Author Archives: Sophie Layton

I have a massive amount of respect for Sir Ed Davey and the entire Liberal Democrat campaign teams. Last year, they took the party from the political wilderness in Westminster to a decisive victory, reclaiming Britain’s third party status. Unseating Conservative minister after Cabinet Member after party veteran, the party was seemingly unstoppable, with millions putting their faith in Davey and his pitch for grown-up politics to return once again. From 10pm on July 4^th and over the following two days, it became clear: the Liberal Democrats were back.

Since then, much debate has arisen, particularly in recent months, as to whether these stunts should continue. Many were underwhelmed by Davey’s hobby horse offering at the Local Elections, and debate has continued in the intervening months. I thoroughly enjoy Davey’s stunts. I think they’re incredibly funny, personable and a great joy to watch. They were something different and special, and now everyone knows about Daredevil Davey. But they don’t work. And they never have.

Writing my postgraduate dissertation, I analysed hours of television coverage of the Liberal Democrat election campaign, from a variety of different mainstream media sources, as well as distributing a questionnaire showcasing some of the most memorable offerings and asking for direct feedback. Both methods showed broadly similar results.

It was clear that stunts are effective in helping to generate coverage, but only when a stunt is seen as exciting or entertaining. Whilst each of the stunts surveyed got over 70% coverage, the bungee jump for example was covered to a greater extent than the waterslide. However, once the stunts reached television, the results were less positive. Responses from figures in the media, and their guests, was mixed, with their proximity to the campaign and prominence as individuals being key; those on the ground with the campaign and with a lower individual profile reported more favourably than those detached from it or brought on in a commentator or opinion-providing capacity.