Tag Archives: General elections

Updated Catalogue: Conservative Central Office – Publicity/Communications Department

The Archive of the Conservative Party is pleased to announce the arrival of its expanded catalogue of the Conservative Central Office Publicity Department. Known variously as the Publicity Department, Communications Department, Press and Communications Department, and the Department of Political Operations, this department has been responsible for the production and dissemination of the Party’s publicity material and propaganda, as well as facilitating relations with the media, since the 1920s. This important collection has more than doubled in size following the addition of over 90 boxes of material, providing a unique insight into the Party’s approach to publicity and communications over time. The expanded collection includes the papers and correspondence of several Directors of Publicity, planning files relating to television and radio broadcasting, and the logistics behind decades of election campaigns and Party Conferences.

A significant portion of this new material relates to, or was kindly donated by, Harvey Thomas (1939-2022), Director of Press and Communications from 1985-1986 and Director of Presentation and Promotion from 1986-1991. Thomas also played a valuable role as a political advisor to the Party, particularly contributing towards Margaret Thatcher’s publicity and campaigning strategy. Many of his papers can be found in files covering Party Conferences and events, the organisation of which he was heavily involved in throughout the 1980s.

Campaigning and publicity

Much of the newly available material in this collection relates to the Party’s campaigning and publicity, whether material created for specific general elections, by-elections, and European elections, or for general publicity and marketing, often involving the input of external advertising and branding agencies. These files include details of poster campaigns, campaign tour programmes and schedules, and draft publication designs.

Whilst the majority of the new files date from the late 20th century, a couple of interesting publicity guides from the 1950s (CPA CCO 600/25/1) and 1970s (CPA CCO 600/25/2) are included in the expanded collection. The former, a scrapbook containing examples of election literature primarily created during the 1955 General Election, sought to provide a reference guide to propaganda techniques to help those creating such publicity material in the future. It contains dozens of examples of election addresses, broadsheets, leaflets, and posters, each with annotations explaining what they had done well and suggesting areas for improvement. Below is an example of an election address from Ronald Watson, candidate for Newark in both the 1951 and 1955 General Elections, with accompanying praise for its ‘enterprising’ photograph montage and ‘lively and interesting’ centre pages (CPA CCO 600/25/1).

Election Material and Techniques, 1955 – CPA CCO 600/25/1.

In addition to the distribution of impactful physical literature, successful campaign tours and television and radio appearances have long been deemed essential contributors to election victory. Several newly available files detail the tours and visits undertaken by Margaret Thatcher during election campaigns, demonstrating the detailed planning these involved. The pages below, included in a preparation file for the 1983 General Election, are a good example of this. The left page contains a list of the publicity material created in the lead-up to the election, including ‘Maggie In’ car stickers and ‘10 Reasons for Not Voting Labour’ leaflets, whilst that on the right shows a draft outline programme for a ‘sample day’ for Thatcher touring away from London, detailing an extremely long day of meetings, interviews, rallies, and travel. Such files provide a great insight into the behind-the-scenes effort behind these campaigns.

1983 General Election preparations – CPA CCO 600/14/51.

Party Political Broadcasts

Also included in the newly available material are the annotated scripts, planning papers, and correspondence behind many Conservative Party Political Broadcasts (PPBs). These files illustrate the thought-processes behind the creation of these key forms of publicity, particularly the development of various iterations and drafts over time. The image below shows a ‘final final’ draft of a PPB from November 1985. This was set in a courtroom, the Government on trial for ‘making serious cuts in everything this country holds dear’ (CPA CCO 600/3/10/17). The broadcast contains admissions to numerous ‘cuts’ carried out by the Tories, including cutting income tax, inflation, and hospital waiting lists. In order to have maximum impact this was accompanied by a widespread distribution of leaflets and poster displays pushing the same message: only positive cuts had been made by this Government. Creative ideas like these were clearly deemed necessary to continue to catch the audience’s attention.

Party Political Broadcast 20/11/1985 script – CPA CCO 600/3/10/17.

