Particularly shocking – and revealing – were the comments of the culture secretary, Jeremy Hunt: while he didn’t actually say that poor people shouldn’t have children, he seemed quite relaxed that when they did they could face grim financial consequences.

Leave aside that children may have been born at a time when their parents were not on benefits, leave aside that only a small minority of families have more than five or six children, leave aside that children shouldn’t have to bear the consequences of decisions for which they’re not responsible – though these are all arguments that we must make. But what’s really revealing about this week’s announcements, coming on top of the measures in the emergency budget , are that they confirm a government that is hellbent on dismantling the system of social protection that’s been in place since the end of the second world war. Instead, we’re offered the big society to the rescue on the one hand, punitive withdrawal of support on the other, a stark return to the days of the deserving and undeserving poor.

How can Labour combat this, particularly at a time when the public finances are under such pressure? For superficially at least, the measures announced will have some popular appeal. It takes time for middle Britain to feel directly the damage of a divided society, and we fumbled the opportunity to capitalise on the anger that followed the near collapse of the banking system, when for a time at least it seemed that high levels of inequality and an excess reward culture were something the public would no longer accept. Now, though there’s anger and anxiety at the impact of spending cuts on public services, the lesson of the general election must remain fresh in our memory: the scepticism felt by voters that the welfare system’s fair.

Unfortunately, there’s no magic bullet that we can fire to bring public opinion to our side. Instead, we’ll need a sustained, authoritative and convincing campaign, which not only builds public support for proper social protection, but which is visionary in its ambition for a modern, enabling welfare state. It’s vital that we start to do this immediately, not just to limit the worst excesses of this government and protect the poorest and most vulnerable from this assault on the support on which they rely, but in order to ensure that we deny this Tory-led government a second term – something we must not allow.

The experience of the past two decades shows how hard it has been for Labour to reverse the legacy of a Conservative government. Real achievements under Labour since 1997, in reducing poverty, improving educational attainment, better health outcomes and a reduction in crime, nonetheless sit against a backdrop of continuing high levels of inequality and seemingly intractable social problems: despite effort and investment, the impact of Conservative policy has left a long tail. So our priority must be to secure the earliest possible return of a Labour government, to prevent policies becoming embedded that would set us back for generations, wipe out the social gains made since 1997, create lasting damage to a fair society, and the greatest harm to the poor.