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Tom Baker

@mrtombaker.bsky.social
944 followers 352 following 144 posts

Husband, Dad, politics/campaigns/organising at @savechildrenuk.bsky.social, Christian, Reading FC, like to 🏃, help with Cubs, bad at spelling, blog at thoughtfulcampaigner.org Own views.

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Tom Baker @mrtombaker.bsky.social · 28/09/2026
@thetilehurstend.bsky.social for the pod. After the Luton game, Ben said there were 2 or 3 players he’d not want to see play for us again. Have any of them redeemed themselves so far?
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Tom Baker @mrtombaker.bsky.social · 02/09/2026
‘The next right-wing talking point is already online. We must learn to spot it early' Insightful read from @ippr.org Liam Evans >> labourlist.org/2026/08/poli...
labourlist.org
'The next right-wing talking point is already online. We must learn to spot it early' - LabourList
If politics is increasingly downstream of the internet, we should spend more time looking upstream.
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Tom Baker @mrtombaker.bsky.social · 24/03/2026
@webberross.bsky.social quiz idea for a future pod. How many Reading players with a royal connection can Ben name (eg names of Kings like George Puscas, etc). Shamelessly stolen from BBC Commentator View pod.
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Tom Baker @mrtombaker.bsky.social · 24/03/2026
@thetilehurstend.bsky.social question for the pod. More injury worries this week with R Williams and Dorsett. Are we just unlucky, is an issue with our playing style or something else?
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Tom Baker @mrtombaker.bsky.social · 27/01/2026
Relevant to lots of policy NGOs as well… open.substack.com/pub/toddmoss...
open.substack.com
What is Think Tank impact? (And what is it not?)
Why no one should care about your 18 reports
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Tom Baker @mrtombaker.bsky.social · 18/12/2025
I bang on about understanding inside political parties - so this is good on the factions/families in Labour The TL;DR: Soft left Soft right - the Blairite wing “old right” Blue Labour Socialist Campaign Group morningcall.substack.com/p/morning-ca...?
morningcall.substack.com
Morning Call: Inside Labour’s five families
The rival tribes that could shape the party’s future.
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Tom Baker @mrtombaker.bsky.social · 26/11/2025
"campaigners make things possible, politicians make things happen” This is huge news, which will make a big difference to the lives children across the UK. Kudos to those in Government for taking this bold action.
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Save the Children UK @savechildrenuk.bsky.social · 26/11/2025
We welcome this bold action by the Chancellor to scrap the two-child limit. By the end of this Parliament, 450,000 children across the country will have been lifted out of poverty. Scrapping this unjust policy is the single most powerful step to reduce child poverty in a generation. 1/3
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Duncan Weldon @duncanweldon.bsky.social · 26/11/2025
Praise where praise is due: scrapping the two-child benefit cap is an excellent move. And the most consequential of any of the measures announced today.
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YouGov @yougov.co.uk · 18/11/2025
How do public perceptions of government spending match with reality? A YouGov experiment put a series of govt spending areas as head to head match-ups and asked Britons to say which they thought more was spent on Read more here: yougov.co.uk/politics/art...
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Tom Baker @mrtombaker.bsky.social · 14/11/2025
Understanding the New Media Reality: Key Trends for Communicators in 2025 5 takeaways from this research which I think are relevant in the UK globalstrategygroup.com/2025/04/15/u...
globalstrategygroup.com
Media Consumption Insights 2025: Key Trends for Communicators
Streaming has surpassed traditional TV. Social media is now a primary news source for millions. And trust in mainstream media is falling.
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Tom Baker @mrtombaker.bsky.social · 11/11/2025
Enjoyed these 5 quick lessons from Mamdani’s campaign from 5654 & Company - Be present in the right spaces - Be proactive with your narrative - Build community, don’t just broadcast messages - Use cultural and format fluency - Link message to action www.5654.co.uk/our-perspect...
5654.co.uk
Digital First, People Focused: How Mamdani Reframed Political Engagement — 5654 & Company
Ultimately there are many reasons why Mamdani’s campaign was successful: message discipline, a strong ground game and a clear contrast to his opponents, but one of the most successful elements of his ...
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Tom Baker @mrtombaker.bsky.social · 11/11/2025
Excited that at @savechildrenuk.bsky.social we've opened our Young People Climate Fund It's there to fund youth-led and climate-focused activities in London, West Yorkshire and the West Midlands. Grants from £1k to £3k - deadline 30/11 More at - www.savethechildren.org.uk/how-you-can-...
