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1997 General Election Categorise
Target Level
C
Running Total
0
0%
Attempt
1 of 2
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Factors favouring Labour
Factors favouring Conservatives
Factors that had little impact
Turnout: Lowest so far in the post-war period at 71.6%
Campaign: Carefully managed PR campaign focused on promoting "New Labour" as a fresh start
Leadership: Blair's public image was carefully managed and personal approval ratings were high
Media: Labour attracted an unprecedented amount of press support
Manifesto: Labour's "Pledge Card" was clear and concise, focusing on underperforming public services
Geography: Labour won in all areas of the country, including in Conservative heartlands
Economy: The government had managed economic performance fairly well since Black Wednesday
Age: Labour won across all age groups
Unity: The government was severely divided and struggled to provide a united message
Class: Labour performed substantially better among all social classes, but especially among traditionally Conservative-supporting middle classes
Gender: Labour won the traditionally Conservative female vote