It is not uncommon for prime ministers to launch their premierships with a flagship policy or ‘big idea’ aimed at capturing the imagination of voters. John Major, for example, had his Citizens’ Charter and Blair offered ‘education, education, education’ as part of his ‘third way’.
While much of the first 6 months of the Conservative–Liberal Democrat coalition’s term in office was necessarily devoted to dealing with the budget deficit, it was no surprise, therefore, that by July the Conservatives were looking to get back to the big idea that had permeated their 2010 general election manifesto: the ‘Big Society’ (see Box 1).
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