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Tom Baker @mrtombaker.bsky.social · 31/10/2025
Spotted these @greenpeaceuk.bsky.social campaign posters on a recent visit to Birmingham. Love the bright and bold design. Stood out at a busy junction. #ArtOfActvisim
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Save the Children UK @savechildrenuk.bsky.social · 29/10/2025
It's not just us that wants you to scrap the two-child limit to benefits Rachel Reeves, over 40 economists, academics & policy experts back us too. Removing this cruel policy at the Autumn Budget in full doesn't only make moral sense, it makes economic sense. Read our open letter: bit.ly/4hBHpqs
bit.ly
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Steve Akehurst @steveakehurst.bsky.social · 29/10/2025
Ahead of Budget, where do voters stand on tax and the dilemmas facing government? Big new @persuasionuk.bsky.social report out today on this. TL;DR as risky as breaching the manifesto is for Lab - failing on public services, cost of living and child poverty is *far riskier* for Lab. 🧵
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Tom Baker @mrtombaker.bsky.social · 25/10/2025
@thetilehurstend.bsky.social we currently have 8 first team players out injured (Pereira, Garcia, Fraser, Kyerewaa, Elliot, Camara, Marriott, perhaps Rushesha) is that just bad luck or a sign of something else when it comes to conditioning/rehab?
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Tom Baker @mrtombaker.bsky.social · 25/10/2025
Lucy Powell’s statement during Deputy Leadership election to @labourcid.bsky.social included a commitment to push the government for a timetable for a return to 0.7% ODA. lcid.org.uk/deputyleader...
Image of a Statement from Lucy Powell taken l from https://lcid.org.uk/deputyleadership-election-2025/
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Tom Baker @mrtombaker.bsky.social · 23/10/2025
“Our analysis has found that major government policy announcements fade from public attention after 24 hours, raising questions over how effectively Whitehall communicates beyond Westminster” Fascinating research from New Britain Project ->> www.newbritain.org.uk/cananybodyhe...
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Tom Baker @mrtombaker.bsky.social · 03/10/2025
Replace Republican for Radical Right, and NGO/Charities for Democrats - the same is true.. Time for us to change our approach - www.fwiw.news/p/democrats-...
Text which reads:

While Republicans are scripting, recording, and posting, Democrats are stuck in an approvals email chain waiting for a fifth sign-off. By the time our content goes live, the moment has passed. They’ve ripped countless long and short-form videos, shaping the narrative, and we’re playing catch up. And when our content finally goes live, it’s often a recycled TV ad, stump speech, or one-off explainer — content designed for the Obama-era, not the Trump-era algorithm.
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Tom Baker @mrtombaker.bsky.social · 30/09/2025
Just saying. Been talking about the ‘politics of vibes’ before it was cool…
WhatsApp message from June 2025 saying:

Agreed - I have a whole ‘vibes’ theory of what makes an issue politically salient that I’ve been kicking around in my mind that the individual polling often misses that.
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Tom Baker @mrtombaker.bsky.social · 30/09/2025
Just one in four Brits think the UK is viewed positively on the world stage, with most wanting their country to play a large role in international affairs New @moreincommonuk.bsky.social polling for @savechildrenuk.bsky.social out today > www.independent.co.uk/news/uk/poli...
independent.co.uk
Britons believe the UK is seen by the rest of the world as ‘weak’ and ‘soft touch’
Just one in four Brits think the UK is viewed positively on the world stage, with most wanting their country to play a large role in international affairs, exclusive poll shows
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Tom Baker @mrtombaker.bsky.social · 28/09/2025
Our message to everyone arriving for Labour Party Conference - it’s time to scrap the two child limit.
Image of a billboard in Liverpool which says ‘wasn’t the point of winning to lift kids out of poverty’
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Tom Baker @mrtombaker.bsky.social · 09/09/2025
Super useful spreadsheet for UK political nerds like me.. docs.google.com/spreadsheets...
docs.google.com
Labour Deputy Leadership MP Nominations
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Tom Baker @mrtombaker.bsky.social · 22/08/2025
"But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with" Useful reminder from @chriscurtis94.bsky.social in latest Policy Unstuck > policyunstuck.castfromclay.co.uk/p/i-m-not-go...
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The first thing I learned in polling is that there is a silent majority out there who are often very different from the noisy people that you hear from. Newspaper headlines do not represent the public view. My email inbox does not represent the public’s views. Planning consultations, which mostly hear from people who are opposed to projects, do not represent the views of the public who often appreciate, for example, the importance of building new homes or energy infrastructure. 
