A new in-house digital team, filled with ex-Google and tech workers, has created new apps for the party to create, target and publish quick social media ads to swing voters. So far they have focused on fracking, rising mortgage costs, the Tories’ record on the economy and Labour’s opposition to some of the direct action taken by the Just Stop Oil protesters. Insiders said the party was eschewing Twitter in favor of Facebook and Instagram, which are more often used by core groups of voters. They also try to convey messages through the real experiences of voters, rather than using politicians. The party is preparing a new digital and data academy to train staff in data science, while a digital training program is planned for the new year as the party moves into election mode. The party’s ads target Tory MPs who did not vote to ban fracking. Photo: Labor Party It comes as Labor tries to maintain the gains it made at the polls during two tumultuous months of Tory infighting that saw Keir Starmer’s party claim a double-digit lead. Labor is spending thousands of pounds a week on targeted social media advertising, according to Facebook records. “We are now running a digital attack program that takes the fight to where the Tories are vulnerable: by surprising voters in their own constituencies – not just on Twitter to make us feel good,” said a senior Labor source. Labour’s most targeted strike came after it voted to ban fracking last month. It was voted down by the government, despite the nervousness of many Tory MPs in the northern seats, where the prospect of a break-up has met with serious public resistance. “Your Tory MP has chosen not to support Labour’s ban on fracking in Stoke-on-Trent North,” reads one of the ads aimed at voters of Jonathan Gullis, one of the Tory MPs who won their seats by Labor in 2019. Similar ads targeted other red wall constituencies including Scunthorpe, South Ribble, Warrington South, Rother Valley and Bassetlaw. Brendan Clarke-Smith, the MP for Bassetlaw, refused to support fracking even as a minister at the time – saying he wanted to “see more evidence” before any drilling was allowed to take place. Meanwhile, some voters – particularly middle-aged women – are being targeted by ads that show Labor is opposed to subversive direct action by climate protesters, despite criticism from the left of the party. A video of Starmer arguing with protesters during an interview has gone viral. About 35% of the ads were aimed at women aged 45-55. “Just Stop Oil protesters are a danger by blocking ambulances and emergency services,” the ad reads. “Labour has pushed for bigger penalties for people who get stuck on roads and motorways.” Labour’s plans for a fairer, greener Britain Photo: The Labor Party In recent ads, Labor has targeted those affected by the mortgage crisis, with most aimed at young professionals. Another online video says the Tories have “failed the economy”, trying to stall any recovery in the government’s reputation for economic prowess. “One of our strategic priorities has been to build a new, professional, confident, creative and aggressive digital team that is integrated and relentlessly focused on delivering the party’s political and communications strategy,” a senior Labor source said.
