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Party leaders mercilessly launched 100 days of campaigning before the general election on 7 May. David Cameron, the Conservative leader, said he would reduce the annual maximum household receipt of welfare to £23,000 from the current limit of £26,000. Ed Miliband announced a ten-year plan for the National Health Service, but Alan Milburn, a former Labour health secretary, said: ‘You’ve got a pale imitation actually of the 1992 general election campaign and maybe it will have the same outcome.’