Gladstone went beyond image by appealing directly to the people. In his Midlothian campaign – so called because he stood as a candidate for that county – Gladstone spoke in fields, halls and railway stations to hundreds, sometimes thousands, of students, farmers, labourers and middle class workers. Although not the first leader to speak directly to voters – both he and Disraeli had spoken directly to party loyalists before on special occasions – he was the first to canvass an entire constituency, delivering his message to anyone who would listen, encouraging his supporters and trying to convert his opponents. Publicised nationwide, Gladstone's message became that of the party. Noting its significance, Lord Shaftesbury said, "It is a new thing and a very serious thing to see the Prime Minister on the stump."