The lessons for Labour from Obama's lacklustre campaign

The US president owes his victory to his political machine, not his campaign strategy.

President Obama has a second term but it was much closer than it should have been. He is the victor today because of an impressive tactical and organisational campaign but not on account of his campaign strategy. This morning we saw hope and change in his victory speech - the Obama of ‘08. It is a pity he and his senior strategists didn’t have the courage to do that earlier. Against a better opponent, he could have been defeated. There are big lessons for Labour in this.  

It started to go wrong the minute he won the 2008 election. Instead of his movement for change being transitioned into a new civic corps – 13 million community activists working to change their communities and campaigning on behalf of the President’s agenda – it was folded straight away. It became nothing more than an email list. Never had the gulf between the poetry of campaign and prose of governance been so wide; it was a shock. His personality – cerebral rather than emotional - seemed to morph with this shift. The normalisation of Barack Obama had begun.

One of the biggest myths that he, the Democrats and of course, their opponents managed to create is that he had no record to defend. His record in relative terms is better than any first term President since Franklin Roosevelt. In the battle to attack the Republicans for what they could get through Congress, the Democrats left the impression that they couldn’t get anything through Congress. It was only at the Democratic National Convention where this was addressed: President Bill Clinton came to the rescue.

There, President Obama himself gave a compelling, if slightly clunky, articulation of America with a long-term future under his plans or reverse to the failures of recent Republican presidents. It was the highlight of the campaign for the President. His post-Convention bounce almost put him out of sight of Romney. It was the last time that both a forceful articulation of his record in office and some substance about his forward-looking agenda was placed before the American electorate.

The campaign slogan was "forward". The American people were left asking "forward to what?" Instead, the campaign focused on its opponent far too readily. This was not the Obama they had voted for in 2008, who carefully sought to "take the High Road". This was down and dirty politics. It left the candidate’s voice muffled.

So what? He won, after all, what’s the problem? The problem is that the enthusiasm was gone. That meant that the election was far closer than it should have been. Not only that, but he lacks an enthusiastic propulsion of his second-term agenda against a divided, consequently obstructionist, Congress. The road ahead is now harder than it should have been.

The movement which was electrified in 2008 survives, but only here and there. The keeper of its "respect-empower-include" soul Steve Hildebrand didn’t have a central role this time – personnel matters. In the critical battleground state of Ohio, the living, breathing organism that was Obama ’08 became a professionalised machine in 2012. In every campaign, there is a moment when things tilt towards a military-style of organisation. This time round is was early. The movement is no more.

Luckily, the professional campaign deployed the latest techniques. It cross-tabulated electoral rolls, consumer databases, social media databases, and voting records. It ruthlessly combined these with information from the doorstep and from focus groups about what was playing well and all this information was combined. It built sophisticated models of voter behaviour which enabled very specific targeting of demographics with issues, fundraising asks and volunteering requests. Instead of direct mail, the preferred vehicle for all this was the doorstep campaigner. TV/web ads supplemented the whole operation in just as targeted a fashion. Yes, this was a machine but it was a very hi-tech and sleek one.

Data, modeling, targeting should, however, be the extra one per cent on the doorstep. What was lost was the four per cent that would have not only been motivated for this campaign but beyond it also. That is what hope and change gets you. Instead, we had attack, deflect, and micro-target.

The lessons Labour should take are mainly from Obama ’08 rather than ’12. Good data, organisation and targeting are necessary as the campaign draws to a close. Before that, it is necessary to build a movement. This means opening out the party as the Obama campaign did for the Democrats in 2008. Members will not be enough if the Conservative financial advantage is to be minimised. It needs neighbours to speak to neighbours, friends to friends, colleagues to colleagues.

A vague offer of change is insufficient as is relying on the negatives of your opponent. The story will be one of national renewal. People will need to know what this means in practical terms – including on their own standard of living. It’s not just about the pounds, shillings and pence though. People want to know that you have a practical vision for the nation. A lack of clarity and your leadership will be undermined.

Obama has given Labour both a guide to how it should be done and a warning of how it can go 'wrong' (a win is a win!). The best political machine in the world can make up for a lot, but it’s a hell of a risk to leave it to a clever political operation: it is more likely to be a necessary but insufficient contributor to victory.

