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New Labour Euro Danger

  • Object:


  • Place of origin:

    Great Britain (designed and printed)

  • Date:

    1996-1997 (designed and printed)

  • Artist/Maker:

    Daniels, Jack (photographer)
    The Conservative Party (published by)
    M&C Saatchi (advertising agency)
    Xeniapress (printers)

  • Materials and Techniques:

    Colour offset lithograph on paper

  • Credit Line:

    Given by The Conservative Party

  • Museum number:


  • Gallery location:

    Prints & Drawings Study Room, level C, case Y, shelf 62, box A

Britain’s relationship to Europe was high on the political agenda in the lead-up to the 1997 British General Election. This Conservative Party poster attacks the Labour Party’s policies on Europe as unpatriotic. The British Lion is a symbol of national pride. Here it is shown passive and defeated, weeping red tears – red being the colour of the Labour Party. The poster tied in with a party political broadcast on television which featured the lion roaring while a voiceover listed British economic and political achievements. The lion’s roar became a whimper and the red tear trickled down its cheek as the voiceover turned to European failures and Labour’s enthusiasm for closer links with Europe.

The poster is an example of the ‘attack advertising’ which characterised the 1997 election campaigns. Both the Conservatives and Labour were criticised for negative campaigning.

Physical description

Conservative party election poster featuring a photographic image of a lion weeping blood against a black background with bold red lettering.

Place of Origin

Great Britain (designed and printed)


1996-1997 (designed and printed)


Daniels, Jack (photographer)
The Conservative Party (published by)
M&C Saatchi (advertising agency)
Xeniapress (printers)

Materials and Techniques

Colour offset lithograph on paper


Height: 30.5 cm, Width: 61 cm

Descriptive line

Conservative Party poster for the 1996/7 election campaign.Caption 'New Labour Euro Danger' with an image of a lion crying a tear of blood.

Production Note

Conservative Party poster for the 1997 British General Election


Printing ink; Paper


Offset lithography

Subjects depicted

Lion (animal); The British Lion; Patriotism


Prints; Advertising; Posters


Prints, Drawings & Paintings Collection

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