Rishi Sunak’s scare tactics aren’t going to work against a soothing Keir Starmer | Andrew Rawnsley

As he demonstrated at the launch of his pledge cards, the Labour leader has succeeded in de-risking perceptions of his party

Who scares wins. That has been the motto of many, often successful Conservative election campaigns. Fear may not be an edifying strategy for securing power, but the Tories have repeatedly demonstrated that it can be highly effective. Time and again, they have persuaded voters that Labour is just too risky to be trusted with government. The red scare" of 1924, whipped up with the aid of the fraudulent Zinoviev letter, brought an abrupt end to the short life of the first Labour government. The tax bombshells" dropped on Neil Kinnock in 1992 exploded his dreams of becoming prime minister. Tory claims that Ed Miliband would wobble atop a coalition of chaos" helped to floor that Labour hopeful in 2015. The big scare has often been a winning formula for the Tories.

So it was pretty much inevitable that Rishi Sunak would press a quivering finger on the fear button. Not least because he is so short of any other ideas for making the general election look competitive for his party. He's previously tried marketing himself as MrStability, MrDelivery and Mr Change. None of these iterations has put a dent in Labour's headline poll ratings. They insistently place Sir Keir Starmer's party about 20points ahead of the Tories. In his most recent attempt at a relaunch, an exercise he performs almost as often as he changes his undies, the Tory leader tried another costume. This time he cloaked himself in the garb of MrSecurity. In what Downing Street puffed as a big speech, the prime minister tried to chill the country's bones with the warning that Britain is entering a very dangerous period. His ostensible subject was the threat from an axis of authoritarian states". His electoral purpose was to try to build an argument that voters will be safer sticking with him than taking a punt on Labour.