Downing Street Years - Margaret Thatcher [362]
D-7 TO D-DAY
I could not get to sleep that night because of my tooth. At about 4.00 a.m. Crawfie gave me some pain killers. They did the trick for the toothache and allowed me to get some rest. But they made me feel and — as I have later learned — look catatonic when, first thing the following morning, I went across to Central Office. This has gone down in political mythology as ‘wobbly Thursday’ or ‘black Thursday’: since we did not wobble but the news looked black I prefer the second description.
The subject of the day was pensions and social security. I had expressly told Central Office that I wanted Health to be covered as well but this had not been done, which angered me. At the press conference briefing my toothache had come on again and I tore into Norman Fowler’s draft press release, rather unfairly, until David Wolfson, who is one of the few people who gets away with this sort ofthing, told me to ‘shut up’ and read it through first before making any more changes. I did so, agreed it and then faced the news about the poll. The worst was that there would be another poll by Marplan for the next day which was the subject of wild speculation. It would show whether the Gallup result was just a rogue poll, or whether our position really was slipping away.
I had talked to David Young the previous night about my worries about the campaign, which seemed to me to be unfocused and not to stress sufficiently our strongest themes, in particular the record of economic prosperity. The following day, Norman Tebbit and I had a ding-dong row. This cleared the air. We agreed that some of our younger ministers, like John Moore and Kenneth Clarke, should be given a higher billing. I arranged to appear upon the David Frost programme from which I had been withdrawn. But at this stage we had still not agreed on the advertising for the following week.
The press conference that day was widely considered to be a disaster for us and I was held to blame. The issue arose of private health care. I refused to be apologetic for the fact that I used private health insurance to have minor operations done speedily, without adding to the queue for NHS treatment and using my own money. What I said was immediately exploited as being insensitive, callous and uncaring. I was aware that the press conference had not been a success in public relations terms. But I was not going to back down, however much others around me hoped that I would stay silent on the matter in the interviews when it was bound to be raised. Moreover, my instincts were right and that of the professionals wrong. The press set out on what turned out to be a fruitful hunt for examples of Labour politicians and their families who used private health care. By the end of the campaign I had won this argument — and it was definitely worth winning.
After the press conference I set out my ideas for a major advertising campaign, which I had previously privately discussed with Tim Bell, who had of course been effectively excluded from the campaign by Central Office and Saatchis. I wanted this to be based heavily on our record of achievements, which may have seemed dull to the creative and unpolitical minds of communications specialists but which — as was subsequently demonstrated again at the 1992 general election — are what the electorate is really likely to vote on. Saatchis were to devise one set of advertising for me to see and approve: meanwhile Tim Bell and David Young were working on another which I believed would be better. I went to the Alton Towers theme park in Staffordshire, without being quite in the mood for jollity, still worried about what would come of the advertising, even more concerned about the mysterious opinion poll we were waiting for. There was media speculation that it