Tories target voters in red-tape ad campaign.(Brief Article)

The Conservative Party is launching its first salvo in the run-up to the next general election under the banner: 'The right to choose.'

Immediate Sales, a division of M&C Saatchi, has developed a fully integrated campaign, backed by a spend of close to pounds 1 million, that will initially focus on health and education.

The creative attempts to paint Labour as a party that has encouraged a red-tape culture while conveying a message that the Conservatives offer more personal freedom.

It takes two stages: the first demonstrating to teachers and doctors that they will be freed from red tape if the Tories win power and the second showing the public how services will improve.

Press advertising, which breaks this week with two executions targeting parents and teachers, shows people breaking through red tape alongside copy that highlights the Tory education policy. The ads carry the line: 'The people should be big. The state should be small.'

Advertising will run in national press titles including The Times, The Guardian and the Daily ...