'All In': Thatcher Hangs On

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“On the platform, surrounded by an applauding and apparently adoring Cabinet, the star acknowledges the rapturous acclaim of her public, both arms held aloft as they have been every year since 1975. TEN MORE YEARS! roar the faithful five thousand, stomping their feet in time with the words, TEN MORE YEARS! TEN MORE YEARS! they cry fortissimo.”
Ronnie Millar, Conservative Party Conference, Bournemouth, 1990

*

In 1987, the Conservatives won a landslide third election victory under the leadership of Margaret Thatcher. Not since Lord Liverpool in the 1820s had a Prime Minister won three consecutive general elections. With the slogan ‘It’s Great to be Great Again’, the Conservatives celebrated a booming economy, low inflation, low taxes, and a strong defence. Despite attempts to reform its image, the Labour Party suffered another crushing defeat and its leader Neil Kinnock ridiculed by the press. The Conservatives could claim that their radical plans for privatisation, local government finance, and the expansion of choice in education and housing, all trailed in their manifesto, had a clear mandate.

Yet the Conservative position was not as dominant as it perhaps appeared. While the Conservatives won large majorities in the 1983 and 1987 elections, they achieved this on 42% of the vote, benefiting from the first-past-the-post electoral system and three-party politics. The main opposition party Labour was divided and wedded to unpopular policies, in particular unilateral nuclear disarmament and higher taxes. Some voters favoured the Tories due to the strong economy of the 1980s, but from 1989 rising inflation, interest rates, and mortgage payments undermined this support. Surveys also began to show that many voters held different values to the Conservatives: they wanted a strong welfare state to look after the vulnerable, and high quality public services. By large majorities they favoured more investment in public services over further tax cuts. Thatcherism could be viewed, in the words of Ivor Crewe, as ‘a crusade that failed’.

These long-term shifts in attitudes were added to by the explosive issues of Europe and the ‘poll tax’. At first Thatcher had been a strong advocate of the single market within Europe, yet by 1988, she became suspicious of the European Commission’s moves towards greater federalisation, as articulated in her Bruges Speech. Her Cabinet colleagues Chancellor Nigel Lawson and the Foreign Secretary Sir Geoffrey Howe, however, believed that UK membership of the European Exchange Rate Mechanism (ERM) was necessary to fight inflation. They were part of a growing consensus in favour of membership among the Foreign Office, the Treasury, businesspeople, trade unionists, and much of the press. Lawson and Howe ‘ambushed’ Thatcher at a Madrid summit in June 1989, both threatening resignation if she did not accede to the ERM. She refused, demoting Howe to deputy prime minister. Lawson resigned in October when Thatcher refused to sack her anti-ERM economic advisor Alan Walters. John Major was appointed as Chancellor, and Douglas Hurd as Foreign Secretary, in a quick reshuffle.

Lawson’s resignation in October 1989 shook the government’s authority to its foundations. He was the longest serving Chancellor since the war, and a key ideological ally of the Prime Minister. In an interview with Brian Walden, the Prime Minister reluctantly admitted that she preferred to keep an adviser over a Cabinet minister. Backbench critics agreed that something had to be done, and Sir Anthony Meyer stepped forward as a ‘stalking horse’ candidate against Thatcher - or unkindly as the newspapers referred to him, a ‘stalking donkey’. Thatcher won the contest by a large margin, but 60 of her MPs voted for Meyer or abstained.

The poll tax, in the words of Environment Secretary Chris Patten, was ‘fundamentally flawed and politically incredible...the single most unpopular policy any government has introduced since the war.’ For decades local government rates were unpopular with Tory activists, particularly with the example of the ‘elderly widow’ (and likely Tory voter) with low income paying high rates for a large house, while many people did not pay any rates at all. By the 1980s, the issue of the rates became more controversial as Conservatives believed that many (Labour) councils were wasting local taxpayers’ money, and the Government had waged war on the ‘loony left’ in local government through rate capping and the abolition of the Greater London Assembly. The Community Charge or ‘poll tax’ as it became known, aimed to replace the rates with a fixed fee for every individual within a local authority area. The tax was highly regressive and deeply unpopular: a family living in a small house could pay the fee several times over for each individual, while a high income individual in a large house paid the fee once. Millions of people defaulted or refused to pay, and in March 1990, there were huge riots across the country, including in Trafalgar Square.

The spring of 1990 was a deeply depressing period for the Thatcher government. The ailing economy and the disaster of the poll tax had extended Labour’s lead in the opinion polls to over 20%. The Conservative Party in Parliament and in the country was fearful of a general election and speculation was rife of a leadership challenge by the former Defence Secretary Michael Heseltine, whose ambition was far from secret. Tory MPs rebelled on issues from the poll tax, citizenship for Hong Kong residents, to income support for the elderly. The situation improved for the Government with the local elections in May 1990. The results were poor for the Conservatives, with a loss of 300 seats and 11 councils to Labour, but were better than the catastrophe that some had predicted. The elections were masterfully spun by the Chairman of the Conservative Party Kenneth Baker as a great victory. Heseltine ruled out a challenge to Thatcher, and speculation began to fade, for now.

On 2nd August 1990, Saddam Hussain invaded Kuwait. This had domestic political implications in Britain, with right-leaning newspapers depicting Thatcher as a world leader who had strengthened the resolve of President Bush in standing up to Saddam. In September, Thatcher and the Conservatives’ poll ratings rose sharply. Thatcher went above and beyond US demands in committing British troops to the Gulf, with 7,500 ground troops and 120 tanks. However, she failed to persuade the Americans against the idea of a UN resolution ahead of intervention, which she felt to be an unnecessary delay.

Later in the autumn, the European issue returned to the forefront. Thatcher had finally agreed, against her instincts, to her Cabinet’s demands to enter the ERM, and the UK signed up on 8th October. The issue of further European integration, however, remained controversial. The Prime Minister departed for a European council meeting in Rome on 27th October. At this conference, Thatcher found herself isolated in opposition to a single European currency, which she undiplomatically described as ‘living in cloud cuckoo land’, and was outvoted 11 to 1. On her return to London in the House of Commons, Thatcher delivered her famous ‘No! No! No!’ remarks in opposition to greater European integration. This was the final straw for the now deputy prime minister Sir Geoffrey Howe, who resigned.

Sir Geoffrey’s resignation speech on 13th November was unexpected in its complete denunciation of the Prime Minister’s position on Europe and her style of government. With understated brutality, he criticised Thatcher’s vision of Europe as a continent ‘positively teeming with ill-intentioned people, scheming, in her words, to extinguish democracy, to dissolve our national identities, and to lead us through the backdoor into a federal Europe.’ He argued that the Prime Minister had made his job impossible by undermining the Cabinet’s agreed position on Europe through impulsive remarks, comparing this to a batsman sent to the crease only to find out that his bat had been broken by the team captain before the game. He ended by stressing that the conflict of loyalty between the Prime Minister and the national interest had become too great, and asked others ‘to consider their own response to the tragic conflict of loyalties with which I have myself wrestled for perhaps too long.’

