Margaret Thatcher's election 1979
The then young campaign team who were responsible for Margaret Thatcher's first election success in 1979 is reunited.
In a whirlwind five weeks, these were the people who revolutionised modern election campaigning, adopted powerful advertising ideas, and methods of media management in order to sell the idea of a woman prime minister to a doubtful electorate. Five of her closest advisors and researchers reveal what really happened behind closed doors at Central Office over five weeks in the spring of 1979.
Tim Bell, now Lord Bell was brought in from the thrusting young advertising agency Saatchi and Saatchi and admits that 鈥渁t the start of the campaign, the problem was not so much how to sell her as how to stop her doing something which might put the electorate off鈥�.
Adam Butler, now Lord Butler, was her Parliamentary Private Secretary. 鈥淚 told her to stop sitting on the edge of her seat and look more of the statesman.鈥�
Michael Dobbs, now a successful novelist, was on the Thatcher campaign battle bus, watching her gather policy on the hoof. 鈥淪he got her ideas by just stopping people in the street and dragging them into the back of her car.鈥�
Adam Ridley, now Lord Ridley was the Director of the Conservative research unit and recalls the half-way campaign wobble over VAT policy 鈥淚 thought Oh God, they鈥檝e got the figures, it must be much worse than we thought.鈥�
Rob Shepherd, now a TV producer recalls the campaign as 鈥渙ne of the most exciting things I鈥檇 ever been involved with鈥�.
This unique gathering also sheds new light on the row over Edward Heath鈥檚 involvement in the campaign, the infamous calf-cuddling incident, the last minute panic at Central Office as Callaghan鈥檚 polls improved, and the genuine fear that many senior Tories felt about their lack of solid policy if elected.
Producer: Sarah Cuddon & David Prest
Series Producer: David Prest
The Reunion is a Whistledown Production for 大象传媒 Radio 4
The Reunion - Eight incredible moments from modern history told by the people who were there
What happens when The Reunion brings together people to relive moments of modern history?
A full list of the re-published episodes
To mark the 200th edition of The Reunion, 28 editions have been re-published.
Best of The Reunion
A selection of the best editions of the programme.