All the material featured in this blog post, alongside the full updated collection of the Conservative Central Office Publicity/Communications Department, is now available to consult at the Weston Library. To browse the online catalogue, visit Collection: Conservative Party Archive: Conservative Central Office – Publicity/Communications Department | Bodleian Archives & Manuscripts (ox.ac.uk)

New Archive of the Conservative Party releases for 2023

Each January the Archive of the Conservative Party releases files previously closed under the 30-year rule. The majority of newly-available files this year include research, correspondence, briefs and reports created in the lead-up to the 1992 General Election. It has been just over thirty years since John Major’s somewhat surprising election victory, allowing us to open up files offering a unique insight into the behind the scenes work contributing to this win. These include subject files and briefs prepared by Conservative Research Department, campaign documents created by Conservative Central Office, and reports collected by the Public Opinion Research Department, each with significant historical value. Additional newly-released material this year includes Conservative Research Department letter books, files created by the Conservative Overseas Bureau/International Office, and papers and correspondence of Conservatives in the European Parliament.

This blog post will explore a number of highlights of the newly-released material, specifically focussing on files relating to the 1992 General Election. A full list of the newly de-restricted items is linked at the end of the post.

General Election Warbook, Mar 1992

The Conservative Party’s Organisation Department, the largest component of Conservative Central Office, underwent a significant number of structural and organisational changes throughout its lifetime, becoming known as the Campaigning Department from 1989. The Department oversaw campaigning, training, community affairs, and local government, many of their records therefore offering an insight into election planning. Being released this year is a final draft copy of Conservative Central Office’s General Election ‘Warbook’, a document prepared for John Major outlining campaign plans for the election (see file CCO 500/24/309/2). The purpose of the document, as stated in its introduction, ‘is to outline the political scenario in which the next Election will be fought and to provide the detailed guidelines and direction within which a successful campaign can be waged.’ The document is divided into sections on the ‘battleground’ and the ‘campaign’, covering issues such as target groups and floating voters, election timing, and the role of the Prime Minister in the campaign.

Below is an example of a couple of pages from the battleground section of the document, highlighting some of the key political issues of the time in the UK. Inevitably, the economy comes first. The country was still in the midst of a recession that had begun under Thatcher’s leadership, with high unemployment a particular worry. Throughout these pages there is a clear focus on ‘psychological’ impacts of certain issues, including the ‘psychological turning point’ of inflation in the UK falling below that of Germany, and the ‘psychological 2.5 million barrier’ in unemployment figures. It is evident that this election campaign was highly focussed on the way the general public perceived economic changes. Further issues explored in later pages include the NHS, Europe, crime and education.

General Election Warbook: Economic Issues, Mar 1992 – CPA CCO 500/24/309/2.

A later section of the document focusses on target groups and communications during the campaign. It highlights the importance of media in reaching target audiences, stating ‘the objective must be to saturate the media with the Party’s campaign. If the Party reaches the media then the Party’s target groups among the electorate will also be reached.’ Some of these target groups, those typically considered floating voters or who current messaging was failing to reach, included the 30-45 age group, and upper working-class men. The importance of John Major as Party Leader is also discussed here, the document emphasising that ‘the Election Campaign will be more presidential in its style and manner than hitherto experienced.’

General Election Warbook: Target Groups and Communications, Mar 1992 – CPA CCO 500/24/309/2.

Inside Conservative Research Department, Mar-Apr 1992

Conservative Research Department also played a fundamental role in preparations for the election, acting as an essential source of facts and figures for key party members and MPs during the campaign. During the build-up to the 1992 General Election, David Cameron was Head of the Political Section of the Research Department, playing an integral role in these preparations. Amongst the new releases for this year are a couple of his letter books, as well as letters and briefs created by him amongst the letter books of desk officers who worked under his leadership.

The memoranda pictured below, sent out by Cameron in successive days in the week before Labour released their Shadow Budget, illustrate the inner workings of the Research Department at this time. Cameron stresses the importance of making sure ‘we destroy, comprehensively, Labour’s Shadow Budget on Tuesday’, highlighting the need to find any ‘technical slip ups’ and to brief selected journalists with specific topics and questions that might be particularly harmful to the opposition. This period was obviously one of the busiest for those employed in this department, with specific focus on anticipating the moves and policies of other parties in order to effectively tackle them.

