Election campaign trails: How party leaders are upping the ante as poll day looms
This week the party leaders made their final pleas to voters. The Labour and Lib Dem leaders visited some of their most ambitious targets so far, while the prime minister took a scattergun approach, fighting for votes in even some of the safest of Tory seats.
Watch their journeys this week in our animated map below.
This campaign is being fought on new electoral boundaries, with many constituencies undergoing significant changes since 2019.
For the purposes of this analysis, we use notional results based on calculations by Colin Rallings and Michael Thrasher, honorary professors at the University of Exeter, which estimate the 2019 election seat results if they had taken place on the new constituency boundaries.
Crunch time
We’re fast approaching election day. In their closing gambits, the Conservatives have been trying to claw back straying voters and convince undecided ones, while Labour have endeavoured to stick to the script and avoid any missteps.
The Conservatives are fending off a potential Labour landslide and are fighting on multiple fronts, while both leaders are wary of losing votes to smaller parties or apathy where people believe the result is already a foregone conclusion.
The big picture
It’s been a long five weeks for the Tories, whose campaign has been mired with several high-profile embarrassments: from Sunak’s D-Day gaffe to the growing sleaze scandal surrounding insider betting allegations at Westminster.
This hasn’t helped their attempt to narrow the polls, and the campaign has remained deep in defensive territory throughout. The prime minister has visited seats with an average 25% Conservative majority.
Nearly 9 in 10 (88%) of Sunak’s 51 constituency visits have been to seats his party is defending. Fourteen of those are places where the Conservatives’ closest rivals are the Lib Dems, and the remaining 34 in places where Labour is the strongest challenger.
In contrast, 84% of Starmer’s 44 constituency visits have been to seats Labour are targeting. All but four of them have been places the Tories are defending.
Labour’s challenge has been to generate enthusiasm for a Starmer government. On average, the target seats he has visited need a 10.5 point vote swing to become Labour gains – just above the figure that Tony Blair achieved in 1997.
Labour must achieve higher than this – a record swing of 12 percentage points from the Conservatives – to secure a majority, however, and Starmer has been visiting seats that require a vote swing as high as 18 points.
The Labour leader has mostly steered clear of the primarily Conservative vs Lib Dem battlegrounds in the south, but has ventured to parts of the South East that only Blair has previously managed to conquer.
Lib Dem leader Sir Ed Davey has seemingly been having the most fun on the campaign trail, with a series of attention-grabbing stunts including photo ops on rollercoasters and dips in the Thames.
All but one of his 40 campaign visits have been to seats the Lib Dems are targeting, including one Labour-held and one SNP-held seat, with the rest of his time spent targeting Conservative-held seats.
How does the ground battle match the digital one?
Looking at data from Who Targets Me, Sky’s partner for our Online Campaign Team, we’ve now got a pretty full picture of how the main two parties have using political advertising on social media.
The Conservatives have consistently trailed Labour both in terms of spend and in the number of adverts posted (you’d expect those to correlate).
But there doesn’t seem to be any coherence to the current campaign – not even a strategy of retrenchment, as Tom King from Who Targets Me notes: “it appears there is no directive, and every seat is sorting itself out.”
Labour has maintained its blanket coverage. And the tone of its adverts is very different.
They tend to focus on Labour and its central message: 22 per cent of all of the more than 5,500 adverts they’ve put up have contained the message “Change”.
The Conservatives have been a lot more negative. 83 per cent of their adverts mention Labour – and only 1 per cent mention their own leader Rishi Sunak. It’s definitely a rearguard action.
Hiding in plain sight
One theme that has been shared across the two main parties’ campaigns is their reluctance to send their leaders to the public or large crowds.
Rishi Sunak has been to see small crowds at many business locations, and the micro-management of his audiences was revealed early in the campaign when at one event it transpired that supposed members of the public were Conservative councillors.
Sir Keir Starmer has played on his football links, visiting two stadiums including Northampton Town this week, but has likewise mostly stuck to closely managed events.
Read more:
Analysis – Sunak’s tetchiness over betting scandal speaks volumes
How will Britain’s ethnically diverse communities vote?
One leader who hasn’t been afraid of crowds is Reform’s Nigel Farage. Starting his campaign on a pub bench in Clacton, this week he had something of a homecoming in Newton Abbot where 1,500 spectators came to see him speak on Monday. The town was the location of UKIP’s headquarters in their heyday.
