How has Fine Gael got it so wrong?

In the 2011 general election, Fine Gael’s famous ‘five-point plan’ was the bedrock of the campaign that saw the party take power with the Labour Party after 14 years in opposition.

Combined with party leader Enda Kenny’s high- energy demeanour, the tightly controlled campaign was the antipathy to the flagging Fianna Fáil offering and saw Fine Gael land 76 seats.

Five years on, as this campaign is about to close, Fine Gael’s campaign has been dogged by criticisms about it being jargon heavy and too complicated which has led to the public not connecting with it.