Conservative chairman Grant Shapps — a purveyor of online get-rich-quick schemes who bragged about the number of planes he owned — is using populist internet marketing techniques to attack the unemployed. A new advert to be run in marginal constituencies contrasts “people who don’t work” with “hardworking families”.
But the Tories’ “hardworking family” is actually posed by models who are thought to be either Danish or Australian. Along with adverts for building firms, insurance and dentists, the stock image has also been used to promote home schooling by fundamentalist Christians.
The book Full Time Parenting contains chapters entitled “How I taught my children to sit still and be quiet” and “Hospitality: it’s not just about women anymore!”.
Update: It looks like the family have been working especially hard this morning – they’ve now got their very own hard-working Tory family tumblr.
Scrapbook wonders what this incarnation of Shapps’ idealised family unit would think about Cameron’s gay marriage plans?