David Cameron Letter Book: Political Section (General Election briefing material), Mar 1992 – CPA CRD/L/5/6/14.

The same letter book also contains a document looking back on the work of Conservative Research Department during the campaign. In addition to leading the Political Section of the Research Department, Cameron was responsible for briefing John Major for his press conferences throughout the election campaign, contributing to the very early mornings demonstrated by this timetable. This was perhaps too much to take on, as he reflects: ‘It was a mistake for the job of briefing the Prime Minster to be given to the Head of the Political Section. I should have concentrated solely on monitoring and responding to the statements and activities of the Labour and Liberal parties. It was quite difficult to combine both jobs and do them properly.’ Other reflections include the fact that the Economic Section were ‘persistent offenders’ in being late to submit briefs, and that opposition monitoring had been a particularly successful aspect of the campaign.

David Cameron Letter Book: Political Section (General Election briefing material), Apr 1992 – CPA CRD/L/5/6/14.

Defence, 1990-1992

The issue of defence was an area in which the Conservative Party particularly sought to distance their policies from those of their opposition, emphasising their approach as the only one able to keep the country safe. A newly-released subject file on defence (COB 8/5/2 Folder 5) contains briefings and memoranda relating to the Saatchi and Saatchi Party Election Broadcast on defence. The file demonstrates the gradual process involved in creating such broadcasts, with various annotated drafts illustrating how phrasing and structure was altered. The image below shows Guy Rowlands, Conservative Research Department defence desk officer, emphasising the need to remove the naming of the Ayatollahs as ‘villains’, as this inclusion was ‘just too sensitive and would spark problems’.

Party Election Broadcast on defence: planning, Feb 1992 – CPA COB 8/5/2 (Folder 5).

This file also contains papers relating to a plan of ‘teasing out some damaging nuggets from the Labour hierarchy by way of inspired correspondence.’ The plan involved finding members of the public, identified by constituency agents, willing to send letters to opposition MPs such as John Prescott, Gerald Kaufman and Joan Ruddock, to help the Party learn more about Labour’s defence policy and even encourage admissions such as ‘their life-long support for CND’, the Campaign for Nuclear Disarmament. In a letter to the Oldham West Conservative Association, Rowlands offers recommendations for such correspondence, suggesting ‘perhaps the letter-writer could pretend to be full of concern for nuclear proliferation and argue that the world needs organisations like CND more than ever before…!’ This was certainly an interesting tactic but may well have contributed in some small way to the Party’s election victory.

‘The Quest for Labour’s Defence Policy’, Feb 1992 – CPA COB 8/5/2 (Folder 5).

All the material featured in this blog post will be made available from 3 Jan 2023. The full list of de-restricted items can be accessed here: Files de-restricted on 2023-01-03

Updated Catalogue: Conservative Central Office – Organisation Department

We are pleased to announce the launch of our revised and expanded catalogue of Conservative Central Office Organisation Department material, with an array of new material now available to readers for the first time. The catalogue contains papers of the Conservative Party’s Organisation Department and its successors from 1911-2000, including papers of the Director of Organisation, campaigning and elections materials spanning from the 1940s to late 1980s, reviews of the Party organisation, training files for agents, and files from the component sections of the Department. Amongst the newly added material is correspondence of politicians as far back as the 1930s, including Sir Winston Churchill, Sir Alec Douglas-Home, and Rab Butler, as well as publicity and campaigning materials, and monitoring of other political parties. Since this catalogue is so expansive, covering material from all aspects of the work of the Organisation Department and spanning almost a century, this blog will highlight just a handful of interesting areas, demonstrating the catalogue’s significant value for historians of British politics and anyone with an interest in the Conservative Party.