Sir Ed Davey, the Liberal Democrat leader, has also had a much more public-facing campaign in his various campaign stunts.
The Greens are the only ones to have really made use of celebrity endorsement. This week they won the vocal support of two Hughs – chef Fearnley-Whittingstall and actor Grant.
Upping the ante
The types of seats the Labour and Lib Dem leaders have visited have been markedly different this week.
Sir Keir Starmer has been to increasingly more ambitious targets, visiting Leicestershire North West this week which requires an 18-point swing for Labour to gain, the highest on his trail so far.
That’s also been the trend for Sir Ed Davey. In the final week of campaigning, he’s visited seats where the Liberal Democrats need a swing of 17 points on average to gain, up from 12 points in the previous week.
The prime minister has been less consistent. Indicative of the broad coalition of voters that Johnson built and Sunak has to defend, his visits have spanned from the most marginal defences to what should be the safest of majorities.
Popular places
Over the last 37 days, the three English main party leaders have made 135 visits to 119 unique constituencies. That’s more than 18% of the UK’s seats covered by Sunak, Starmer and Davey.
The seats with the most visits, at three apiece, are Redcar in the North East, Wimbledon in London, and Sunak’s own constituency Richmond & Northallerton in Yorkshire.
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Redcar, visited twice by Sunak and once by Starmer, is a Conservative defence where the Conservative minister candidate is looking vulnerable to Labour.
Davey has his sights set on the highly marginal seat of Wimbledon in London, which the Lib Dems have never won before. He’s visited twice, while Sunak has been to the Conservative defence once on the campaign trail.
And the prime minister has visited his own constituency three times, most recently this week. He defends a 46.9% majority but some MRP polls say there’s a chance he’ll lose it.
Dr Hannah Bunting is a Sky News elections analyst and co-director of The Elections Centre at the University of Exeter.
The Data and Forensics team is a multi-skilled unit dedicated to providing transparent journalism from Sky News. We gather, analyse and visualise data to tell data-driven stories. We combine traditional reporting skills with advanced analysis of satellite images, social media and other open source information. Through multimedia storytelling we aim to better explain the world while also showing how our journalism is done.
A teenage girl who was killed after getting out of a police car on the M5 in Somerset has been named.
Tamzin Hall, 17 and from Wellington, was hit by a vehicle that was travelling southbound between junction 24 for Bridgwater and junction 25 for Taunton shortly after 11pm on Monday.
She had exited a police vehicle that had stopped on the northbound side of the motorway while transporting her.
A mandatory referral was made to the Independent Office for Police Conduct, which is now carrying out its own investigation into what happened.
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Avon and Somerset Police said: “Our thoughts and sympathies go out to Tamzin’s family for their devastating loss.
“A specially-trained family liaison officer remains in contact with them to keep them updated and to provide support.
“The family have asked for privacy at this difficult time.”
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The police watchdog, the IOPC, has been asked to investigate.
In a statement, director David Ford, said: “This was a truly tragic incident and my thoughts are with Tamzin’s family and friends and everyone affected by the events of that evening.
“We are contacting her family to express our sympathies, explain our role, and set out how our investigation will progress. We will keep them fully updated as our investigation continues.”
Paramedics attended the motorway within minutes of the girl being hit but she was pronounced dead at the scene.
The motorway was closed in both directions while investigations took place. It was fully reopened shortly after 11am on Tuesday, Nationals Highways said.
A survivors group advocating for women allegedly assaulted by Mohamed al Fayed has said it is “grateful another abuser has been unmasked”, after allegations his brother Salah also participated in the abuse.
Justice for Harrods Survivors says it has “credible evidence” suggesting the sexual abuse allegedly perpetrated at Harrods and the billionaire’s properties “was not limited to Mr al Fayed himself”.
The group’s statement comes after three women told BBC News they were sexually assaulted by al Fayed’s brother, Salah.
One woman said she was raped by Mohamed al Fayed while working at Harrods.
Helen, who has waived her right to anonymity, said she then took a job working for his brother as an escape. She alleges she was drugged and sexually assaulted while working at Salah’s home on Park Lane, London.
Two other women have told the BBC they were taken to Monaco and the South of France, where Salah sexually abused them.