Sir Geoffrey sat down to stunned silence from the Conservative benches in the House of Commons. For a fiercely loyal and honourable man to denounce the Prime Minister so brutally in public was a game changer for the future of the Thatcher government. Thatcher was shocked and wounded by the speech. A leadership challenge was now inevitable, and the following day, Heseltine raised his standard and announced that he was running for the leadership of the party.

*

The timing of the leadership contest was decided by Thatcher in coordination with the chairman of the 1922 Committee Cranley Onslow. Thatcher’s first instinct was to get the leadership contest over quickly to restore order to the Government, with the potential date of the first ballot on the following week of 20th November. However, Thatcher would be away in Paris on that date at a summit to celebrate the end of the Cold War, and was persuaded by her former PPS Ian Gow to push the ballot back to the 27th November when she would be in London. In 1983 and 1987 Thatcher had been more than prepared to trim down her attendance at foreign summits in favour of domestic elections, and she followed the same course in 1990.

To win in the first round, as Thatcher had done in the year before against Sir Anthony Meyer, a candidate needed not just to win an absolute majority, but also a lead over the runner-up of 15% of the total electorate. There were 372 Conservative MPs at this time, so a lead of 56 MPs was required. If no candidate achieved this, then nominations would be re-opened for a second ballot. If necessary the top three candidates from the second ballot would go through to the third ballot held under an alternative vote system.

Thatcher’s campaign was run officially by John Wakeham, but unofficially by Ian Gow. Gow had masterminded a similar unofficial campaign for the Prime Minister against Anthony Meyer in 1989. He was supported by the Machiavellian former whip Tristan Garel-Jones, who although held doubts about the Prime Minister’s stance on Europe, believed that the party would not survive the bitter factionalism that would follow her removal before an election. The team canvassed surreptitiously in order to ascertain MPs true opinions, choosing MPs from different wings of the party to sound out colleagues, for example, the Europhile Nicholas Soames sounded out opinion among backbench ‘Wets’. Members were divided into ‘Sound’, ‘Dodgy’, and ‘Untouchable’ according to their allegiance. At one stage, Thatcher’s campaign was almost undermined by the potential defection of Foreign Secretary Douglas Hurd, but Hurd announced on television that the Prime Minister had his full support. With great reluctance, Thatcher herself met with small groups of MPs ahead of the final vote, hoping to win them over with the power of prime ministerial incumbency.

Heseltine’s campaign was run by lieutenants Michael Mates (known as ‘the Colonel’), Keith Hampson, and Peter Temple-Morris. From their headquarters in Victoria Street, the team tracked the support of MPs and estimated their support to be wavering around 130 to 150 of Conservative MPs. Heseltine admitted in his memoirs that this was a ‘rudimentary campaign’ with a limited number of helpers. To raise his profile, Heseltine toured the television studios, promising to abolish the poll tax and bring the UK closer to the heart of Europe. Heseltine benefited from the growing unpopularity of the Prime Minister and the poll tax, and was a man of considerable political vision and charisma. But he could also turn off some MPs as too unreliable and unpredictable, given his walkout from the Cabinet in 1986 over the Westland affair and memories of him seizing the Commons mace in 1976, and was considered a loner. A shy man behind the flashy surface, he awkwardly stood for hours at a stretch in the Members’ Lobby of the House of Commons to approach MPs.

On 27th November, MPs huddled outside of a Committee room in anticipation of the results of the leadership election…

*

Conservative leadership election, 27th November 1990

Margaret Thatcher - 219
Michael Heseltine - 140
Abstentions - 13

‘If we win according to the rules, we win. The rules are not made by me. I abide by the rules. I expect others to abide by the rules.’
Margaret Thatcher to Charles Moore, The Sunday Telegraph, 18th November 1990
 
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The results of the leadership election were deeply conflicting for Conservative MPs and supporters. On the one hand, the Prime Minister had won clearly according to the rules, but almost 40% of the parliamentary party had voted against her or abstained. The division of the party was laid bare for all to see, and her leadership was hanging from a cliff edge. Several days of gossiping and plotting followed in Westminster.

The Prime Minister’s initial reaction to the ballot was of strident triumphalism and dismissiveness: ‘That’s that, time to return to my boxes!’ was her comment on hearing that she had succeeded. But her closest aides Charles Powell and Bernard Ingham could tell that she felt hurt and betrayed. Why had so many backbenchers voted against her when she had delivered three general election victories? Didn’t she retain the support of the Conservative Party in the country?

Predictably some of Thatcher’s closest colleagues: Norman Tebbit and Cecil Parkinson toured the television studios claiming that ‘a win is a win’ and calling for the party to unite behind the Prime Minister. The conservative historian and constitutional expert Lord Blake argued in a letter to The Times that the PM should remain if she won by the rules. A number of younger Thatcherite MPs of the ‘No Turning Back’ group led by Michael Portillo visited the Prime Minister to congratulate her and urge her to continue. Sir Peter Lane, head of the Conservative Nation Union of activists, released a statement on behalf of party workers in favour of the Prime Minister. She had the support of the tabloids, the Daily Mail, and the Sunday Telegraph. Thatcher told her campaign team that she would ‘keep battling on’.

When Thatcher was challenged for the leadership, many politicians and commentators failed to realise that the rules prevented another challenge until the beginning of a new session of Parliament (28 days after the State Opening), either the following autumn or after a general election. The only ways that the leadership could change in the interim period would be if the leader decided to step down, if she or he lost the confidence of the Cabinet, or if the Government lost a vote of no confidence in the House of Commons.

There were several senior figures in the Conservative Party who believed that the Prime Minister had been fatally damaged by the leadership ballot. Hours before the vote had been announced, a group of centrist Conservative Cabinet ministers: Ken Clarke, Chris Patten, and Malcolm Rifkind had agreed that if Thatcher failed to win outright and secure the required majority on the first ballot then they would have to persuade her to go. With her victory, they felt that an attempt to remove her in the short-term would be counterproductive to the unity of the party, but believed that she should set a date for an orderly departure in the spring. Supporting this viewpoint was the party grandee and Thatcher’s former deputy, Willie Whitelaw, who noted to colleagues that the situation was ‘Terrible! Terrible! But she has to have a lap of honour and then go!’ The party could then anoint a successor in 1991 who could lead the party through the next general election.

In between these two camps of support and scepticism were the two most important members of the Cabinet and the potential successors to Margaret Thatcher: the Chancellor John Major and the Foreign Secretary Douglas Hurd. Although potential leadership rivals, Major and Hurd were friends and were willing to work together, as they had done to bounce the Prime Minister into ERM entry in October. They disliked both the style and substance of the Prime Minister’s approach, but crucially differed from the ‘Wet’ group in Cabinet in believing that she had earned the right to contest the next election, and that the leadership should not change through a party coup. Hurd in particular felt that it would be ‘deeply dishonourable’ to throw out the Prime Minister in a backstage party bloodbath, and hoped that Thatcher would be suitably chastened by the vote to change her behaviour.

