The 1979 poster by the UK Conservative Party declaring "Labour isn't working" is an all-time game-changing political campaign message.
The posters went up based on the expectation that Labour PM James Callaghan would call a general election.
The poster caused a commotion.
The UK Labour Party cried foul, moaning that Conservative Party members in the photo had never stood in a dole queue and that the poster was a "fake."
A Labour Party MP even spoke to the House of Commons and denounced the poster as "soap-powder advertising."
The Labour Party properly stepped in it.
All the attention only did one thing: it made a simple poster newsworthy.
News that demanded the poster be covered.
News that allowed the poster to enjoy maximum earned media.
The "Labour isn't working" poster appeared on the front page of newspapers and television news bulletins across the UK.
The more Labour cried foul and complained, the more news coverage it received.
With all the commotion, Callaghan delayed calling the election, and Britain entered a period called "the winter of discontent."
This general election delay only compounded the buzz and made the poster seem even more relevant.
When the call for a general election came in May 1979, the Conservative Party resurrected the poster and added one extra word to read "Labour Still Isn't Working."
The poster played a significant part in the election of Margaret Thatcher's Conservative government, as well as an increased use of negative advertising, forever changing the nature of British political campaigning.
If you need help knowing when to not to step in it and create a media buzz advantage for your opponents, Caracal is here to help.
Caracal believes successful geopolitical business communications requires intelligence, strategy, and engagement.
Caracal is here to help you succeed in today's interconnected geopolitical and earned media environment.
Enjoy the ride + plan accordingly.
-Marc
