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.
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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.
An MP has told Sky News she was attacked online by the Tate brothers after she participated in a debate in the House of Commons about violence against women.
The controversial duo, Andrew and Tristan Tate, are facing charges of rape and human trafficking in the UK – all of which they deny.
But they are still very active online, and according to Sorcha Eastwood, the MP for Lagan Valley, are targeting her.
In a document seen by Sky News, Tristan Tate has highlighted one of the MP’s tweets and writes in private correspondence: “MP, nice target, can we sue her?”
Sorcha Eastwood says at first she thought the replies were from parody accounts and not the Tate brothers.
Her original tweet was about Elon Musk, not the Tate brothers. The MP said Musk’s tweets should be looked at through a counter-extremism lens.
“I was really concerned, I was concerned because to me that is a direct attack for want of a better phrase on me serving my constituents.
“I couldn’t believe that they decided to pick this random Northern Irish MP. The fact that it wasn’t even about them. This is something I didn’t go looking for.
“I think from my perspective, it’s a very, very sinister attempt to shut down important voices in public life, political discourse.”
It was only when she started noticing an uptick in abuse from other accounts she realised she had encountered some of the brothers’ followers.
“I had rape threats. I had death threats. I had people saying I should be hung from a lamppost. I had people saying I should be chopped into liver. I also had people then who were like we’ll waste 15 minutes raping Sorcha Eastwood.”
A representative for the Tate brothers told Sky News that there was no targeted campaign against Sorcha Eastwood
A representative for the Tate brothers told Sky News that there was no targeted campaign against her.
They said: “Ms Eastwood has a distorted view regarding social media if she believes one is required to ‘invite or ask’ people to interact.
“Tristan Tate is entitled to his view in relation to her tweet regarding Elon Musk.”
The self-styled “misogynist influencer” Andrew Tate and his brother Tristan have both been charged with human trafficking, face allegations of trafficking minors, sexual intercourse with a minor and money laundering in Romania.
There is also a European arrest warrant for them as they are facing separate, unrelated charges of rape and human trafficking in the UK. They deny all charges.
Ms Eastwood now worries for others who don’t have a platform like her and who may not feel like they can speak out.
“If this is what has happened to me I have absolutely no doubt that this has happened to others where they have been attempted to be silenced.”
Keir Starmer has previously commented on the Tate brothers’ case in the Commons saying it is “a live issue”, but adding that “the principle is absolutely clear” in relation to whether the brothers should face justice.
Sorcha Eastwood says she wants to see the government do much more to protect against abuse online.
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Tate brothers deny wrongdoing
“I think ultimately the government has taken the wrong course on this. They need to step up.
“This should be an issue of national security as far as the radicalisation of young people online. It should be an issue in terms of the levels of misinformation, disinformation and the lack of trust that is had in our politics right across the UK and Europe.
“I want the government to help me, help every other person to crack down on this and get serious about it. And the only way they’ll be able to do that, is by hitting these tech companies in the only language which they understand, which is money and via robust legislation.”
A government spokesperson said: “Violence against women and girls is a scourge on our society which is why we have set out an unprecedented mission to halve these crimes within a decade.
“Tackling illegal abuse both online and offline is central to supporting victims and preventing harm in our communities and we will not hesitate to strengthen laws to deliver this mission.
“Last month, parts of the Online Safety Act came into force meaning companies must take action to protect users from illegal material including extreme sexual violence.
“Further protections from this summer will require platforms to protect children from harmful, misogynistic, and violent content.”
UK
‘It’s just nasty’: Birmingham residents ‘overwhelmed’ by foul stench and massive rats as bins strike rumbles on
In parts of Birmingham, the stench is overwhelming – enough to make you heave.
At a block of flats in Highgate, in Birmingham city centre, we find a mountain of bin liners full of rubbish spewing out of the cavernous bin store, which is normally locked.
Mickel comes out to speak to us, while all around bin liners lie open, with the contents for all to see, including used nappies and rotting food.
Mickel says they’ve had ‘foxes and rats, literally the size of cats’
Outside Mickel’s flat in Highgate, bin liners lie open, spewing out rubbish
We both find it hard to keep talking amid the awful smell.
“We’ve had foxes and rats, literally the size of cats, flies, it’s just nasty, something needs to be done,” he says.
Chris says the situation is ‘overwhelming’ as she’s ‘terrified of rats’
Around the corner, I meet Chris, in her dressing gown, popping the bins into her bin store beneath her flat before work.