Hurd and Major hoped that they could tie the Prime Minister down ‘like Gulliver’ to a more collective style of government, with a more moderate line on Europe. It was now also impossible to ignore the scale of the Tory rebellion on the poll tax since the leadership vote, and there had to be a way of forcing through some form of mitigation for the poll tax or reversing it altogether. The erosion of Cabinet government had created a policy like the poll tax, and collective processes needed to be restored. The pragmatic position of Hurd and Major weakened the arguments of the ‘Wets’ that the Prime Minister had lost the support of her Cabinet and should set a departure date, and these attempts did not get off the ground, despite the pleas of Whitelaw to Wakeham and the Government Chief Whip Tim Renton.

It was in this atmosphere of febrile plotting and speculation that Thatcher and her allies began to regain the initiative. Thatcher called a full Cabinet meeting the day after the vote, and secured the support of all of her Cabinet, bar the Secretary of State for Wales David Hunt, who had supported Heseltine and resigned. He was soon succeeded by Tristan Garel-Jones, who was in turn succeeded as Minister of State at the Foreign Office by whip and Thatcherite Michael Fallon. The Cabinet supported the Prime Minister in public, albeit unenthusiastically in some cases.

It was then that the Prime Minister took many by surprise with an unusual step, she sought an explicit vote of confidence from the House of Commons. No Government in modern times had tabled a formal motion of confidence in itself. In the House, the Prime Minister explained that, with British troops about to be committed to the Gulf, she was seeking a vote of confidence in the Government in the interests of national unity. If she lost the vote, she would call a general election. The Labour Opposition under Kinnock leapt at the chance, ridiculing the division within the Conservative Party and the Prime Minister’s near victory. As Kinnock’s speech went on, however, it became long winded and a standard moralising rant about the wickedness of Tory policy. During the debate, Kinnock allowed himself to be tripped up by his ignorance of plans for a European single currency by one of Thatcher’s chief critics Nigel Lawson, and he lost the House.

When the Prime Minister came to speak, however, she gave a bravura parliamentary performance. Emboldened by her victory and angry at the betrayal of many MPs, she batted away questions about the Government’s record on poverty and inequality, and mocked the Labour leader’s ‘windy and opaque rhetoric’ and ignorance on European issues. Her speech was a vindication of eleven years of Conservative government: of economic freedom, the defeat of Soviet Communism, and of the need of Britain to be ready to fight when necessary. She ended her speech with a peroration:

“Twice in my time as Prime Minister we have had to send our forces across the world to defend a small country against ruthless aggression: first to our own people in the Falklands and now to the borders of Kuwait. To those who have never had to take such decisions, I say that they are taken with a heavy heart and in the knowledge of the manifold dangers, but with tremendous pride in the professionalism and courage of our armed forces.

There is something else which one feels. That is a sense of this country's destiny: the centuries of history and experience which ensure that, when principles have to be defended, when good has to be upheld and when evil has to be overcome, Britain will take up arms. It is because we on this side have never flinched from difficult decisions that this House and this country can have confidence in this Government today.”

The Government won the vote of confidence with a comfortable majority, and some MPs who had voted for Heseltine began to regret their choice. The middle of the Conservative Party was volatile, and could lurch from being against her to being for her. With the confidence debate, the impact of Howe’s devastating resignation speech had receded. There were still signs of discontent with the leadership, and two more left-wing junior ministers: Douglas Hogg and Richard Needham resigned in the week following the vote. But in general critics of her leadership were forced to wait for a more opportune moment to act.

Meanwhile, Michael Heseltine found that his defeat had taken its toll on his popularity within the party. He had missed his shot at the leadership, and although he had gained the support of 140 MPs against a sitting Prime Minister, it became common wisdom that he was too divisive to unite the party. Once a popular speaker at constituency associations, many now reacted to the leadership election with fury at his ‘treachery’, with some MPs who voted for him encountering difficulties with their activists. Some still speculated that he would challenge Thatcher again in 1991, but now speculation turned to other potential challengers within the party such as Major, Hurd, and Chris Patten.

*

It was in the following weeks that the Prime Minister was effectively ‘bounced’ into measures to alleviate, although not to abolish, the poll tax. Useful ammunition came from the Environment Secretary Chris Patten, who announced in the Commons that poll tax bills were averaging £400 and were due to rise to £420 - far higher than the Government’s original estimate of £278. This caused an uproar, including within the Tory benches and constituencies. Major hinted off-the-cuff in an interview with the Financial Times that the Treasury was considering support to cap rising bills - the Treasury under Lawson had previously blocked any additional money for the tax. Non-payment of the tax continued to be widespread. With Major’s assent at the Treasury, the Prime Minister conceded to a small measure of transitional relief in December of £750 million distributed to local authorities to support the hardest hit cases, but this was far from enough to prevent rising bills across the board, which was estimated at a cost of £8 billion.

The Prime Minister was consumed at this time by the international crisis in the Gulf. At this stage it looked possible that Saddam might be induced to withdraw without a war, but the Prime Minister was adamant that Britain alongside the United States should be prepared for a war. She met with the Opposition leader Neil Kinnock on one occasion to discuss the crisis, but due to their poor relations most of the interparty co-operation was between Hurd and Shadow Foreign Secretary Gerald Kaufman. Air attacks on Iraq began on 17th January 1991.

On 7th February, the Gulf Committee met in the Cabinet Room in No. 10. During the meeting an IRA mortar shell landed in the Downing Street garden a few yards away, blowing out the windows. A lorry had managed to park on Whitehall from which the mortar fired. The Prime Minister responded to this attack defiantly, labelling it ‘an attack on democracy, and democracy shall prevail.’ The IRA mortar attack strengthened the Prime Minister’s position at least temporarily, provoking memories of the failed Brighton bombing of 1984 and the bravery of PM’s speech the following morning. The contrast between an actual assassination attempt and the plots to remove Thatcher from the leadership were also commented on.

The ground attack in Iraq began on 24th February and was successful, with the Iraqi army pulling out of Kuwait. With the success of operations, disagreements emerged between the US and the UK on the speed of a ceasefire. President Bush was keen to avoid butchery and wanted a quick ceasefire, but Thatcher and her security adviser Percy Craddock argued strongly for further action to destroy Saddam’s Republican Guard, the mainstay of his regime. Ultimately the US was in the driving seat of the ‘coalition of the willing’, and the President agreed to a ceasefire. Shortly after the ceasefire, the Prime Minister herself visited troops in Kuwait and was photographed with British troops.

Defeated in the war, Saddam’s fury turned to his domestic opponents: the Kurds. In March, reports began to emerge of worsening activities amounting to genocide. Kurds were fleeing to the northern mountains with few possessions in order to escape mass murder. Thatcher was furious and determined to support the Kurds even to the point of unilateral action, and began to implement a safe havens policy ahead of European and US participation, which followed later. 3,000 British troops and 3,000 Allies protected the Kurdish people and food, water, clothing, and shelter were provided on a mass scale. Thatcher’s advocacy of the Kurds was praised, perhaps surprisingly, by many liberal humanitarian charities and groups.

