Wooing BME ethnic vote and winning Croydon voters
22 July 2014 Last updated at 11:55 BST
There is only 10 months to the 2015 general election with current polls predicting a close result, and politicians fighting for every vote.
But all political parties need to do more to woo ethnic minority - known as BME (black and ethnic minority persons) - voters says Trevor Phillips, a former chair of the Equality and Human Rights Commission.
In a Daily Politics film from south London, Eleanor Garnier spoke to Croydon BME Forum chief executive Nero Ughwujabo and Prof Richard Webber from King's College London.