Rishi Sunak’s scare tactics aren’t going to work against a soothing Keir Starmer

ho scares wins. That has been the motto of many, often successful Conservative election campaigns. Fear may not be an edifying strategy for securing power, but the Tories have repeatedly demonstrated that it can be highly effective. Time and again, they have persuaded voters that Labour is just too risky to be trusted with government.

. Making security a defining election issue also invites voters to consider how much responsibility for chaos and crises lies with the past 14 years of Conservative government. Brexit – who did that? Liz Truss – who owns her? Boris Johnson – who was it who inflicted that rogue prime minister on the country?

For all the effort they will put into it, the Tories are going to struggle to turn Sir Keir into a convincingly frightening bogey figure. When gathered into focus groups by pollsters, voters often have rude things to say about the Labour leader. Scary is rarely one of them. Central to his project has been de-risking perceptions of Labour. There’s a reason the Labour leader bangs away so much about his being “”.

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