Meanwhile the issue of European integration continued to loom on the horizon. During the leadership contest, Thatcher had floated the idea of a referendum on a European single currency, but this was widely unpopular within the Cabinet and backbenches. In December 1990, Thatcher attended another intergovernmental conference in Dublin in preparation for a new draft treaty which was to be agreed by European leaders at Maastricht in December 1991. Thatcher’s aim was for Britain to avoid joining a single currency, although there was no way of stopping the other European nations from going ahead if they so desired. The Prime Minister became almost an irrelevance as a minority of one in the councils of Europe, while the other nations pressed ahead with a more united Europe.
 
Note

The POD in this timeline is that Conservative MP and former Parliamentary Private Secretary to the Prime Minister Ian Gow was not assassinated by an IRA car bomb in July 1990. This means that the Eastbourne by-election, which was won by the Liberal Democrats on a huge swing from the Conservatives and was a major blow to the Thatcher government, does not take place.

It also means that Gow is available to play the role of unofficial campaign manager for Thatcher in 1990, as he did for her in 1989. OTL Thatcher’s campaign was a shambles and virtually non-existent. There was no-one in charge, George Younger was busy as chairman of the Royal Bank of Scotland, while Peter Morrison was drunk most of the time. Many MPs were not canvassed at all by the Thatcher campaign, whereas here with Gow in charge, there is an actual campaigning operation. In this TL the campaign recruits a skilled former whip Tristan Garel-Jones who also helped in 1989, whereas OTL he was only approached after the first ballot when Thatcher was already finished. Gow also convinces Thatcher to maintain the originally planned date for the ballot of 27th November, rather than pushing it forward to 20th November when she was away at a summit in Paris and unavailable to MPs.

OTL with a shambolic campaign, Thatcher was only short by 4 votes of the margin she needed to prevent a second ballot. With a more effective campaign she clearly exceeds this, although she still can’t prevent almost 40% of the party voting against her. The party is now clearly seriously divided, with a huge contingent on the backbenches openly hostile to the leadership. The Gulf crisis and signals that the Government is prepared to throw money to make the poll tax work reduces any opportunity for open warfare so there is something of a 'Cold War' in the party.

Key sources

Charles Moore, Herself Alone: The Authorised Biography of Margaret Thatcher, vol. 3 (2019)
John Major, The Autobiography (1999)
Douglas Hurd, Memoirs (2003)
Kenneth Baker, My Turbulent Years (1993)
Woodrow Wyatt, Journals vol. 2 (1999)
David Butler and Dennis Kavanagh, The British general election of 1992 (1993)
Alan Watkins, A Conservative Coup: The Downfall of Margaret Thatcher (1992)

Poll Tax brings her down.
Stay tuned! OTL Major became PM and appointed Heseltine as Secretary of State for the Environment with a promise of reforming the poll tax, which took the sting out of the issue. In this TL while there has been some financial support, it's still a live issue under Thatcher and could be very dangerous for the Government.
 
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The invasion of Kuwait by Iraqi forces in September 1990, and the start of military action in February 1991, raised the leadership profile of the Government. Labour was keen to avoid the mistakes of the Falklands War and Kinnock gave his full backing to the Government. Unsurprisingly this was challenged by the non-interventionist wing of the party and several members of the Labour frontbench team including Clare Short, Tony Banks, and John McFaul resigned. The crisis was over fairly quickly, however, with a ceasefire in February.

Alongside the Gulf War, political debate focused on two issues: the recession and the poll tax. The ‘Lawson Boom’ of the 1980s was fuelled by consumer borrowing, and the overheating of the economy led to the return of double digit inflation in 1989. The government responded by raising interest rates and through British entry into the ERM in 1990 at a high exchange rate. Borrowing costs and mortgage interest payments rose, and business confidence and investment fell. The uncertainty created by the Gulf War further increased restraint by businesses. Unemployment reached 2 million. In December 1990, the Chancellor John Major informed the House of Commons that Britain was entering a recession.

The hardship support provided by the Treasury in December 1990 had been woefully insufficient to alleviate the poll tax, and there was renewed pressure in January and February for mitigating or abolishing the tax. February saw the return of huge protests by the Anti Poll Tax Federation in London and major cities across the UK, with 75,000 people attending one protest in London. 27% of the eligible population of England and Wales had not paid the tax in 1990, and in Scotland, where the tax had been in operation for a year longer, 37.7% of the eligible population had not paid. There was universal hostility to the poll tax in Scotland, including among The Scotsman and the Glasgow Herald. It was seen as not only regressive and a burden on low-income people, but also as an alien and undemocratic policy imposed from London without the consent of the Scottish people.

The Secretary of State for Scotland, Malcolm Rifkind, had borne the brunt of the Scottish people’s anger towards the Conservative government for five years. He had been determined to listen to the Scottish people’s concerns and compromise where necessary, bringing him into conflict with the Prime Minister. For the Thatcherites, the Scotland Office was seen as the last bastion of an interventionist, begging-bowl, subsidy-addicted mentality, and Rifkind was seen as having ‘gone native’. Rifkind had previously demanded that Scotland be given more money for the tax and the Prime Minister refused. By early 1991, with rising non-payment and hostility in Scotland, the relationship between Rifkind and Thatcher had broken down completely.

Fearful that the Prime Minister would attempt to lead the party into the next election, and into disaster in Scotland, Rifkind resigned on 18th February. In his resignation letter and speech, he expressed regret that the Prime Minister did not pursue ‘a more consensual style’ and did not understand that ‘power and pragmatism run hand in hand’. It was not entirely clear whether Rifkind was acting alone or was attempting to launch a coup through several timed resignations from the ministerial benches. But no further resignations followed, despite speculation about the positions of Chris Patten, Ken Clarke, and Tony Newton. Rifkind was succeeded as Secretary of State by his Minister of State, and arch rival, the Thatcherite Michael Forsyth, who had been a passionate advocate for the poll tax. Forsyth is succeeded as Minister of State by Eric Forth.

*

In the following weeks, the Government’s position began to shift ahead of the Budget. Unlike Nigel Lawson, Major was a Chancellor determined to dip into the country’s pockets to reduce rising poll tax bills. Thatcher and her close allies, especially the former architects of the poll tax Kenneth Baker and Nicholas Ridley, were deeply sceptical of being seen to ‘give in’ to violent protests. But Thatcher changed her mind. She now had another motive.

The Prime Minister had calculated that, in order to survive politically, she needed a new mandate from the public through a general election. Her party in the current parliament was in open civil war. The backbenches were continuing to rebel on the poll tax, Hong Kong citizenship, and social policy. She was afraid of another leadership challenge in the autumn from Michael Heseltine or Chris Patten, who was gaining plaudits from the press for his deft handling of probably the most difficult job in government. While she absolutely opposed abolition of the poll tax, she was pragmatic enough to realise that she needed a tax cutting budget ahead of an election. So to the great surprise of her closest admirers and to Major himself, Thatcher agreed fully to decisive measures.

