Matthew Elliott
speaker
181 appearances
1 recordings
1 series
first heard Aug 2026
last heard 30 Aug
Matthew Elliott’s voice in public audio — every appearance, attributed to the second.
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Appearances
I
You've got to go back to um twenty fourteen and uh I got Dominic involved to actually do some polling around the European elections to work out why UKIP, as it then was, had come number one in the European elections and several key things came out of it.
Um one was basically the importance of taking back control.
That's a slogan, as a way of explaining the sort of sovereignty point was really crucial to that polling.
But also migration came out as being a big issue for people on the doorstep.
So
With that, it was always a question of timing.
When do you start talking about migration as part of the debate?
It was really important as a campaign to sort of set out our big picture, our big picture messaging early on, things like the 350 million, uh, the fact we'd be safer outside the EU, all the things like that.
But migration was paid towards the end, as it got towards the end of the campaign with uh the Purda period.
This is a bit like any campaign.
If you go back to the Labour Party's campaign in 1997, that was
all about reassuring people about the economy and how they weren't wouldn't sort of wreck the economy after John Major.
But then towards the end it turned to be about saving the NHS.
So you always turned your core messages towards the end.
In all the polling after the campaign of the public asking why they voted leave, number one reason
Independence, taking back control.
Take back control came from some polling we did basically in twenty fourteen around the European elections.
Um taking control was the key thing and then sort of taking back sort of came in during the course of the campaign.
But uh it'd been talked about a little bit, but never as a formal slogan, and uh it became the slogan of the campaign and very effective.
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