For the third consecutive time, a Conservative prime minister has announced a general election early.

Rishi Sunak is taking a significant gamble, facing a formidable opponent in Labour's Keir Starmer.

Unlike his predecessors, Sunak lacks a strong position going into the election.

Polls suggest Starmer may make history by turning Labour’s worst defeat in 90 years into a major victory, but he too faces an uphill battle.

The 2023 elections are compared frequently to 1997, with Sunak's Conservatives facing their biggest polling deficit and being the most unpopular incumbent government since that year.

To counter, Starmer needs to gain 150 seats for a majority, a challenge akin to Tony Blair's achievements.

First impressions during the campaign will be crucial for both leaders.

Labour benefits from a proportional swing and tactical voting, particularly targeting Conservative-held seats and Scottish National Party strongholds.

Smaller parties, including the Liberal Democrats, Greens, and Reform UK, also play significant roles.

The underlying choice for voters remains stark: change or continuity amid a backdrop of falling incomes and rising bills.