On 19th March 1991, Major stood up in the House of Commons and delivered the 1991 Budget. The Budget was a bold, and some said reckless, package. Major announced a rise in VAT from 15% to 17.5% to fund a reduction of poll tax bills by £140. This was a cost neutral measure, but had the benefit of reducing the burden of the most regressive tax in the country. This was well received by the press, although Kinnock claimed that it was ‘the largest climbdown in history’ and criticised the Government for not scrapping the poll tax altogether.

But Major didn’t finish there. In addition to reducing poll tax bills, Major announced a cut in the basic rate of income tax from 25% to 23%, costing £4 billion. This was funded through a combination of tax rises elsewhere and increased borrowing. To raise some income, Major froze the higher rate income tax threshold, raising money from the wealthiest, included benefits in kind within National Insurance Contributions, and increased taxation on company cars. There were no changes to mortgage interest relief, given the strong support for the policy from the Prime Minister.

By cutting the basic rate of income tax, Major goaded the Labour Party into announcing whether they would keep the tax cut, thereby limiting their spending plans, or raise taxes. It was a risky move, as it was the first Conservative budget in recent history when borrowing increased significantly. Traditional Conservative messages of prudence and living within means were thrown out of the window, to be replaced by expensive tax cuts. Kinnock opposed the income tax cut in favour of further support for the poor and elderly.

Two weeks following the Budget, and to the private consternation of some of her Cabinet colleagues, Thatcher announced in the House of Commons that she was dissolving Parliament and calling a general election for early May...

*

A selection of opinion polls:

24th October 1990 - Conservative: 38 Labour: 47 Liberal Democrat: 10
29th November 1990 - Conservative: 37 Labour: 46 Liberal Democrat: 12 (following Thatcher's victory in the leadership contest)
28th December 1990 - Conservative: 37 Labour: 48 Liberal Democrat: 10
28th January 1991 - Conservative: 41 Labour: 45 Liberal Democrat: 9 (following the start of hostilities in the Gulf)
25th February 1991 - Conservative: 41 Labour: 44 Liberal Democrat: 10 (following Downing Street mortar attack and ceasefire)
24th March 1991 - Conservative: 41 Labour: 43 Liberal Democrat: 12 (following the Budget)
 
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Campaign strategy

Throughout 1990, Conservative Central Office was placed on the defensive, with the poll tax alienating voters and activists, the leadership election, and the economy beginning to falter. Kenneth Baker had been appointed by the Prime Minister as Chairman of the Conservative Party, but his ability to plan for the next election was hampered by short-term crises, as well as the indebtedness of the party organisation. One senior minister complained after speaking with the Central Office in late 1990 that the ‘cupboard was bloody bare’.

The survival of Margaret Thatcher in the leadership vote in November 1990, and the start of the Gulf War early in the following year, provided Thatcher and Baker with some space to work out campaign strategy, alongside communication professionals Brendan Bruce and Tim Bell. Old hands Norman Tebbit and Cecil Parkinson would also play key supporting roles. Thatcher planned for a general election in mid-1991, continuing the cycle of four year Parliaments from 1983 and 1987, and to pre-empt a potential third leadership challenge in the autumn. The Conservative Party, therefore, only had several months in which to prepare for the toughest election in a generation.

The party relied on the advertising agency WCRS, after Saatchi & Saatchi had fallen out of favour with Thatcher after the 1987 campaign, and a former Reagan consultant Dick Wirthlin. Market research found that the party was seen as lost in direction, and the Prime Minister as ‘uncaring’ and ‘extreme’. The poll tax was widely hated, and the party was unpopular on health and education. Defection from the Conservatives was mostly among C2s, known as the ‘Basildon Factor’ or the ‘Essex Man’, who had been hit particularly high by high mortgage rates and the poll tax, while much of the old Alliance support had gone over to Labour. On the other hand, the party scored strongly on taxation and defence. Above all, while many floating voters did not share the Prime Minister’s values, they also feared what a Labour government might mean for their personal budgets, and saw Neil Kinnock as weak.

Thatcher did not see the value in attempting to change her image or her policies, beyond what she had announced at the budget. She complained to Cabinet colleagues that she could ‘not pull a rabbit out of the hat at the last minute’. Throughout the campaign Thatcher and the Conservatives’ message would be overwhelmingly negative: they would attack the Labour Party as incompetent and untrustworthy with national defence, particularly with the rebellion of 53 Labour MPs over the Gulf War in January 1991, and their links with the trade unions. While Labour had made cosmetic changes, it was still the ‘same old socialism’. Baker in particular championed this approach, attempting to portray Labour as the same high tax, high spending party in spite of their makeover by Peter Mandelson. As with previous campaigns, Thatcher was the star of the show.

The Conservative Party manifesto was uninspiring and was pulled together in just a few meetings in the Cabinet Office chaired by John Wakeham and Brian Griffiths, with significant redrafting from the Prime Minister herself. The manifesto included promises of privatising British Coal and British Rail, further restrictions on trade union organisation, and reducing inheritance tax - with a general theme of expanding choice and the enterprise culture of the 1980s. Thatcher attempted to draft a line in the manifesto relating to a referendum on a single currency, but this was rejected out of hand by Major and Hurd.

*

The 1980s were a disaster for Labour. The general elections of 1983 and 1987 were the worst defeats for the party since 1931. The party hardly existed as an electoral force in much of the south. The decline of the working class, trade unions, and council house tenants all worked against the party. Yet Labour entered the 1991 election with a more professional organisation, a more attractive image, and more moderate policies. After the 1987 election the tide began to turn against the Conservatives, with Labour picking up several by-election victories in Vale of Glamorgan and Vauxhall, and winning control of major councils. The party triumphed in the 1989 European elections, winning 45 seats to the Tories’ 32.

Neil Kinnock initiated a far-reaching policy review after the 1987 defeat, which finally culminated in a policy programme Looking to the Future, published in 1990. By this stage, the party had abandoned the closed shop, unilateralism, and had embraced the European Community and the Social Charter. Macroeconomic policy was replaced by supply-side tinkering in education, training, and research. Re-nationalisation of newly privatised industries was dropped in favour of greater regulation and competition. Instead of old issues of the left, Labour began to focus on better public services, fairness, and quality of life. All policy proposals were subject to a public spending check to avoid any uncosted promises. By 1990 Labour increasingly resembled a social democratic party on Swedish or German lines. This policy review formed the basis for the party’s election manifesto, which was drafted by Patricia Hewitt.

The theme of Labour’s campaign in early 1991 was ‘Ready for Government’, and involved Neil Kinnock making a series of speeches outlining his vision for Britain, including greater support to help the unemployed back into work, investment to end the recession, and support for children and the elderly. As the campaign went on, Labour would engage in more negative campaigning, including claiming that the vote was ‘The last chance to stop the Poll Tax’, and that the Tories had a ‘Secret Agenda’ to privatise health and education, a claim that the majority of voters believed. The campaign was coordinated by Dr. Jack Cunningham.

