To some he was the architect of hope and prosperity and a man who could do little wrong. For others he is a liar and represents everything they dislike about the EU and the establishment. Potentially as divisive as Trump and the Brexit vote. So what strategies could Blair use to have his message heard by those who aren't sitting on the fence, but those with a negative view of who he is and what he represents. Has he already made a critical error by making his speech in the City of London so concreting establishment credentials at a time the polls and voting patterns show a large number of people are anti establishment? Is it now that the brightest social media, bloggering and vlogging talent is recruited to influence change. Or will fake news get in the way? Is this the greatest modern digital marketing challenge in politics?
Tony Blair has said it is his "mission" to persuade Britons to "rise up" and change their minds on Brexit.