Local Leaflets: Constituency Issue Messaging at the 2024 General Election

The 2024 general election brought about a significant change in the parliamentary balance of power. There has already been much attention devoted to the issues that dominated the national campaign. Using original leaflet data from the OpenElections project, this study extends the focus to explore the issues emphasised in local electoral communications put forward by parties and candidates in their constituency campaigns. The article reveals that the top issues featured in election leaflets were health, the economy and the environment. There is also evidence of considerable variation across parties in terms of the issues emphasised, as well as in the focus of the discussion within issue areas and the keywords they tended to prioritise. These findings suggest that, while political elites recognise the need to engage with the key issues of the campaign, how they engage with an issue depends on many factors, including their own record and/or the perceived shortcomings of their opponent(s).