A significant focus of the campaign was on strengthening Kinnock’s image. Kinnock was viewed as warm and personable, and in touch with ordinary people. But he was also seen as weak and vague on policy issues. He would often make a statement about economic policy, only to have to be embarrassingly corrected by the Shadow Chancellor not long after. His performances at Prime Minister’s Questions left room for dissatisfaction.

The party’s key targets in the election were firstly former Labour voters, predominantly working class and in the North and Midlands, and secondly floating middle class voters, predominantly in the South and who were concerned about education and the environment. Both groups of voters were worried about Labour’s tax policies and economic competence. Labour needed to win over both groups to have any chance of forming a government.

Like the Conservatives, the Labour Party also faced financial difficulties in 1991, with a quarter of head office staff made redundant amidst falling party membership and sub income. The party’s former Director of Communications Peter Mandelson, who had been widely credited with improving the Labour Party’s image, resigned his post in 1990 after receiving the nomination to run for the Hartlepool constituency. He was succeeded by a television producer John Underwood, who in turn fought with Mandelson’s former deputy Colin Byrne, causing some dysfunction within the Labour camp.

*

Following the 1987 election, the Liberal/SDP Alliance collapsed into bickering over the prospect of a merger between the two parties, and once a merger had been agreed in 1988, over its name, which moved from the ‘Social and Liberal Democrats’, the proposal of the ‘Democrats’, to finally the ‘Liberal Democrats’ in October 1989. In 1988 the party elected a new leader, ex-Marine Paddy Ashdown, who inherited a dire situation: the party was bankrupt and hovering at 4% in the polls. Ashdown implemented mass redundancies to reduce the party’s deficit, and led the party on a gradual recovery.

Under Ashdown, the Liberal Democrats abandoned the overly ambitious goal of replacing Labour as the alternative to the Conservatives, and focused instead on building a core of strength. He campaigned for what he termed as ‘the new radical ground’: the environment, constitutional reform, greater rights for women and the family, and improving public services. The Lib Dem campaign was run by Des Wilson and focused on holding the 20 or so seats they had, and targeting a further 30 seats.

Ashdown refused to indicate a preference for working with either of the two main parties, but was willing to cooperate with any party that would implement proportional representation and commit to a four or five year term in office. The growing unpopularity of Margaret Thatcher in 1990 brought this even-handed approach into question, and by the 1991 election Ashdown was calling for the Prime Minister to go. By this time, Ashdown looked a considerable leader and his personal popularity exceeded both Thatcher and Kinnock.
 
1983 was the worst for Labour since 1935, not 1931.

I'd also suggest that Thatcher would wait until 1992... basically because holding on for a fifth year is what Governments do when they're desperate, and Thatcher in 1991 would be very desperate indeed.

(OTL, Major in 1992 was the best possible result for the Tories, and he had the enormous benefit of not being Margaret Thatcher).
 
1983 was the worst for Labour since 1935, not 1931.

I'd also suggest that Thatcher would wait until 1992... basically because holding on for a fifth year is what Governments do when they're desperate, and Thatcher in 1991 would be very desperate indeed.

(OTL, Major in 1992 was the best possible result for the Tories, and he had the enormous benefit of not being Margaret Thatcher).
Tbf in the Butler/Kavanagh 1992 election book it details Thatcher's plans for a fourth election campaign, and even during 1989 and 1990 at the height of the poll tax's unpopularity she was aiming for a May/June 1991 election.
 
Thank you for the comments.

Tbf in the Butler/Kavanagh 1992 election book it details Thatcher's plans for a fourth election campaign, and even during 1989 and 1990 at the height of the poll tax's unpopularity she was aiming for a May/June 1991 election.
Yes, and after the leadership election Thatcher needs to seek a popular mandate to continue in office. There is no way that after 40% of the party voted against her she is going to survive until 1992. If she tries to wait until then she would be challenged again in the autumn of 1991 and lose.
 
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The campaign

In calling an election, Thatcher and her closest associates had hoped that the poll bounce of the Gulf War would propel the Conservatives to victory. It was hoped that the immediacy of world conflict would emphasise the Conservatives’ record of strong leadership and maintaining a strong defence, in contrast with the weakness of Kinnock and Labour. The Falklands War had helped the Conservatives recover in the polls in 1982-3, and historians often cited the post-Boer War ‘khaki election’ of 1900. Unfortunately for the Conservatives, the start of the election focused minds on other issues: the recession, the poll tax, health, education, and the character of the Prime Minister.

Thatcher kicked off the campaign with a focus on taxation, drawing attention to the Budget’s reduction in income tax, and committing the Conservatives to reduce the basic rate further to 20% in the next Parliament. She contrasted Conservative policies on tax with Labour, claiming that Labour would ‘tax anything that moved’. Labour did not help this perception by launching a ‘Shadow Budget’ at the start of the campaign, in which John Smith set out the party’s tax and spending proposals in detail. While the party claimed that eight out of ten voters would be better off under their proposals, which included a rise in income tax and National Insurance for higher earners, they would still capture many middle class families in London and the Southeast, and were seen as a cap on aspiration. Voters were clearly worried about what a Labour government would mean for their personal finances.

The waters were muddied however, by the arrival of poll tax bills in April 1991, smack in the middle of the election campaign. This proved to be disastrous for the Conservatives, and was an oversight that seemed unbelievable. While Budget measures had reduced poll tax bills, many were still worse off, including those who did not pay anything under the old system. Angry taxpayers would be interviewed every night on the news bulletins, fuming at why ordinary people would have to pay the same rate as millionaires. Large demonstrations resumed across the country, and there was a campaign for people to ‘burn the bill’. In Scotland, the Scottish Nationalist Party’s campaign for non-payment drew more support. Suddenly the election campaign changed in tone and substance. In a television debate between the Chancellor and Shadow Chancellor, Labour counterattacked on taxation:

John Major: ‘No one should believe that the Labour Party has changed. They haven’t changed. Taxes and a Labour Government go hand in hand. All they have to offer is debt, devaluation and decline. You can’t trust the Labour Party with the nation’s finances.’

John Smith: ‘I’m not going to take lectures on taxation from the party that gave us the poll tax. I’m not going to take lectures on the economy from the party that gave us the worst recession in Europe. And I’m not going to take lectures on trust when forty percent of his party don’t even trust the Prime Minister enough to vote for her!’

In the first two weeks of the campaign, Kinnock had travelled across the country, giving speeches on the proposals of a Labour government. Thatcher refrained from too many visits, due to security service fears of IRA terrorism, preferring to stay in London for the daily party press conferences. She agreed with Woodrow Wyatt’s advice that ‘It is a waste of time to go pottering around in supermarkets and schools and standing in empty fields shouting through a megaphone’. On the occasions that Thatcher did go on a ‘walkabout’ she found herself heckled and shouted down, including on one occasion by a Conservative councillor angry at the poll tax.

