The 1979 election got underway under extraordinary conditions.
After the results of two devolution referendums in Scotland and Wales went against the now minority Labour government - the Lib-Lab pact of the previous year was well and truly over - the nationalists withdrew their support from Labour.
They tabled a confidence motion in parliament which the government lost by a single vote.
An election was now the inevitable result - in circumstances far from favourable for Labour.
Strikes over pay by unions such as the National Union of Public Employees as well as by gravediggers in Liverpool caused public outrage and terrible headlines - with The Sun now leading the charge for the Tories.
The government’s pay restraint policy was in shreds as were its claims to be the only party capable of dealing with the unions. With unemployment well over one million, inflation - and the Tories’ poll lead - were both in double figures.
The campaign itself was conducted mostly for television, with Margaret Thatcher proving skilled in managing photo-opportunities - although no agreement was reached on holding a televised debate between the party leaders, despite Callaghan's enthusiasm.
TV was a medium that Thatcher had been tutored in skilfully, complete with an image makeover from Gordon Reece.
As usual the Conservatives way outspent Labour, with much of the money paying for the services of the advertising agency Saatchi and Saatchi.
Despite Jim Callaghan’s higher personal popularity than Thatcher’s, Labour could feel the election was slipping away, with strikes from printers and teachers continuing throughout the campaign.