An all-party coalition government was formed in May 1915. In late 1916 Liberal David Lloyd George became prime minister but the Liberals soon split and the Conservatives dominated the government, especially after their landslide in the 1918 election. The Liberal party never recovered, but Labour gained strength after 1920. Nigel Keohane finds that the Conservatives were bitterly divided before 1914, especially on the issue of Irish Unionism and the experience of three consecutive election losses. However the war pulled the party together, allowing it to emphasise patriotism as it found new leadership and worked out its positions on the Irish question, socialism, electoral reform, and the issue of intervention in the economy. The fresh emphasis on anti-Socialism was its response to the growing strength of the Labour Party. When electoral reform was an issue, it worked to protect their base in rural England. It aggressively sought female voters in the 1920s, often relying on patriotic themes. 1920–1945 In 1922, Bonar Law and Stanley Baldwin led the breakup of the coalition, and the Conservatives governed until 1923, when a minority Labour government led by Ramsay MacDonald came to power. The Conservatives regained power in 1924 and remained in power for the full five-year term. They were defeated in 1929 as a minority Labour government, again led by MacDonald, took office. In 1931, following the collapse of the Labour minority government, it entered another coalition, which was dominated by the Conservatives with some support from factions of both the Liberal Party and the Labour Party (National Labour and National Liberals). In May 1940, a more balanced coalition was formed, the National Government, which, under the leadership of Winston Churchill, saw the United Kingdom through World War II. However, the party lost the 1945 general election in a landslide to the resurgent Labour Party, which won their first-ever majority government. The concept of the "property-owning democracy" was coined by Noel Skelton in 1923 and became a core principle of the party. 1945–1963 Popular dissatisfaction While serving in Opposition during the late 1940s, the Conservative Party exploited and incited growing public anger at food rationing, scarcity, controls, austerity, and omnipresent government bureaucracy. It used the dissatisfaction with the socialist and egalitarian policies of the Labour Party to rally middle-class supporters and build a political comeback that won them the 1951 general election. Their appeal was especially effective to housewives, who faced more difficult shopping