World War.

Adding to his discomfort, the new Foreign Secretary was regularly the subject of jokes from the Prime Minister and cabinet colleagues. May likened him to a dog that had to be put down. Philip Hammond quipped about him during his joke-fuelled 2017 Budget. All of which gave Johnson’s allies the impression that Johnson-hunting was a licensed sport as far as Downing Street was concerned. He was then shut out of the election campaign and has continued to be a marginalised figure even as the disappointing election result forced May to involve the wider cabinet in policymaking.

His sense of exclusion from the discussions around May’s Florence speech only added to his sense of isolation. May forgot that if you aren’t going to kill, don’t wound: now, thanks to her lost majority, she can’t afford to put any of the Brexiteers out in the cold, and Johnson is once again where he wants to be: centre-stage. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.