Voters can expect to hear the Conservatives’ new slogan – “we can’t go on like this” – repeatedly in the months leading up to the general election, but they could be forgiven for feeling they have heard it before.
David Cameron said it four times in his New Year speech, and repeated it as he unveiled his party’s health policies on Monday.
The phrase is the first line of the Tories’ draft health manifesto and the strapline to the billboard posters that have been put up across the country.
Chris Grayling, the shadow home secretary, also included it in quotes on two separate press releases sent out on Monday about extremism and immigration.
The simple, emotional phrase is likely to have been chosen by central office because pollsters heard it on the streets or in focus group sessions, as ordinary people expressed their exasperation with New Labour or their sense that Britain’s finances cannot be allowed to deteriorate further.
However the line was also used repeatedly by Margaret Thatcher, both when she was an Opposition politician and Prime Minister. Read in full in the Telegraph.