The second thing I learned is not to sweat the small stuff. Ultimately, there may be an issue here that seems like it's really big, it seems like it's the end of the world, it seems like it's the only thing everyone ever cares about. But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with.
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Tom Baker @mrtombaker.bsky.social · 08/08/2025
“The rise of GB News is a stark reminder that the way we tell stories has changed. Traditional, values-led narratives are being edged out by content that is emotionally charged, provocative, and – let’s be honest – sensational” www.clearlypr.co.uk/insights/gb-...
clearlypr.co.uk
GB News overtakes BBC and Sky: what this means for PR and brand storytelling
GB News becoming the UK's number one broadcast news channel is one of the most pivotal moments in news history and a wake-up call for brand storytellers.
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Tom Baker @mrtombaker.bsky.social · 31/07/2025
Who are Reform UK's 'red' and 'blue' voters? Good look from @unchecked-uk.bsky.social at what unites Reform UK's coalition of voters — and where the cracks might begin to emerge unchecked.substack.com/p/who-are-re...
unchecked.substack.com
Who are Reform UK's 'red' and 'blue' voters? (Part 2)
In part 2 we explore what unites Reform UK's coalition of voters — and where the cracks begin to emerge
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Tom Baker @mrtombaker.bsky.social · 25/07/2025
Some important lessons for NGO comms here as well..
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Tom Baker @mrtombaker.bsky.social · 24/07/2025
Let's be honest, it's the same for most NGO comms From www.chaoticera.news/p/opinion-zo...
Text box that reads

For starters, most Democratic campaigns in recent years have struggled to compete in the attention economy. There’s an outdated school of thought in Democratic communications that goes something like this: You start by crafting your poll-tested, focus-grouped message that’s so polished and flawless that it’s utterly boring and unremarkable. Then, you try to shoehorn this perfect message wherever you can — maybe a quote in a paywalled local news article or a wordy tweet that virtually no one reads.
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Tom Baker @mrtombaker.bsky.social · 17/07/2025
Super helpful tool for getting an insight into the ‘tribes’ within the Labour Party.
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Hub Cymru Africa @hubcymruafrica.wales · 03/07/2025
One week to go to apply to be the next Head of Hub Cymru Africa! We’re looking for a thoughtful, experienced leader to take forward this important role at a key moment for us. 📍 Hybrid and flexible 🗓️ Fixed term to March 2027 Apply by 13:00 on Friday, 11th of July 2025.
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Tom Baker @mrtombaker.bsky.social · 03/07/2025
The annual Digital News Report 2025 from @reutersinstitute.bsky.social is a treasure trove of insight into news consumption. A few snippets from the latest report for the UK. 1. Most of us now get our news online and on mobile - audiences for TV (down to 48%) and print (down to 12%) from 2013.
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Tom Baker @mrtombaker.bsky.social · 03/07/2025
Best piece I've read on why Zohran Mamdani won - definitely some lessons from UK politicians in this. reframingamerica.substack.com/p/electrifyi...
reframingamerica.substack.com
The Electrifying Campaign
It's time to throw out the rule books and campaign like insurgents!
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Hub Cymru Africa @hubcymruafrica.wales · 30/06/2025
The measure of a nation’s character is how we respond to those who need help. In Wales, our heritage demands solidarity at home and abroad. As too many world leaders are turning away from global solidarity, we call on the next Welsh Government to make Wales a globally responsible nation. #Senedd26
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Tom Baker @mrtombaker.bsky.social · 29/06/2025
‘create a ‘clubhouse’ of right-thinking that establishes purity of vision as it’s main objective and shuts itself off to the outside world’ @tomliacas.bsky.social on traps that progressives can fall into when seeking to build power medium.com/@TomLiacas/w...
medium.com
Why can’t we agree on ‘what is to be done’, when everything is on fire?
I’m using dogs to explain the rift in strategic thinking within progressive circles today. Bear with me I think I’m on to something!
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Tom Baker @mrtombaker.bsky.social · 29/06/2025
Culture is upstream from politics - and this shows how in the US (and suspect in UK) the right is investing in the media landscape. open.substack.com/pub/fwiwnews...
open.substack.com
Inside The Secretive Network that Shaped the Right-Wing Media Machine
Also inside: Elon Musk’s PAC gets into the ‘Big, Beautiful Bill’ discourse with ads, a major MAGA merch shop is making $$ off of ICE puns, and more
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Tom Baker @mrtombaker.bsky.social · 27/06/2025
Useful look inside Labour revolt of disability benefits. Lessons from it for others: > organised by respected backbenchers who had standing in the PLP > distributed organising caught No10 unaware > drew support from across party tribes open.substack.com/pub/morningc...
open.substack.com
Morning Call: Inside Labour’s welfare revolt
Keir Starmer’s political authority is now on the line.
