Beth Rigby: Starmer's 'change' message is potent - but he has to seal the deal
Our political editor Beth Rigby has been giving her take on Sir Keir Starmer's first major speech of the campaign (scroll down for full coverage).
She explains there were two elements to the event.
The first was "an admission within the Labour Party that whatever the polls are suggesting, he understands that he has not sealed the deal with voters, that many voters might be unhappy about the Conservatives, but they are also disillusioned with politics".
So "part of this speech was Keir Starmer trying to impart on to people" who he is as a person and what his background it, she said, noting it is "no coincidence" that the speech took place "near where he grew up".
The aim was "to try and cut through to voters" and "make that connection".
The second element was "trying to set his political priorities around those values", talking about "putting the country before party" and "being in the service of working people".
The other thing that "really stuck out", Beth said, was his defence of his plan to put VAT on private school fees, and the Labour leader has previously told her that it is "intolerable" that "kids at state schools didn't have the teachers they needed".
"What you're beginning to see now from the Starmer campaign is trying to find a connection with a politician who, it's fair to say, has found it in the past quite difficult to emote and connect with voters," she said.
"You can see as the campaign builds up that this is going to be a massive priority for the party.
"The change message is potent, and now they need to try and seal the deal with voters."
Beth added that while the Labour top team - including the likes of Angela Rayner and Rachel Reeves - will be very visible every day, the Tory campaign has become "very presidential", which isn't pleasing everyone.