David Cameron ‘prime target’ of new Labour advertising campaign

David Cameron is to be depicted as an old-fashioned Tory in a new advertising campaign that is currently being developed by the Labour party, according to documents obtained by the Guardian.

The campaign is being prepared into the crucial conference season, and the left are beginning to believe that Cameron has left the safe middle ground on issues such as law and order. Recent polls show that the approval rates of the incumbent Prime Minister in the Coalition government have plummeted. More people now disapprove of Cameron in the role than those who continue to support his leadership.

There are also criticisms in a two-and-a-half-page document by anti-Tory campaigners that Cameron has abandoned the ‘compassionate conservatism’ stance that secured his party votes in May 2010. Leading policies, such as environmental affairs and preserving the National Health Service, have been ‘sidelined’ in favour of more traditional Conservative priorities.

MPs behind the preparations concede that they need to be cautious in striking the right tone with the electorate, as some efforts to improve society have been made. One footnote says: “We should not ignore there has been limited change on issues such as their attitude to gay rights and an attempt to embrace other aspects of a progressive social liberal agenda.”

Some of the most damning remarks come from research that suggests that some of the ministers in the current government, such as David Willetts, the universities minister following on from tuition fees tripling, is ‘very distant’ from what voters are demanding of their public services.