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Tom Baker @mrtombaker.bsky.social · 18/06/2025
‘Dignity is the Starmerite code’ Useful para from this long @newstatesman.com profile of the Prime Minister on what drives his approach. Useful summarised in this podcast - podcasts.apple.com/gb/podcast/t...
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Tom Baker @mrtombaker.bsky.social · 10/06/2025
Key reminder of what voters what spending to be prioritise on.
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Tom Baker @mrtombaker.bsky.social · 05/06/2025
Helpful look at how UK voters are moving over the last 12 months. From www.electoralcalculus.co.uk/blogs/pseph_...
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Tom Baker @mrtombaker.bsky.social · 03/06/2025
About time. An immediate way to unlock billions in humanitarian aid… www.bbc.com/news/article...
bbc.com
UK threatens to sue Abramovich over Chelsea sale
The proceeds have been frozen since the UK government forced the club's sale following Russia's invasion of Ukraine.
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Tom Baker @mrtombaker.bsky.social · 27/05/2025
"Greenpeace lost a trial, but it kept its soul" Good challenging read for any what 'shifting the power" looks like www.rollingstone.com/politics/pol...
rollingstone.com
How Greenpeace Lost a $667 Million Trial -- But Saved Its Soul
Greenpeace lost big but stood firm after Energy Transfer sued the group for its role in the Standing Rock protests over the Dakota Access Pipeline.
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Tom Baker @mrtombaker.bsky.social · 24/05/2025
Hoping this is true. Would be a important and welcome step that would immediately lift 10,000s of children in the UK out of poverty.
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Save the Children UK @savechildrenuk.bsky.social · 21/05/2025
Palestinian children are suffering day after day as the Israeli bombardment and siege continues. These children have names, they have hopes and dreams for the future. They are someone's everything, their entire universe. We refuse to allow their suffering to become normalised.
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Will Jennings📉🗳️ @drjennings.bsky.social · 18/05/2025
For fans of The Thick of It (who isn't?!), now twenty years old, this is a great read...
theguardian.com
‘I’m from Glasgow – the swearing came naturally!’ The full uncensored history of The Thick of It
It was the political satire that gave us omnishambles, pet asbos and the terrifying Malcolm Tucker. Two decades on, creator Armando Iannucci and stars including Peter Capaldi and Rebecca Front lift th...
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Tom Baker @mrtombaker.bsky.social · 11/05/2025
A powerful prayer to mark the start of @christianaiduk.bsky.social Week. An amazing institution that for decades has mobilised millions to act, give and pray for global justice
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Tom Baker @mrtombaker.bsky.social · 08/05/2025
Long but stark read about how Reform is surging in Wales ahead of the 2026 elections - and the drivers behind it. www.politico.eu/article/nige...
politico.eu
Nigel Farage is surging in Britain’s rust belt — and Labour is panicked
The U.K.’s ruling Labour Party has a 103-year winning streak in Wales, but that could end next May. POLITICO talked to officials, politicians and disillusioned steelworkers to track the rapid…
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Tom Baker @mrtombaker.bsky.social · 07/05/2025
These personas on how different MPs are using and consuming media are both fascinating and really useful for any change maker looking to influence Parliament. www.5654.co.uk/our-perspect...
Graphic taken from last page of report at https://www.5654.co.uk/our-perspective/influence-and-information-media-habits-of-westminster
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Tom Baker @mrtombaker.bsky.social · 06/05/2025
20 years on the story of the first big charity campaign of the digital era. influenceonline.co.uk/2025/01/10/a...
influenceonline.co.uk
Anatomy of a PR campaign: Make Poverty History
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LCID @labourcid.bsky.social · 04/05/2025
Our Chair and Vice-Chair @heathernstaff.bsky.social and Libby Smith reflect on what the local election results tell us about the decision to cut the aid budget labourlist.org/2025/05/aid-...
labourlist.org
'These lesser-noticed local election results show aid cuts are backfiring' - LabourList
Aid cuts are a blow to Britain’s role on the world stage and to Labour's vote share, the Labour campaign for international development argues.
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