Tory networking site to court community spirit

by Nicola Clark, Marketing 05-Sep-06, 08:30

LONDON - The Conservative Party is to launch a website that will use social issues to bring people together as part of its attempt to appear more caring.

The site will operate as a social networking platform, allowing people to discuss issues such as climate change. It will also facilitate activities including volunteering.

The unprecedented initiative is being positioned as an alternative to Labour's "nanny state" approach. It is also intended to bolster the party's reputation as a host of debate on social issues.

Rubber Republic will develop the site, which is expected to launch before Christmas. It will be backed by an advertising campaign centring on four social issues that will link into the site's broader messages. The ads will be created by Karmarama, bringing to an end the Conservatives' 30-year link to the Saatchi brothers.

Under David Cameron, the party has made an effort to appear more in touch with the electorate after its "Are you thinking what we're thinking?" campaign failed to oust Labour at the last General Election.

Neither the Conservative Party nor the agencies involved would comment on the launch of the social networking site.

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