*British, 1950–1951, Conservative Party “Set the People Free” Election Campaign Enamel Badge – J & J Birmingham*
A small but striking British political campaign badge produced for the Conservative Party during the 1950–1951 General Election campaigns, prominently featuring the slogan “SET THE PEOPLE FREE.”
The badge is of triangular gilt metal construction with coloured enamel, displaying a red enamel banner bearing the campaign slogan in raised gilt lettering. Below this appears a white enamel field bordered in blue, containing a gilt “V for Victory” hand gesture, a symbol closely associated with Winston Churchill’s wartime leadership.
The reverse retains its original brooch-style pin fastening and is maker-marked “J & J B’HAM,” identifying the well-known Birmingham badge manufacturer J. & J. (James Fenton & Co / J. & J. Birmingham), a prolific maker of British political and commemorative badges during the mid-20th century.
Badges of this type were distributed to Conservative Party supporters and campaign workers during the closely fought elections of 1950 and 1951, when Churchill sought to return to power following the Labour government of Clement Attlee.
Approx. Measurements: 1 cm x 1.2 cm.
History Note:
The slogan “Set the People Free” formed a key part of the Conservative Party’s messaging during the early post-war elections. Britain was still experiencing austerity measures, rationing, and extensive state economic controls, introduced during and after the Second World War.
The phrase was used to promote the Conservative promise to reduce government controls and revive economic freedom, contrasting with Labour’s policies of nationalisation and continued rationing.
The badge deliberately incorporates the “V for Victory” hand sign, strongly linked to Winston Churchill, who popularised the gesture during WWII as a symbol of resistance and ultimate victory. By using the same motif, the Conservative campaign sought to reconnect Churchill with the electorate and evoke memories of wartime leadership.
The strategy proved successful: Churchill returned to office as Prime Minister following the General Election of October 1951, marking his second premiership.
*Condition*
Good vintage condition. The enamel colours remain clear and bright with only minor age-related wear. Gilt finish intact with light handling marks. The reverse retains its original brooch pin fitting, which appears secure and functional. Maker’s mark “J & J B’HAM” visible to the reverse. Please see photographs as part of the condition report.
