The political weather that David Cameron enjoyed when he was first elected in 2005 has changed beyond all recognition. Then he was the golden boy of politics, hugging hoodies and riding with huskies.
He cast his leadership as different, fresh. A blaze of positive publicity and a slick rebranding operation saw poll ratings climb and opened up a commanding lead over the Labour Party. Despite a few setbacks along the way, and set against the worst recession since the 1930s, Mr Cameron was only able to govern by forming a coalition in 2010's general election.
And throughout this time, one key plank of Mr Cameron's strategy with the electorate was to detoxify the Conservative brand - in a bid to expunge memories of that awful Theresa May description of the Party as the Nasty Party.
Social Action suddenly and rightly became an important part of the new Tory lexicon. Candidates talked about the work they were doing, mentoring, setting up job clubs, or just good old fashioned fund raising for community projects. Even more imaginative schemes were developed too. Andrea Leadsom's Oxpip and Charlie Elphicke's Pepod both attracted national media attention.