Rishi the 'underdog' must get out of his comfort zone to get his message across

24 May 2024, 00:01 | Updated: 24 May 2024, 07:52

Rishi Sunak is presenting himself as the underdog in this campaign.

In many ways it's remarkable that a prime minister can position themselves like this, but the 20-point poll deficit means he feels he has no alternative.

But can he pull it off?

He knows the job of the next six weeks is to change minds - to reintroduce himself to the British public and alter the way people think about him, which at this point in his premiership, after 14 years of the Tories in Number 10, is no mean feat.

He is the one that has to shake up the conversation.

But having followed his campaign across three of the four nations of the United Kingdom - on planes, trains and wheels - it's rather unclear whether the campaign is set up to deliver this… whether he's taking a big enough risk with his approach.

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The message at events is clear enough - Mr Sunak is claiming he has returned economic and political stability after a difficult period, Labour offers uncertainty, and the challenges at home and abroad are growing.

But he has been delivering a variation of this message for some weeks. What is not clear yet is that there's a plan to get people paying attention.

The campaign events themselves are shaved of any jeopardy.

Despite the distances travelled - over 1,000 miles on day one alone - he is meeting remarkably few people.

The event with workers involved a short monologue followed by a handful of polite questions from the invited audience, some of whom turned out to be Conservative councillors.