She unlocks it, and although it isn’t bursting out on to the street yet, it is getting full.
She says the situation is “overwhelming” as she’s “terrified of rats”. But, even so, she has sympathy for the striking bin workers.
“It’s not an easy job; they must have a heart of gold to do that job,” she says.
“Pay them whatever they need, they deserve it.”
Striking bin workers at Lifford Lane tip, south of the city centre
There’s an awful smell coming from a mountain of bin liners outside Mickel’s flat in Highgate
At Lifford Lane tip, south of the city centre, Brigette has pulled up alongside picketing workers. The back seat of her car is full of rubbish.
She apologises for the terrible waft, mixed with air freshener.
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Bin workers strike explained
“It’s very pungent, isn’t it? Not nice,” she admits.
“It’s unfortunate, I have some sympathies for all the parties, but, equally, we have a duty of care to stay clean and tidy.”
She says she has her rubbish and that of her elderly aunt and plans to make weekly trips to the tip until a resolution in this pay dispute between the council and the Unite union is found.
UK
‘US is our closest ally’, Jonathan Reynolds says in reaction to Trump tariffs – but ‘nothing off the table’
The US is “our closest ally” but “nothing is off the table” in response to Donald Trump’s 10% tariffs on imports from the UK, the business secretary has said.
In a statement following the US president’s nearly hour-long address to the world, Business and Trade Secretary Jonathan Reynolds said: “We will always act in the best interests of UK businesses and consumers.
“That’s why, throughout the last few weeks, the government has been fully focused on negotiating an economic deal with the United States that strengthens our existing fair and balanced trading relationship.”
Follow the latest following Trump’s tariffs announcement
Mr Reynolds reiterated the statements from the prime minister and his cabinet over the past few days, saying the US is “our closest ally”, and the government’s approach is to “remain calm and committed to doing this deal, which we hope will mitigate the impact of what has been announced today”.
Business Secretary Jonathan Reynolds says “nothing is off the table” following the tariffs announcement. Pic: PA
But he continued: “We have a range of tools at our disposal, and we will not hesitate to act. We will continue to engage with UK businesses, including on their assessment of the impact of any further steps we take.
“Nobody wants a trade war, and our intention remains to secure a deal. But nothing is off the table, and the government will do everything necessary to defend the UK’s national interest.”
‘Get back round the negotiating table’, say Tories
The Conservative Party’s shadow business and trade secretary described the US president’s announcement as “disappointing news which will worry working families across the country”.
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Sky’s Ed Conway examines how economies across the world are impacted by tariffs
Andrew Griffith hit out at the government for having “failed to negotiate with President Trump’s team for too many months after the election, failed to keep our experienced top trade negotiator, and failed to get a deal to avoid the imposition of these tariffs by our closest trading partner”.
“The chancellor’s emergency budget of just a week ago with its inadequate headroom is now at risk, casting uncertainty about more taxes or spending cuts,” he continued. “Sadly, it is British businesses and workers who will pay the price for Labour’s failure.”
He called on ministers to “swallow their pride” and “get back round the negotiating table to agree a fair deal to protect jobs and consumers in both the UK and the US alike”.
Liberal Democrat leader Sir Ed Davey has reacted furiously to Mr Trump’s announcement of a “destructive trade war”, and called on the government to stand up against “Trump’s attempts to divide and rule”.
“The prime minister should bring our Commonwealth and European partners together in a coalition of the willing against Trump’s tariffs, using retaliatory tariffs where necessary and signing new trade deals with each other where possible.”
Speaking on Wednesday evening at a White House event entitled ‘Make America Wealthy Again’, the US president unleashed sweeping tariffs across the globe.
Mr Trump held up a chart detailing the worst offenders – which also showed the new tariffs the US would be imposing.
The UK’s rate of 10% was perhaps a shot across the bow over the 20% VAT rate, though the president’s suggested a 10% tariff imbalance between the two nations. Nonetheless, tariffs of 10% could directly reduce UK GDP by between 0.01% and 0.06%, according to Capital Economics.
A 25% duty on all car imports from around the world is also being imposed from midnight in the US – 5am on Thursday, UK time.
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The UK government had been hoping to negotiate an economic deal with the US in a bid to avoid the tariffs, but to no avail. The government says negotiations will continue.
The Confederation of British Industry said “negotiating stronger trading relationships with all like-minded partners will be foundational to any success”.
The business secretary is expected to make a statement in the House of Commons on Thursday, and we are also expecting to hear from the prime minister.
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