Barack Obama talks with David Axelrod during the NCAA college basketball game between Georgetown and Duke in Washington on 30 January 2010. Photograph: Getty Images.
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Axelrod's appointment shows Labour is planning a radical campaign

The man who masterminded Obama's two election victories embodies daring politics.

David Axelrod's alliance with Ed Miliband is the perfect match of message and messenger. Labour gains a comms guru with soundbite skill and strategic insight whilst Axelrod has the chance to work once again for a candidate who embodies his own political beliefs.

Because Axelrod was in many ways the radical of Obama's inner circle. He was the cause of much of the heartburn amongst hedgefund managers with his "Main Street, not just Wall Street" messaging. The appointment is a clear signal of Ed Miliband's intent to double down on the "cost-of-living-crisis" message and of the importance of themes like "building the economy from the middle out" - words spoken as often by Miliband's consigliere Stewart Wood as Axelrod himself.

But in a broader sense, it gives us a clearer idea of Labour strategy: a big offer with a strong, clear message for more then just middle class Labour loyalists and Lib Dem converts. Axelrod himself well understands the importance of raising turnout amongst blue collar voters to ensure success in key battlegrounds. And he knows the importance of ensuring the seamless integration of messaging, policy and organisation to deliver the required win number of votes in each battleground seat.

This is a clarity of objective that has been somewhat lost amidst the recent tumults besetting Labour's high command. In this, he reflects Miliband's own desire for a clear strategy to deliver a big election campaign complete with radical manifesto, ambitious target seat list and embrace of both new tactics and new personnel.

For Labour, in contrast to the Tories' one big name Jim Messina hire, has developed a network of Obama veterans. From Matthew McGregor in the digital team to Axelrod's own deputy Stephanie Cutter and her work last Christmas with the party. Combined with the recent confirmation of Obama mentor Arnie Graf's imminent return, Labour's efforts to organise for 2015 have taken a big step forward. For as the Fabian Society has detailed, Labour is setting the pace in integrating Obama best practice into its operations.

The party has been in discussions with Obama analytics chief and Axelrod ally Dan Wagner over the last year about what it would take to bring his cutting-edge voter targeting techniques to British voters. Such a move would be further proof of Miliband's commitment to a truly world class campaign team.

David Axelrod embodies strategic brilliance and daring, radical politics. His appointment today will give Labour campaigners hope that the party may yet embrace the kind of big movement politics that would win Miliband a majority.

Marcus Roberts is the deputy general secretary of the Fabian Society and the author of Labour's Next Majority: The 40% strategy and editor of Organise! Labour's campaigning revolution

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Autumn Statement 2015: will women bear the brunt again?

Time and time again, the Chancellor has chosen to balance the books on the backs of women. There's still hope for a better way. 

Today, the Chancellor, George Osborne, presents his Autumn Statement to parliament. Attention will be focused on how he tries to dig himself out of the tax credits hole that he got himself into with his hubristic summer budget.

He’s got options, both in terms of the sweeteners he can offer, and in how he finds the funds to pay for them. But what we will be looking for is a wholesale rethink from the chancellor that acknowledges something he’s shown total indifference to so far: the gender impact of his policy choices, which have hurt not helped women.

In every single budget and autumn statement under this Chancellor, it has been women that have lost out. From his very first so-called “emergency  budget” in 2010, when Yvette Cooper pointed out that women had been hit twice as hard as men, to his post-election budget this summer, the cumulative effects of his policy announcements are that women have borne a staggering 85 per cent of cuts to tax credits and benefits. Working mums in particular have taken much of the pain.

We don’t think this is an accident. It reflects the old-fashioned Tory world view, where dad goes out to work to provide for the family, and mum looks after the kids, while supplementing the family income with some modest part-time work of her own. The fact that most families don’t live like that is overlooked: it doesn’t fit the narrative. But it’s led to a set of policies that are exceptionally damaging for gender equality.

Take the married couple’s tax break – 80 per cent of the benefit of that goes to men. The universal credit, designed in such a way that it actively disincentivises second earners – usually the woman in the family. Cuts and freezes to benefits for children - the child tax credit two-child policy, cuts to child benefit – are cuts in benefits mostly paid to women. Cuts to working tax credit have hit lone parents particularly hard, the vast majority of whom are women.

None of these cuts has been adequately compensated by the increase in the personal tax threshold (many low paid women are below the threshold already), the extension of free childcare (coming in long after the cuts take effect) or the introduction of the so-called national living wage. Indeed, the IFS has said it’s ‘arithmetically impossible’ that they can do so. And at the same time, women’s work remains poorly remunerated, concentrated in low-pay sectors, more often part time, and increasingly unstable.

This is putting terrible pressure on women and families now, but it will also have long-term impact. We are proud that Labour lifted one million children out of poverty between 1997 and 2010. But under the Tories, child poverty has flat-lined in relative terms since 2011/12, while, shockingly, absolute child poverty has risen by 500,000, reflecting the damage that has been by the tax and benefits changes, especially to working families. Today, two thirds of children growing up poor do so in a working family. The cost to those children, the long-term scarring effect on them of growing up poor, and the long-term damage to our society, will be laid at the door of this chancellor.

Meanwhile, at the other end of the age spectrum, low-earning women who are financially stretched won’t have anything left over to save for their pension. More are falling out of auto-enrolment and face a bleak old age in poverty.

Now that the Chancellor has put his calculator away, we will discover when he has considered both about the impact and the consequences of his policies for women. But we have no great hopes he’ll do so. After all, this is the government that scrapped the equality impact assessments, saying they were simply a matter of ‘common sense’ – common sense that appears to elude the chancellor. In their place, we have a flaky ‘family test’ – but with women, mothers and children the big losers so far, there’s no sign he’s going to pass that one either.

That’s why we are putting the Chancellor on notice: we, like women across the country, will be listening very carefully to what you announce today, and will judge it by whether you are hurting not helping Britain’s families. The Prime Minister’s claims that he cares about equality are going to sound very hollow if it’s women who take the pain yet again.