by Kevin Meagher
Andy Burnham has become the third candidate to launch a bid for the Labour leadership in a video message released this evening.
In a noticeably slicker message than the one Chuka Ummuna used to launch his campaign earlier this week, Burnham said last week’s election result had seen Labour lose “its emotional connection with millions of people.”
“The way to get it back,” he said, “can’t possibly be to choose one group of voters over another – to speak only to people on zero-hours contracts or only to shoppers at John Lewis.”
This was a dig at potential rival Tristram Hunt who earlier this week said the party needed to appeal to people who shop at the upmarket retailer.
“Our challenge,” Burnham claimed, “is not to go left or right, to focus on one part of the country above another, but to rediscover the beating heart of Labour.”
He argued that the party needed to meet “the aspirations of everyone, speaking to them like we did in 1997.”
He defined aspiration – quickly becoming the buzz phrase de jour of this nascent campaign – as “the dream of a better life.”
He added that it was about “helping all of our businesses, small and large, to get on and grow.”
Casting himself as a unifier with broad appeal, Burnham argued that Labour wins “when it speaks to everyone and for the whole country, for Middle England but also Scotland, Wales and Northern Ireland.”