‘Change’: Starmer hopes simple slogan will chime with exasperated nation

Labour leader’s key campaign message is low on content but chimes with public attitudes in recent polling

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Change. The word was emblazoned on the lectern as Keir Starmer responded to Rishi Sunak’s rain-soaked speech on Wednesday and, lest there were any doubts about Labour’s key campaign message, he said it eight times in his brief address.

A one-word slogan has the merit of being simple and clear – and Labour believes that “Change” will chime with the public’s widespread sense of exasperation at the state of the country.