Publicity and Campaigning, 1946-1989

A first highlight of the revised catalogue is the substantial amount of publicity and campaigning material, created by the Party during General Elections, By-Elections, and European Elections through the mid to late twentieth century. These files, within the ‘Campaigning and Elections’ series of the catalogue, give a great insight into both the behind the scenes creation of these campaigning materials, including early drafts and correspondence, and the final printed and published leaflets, posters, and pamphlets. Included within these files are artwork designs and leaflets created by Ronald Bell, who worked throughout the 1980s to organise and create national artwork used both between and during election campaigns. This image gives an example of such material, comprising correspondence sent to Bell in the late 1980s outlining the need for publicity promoting the benefits of the Community Charge to Asian families, and a translated leaflet created by Bell to achieve this. This file includes many examples of his artwork, as well as numerous drafts and early ideas for leaflets.

Correspondence and a draft leaflet relating to the Community Charge and the Asian Community, 1988 – CPA CCO 500/61/10

European Campaigning and Elections, 1957-1989

One of the largest areas of new material within the Organisation Department catalogue is European Campaigning and Elections. In addition to publicity files similar to those outlined above, such as posters, leaflets, and correspondence, this sub-series includes files on conferences, visits to the European Parliament, and press conferences. A particularly interesting event covered within this material is the 1975 referendum which asked whether or not the UK should remain a member of the European Communities. Over 67% of voters voted to remain, potentially swayed by posters such as these, campaigning for voters to choose to ‘Keep Britain in Europe’.

Keep Britain in Europe Posters, 1975 – CPA CCO 500/31/33

General Election Reviews, 1950-1970

General Election reviews were carried out by the Organisation Department following each General Election and reviewed every aspect of the Party’s campaign and organisation. This catalogue contains these reviews from 1950 to 1970, providing thorough analyses of campaigns and the organisational efficiency of the Party – potentially a very useful resource for historians interested in these Elections. This example from 1966 highlights the types of factors assessed in these reviews, from morale of workers to the following of election law.

Summary of General Election Reports, 1966 – CPA CCO 500/24/213

Correspondence, 1937-1967

A particular highlight of the new additions to this catalogue is the correspondence of various politicians between 1937 and 1967. These include letters on an assortment of topics, from Conservative Party policy and prospective Conservative candidates for Parliament, to Sir Alec Douglas-Home’s public image and The Convention on the Political Rights of Women. Also included are a handful of letters written by Sir Winston Churchill, mostly during his years as Leader of the Opposition from 1945-1951 and written to Lord Woolton, Chairman of the Conservative Party. The example below illustrates Churchill’s irritation at the lack of canvassing in the lead-up to the 1951 West Houghton by-election, which the Labour candidate won by over 60%, giving an insight into Churchill’s involvement and interest in these elections and his opposition to the ‘essence of defeatism’ described in his letter. Another letter written by Churchill, also within this file, shows his consideration of a proposal in 1946 to create ‘The Union Party’, comprising Unionists from across the political parties, as a ‘united Party against Socialism’, providing another insight into his thoughts and plans during this time.

Letter from Sir Winston Churchill to Lord Woolton concerning the West Houghton by-election and Gallup Poll results, June 1961 – CPA CCO 500/65/1/4

Political Parties (Monitoring), 1947-1983

A final area of the catalogue which has been widely expanded is the monitoring of other political parties, including the Labour Party, Liberal Party, SDP, and Communist and Far-Left Parties. These files largely consist of reports on the activities of these parties, copies of their leaflets and other campaigning materials, and newspaper articles concerning their actions and policies. This example of a report on SDP activities from the 1980s demonstrates the type of work carried out by the Organisation Department to monitor their opponents, including information on key figures within the SDP, rallies and major public meetings organised by the Party, and a list of defectors from the Conservative Party to the SDP.

Report on SDP activities since approximately 1st July 1981 – CPA CCO 500/25/12/1

All the material featured in this blog post is now available, see Collection: Conservative Party Archive: Conservative Central Office – Organisation Department | Bodleian Archives & Manuscripts (ox.ac.uk) for the fully-searchable list of items within this catalogue.

Updated Catalogue: Conservative Party General Election Publications

A selection of the Conservative Party Archive's holdings of general election manifestos.

