No to AV’s new campaign is beyond parody

“Do what we say, or the baby gets it.”

There are some things in life that seem so far beyond parody – Sarah Palin's continued credibility, for example, or Michael Winner's Twitter feed – that the sceptic in me keeps waiting for the moment when we all get made to look like fools for taking them seriously. But the longer these things keep going, the more we have to face up to the unsettling probability that actually, they're not a mock-up at all. This is what people really think. Not for a laugh, not just to get attention, but because that's just how they are.

And that's what I keep thinking to myself when I see the No to AV campaign's bizarre range of adverts. I keep expecting someone to say: "Doh! Of course that's not a real No to AV advertisement, you big silly! We'd never put out something as crass to make a political point – what do you take us for, a bunch of jerks?" But that doesn't happen. It's a real advert. It's actually earnest, po-faced, this-is-what-we-think campaigning.

If you've not seen it, I'm sorry to have to bring it to your attention, really. It's a picture of a newborn baby, with the shouty slogan "She needs a new cardiac facility NOT an alternative voting system". The implication is, I suppose, that there's a binary choice – either we have a cardiac facility or a new voting system. There's a pair of scales with electoral reform in one pan and the life of a child in the other. In another advert, we're given the choice between bulletproof jackets for our brave boys in Afghanistan, or an alternative voting system.

Hang on a second, though. Does that mean it's an alternative voting system, or bulletproof jackets for soldiers, or a cardiac facility? If so, who gets to choose that bit? (You could argue that we don't, because the voting system is not proportional enough, and that's exactly what the Yes to AV campaign is about; but that's another matter, and I don't really want to get sucked into the vortex on this one.)

The problem with creating either/or choices on subjects that are slightly more complicated than "tea or coffee?" is that the fallaciousness of the argument can be exposed by simply adding another choice. How about electoral reform, or bulletproof jackets, or a cardiac unit, or a free pint of beer for everyone? Does that change anyone's mind?

AV or not AV, that is the question. What I can't understand is why, when there are reasonable and rational answers in the No to AV camp, such as those put forward by my fellow NS blogger David Allen Green the other day, they are eschewed in favour of "Do what we say, or the baby gets it". It's infantile in every sense, and just seems like shock value for the sake of it, the kind of angry argument that assumes voters don't have a clue and see the whole world as a series of either/or choices.

If this is the quality of campaigning we're going to have in the coming days and weeks, it's no wonder that the issue could fail to grasp the public imagination. Come to think of it, I suppose that a distaste for the whole thing is something that would benefit the No campaign – but, having seen what they've come up with thus far, I doubt they're that smart.

Patrolling the murkier waters of the mainstream media
Photo: Getty
Show Hide image

Want to beat Theresa May? First, accept that she's popular

The difficult truth for the centre and left, and advocates of a new party, is that people don't "vote for the Tories reluctantly".

An election campaign that has been short on laughs has been livened up by a modest proposal by an immodest man: the barrister Jolyon Maugham, who used to write about tax for the New Statesman as well as advising Eds Miliband and Balls, has set out his (now mothballed) plans for a new party called Spring.

The original idea was a 28-day festival (each day would be celebrated with the national costumes, food and drink of one of the European Union’s member states) culiminating in the announcement of the candidacy of Spring’s first parliamentary candidate, one Jolyon Maugham, to stand against Theresa May in her constituency of Maidenhead. He has reluctantly abandoned the plan, because there isn’t the time between now and the election to turn it around.

There are many problems with the idea, but there is one paragraph in particular that leaps out:

“Like Sherlock Holmes and Moriarty, Labour’s left and moderates are bent on one another’s destruction. No one knows what the Lib Dems are for – other than the Lib Dems. And we vote for the Tories reluctantly, lacking an alternative.”

Even within this paragraph there are a number of problems. Say what you like about Sherlock Holmes and Moriarty but it seems hard to suggest that there is not a fairly large difference between the two – regardless of which one you think is which – that might perhaps be worth engaging with. There are fair criticisms of the Liberal Democrats’ uncertain start to this campaign but they have been pretty clear on their platform when they haven’t been playing defence on theological issues.

But the biggest problem is the last sentence: “We vote for the Tories reluctantly, lacking an alternative”. A couple of objections here: the first, I am not sure who the “we” are. Is it disgruntled former Labour members like Maugham who threw their toys out of the pram after Corbyn’s second successive leadership victory? If you are voting for the Tories reluctantly, I have invented a foolproof solution to “voting for the Tories reluctantly” that has worked in every election I’ve voted in so far: it’s to vote against the Tories.  (For what it’s worth, Maugham has said on Twitter that he will vote for the Liberal Democrats in his home constituency.)

I suspect, however, that the “we” Maugham is talking about are the voters. And actually, the difficult truth for the left and centre-left is that people are not voting for Theresa May “reluctantly”: they are doing it with great enthusiasm. They have bought the idea that she is a cautious operator and a safe pair of hands, however illusory that might be. They think that a big vote for the Tories increases the chance of a good Brexit deal, however unlikely that is.

There is not a large bloc of voters who are waiting for a barrister to turn up with a brass band playing Slovenian slow tunes in Maidenhead or anywhere in the country. At present, people are happy with Theresa May as Prime Minister. "Spring" is illustrative of a broader problem on much of the centre-left: they have a compelling diagnosis about what is wrong with Corbyn's leadership. They don't have a solution to any of Labour's problems that predate Corbyn, or have developed under him but not because of him, one of which is the emergence of a Tory leader who is popular and trusted. (David Cameron was trusted but unpopular, Boris Johnson is popular but distrusted.) 

Yes, Labour’s position would be a lot less perilous if they could either turn around Jeremy Corbyn’s popularity ratings or sub him out for a fresh, popular leader. That’s one essential ingredient of getting the Conservatives out of power. But the other, equally important element is understanding why Theresa May is popular – and how that popularity can be diminished and dissipated. 

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

0800 7318496