This campaign picks up on comments from Conservative Shadow Health Secretary, Andrew Lansley, which reveal that the Conservatives would cut public spending by 10% across the majority of government departments - a fact that David Cameron was not keen on outlining to the general public.

For the ‘Mr 10%’ campaign, Tangent One has created an animated widget on the Labour Party’s website, www.labour.org.uk, which supporters can make viral by sharing it through Facebook or on their own website. Visitors to the new‘Mr 10%’ section of Labour’s website are then encouraged to sign a petition to call on David Cameron to explain where his cuts will fall. Banner ads and Google Adwords are also being used to promote the message throughout the web, along with an email from Alan Johnson, Secretary of State for the Home Department, to members and supporters.

To support the digital aspects of the campaign, the Labour Party is distributing thousands of leaflets with the same artwork as the website and banner ads through party activists in town centres across the country.

In addition, Labour Members of Parliament are talking to their local press about what the Conservative’s 10% cuts would mean to their local area, as well as producing local campaign material, based on ‘Mr 10%’, tailored to their constituencies.

Greg Jackson, CEO at Tangent One, commented: “The ‘Mr 10%’ campaign, with its integrated online and offline components, has been turned around in less than a week. This fast action demonstrates how the Labour Party is taking the lead when it comes to using the most up-to-date marketing techniques within its campaigning activity.”