ies? Compaign Team @ Conservatives London SWiP 4DP 44 (0) 20 7222 9000 44 (0) 20 7222 9000 €: corporatecomms@conservatives.com n 2010 Poster Campaign ami Message: Not yet available Background: f We've done some great creative work for the Conservatives, but it seems people just hate the Party. Instead of seeing our ads and reconsidering their opinions they scrawl abuse on them. Target consumer insight: They like David Cameron, but are worried that he leads a Conservative Party of dinosaurs. They still remember the divisive Thatcher governments, the chaotic Major government and the small minded, homophobic, borderline racists and reactionary views of people like Norman Tebbit, Ann Widdecombe and Michael Howard. Mandatories: Unfortunately, previous campaigns (costing over a million pounds) have been subject to lampooning and vandalisation. We need to ensure this doesn’t happen again by obeying the following 1. No photos of David Cameron. He got very upset when hundreds of thousands of spoofed images of him hit the internet last time. 2. No photos of the rest of the shadow cabinet. Research indicates that they are seen as lightweight (George Osborne), extreme right wingers (Dan Hannan) or plain bonkers (John Redwood). 3. No policy statements. Previous campaigns have fallen apart when journalists checked the facts. 4, No evocative imagery. Our gravestone ad was criticised by commentators for being in bad taste and won yet another “Turkey” award from the advertising press. 5. No Conservative Party logo. David Cameron is furious that the spoofs not only make him look stupid but undermine the branding work they spent so much on. Ideas: * Photos of Conservative voters to avoid photos of David Cameron and his team * An otherwise blank poster with the words “Vote Conservative” * Use Eric Pickles as front man. He really is hilarious. * Nothing airbrushed - | cannot stress this enough Timings: This really is very urgent. We need to counter the growing sense that the more the Conservatives spend on advertising, the worse they look. Promoted by Alan Mabbutt on behalf of the Conservative Party, both at 30 Millbank, London, SW1P app