A selection of the Conservative Party Archive’s holdings of general election manifestos. [Shelfmarks: CPA PUB 155/17, 155/3, 155/5, 155/6/1, 155/12/2, 156/4, 157/4/1, 158/1, 255/1, 443/1.]

As Britain prepares for a general election on December 12th, the Bodleian is pleased to announce the launch of its revised catalogue of Conservative general election publications, incorporating new material made available to readers for the first time. The catalogue, which forms part of the Bodleian’s collection of published Party material, covers the Party’s historical series of election publications, including Conservative manifestos going back as far as the 1920s. The new catalogue also includes a much-expanded series of ad hoc publications produced by the Party for specific election campaigns, as well as historical guidance on election petitions.

As a concise record of the Party’s policy platform, the general election manifestos of the Conservative Party have been a vital source to historians of British politics, enabling researchers to clearly trace the evolution of Party thinking over the years. The updated catalogue now includes copies of the Conservative Party manifesto (in various formats) from the time of the 1922 general election through to the present day. The revised catalogue also includes a number of national, regional and specialist editions of the Conservative manifesto, providing further glimpses into the complexity of British electoral politics.

Pictured: a selection of Conservative Party manifesto variations produced for voters in Scotland, Wales and the English regions.

A selection of Conservative Party manifesto variations produced for voters in Scotland, Wales and the English regions. [Shelfmarks: CPA PUB 155/12/3-4, 155/22, 157/1/2, 157/4/5, 158/13, 158/5.]

In addition to the Party manifesto, this collection also includes historical guidance published by the Party for the use of candidates and activists. The Speakers’ Notes series (also published under the titles Candidates’ Notes and Notes for Speakers) contained summaries of the key election issues along with suggested lines to take and statistical information, providing us with a ‘behind the scenes’ perspective on the Party’s election campaigns. Other running series included in the catalogue are the Election Manual, which provided practical guidance to agents, and Questions of Policy, which provided clarifications of manifesto policy in response to questions raised during the election campaign.

Pictured: copies of Speakers' Notes (and later titles) produced for the 1983, 1987, 2010 and 2015 general elections.

Copies of Speakers’ Notes (and later titles) produced for the 1983, 1987, 2010 and 2015 general elections. [Shelfmarks: CPA PUB 445/3, 445/4, 445/8, 445/9].

The new catalogue is available to view online on the Bodleian Archives and Manuscripts platform, accessible here. In the coming months we will also be publishing a companion catalogue for the Conservative Party’s European Election publications, which we hope will be of further use to students and researchers of British political history.

The Conservative Party Archive is always growing, and we are keen to collect campaign materials produced for the 2019 general election. Specifically, we are interested in the following items:

  • Conservative Party leaflets and election ephemera.
  • Election addressees (election communications) produced by candidates of all parties.

If you would like to donate any election material you receive during the campaign, please post it to: Conservative Party Archive, Department of Special Collections, Weston Library, Bodleian Libraries, Broad Street, Oxford OX1 3BG

 

New Conservative Party Archive releases under the 30 year rule

Top-level strategy papers that detail the Thatcher government’s efforts to secure a third term are among papers newly-released by the Conservative Party Archive for 2018. The previously-restricted documents, now made available for the first time under the 30 year rule, form part of an extensive series of party papers from the election year of 1987, including drafts of the Conservative manifesto, detailed plans of campaign activities, and election briefings prepared by the Conservative Research Department. This piece briefly examines two such documents from one of the newly-released files [CRD 4/30/7/25], private briefings prepared for the Prime Minister’s election planning meetings in December 1986 and April 1987, to illustrate the research potential of these newly-available collections.

Although the 1987 election ultimately resulted in a second landslide for Thatcher’s Conservatives, the party was far from certain of such an outcome. ‘We believe that the electorate will be in a more questioning mood than in 1983 in the aftermath of the Falklands’, the December 1986 report cautioned, stressing the need for the party to develop and communicate clear plans for the future rather than simply seeking re-election on the basis of past achievements. The changing nature of the electoral map prompted particular concern. Although the Conservatives had opened up a narrow polling lead, the report identified a ‘sharp North-South disparity’, which posed a serious risk to the Conservative position: while the party’s national polling suggested a parliamentary majority of 20, this ‘disappeared entirely and left us in a minority of 2’ when regional variations were taken into account. In an echo of the party’s present-day challenges, the report additionally flagged up the dangers of the growing age-gap in the party’s support: ‘the under 45 group, and particularly first time voters, are still a cause of considerable concern.’

