The national referendum on changing the way we vote in the UK was the first referendum in the UK for decades. Matthew Elliott was asked to run the No2AV campaign and asked me if a win was possible. He thought it was but most people he spoke to disagreed. I was one of a handful who said it was and I told him how based on an Excel sheet of numbers I had worked on the day before. Over 50% of Labour voters needed to join what was generally perceived as a Conservative cause.
Matthew took on the campaign and gave me the job of courting Labour MPs, Peers and councillors. Storytelling about why this was good for them was part of my approach. Labour “big beasts” John Reid, John Prescott, Charlie Falconer, Margaret Beckett and David Blanket joined the No campaign.
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