Mohamed al Fayed. Pic: AP
The Justice for Harrod Survivors representatives said: “We are proud to support the survivors of Salah Fayed’s abuse and are committed to achieving justice for them, no matter what it takes.”
The group added it “looks forward to the others on whom we have credible evidence – whether abusers themselves or enablers facilitating that abuse – being exposed in due course”.
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Ex-Fulham captain makes Al Fayed allegation
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Salah was one of the three Fayed brothers who co-owned Harrods.
The business, which was sold to Qatar Holdings when Mohamed al Fayed retired in 2010, has said it “supports the bravery of these women in coming forward”.
A statement issued by the famous store on Thursday evening continued: “We encourage these survivors to come forward and make their claims to the Harrods scheme, where they can apply for compensation, as well as support from a counselling perspective and through an independent survivor advocate.
“We also hope that they are looking at every appropriate avenue to them in their pursuit of justice, whether that be Harrods, the police or the Fayed family and estate.”
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Bianca Gascoigne speaks about Al Fayed abuse
The Justice for Harrods Survivors group previously said more than 400 people had contacted them regarding accusations about Mohamed al Fayed, who died last year.
One of those alleged to have been abused is Bianca Gascoigne, the daughter of former England player Paul.
Speaking to Sky News in October, Gascoigne said she was groomed and sexually assaulted by al Fayed when she worked at Harrods as a teenager.
UK
Wes Streeting ‘crossed the line’ by opposing assisted dying in public, says Labour peer Harriet Harman
Wes Streeting “crossed the line” by opposing assisted dying in public and the argument shouldn’t “come down to resources”, a Labour peer has said.
Speaking on Sky News’ Electoral Dysfunction podcast, Baroness Harriet Harman criticised the health secretary for revealing how he is going to vote on the matter when it comes before parliament later this month.
MPs are being given a free vote, meaning they can side with their conscience and not party lines, so the government is supposed to be staying neutral.
But Mr Streeting has made clear he will vote against legalising assisted dying, citing concerns end-of-life care is not good enough for people to make an informed choice, and that some could feel pressured into the decision to save the NHS money.
He has also ordered a review into the potential costs of changing the law, warning it could come at the expense of other NHS services if implemented.
Baroness Harman said Mr Streeting has “crossed the line in two ways”.
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“He should not have said how he was going to vote, because that breaches neutrality and sends a signal,” she said.
“And secondly… he’s said the problem is that it will cost money to bring in an assisted dying measure, and therefore he will have to cut other services.
“But paradoxically, he also said it would be a slippery slope because people will be forced to bring about their own death in order to save the NHS money. Well, it can’t be doing both things.
“It can’t be both costing the NHS money and saving the NHS money.”
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Review into assisted dying costs
Baroness Harman said the argument “should not come down to resources” as it is a “huge moral issue” affecting “only a tiny number of people”.
She added that people should not mistake Mr Streeting for being “a kind of proxy for Keir Starmer”.
“The government is genuinely neutral and all of those backbenchers, they can vote whichever way they want,” she added.
Read more on this story:
‘Fix care before assisted dying legislation’
Why assisted dying is controversial – and where it’s already legal
Prime Minister Sir Keir Starmer has previously expressed support for assisted dying, but it is not clear how he intends to vote on the issue or if he will make his decision public ahead of time.
The cabinet has varying views on the topic, with the likes of Justice Secretary Shabana Mahmood siding with Mr Streeting in her opposition but Energy Secretary Ed Miliband being for it.
Energy Security and Net Zero Secretary Ed Miliband is said to support the bill. Pic: Reuters
Justice Secretary Shabana Mahmood has concerns. Pic: Reuters
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The Terminally Ill Adults (End of Life) Bill is being championed by Labour backbencher Kim Leadbeater, who wants to give people with six months left to live the choice to end their lives.
Under her proposals, two independent doctors must confirm a patient is eligible for assisted dying and a High Court judge must give their approval.
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Labour MP Kim Leadbeater discusses End of Life Bill
The bill will also include punishments of up to 14 years in prison for those who break the law, including coercing someone into ending their own life.
MPs will debate and vote on the legislation on 29 November, in what will be the first Commons vote on assisted dying since 2015, when the proposal was defeated.
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