The Conservative Party’s electoral position was complicated by the growing North-South political divide. [CRD 4/30/7/25].

The prospect of a lost majority was still taken seriously on the eve of the election campaign, as the papers prepared for a top-level meeting at Downing Street on 16 April 1987 reveal. Although Party Chairman Norman Tebbit’s paper on general strategy began with the cautious observation that the government were favoured to win ‘with a smaller but working majority’, he warned that ‘the prospect of a hung parliament is attractive to the press and will be promoted by those hostile to us’. To counter this, he urged, the party needed to polarise the issues as far as possible, presenting a Conservative majority as the only alternative to weak or extreme government: ‘Our aim should be to make the supreme issue whether there will be a continuation of Conservative Government or through a “hung” Parliament a Labour administration with Alliance or other minority party support.’

Strategies aside, the party’s election plans also give a fascinating insight into how the party sought to understand and reshape its image going into the election. Discussing the party’s loss of support during the middle of 1986, the CCO Campaign Plans document warned of a ‘a growing perceived conflict between the two important themes of “Calvinism” or “individual responsibility” on the one hand, and “caring” on the other […] reflected in serious concerns about unemployment, health care, education and pensions’. Yet the strategy paper also reveals a resistance to any significant change in course: the proposal to organise the Prime Minister’s campaign tours around the theme of ‘regeneration’ is pointedly removed from the draft document in favour of a more individualistic emphasis on ‘believing [in] people’ and ‘personal property’. Similarly on Thatcher’s own image, the paper goes out of its way to reject suggestions that she adopt a ‘soft’ image, instead recommending a campaign focused upon her strengths: ‘leadership, strength and experience.’

Early plans emphasised that the Prime Minister campaign on the idea of ‘Regeneration’, but as the notes in the margin show others favoured a more ideological campaign theme. [CRD 4/30/7/25].

These papers will provide an essential resource for scholars of the 1987 general election and the politics of the Thatcher era, complementing the Conservative Party Archive’s existing collections of published material from the campaign. The Bodleian has also additionally taken receipt of a large donation of previously undocumented files from this period, so it is hoped that the CPA will be able to continue to expand its collections on the 1987 general election in years to come.

Among the new releases is the first draft of the 1987 Manifesto [CRD/4/30/7/29], shown here next to the final version [PUB 157/4].

The material examined in this blog post will be made available from 1 Jan 2018. In addition to papers on the 1987 general election, the list of newly-released papers also includes material on the introduction of the poll tax, the party’s private polling and opinion research, and a wide range of briefings produced by the Conservative Research Department. For a full list of derestricted items, see the CPA website.

On this day in 1983: Thatcher and Conservatives win second election

On 9 June 1983, just after 11pm, Margaret Thatcher left 10 Downing Street for her constituency in Finchley. She remarked, ‘We think this will be our home for the next five years’ (The Times, 10 June 1983). It was indeed; Thatcher and the Conservative Party won a landslide victory – the most decisive election victory since 1945.

Thatcher’s popularity had waned during her first two years in office; unemployment had risen to pre-WWII levels and inflation persisted. Victory in the Falklands, however, gave the Conservatives a decisive jump in the polls, as did Labour’s internal divisions and a Labour manifesto dubbed ‘the longest suicide note in history’ by Labour MP Gerald Kaufman.

The Party’s manifesto laid out a slightly more radical programme of reforms, including abolishing the Greater London council and the Metropolitan County Councils and privatising certain key British corporations.

The Party won a third election in 1987, and Thatcher remained in office as Prime Minister until 1990.

