There's another key difference with previous elections too: one of trust. Sure, voters have always been reluctant to take politicians' promises and exhortations at face value. But it's a safe bet that they're even more sceptical and uninterested this time around.“
i) Secure our recoveryii) Raise family living standardsiii) Build a high tech economyiv) Protect frontline servicesv) Strengthen fairness in communities
*Although, as Alastair Campbell points out, there is more detail on the back of the card – but a bit too much to be immediately memorable. And, besides, will anyone bother turning it over?