Forward

Marcus Roberts

Online

The change Labour still needs

Barack Obama stunned the political world with his victory in 2008, with a campaign that extended the boundaries of the possible. In field, digital, strategy and movement politics, the Obama campaign broke new ground that the Fabian Society’s landmark 2009 publication ‘The Change We Need’ sought to introduce to a British audience.

The bar was set even higher for 2012. How would the president win in a time of economic uncertainty, with his popularity by no means universal? In this collection veterans of US and UK campaigns alike demonstrate how Obama 2012 cleared this bar and the lessons these approaches hold for Labour.

This Fabian pamphlet is both timely and helpful, and I have no hesitation in recommending it to all Labour campaigners and supporters” – Iain McNicol, General Secretary of the Labour party


Contents

Foreword - Iain McNicol

Introduction – Marcus Roberts

What changed between 2008 and 2012? – Frank Spring

Putting people first – Mark Beatty and Marlon Marshall

Respect. Empower. Include. Win. – Katherine Richards

Shifting the odds – Fran O’Leary

Storytelling – Mary Hough

The digital divide – Claire Hazelgrove

The dog that didn’t bark – Will Straw

Ten things we learned from Charlotte – Polly Billington and Olly Parker

Divide and rule? – Kirsty McNeill

Being part of a movement – Arnie Graf

Conclusion: 106 to win – Marcus Roberts