Obama had residual support, his high likeability rating, and demographic changes in his favour. The voting electorate was 85 per cent white in 1988 but only 76 per cent or so by the last election according to Pew Research. Ruy Teixeira of the Center for American Progress forecast that it could be as low as 72 per cent this time round. The Detroit bailout gave him some necessary electoral protection in the mid-west- with its cluster of battleground states. And even though Romney got back in the race, the Republicans as a whole still feel on the edge of mainstream America- when a majority of it votes.

Hope and change seems a long way off though – despite today’s speech, which hopefully is not a one-off replay of greatest hits. Labour should be careful not to learn the wrong lesson from Obama’s two victories. By all means learn some practical lessons from Obama ’12 but no more than that. It is Obama ’08 that still provides the way forward. Hope, change and practical vision provide the path to victory – even if Obama lost his way this time round.

Anthony Painter is author of Barack Obama: the movement for change

Marcus Roberts is deputy general secretary of the Fabian Society and worked on both Obama '08 and '12

"Against a better opponent, Obama could have been defeated." Photograph: Getty Images.
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Anxiety is not cool, funny or fashionable

A charitable initative to encourage sufferers to knit a Christmas jumper signalling their condition is well-intentioned but way off the mark.

The other night, I had one of those teeth-falling-out dreams. I dreamt I was on a bus, and every time it stopped one of my teeth plunked effortlessly out of my skull. “Shit,” I said to myself, in the dream, “this is like one of those teeth-falling out dreams”. Because – without getting too Inception – even in its midst, I realised this style of anxiety dream is a huge cliché.

Were my subconscious a little more creative, maybe it would’ve concocted a situation where I was on a bus (sure, bus, why not?), feeling anxious (because I nearly always feel anxious) and I’m wearing a jumper with the word “ANXIOUS” scrawled across my tits, so I can no longer hyperventilate – in private — about having made a bad impression with the woman who just served me in Tesco. What if, in this jumper, those same men who tell women to “smile, love” start telling me to relax. What if I have to start explaining panic attacks, mid-panic attack? Thanks to mental health charity Anxiety UK, this more original take on the classic teeth-falling-out dream could become a reality. Last week, they introduced an awareness-raising Christmas “anxiety” jumper.

It’s difficult to slate anyone for doing something as objectively important as tackling the stigma around mental health problems. Then again, right now, I’m struggling to think of anything more anxiety-inducing than wearing any item of clothing that advertises my anxiety. Although I’m fully prepared to accept that I’m just not badass enough to wear such a thing. As someone whose personal style is “background lesbian”, the only words I want anywhere near my chest are “north” and “face”.  

It should probably be acknowledged that the anxiety jumper isn’t actually being sold ready to wear, but as a knitting pattern. The idea being that you make your own anxiety jumper, in whichever colours you find least/most stressful. I’m not going to go on about feeling “excluded” – as a non-knitter – from this campaign. At the same time, the “anxiety jumper” demographic is almost definitely twee middle class millennials who can/will knit.

Photo: Anxiety UK

Unintentionally, I’m sure, a jumper embellished with the word “anxious” touts an utterly debilitating condition as a trend. Much like, actually, the “anxiety club” jumper that was unanimously deemed awful earlier this year. Granted, the original anxiety jumper — we now live in a world with at least two anxiety jumpers — wasn’t charitable or ostensibly well intentioned. It had a rainbow on it. Which was either an astute, ironic comment on how un-rainbow-like  anxiety is or, more likely, a poorly judged non sequitur farted into existence by a bored designer. Maybe the same one who thought up the Urban Outfitters “depression” t-shirt of 2014.

From Zayn Malik to Oprah Winfrey, a growing number of celebrities are opening up about what may seem, to someone who has never struggled with anxiety, like the trendiest disorder of the decade. Anxiety, of course, isn’t trendy; it’s just incredibly common. As someone constantly reassured by the fact that, yes, millions of other people have (real life) panic meltdowns on public transport, I could hardly argue that we shouldn’t be discussing our personal experiences of anxiety. But you have to ask whether anyone would be comfortable wearing a jumper that said “schizophrenic” or “bulimic”. Anxiety, it has to be said, has a tendency – as one of the more “socially acceptable” mental illnesses — to steal the limelight.

But I hope we carry on talking anxiety. I’m not sure Movember actually gets us talking about prostates, but it puts them out there at least. If Christmas jumpers can do the same for the range of mental health issues under the “anxiety” umbrella, then move over, Rudolph.

Eleanor Margolis is a freelance journalist, whose "Lez Miserable" column appears weekly on the New Statesman website.