 

Further reading:
The 1983 Conservative Party Manifesto
Interview for Carol Thatcher’s Diary of an Election

Televised debates in history

Since the great Kennedy-Nixon US Presidential debate of 1960, the spectre of a televised debate – for that is how it must have appeared to many a Party leader – has loomed large over nearly every UK general election. For 50 years, however, British politicians have clung doggedly to the staid approach of the Party Political Broadcast – until this month, of course.
Harold Wilson was the first British politician to propose a televised debate in the UK. He challenged Sir Alec Douglas-Home to a debate during the 1964 election, but Home refused, comparing the prospect to a Top of the Pops competition:

You’ll then get the best actor as leader of the country and the actor will be prompted by a scriptwriter (Sir Alec Douglas-Home, in interview with Michael Cockerell, 2010).

However, once Wilson was himself PM, he turned down Edward Heath’s challenge to a 1970 debate – a pattern which was to endure until John Major offered one to Tony Blair in 1997.
Despite the PMs’ reluctance, the first ever televised debate took place 25 years ago –at the height of the referendum debate over Britain’s continued membership of the EEC. Leading politicians from the three major parties locked horns in three televised debates, and many of them secured their reputations as great orators. On 2 June 1975, Tony Benn and Roy Jenkins, both members of the Labour Cabinet, took opposing sides in a one-on-one debate for BBC1’s Panorama. That same evening, ITV presented a parliamentary-style debate on the motion ‘That Britain should remain in the European Economic Community’. The motion was proposed by Edward Heath, supported by Roy Jenkins, and opposed by Enoch Powell, supported by Tony Benn (although the latter was subsequently replaced on account of his refusal to share a cross-Party platform).
The following night, BBC1 broadcast an Oxford Union debate on the motion, ‘That this House would say “Yes” to Europe’, with Edward Heath and Jeremy Thorpe lined up against Barbara Castle and Peter Shore.
Jeremy Thorpe had been the only party leader to take part in these debates, but other leaders and electoral hopefuls began to consider the possibility of similar public encounters. James Callaghan’s challenge was met with a lukewarm response from Margaret Thatcher but not outright rejection. When the proposal was first mooted through the BBC’s Director-General Ian Trethowan in July 1978, the Conservatives’ Strategy and Tactics Committee merely agreed that

At this stage we should make no commitment on the principle but ask the BBC to ascertain the views of the other Parties and to bring forward full proposals for discussion. (Minutes of Central Office discussion, Margaret Thatcher Foundation)

Despite her initial openness, Mrs Thatcher’s reply illuminates the parties’ strong concerns:

…What are the reactions of the other four political parties at Westminster, the Liberals, the Scottish and Welsh Nationalists, and the Ulster Unionists? … bearing in mind this is not a Presidential but a Party contest, we must know their views … what would you have in mind on format, Chairman, choice of interviewers, rules governing interviews … arrangements to ensure equality, impartiality, etc? (Letter from Thatcher to Trethowan , Margaret Thatcher Foundation)

In 2010, these same concerns would be the subject of six months’ deliberations between the parties and a detailed 76-point agreement.
A few weeks later, Trethowan was still pushing his proposal at a secret Central Office meeting. However, the BBC was insistent on it being a two-Party debate only, allowing the smaller parties other unspecified opportunities to put their case, and by the end of the meeting Trethowan had conceded that ‘If a televised debate would be bad for British politics he would rather drop the idea.’ (Minutes of Central Office discussion, Margaret Thatcher Foundation)
Mrs Thatcher’s final say on the matter was even more emphatic:

I believe that issues and policies decide elections, not personalities. We should stick to that approach. We are not electing a President, we are choosing a government.(Letter from Thatcher to David Cox, Margaret Thatcher Foundation)

Yet public reaction to the first of the leaders’ debates seems to vindicate the decision to proceed, albeit a few years later; a letter to The Times dated 6 June 1976 could easily have been written in the run-up to the 2010 genera election:

Let us have more good debate of this sort on television (and on public platforms too, instead of mere unanswered speeches), so that if people are indeed inclined to the dangerous habit of denigrating politicians as a breed, they may be allowed to see them at their best …But more staged parliamentary debates and more serious face-to-face discussion – that is the way to restore respect for our precious political process and its indispensable practitioners. (Mr John Campbell, Times Digital Archive)