Effective use of media - employed "spin doctors" like Mandelson and Campbell (who had previously worked at 'The Mirror') - were able to appeal to Conservative-leaning media like 'The Sun', who backed Blair. Catchy and repeatable slogans that effectively communicated key aims e.g. "education, education, education", "tough on crime, tough on the causes of crime" etc. Policies that appealed to both Labour loyalists and centre/centre-right base ("soft Tories"/Liberals etc.) - included fast-tracking sentencing for repeat juvenile offenders (law and order), constitutional reform (House of Lords Reform Act/Constitutional Reform Act), commitment to increased public spending (especially in education and healthcare).