Episode Details

Andy Burnham’s government is ditching polished press briefings for raw, social-media-first outreach—think phone-camera chats on X, TikTok, and Instagram—aimed squarely at younger audiences. By partnering with online influencers and grassroots creators, including teens whose edits have boosted his visibility, Burnham’s team is betting his natural charisma and authenticity can cut through the noise. Spearheaded by Abby Tomlinson, a veteran digital strategist, the push also includes inviting creators to Downing Street and rationing traditional media interviews in favor of vlogs and Q&As. Critics worry about diluted scrutiny, but the goal is clear: reach voters ignored by traditional media—through the platforms they already trust.

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