David Cameron's 2010 General Election Campaign was the Conservative Party's effort to win power in the United Kingdom's parliamentary election held on May 6, 2010. Led by David Cameron, who had been party leader since 2005, the campaign emphasized themes of change, modernization, and a 'Big Society' initiative aimed at empowering communities and reducing reliance on the state. It positioned the Conservatives as a fresh alternative to the Labour government under Gordon Brown, criticizing economic mismanagement and promising fiscal responsibility. The campaign involved extensive use of digital media, poster campaigns, and debates, with Cameron participating in the first-ever televised leaders' debates, which boosted his visibility and portrayed him as a charismatic, relatable figure. Despite securing 307 seats—the largest share but short of a majority—the campaign resulted in a hung parliament. This led to negotiations with the Liberal Democrats, culminating in a coalition government on May 11, 2010, with Cameron as Prime Minister, marking a successful campaign to form a coalition government and leading to Cameron's premiership. The campaign's success in ousting Labour after 13 years in power marked a significant shift, though it faced criticism for overly optimistic promises on austerity measures and public service reforms that were later implemented. Key strategists included Steve Hilton and George Osborne, and the effort was funded through party resources and donations, with a focus on swing seats in marginal constituencies. The campaign's legacy includes its role in rebranding the Conservatives as more centrist and environmentally conscious, moving away from Thatcherite imagery. However, it also sowed seeds for future controversies, such as the coalition's austerity policies, which drew widespread protests and economic debate.