During the election campaign, each and every poll showed Labour losing Aberdeen South, and yet, on the night, Labour’s majority increased from 1348 to 3506, with a 36.53% share of the vote, on an increased turn out of 67.2%. When asked how she accounts for her re-election, the answer Anne Begg, the MP for Aberdeen South, gives is, “13 years of hard work”.

In 1997, Aberdeen South was a three way marginal between Labour, the Liberal Democrats and the Tories. Since then, the gap has widened between the Lib Dems and the Tories and despite a slight narrowing at this election, it could now arguably be described as a two horse race between Labour and the Lib Dems.

At every election other than Westminster, Labour only gets around 5,000 votes in Aberdeen South, so the challenge was to persuade around another 11,000 voters to vote Labour who either vote for another party or don’t vote at Local Authority, Scottish or European elections. That would not happen without Anne being well known, being a part of the community and having corresponded with and helped approximately 3,000 constituents a year. It’s also down to making long-term investments in building relationships.

Since first being elected in 1997, Anne has regularly visited each of the schools in the constituency. In 1997 this may not have appeared to be a good use of time, but the pupils who were in primary one in 1997 were 18 at this election and first time voters. They all know who Anne is. 

Being seen as a part of the community, rather than outside it, was key. Anne and her constituency team provide support to community groups, often facilitating meetings with those who can take decisions, opening doors for these groups, or just explaining how they can be more effective campaigners on their own behalf.

On top of all of this, it helped to be in opposition at every other level of government. Team Labour have been very successful in Aberdeen in highlighting the failings of the LibDem/SNP Council, Anne having continually raised this on the floor of the House. The MPs, MSPs and Labour Councillors have also worked closely and effectively, which has given a unified and confident voice to the Labour Party in the city.

Being in opposition has let the electorate see a practical comparison between Labour and the other parties, and that’s left Labour looking like a good choice. However, it’s fair to say that in this constituency, emphasising the candidate over the party paid dividends. This was a personalised campaign, when it came to the candidate and to the voters.

Anne personally spent significant amounts of time on the phone in January and February galvanising Party members, particularly those not seen between elections, to get out on the doors. Those activists rang doorbells as a preference to faceless leafleting, they also delivered hand addressed letters to our pre-identified potential supporters. Everything possible was done to engage personally with the electorate, but this only worked because of the existing level of name recognition and overwhelmingly positive perception of Anne in the constituency.

It’s a harsh reality in politics, that for every up, at some point there will be a down. If you want to insulate your constituency against the vagaries of the swingometer, your work has to start today.

by Judith Fisher