Back to Basics was a political campaign announced by British Prime Minister John Major at the Conservative Party conference of 1993 in Blackpool. Though it was intended as a nostalgic appeal to traditional values such as "neighbourliness, decency, courtesy", the campaign was widely interpreted in the media as a campaign for socially conservative causes such as the traditional family. It became the subject of ridicule when a succession of Conservative politicians were caught up in scandals. The previous year of Major's premiership had been beset by infighting within the Conservative party on the issue of Europe, including rebellions in several Parliamentary votes on the Maastricht Treaty. He was also dealing with the fallout from the Black Wednesday economic debacle of September 1992.

John Major's speech

Major's speech, delivered on 8 October 1993, began by noting the disagreements over Europe: "Disunity leads to opposition. Not just opposition in Westminster, but in the European Parliament and in town halls and county halls up and down this country ... [a]nd if agreement is impossible, and sometimes on great issues it is difficult, if not impossible, then I believe I have the right, as leader of this party, to hear of that disagreement in private and not on television, in interviews, outside the House of Commons." Major then changed the subject to "a world that sometimes seems to be changing too fast for comfort". He attacked many of the changes in Britain since the Second World War, singling out developments in housing, education, and criminal justice. He then continued: "The old values – neighbourliness, decency, courtesy – they're still alive, they're still the best of Britain. They haven't changed, and yet somehow people feel embarrassed by them. Madam President, we shouldn't be. It is time to return to those old core values, time to get back to basics, to self-discipline and respect for the law, to consideration for others, to accepting a responsibility for yourself and your family and not shuffling off on other people and the state." Major mentioned the phrase once again near the conclusion of his speech: "The message from this conference is clear and simple: we must go back to basics. We want our children to be taught the best, our public services to give the best, our British industry to be the best and the Conservative Party will lead the country back to those basics right across the board. Sound money, free trade, traditional teaching, respect for the family and respect for the law. And above all, we will lead a new campaign to defeat the cancer that is crime."

Media reaction

During 1993, Britain was going through what has been characterised as a moral panic on the issue of single mothers. Government ministers regularly made speeches on the issue, such as John Redwood's condemnation of "young women [who] have babies with no apparent intention of even trying marriage or a stable relationship with the father of the child" from July 1993, and Peter Lilley's characterisation of single mothers as "benefit-driven" and "undeserving" from the same year. The murder of James Bulger earlier in 1993, by two young boys from single-parent families, served to intensify the media frenzy. Apart from some generic platitudes about families and self-reliance, Major's speech said nothing specific about sexual behaviour or single motherhood. On 6 January 1994, Major explicitly stated that the campaign was not "a crusade about personal morality". Despite this, the "Back to Basics" campaign was widely interpreted by the media as including a "family values" component. According to Debbie Epstein and Richard Johnson: "It is true that there was little in his original speech about sexuality ... What proved critical, however, was the adoption of a moral traditionalist tone, including the usual references to 'the family' and 'responsibility', and the labelling of the Conservative Party as the party of morality. The party was now vulnerable to every personal moral disclosure, around financial and political corruption, but also, given the press's own agenda, around sexuality. For editors and journalists, the high-profile espousal of morality offered additional justification for the papers' risky stories, and a further defence against threats to introduce privacy legislation against press intrusion. It was indubitably 'in the public interest' not to hush up misdemeanours within the Back To Basics party, however private." Writing in his diary shortly after and in reference to the Michael Brown story (Brown being a government whip who resigned in 1994 in the wake of newspaper revelations that he had taken a trip to Barbados with a 20-year-old man), Piers Morgan, who exposed many of the sexual scandals as editor of the News of the World, opined: "Major brought all these exposés on himself, with that ludicrous 'Back to Basics' speech at the last Tory conference ... It strikes me that probably every Tory MP is up to some sexual shenanigans, but we can hardly get them all fired or there will be nobody left to run the country. Still, needs must. Brown's shenanigans will shift a few papers, get followed everywhere and ensure the NoW [News of the World] leads the news agenda again. We're on a roll and it feels fantastic."

Scandals

The following scandals were linked to the "Back To Basics" campaign in the media:

1991

1992

1993

1994

1995

1996

1997

Later revelations

John Major lost the 1997 general election, subsequently resigning as prime minister and Conservative Party leader. Several years later, it was revealed that he had conducted a four-year-long extra-marital affair with fellow Conservative MP Edwina Currie in the 1980s. The liaison occurred when both were backbenchers, and had two years before Major became prime minister. Currie disclosed the romance in her diaries, published in 2002, adding that she considered the "Back to Basics" campaign to have been "absolute humbug". In 2017, Major said the slogan was an example of how sound bites can mislead the public, saying "[I]t was taken up to pervert a thoroughly worthwhile social policy and persuaded people it was about something quite different."

In popular culture

The phrase has since been used by UK political commentators to describe any failed attempt by a political party leader to relaunch themselves following a scandal or controversy. The phrase was satirised in the Viz strip Baxter Basics.