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Levelling up. Boris's buzz phrase.
Government after government have allowed huge portions of the country to just slip into oblivion.
Livelihoods destroyed by unchecked immigration. Industries mothballed through globalisation as Chancellors flogged our assets to China.
The brutal austerity of George Osborne ripping through the poorest communities alongside a chronic lack of investment in areas that frankly didn't matter to them until they became key election battle grounds.
Today as the Conservatives promise to close the wealth gap and look after the left behind voters who backed Brexit, are these jolly soundbites for just about for people who are just getting by, or finally a genuine commitment to serve the many, not the few?
With some of the greatest inequalities in the developed world, have the Wonks of Westminster even seen a boarded up shop or been in a job centre?
Tax hikes, soaring gas bills and cuts to welfare make a pretty stark backdrop to Government plans to drive investment into some of the UK's most deprived areas. Will they have any impact at all?