The right person to front the campaign – Lumley has also proven herself to be an effective political operator holding impromptu press conferences and using her profile to secure meetings with politicians from all parties to drive the case. As this profile in the Observer explained it was not only asking the actress who most people recognised and liked helped to give a face to the campaign, but also the personal link that Lumley had with the issue. Her father was a major in the Army who lead a troop of Ghurkha solders, and it meant that she was able to speak from a position of integrity, and appeared to be prepared to invest a huge amount of her personal capital in leading the campaign rather than simply providing a face for a media opportunity before moving onto her next engagement.
Framing the issue correctly – At the heart of this campaign this was a immigration issue, normally something that plays badly with most of the media, but the campaign framed the arguments in clear moral terms, these people had fought for our country with honour. The right thing, the British thing to do was to let those who wanted to come to the UK, the Ghurka Justice website talks ‘a debt of honour’. The campaign picked great examples of heroic soldiers and meant that the press found it hard to do anything but ‘back the boys’. It wrong footed the government who thought that the immigration argument would prevail by proving that a stronger narrative existed.
Involvement of national newspapers -Both The Sun and The Mirror ran a petition in support of the campaign. Collecting tens of thousands of names and demonstrating broad public support for the issue, and showed that while newspapers might be loosing influence when they back an issue they make it hard for the government to ignore.
Building slowly – Although it’s made headlines in the last few weeks, this is a campaign that has been working hard in parliament for over a year building support, both amongst the opposition parties who got the issue to be debated in parliament, but also amongst backbench Labour MPs. Much of this work has happened quietly, but it meant that when the issue came to be debated many had considered the arguments and were prepared to vote against the whip.
Good timing – Undoubtedly luck has played a part in this campaign. The issue was debated at a bad time for the government that had been rocked after a number of potential defeats and PR disasters. It meant the opposition parties saw they could further wound the government and show that they had a better sense of what the mood of the country was.