Campaign Media Awards 2005: The Third Sector Award - Best Public Sector and Charities Campaign

WINNER Title: 192 Campaigns For The Conservatives Media agency: Media Planning Group Media director: Marc Mendoza Account director: Rob Lynam Media planner: Kate Cox Creative agency: Immediate Sales Creative director: Alan Jarvie Account director: Aneil Bedi Account planner: David Glass Client: Conservative Party Marketing director: Gavin Barwell Media/brand manager: Chris Wilkins

To overturn Labour's majority of 167 seats in Parliament, this campaign was rolled out across constituencies where the Conservative Party lacked a presence. Media Planning Group devised a media strategy that included national press ads, which asked questions such as: "Violent crime. How much has it gone up under Mr Blair?" Following the campaign, Labour's lead in the share of vote was reduced to 2.9 per cent (it stood at 9 per cent in 2001) and the Conservatives won 450,000 extra votes.

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