Rishi Sunak and Keir Starmer are set to launch their election campaigns on Thursday, just six weeks before the country heads to the polls.
The Prime Minister will begin his campaign with media appearances followed by a two-day tour across the UK. Starmer, aiming to gain ground in Conservative strongholds, will focus his efforts in southeast England.
On Wednesday, Sunak unexpectedly announced a general election for July 4, a bold move in which Starmer will attempt to lead Labour back to power after 14 years of Conservative-led government.
Speaking from Downing Street, Sunak declared it was “the moment for Britain to choose its future,” asserting that the Conservatives were the right party to lead the nation through global instability.
As he made the announcement, anti-Brexit campaigner Steve Bray played the New Labour anthem, D:Ream’s “Things Can Only Get Better,” almost drowning out the rain-soaked Prime Minister.
Sunak’s decision has caused unease among senior Conservatives, many of whom worry about their party’s 20-point deficit in the polls and potential electoral losses. Some MPs are even considering submitting letters of no confidence.
Starmer, widely expected to become the next Prime Minister after revitalizing Labour since its defeat five years ago, addressed the nation with union flags in the background, emphasizing the opportunity for change. “Here it is. The future of the country in your hands,” he said. “On July 4, you have the choice to stop the chaos, turn the page, rebuild Britain, and change our country.”
Sunak, asserting that the economy was on the mend, informed his cabinet of his decision. He cited falling inflation and net migration figures as bolstering the Conservative campaign message of “sticking to the plan.” However, two cabinet ministers, Esther McVey and Chris Heaton-Harris, expressed concerns that voters might not yet feel the benefits of economic improvements.
Michael Gove supported Sunak’s decision with a nod to the SAS motto, “Who dares wins,” telling colleagues, “And you have dared, PM, and will win.”
Outside No 10, Sunak highlighted his leadership since becoming Prime Minister and stressed the importance of trust and bold action. “I cannot and will not claim that we have got everything right. No government should, but I am proud of what we have achieved together,” he said. “The question now is how and who do you trust to turn that foundation into a secure future for you, your family, and our country.”
Sunak’s speech outlined his campaign focus on trust and stability, warning voters not to believe Starmer’s promises. “This election will take place at a time when the world is more dangerous than it has been since the end of the Cold War,” he said. “These uncertain times call for a clear plan and bold action. You must choose in this election who has that plan.”
Conservative Party Chairman Richard Holden and strategist Isaac Levido urged Tory MPs to maintain their 2019 voter coalition, emphasizing their suitability for leadership during global instability and cautioning Reform UK voters about inadvertently helping Labour.
Sunak attended a campaign rally in London on Wednesday evening, beginning a nationwide tour. In front of a small crowd of Tory members, Sunak portrayed Labour as overconfident, asserting, “The British people are going to show that they don’t take too kindly to being taken for granted.”
Following a day of speculation fueled by positive economic news and an unusual cabinet meeting, Sunak’s announcement came earlier than expected. Government insiders suggested that with limited economic improvement likely before autumn and uncertainty over the Rwanda deportation scheme, an early election was deemed more favorable.
This will be the first July election since 1945, when Labour’s Clement Attlee won a significant majority. The campaign will coincide with the Euro 2024 football tournament, with polling day just before the quarter-finals. Labour hopes to capitalize on a nationwide sense of hope, similar to the mood during the 1996 Euros before Tony Blair’s election.
After Sunak’s announcement, Starmer posted a video on X, emphasizing the need for change and warning against five more years of Tory rule, citing worsening NHS wait times, rising food prices, and polluted waters. “Stop the chaos, turn the page, start to rebuild,” he added.
In his televised statement, Starmer said: “Tonight the Prime Minister has finally announced the next general election. A moment the country needs and has been waiting for. And where, by the force of our democracy, power returns to you. A chance to change for the better. Your future. Your community. Your country.”
Starmer promised economic and political stability, and “a politics that treads more lightly on all our lives,” with a long-term plan to rebuild Britain. “I am well aware of the cynicism people hold towards politicians at the moment,” he added. “But I came into politics late, having served our country as leader of the Crown Prosecution Service. And I helped the Police Service in Northern Ireland to gain the consent of all communities. Service of our country is the reason – and the only reason – why I am standing here now, asking for your vote.”
Starmer also held a Zoom meeting with his shadow cabinet to boost morale, urging them to support each other during the campaign.
Liberal Democrat leader Ed Davey, whose party hopes to gain seats from the Conservatives, said the government was “out of touch, out of excuses, and out of time.” Reform UK’s Richard Tice, aiming to attract Tory voters, offered “common sense” policies.
The election timing allows just two days for the “wash-up” process, where the government finalizes non-contentious legislation, suggesting that Sunak’s plans to ban smoking and his flagship renters and leaseholders bills may be dropped. Parliament will be dissolved on May 30.
Sunak informed King Charles of his plans during their regular audience at Buckingham Palace earlier in the afternoon. The palace confirmed that, as usual, the royal family would postpone engagements during the campaign.