On 20th April, Thatcher attempted to regain the initiative from the tax issue by a desperate attack on Kinnock. In a press conference that was described by journalists as ‘beyond bizarre’, she attacked the Labour leader as a ‘Communist by belief, if not by name’ and quoted passages from a copy of Hayek’s The Road to Serfdom. Thatcher also ‘produced’ copies of speeches that Kinnock had made in the early 1980s in support of Michael Foot, which included passages supporting a nationalised sector and slashing cuts to defence. Conservative ministers had long experience of Thatcher’s personal monologues playing out in private, but to see her unrestrained in public was terrifying. The reaction of the press was wholly negative. The Daily Mirror asked if the Prime Minister was ‘off her trolley’. Kinnock calmly responded that the press conference ‘speaks for itself’ and that ‘Mrs. Thatcher is out of touch with the realities of the modern world.’

The reality was that scare stories about the far-left had little purchase in the 1991 election. While Conservative Central Office produced literature about the left-wing backgrounds of some candidates, Tony Benn and Ken Livingstone no longer seemed relevant to the politics of the 1990s. The Berlin Wall had fallen, the Soviet Union was in the process of dissolution and during the election campaign Soviet troops had withdrawn from Poland. One senior minister claimed that Thatcher talking about Communism and the battles of the 1970s was about as relevant as the battle of Bosworth Field.

Many Conservatives implored the Prime Minister to focus more on Labour’s plans for taxation and their link with the trade unions, but she would not listen. Some pointed the blame to her close adviser Tim Bell. Formerly of Saatchi & Saatchi, Bell had played a crucial role in the Conservatives’ previous election victories, before falling out on very bad terms with the firm and ending their involvement with the party. Bell was a committed Thatcherite and saw it as his job to make the Prime Minister happy. After years at the top of politics, the Prime Minister no longer had any senior associates to stand up to her.

In the days following ‘that press conference’ Labour had increased their lead from the start of the campaign from 2% to 10%. Their average share of the vote in polls had risen from 43% to 45%, the Conservatives dropped from 41% to 35%, and the Liberal Democrats rose from 12% to 16%. Kinnock was clearly ahead of Thatcher in the leadership ratings, but with Ashdown leading the pack. Most commentators were now predicting an outright Labour victory. Alongside their ‘Scrap the Poll Tax’ campaign, Labour also pursued a negative campaign related to the Tories alleged ‘Secret Agenda’ to privatise health and education, a perception that was strengthened by Thatcher’s instability and championing of free market economics.

Meanwhile the Liberal Democrats were slowly winning support and picking off Conservative voters angry with the poll tax across the South and West. The party struggled to win publicity in the early stages of the campaign, when many had written them off as a shadow of the former Liberal/SDP Alliance. But the vigorous campaign of Paddy Ashdown, who looked and sounded far more like a leader than either Kinnock or Thatcher, boosted the party’s popularity in the polls. The Liberal Democrats held out hope that there would be a hung parliament and the party would be ‘kingmaker’, but with Labour riding high there was little incentive for Kinnock to reciprocate and show any favour to electoral reform.

In Scotland, Michael Forsyth was attempting to remake the Scottish Tory Party in his own image, recruiting a number of young radicals from the long disbanded Federation of Conservative Students. He had a mountain to climb, as Margaret Thatcher was the most unpopular Prime Minister in Scotland since polls began: the poll tax was toxic, driving even polite middle class residents in Edinburgh out onto the streets in complaint at £584 bills. The Conservatives’ opposition to a Scottish assembly was also going against the tide: a poll in April showed that 83% of the Scottish public supported devolution. Scotland suffered badly during the recession, with the closure of the Ravenscraig steel plant.

The Scottish Nationalist Party entered the election with a fairly new leader in Alex Salmond, and the party had polled between 15% to 20%. The key issue of the SNP was advocating non-payment of the poll tax, and they picked up some support from the socialist left for this, and they also focused on opposition to nuclear dumping in Scotland. The party gained some publicity through an endorsement by former Bond actor Sean Connery.

In the last two weeks of the campaign as Labour soared in the polls, attention turned towards the prospect of a Labour government and the leadership of Neil Kinnock. While many voters were turned off by the Conservatives, they were not enthusiastic about Labour either, which seemed to represent a return to the hated policies of the 1970s. Kinnock came under increased scrutiny in media interviews on his plans, and often fumbled his answers. In an interview with James Naughtie, Kinnock was tripped up on his plans to increase funding for child benefit and the state pension, confusing his figures. While the Government was blamed for the recession, voters also worried about a Labour Government’s capability to deal with an economic crisis.

Another important factor was the fury of Rupert Murdoch at the prospect of a Labour victory, and the media mogul and owner of News International directed his newspapers to engage in an all out war against Kinnock and the Labour Party. The Sun in particular missed no opportunity to pour scorn on Kinnock’s credibility and it waged a sustained campaign against an ‘untrustworthy’ Kinnock, compared against ‘honest and straight talking’ Maggie. Murdoch’s five papers had a combined circulation of 10 million readers. On the eve of the poll, the headline ‘Nightmare on Kinnock Street’ topped eight consecutive pages. The Sun psychic ‘exclusively’ revealed that Mao and Trotsky had endorsed Labour from the grave. On polling day, 2nd May 1991, the headline read ‘If Kinnock wins today, will the last person in Britain please turn out the lights?’
 
View attachment 671218

The campaign

In calling an election, Thatcher and her closest associates had hoped that the poll bounce of the Gulf War would propel the Conservatives to victory. It was hoped that the immediacy of world conflict would emphasise the Conservatives’ record of strong leadership and maintaining a strong defence, in contrast with the weakness of Kinnock and Labour. The Falklands War had helped the Conservatives recover in the polls in 1982-3, and historians often cited the post-Boer War ‘khaki election’ of 1900. Unfortunately for the Conservatives, the start of the election focused minds on other issues: the recession, the poll tax, health, education, and the character of the Prime Minister.

Thatcher kicked off the campaign with a focus on taxation, drawing attention to the Budget’s reduction in income tax, and committing the Conservatives to reduce the basic rate further to 20% in the next Parliament. She contrasted Conservative policies on tax with Labour, claiming that Labour would ‘tax anything that moved’. Labour did not help this perception by launching a ‘Shadow Budget’ at the start of the campaign, in which John Smith set out the party’s tax and spending proposals in detail. While the party claimed that eight out of ten voters would be better off under their proposals, which included a rise in income tax and National Insurance for higher earners, they would still capture many middle class families in London and the Southeast, and were seen as a cap on aspiration. Voters were clearly worried about what a Labour government would mean for their personal finances.

