Labour targets Do It All Woman

She is in her thirties or forties, has a home, children, elderly relatives - and precious little time for herself. Step forward Do It All Woman, the key to winning the next general election.

Labour strategists have identified DIA woman as the new political barometer. Just as Mondeo Man set the tone for the 1997 election so DIA woman will determine the next.

Sources say Labour's campaign is likely to focus on women who juggle work with family life, are worried about childcare costs and the standard of hospitals and schools. Trade and Industry Secretary Patricia Hewitt said: "Focusing on the issues that matter to women isn't an add-on to Labour's campaign."

Commentators predict affordable childcare, greater parental leave, better schools, baby bonds and work-life balance will be to the fore of the campaign.

But, according to polls, older women who voted Labour in 1997 feel disillusioned with Tony Blair's style of government.

They dislike spin and are angry about Iraq. To woo them back, Labour's female MPs and activists have urged the selection of more women candidates.