The waters were muddied however, by the arrival of poll tax bills in April 1991, smack in the middle of the election campaign. This proved to be disastrous for the Conservatives, and was an oversight that seemed unbelievable. While Budget measures had reduced poll tax bills, many were still worse off, including those who did not pay anything under the old system. Angry taxpayers would be interviewed every night on the news bulletins, fuming at why ordinary people would have to pay the same rate as millionaires. Large demonstrations resumed across the country, and there was a campaign for people to ‘burn the bill’. In Scotland, the Scottish Nationalist Party’s campaign for non-payment drew more support. Suddenly the election campaign changed in tone and substance. In a television debate between the Chancellor and Shadow Chancellor, Labour counterattacked on taxation:

John Major: ‘No one should believe that the Labour Party has changed. They haven’t changed. Taxes and a Labour Government go hand in hand. All they have to offer is debt, devaluation and decline. You can’t trust the Labour Party with the nation’s finances.’

John Smith: ‘I’m not going to take lectures on taxation from the party that gave us the poll tax. I’m not going to take lectures on the economy from the party that gave us the worst recession in Europe. And I’m not going to take lectures on trust when forty percent of his party don’t even trust the Prime Minister enough to vote for her!’

In the first two weeks of the campaign, Kinnock had travelled across the country, giving speeches on the proposals of a Labour government. Thatcher refrained from too many visits, due to security service fears of IRA terrorism, preferring to stay in London for the daily party press conferences. She agreed with Woodrow Wyatt’s advice that ‘It is a waste of time to go pottering around in supermarkets and schools and standing in empty fields shouting through a megaphone’. On the occasions that Thatcher did go on a ‘walkabout’ she found herself heckled and shouted down, including on one occasion by a Conservative councillor angry at the poll tax.

On 20th April, Thatcher attempted to regain the initiative from the tax issue by a desperate attack on Kinnock. In a press conference that was described by journalists as ‘beyond bizarre’, she attacked the Labour leader as a ‘Communist by belief, if not by name’ and quoted passages from a copy of Hayek’s The Road to Serfdom. Thatcher also ‘produced’ copies of speeches that Kinnock had made in the early 1980s in support of Michael Foot, which included passages supporting a nationalised sector and slashing cuts to defence. Conservative ministers had long experience of Thatcher’s personal monologues playing out in private, but to see her unrestrained in public was terrifying. The reaction of the press was wholly negative. The Daily Mirror asked if the Prime Minister was ‘off her trolley’. Kinnock calmly responded that the press conference ‘speaks for itself’ and that ‘Mrs. Thatcher is out of touch with the realities of the modern world.’

The reality was that scare stories about the far-left had little purchase in the 1991 election. While Conservative Central Office produced literature about the left-wing backgrounds of some candidates, Tony Benn and Ken Livingstone no longer seemed relevant to the politics of the 1990s. The Berlin Wall had fallen, the Soviet Union was in the process of dissolution and during the election campaign Soviet troops had withdrawn from Poland. One senior minister claimed that Thatcher talking about Communism and the battles of the 1970s was about as relevant as the battle of Bosworth Field.

Many Conservatives implored the Prime Minister to focus more on Labour’s plans for taxation and their link with the trade unions, but she would not listen. Some pointed the blame to her close adviser Tim Bell. Formerly of Saatchi & Saatchi, Bell had played a crucial role in the Conservatives’ previous election victories, before falling out on very bad terms with the firm and ending their involvement with the party. Bell was a committed Thatcherite and saw it as his job to make the Prime Minister happy. After years at the top of politics, the Prime Minister no longer had any senior associates to stand up to her.

In the days following ‘that press conference’ Labour had increased their lead from the start of the campaign from 2% to 10%. Their average share of the vote in polls had risen from 43% to 45%, the Conservatives dropped from 41% to 35%, and the Liberal Democrats rose from 12% to 16%. Kinnock was clearly ahead of Thatcher in the leadership ratings, but with Ashdown leading the pack. Most commentators were now predicting an outright Labour victory. Alongside their ‘Scrap the Poll Tax’ campaign, Labour also pursued a negative campaign related to the Tories alleged ‘Secret Agenda’ to privatise health and education, a perception that was strengthened by Thatcher’s instability and championing of free market economics.

Meanwhile the Liberal Democrats were slowly winning support and picking off Conservative voters angry with the poll tax across the South and West. The party struggled to win publicity in the early stages of the campaign, when many had written them off as a shadow of the former Liberal/SDP Alliance. But the vigorous campaign of Paddy Ashdown, who looked and sounded far more like a leader than either Kinnock or Thatcher, boosted the party’s popularity in the polls. The Liberal Democrats held out hope that there would be a hung parliament and the party would be ‘kingmaker’, but with Labour riding high there was little incentive for Kinnock to reciprocate and show any favour to electoral reform.

In Scotland, Michael Forsyth was attempting to remake the Scottish Tory Party in his own image, recruiting a number of young radicals from the long disbanded Federation of Conservative Students. He had a mountain to climb, as Margaret Thatcher was the most unpopular Prime Minister in Scotland since polls began: the poll tax was toxic, driving even polite middle class residents in Edinburgh out onto the streets in complaint at £584 bills. The Conservatives’ opposition to a Scottish assembly was also going against the tide: a poll in April showed that 83% of the Scottish public supported devolution. Scotland suffered badly during the recession, with the closure of the Ravenscraig steel plant.

The Scottish Nationalist Party entered the election with a fairly new leader in Alex Salmond, and the party had polled between 15% to 20%. The key issue of the SNP was advocating non-payment of the poll tax, and they picked up some support from the socialist left for this, and they also focused on opposition to nuclear dumping in Scotland. The party gained some publicity through an endorsement by former Bond actor Sean Connery.

In the last two weeks of the campaign as Labour soared in the polls, attention turned towards the prospect of a Labour government and the leadership of Neil Kinnock. While many voters were turned off by the Conservatives, they were not enthusiastic about Labour either, which seemed to represent a return to the hated policies of the 1970s. Kinnock came under increased scrutiny in media interviews on his plans, and often fumbled his answers. In an interview with James Naughtie, Kinnock was tripped up on his plans to increase funding for child benefit and the state pension, confusing his figures. While the Government was blamed for the recession, voters also worried about a Labour Government’s capability to deal with an economic crisis.

Another important factor was the fury of Rupert Murdoch at the prospect of a Labour victory, and the media mogul and owner of News International directed his newspapers to engage in an all out war against Kinnock and the Labour Party. The Sun in particular missed no opportunity to pour scorn on Kinnock’s credibility and it waged a sustained campaign against an ‘untrustworthy’ Kinnock, compared against ‘honest and straight talking’ Maggie. Murdoch’s five papers had a combined circulation of 10 million readers. On the eve of the poll, the headline ‘Nightmare on Kinnock Street’ topped eight consecutive pages. The Sun psychic ‘exclusively’ revealed that Mao and Trotsky had endorsed Labour from the grave. On polling day, 2nd May 1991, the headline read ‘If Kinnock wins today, will the last person in Britain please turn out the lights?’
God, I hope that in some point, in both real life and this timeline, Murdoch gets stopped somehow.
 
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