Focus: So what do you believe?

You may not agree with the Tory 'I Believe' ads, but few would deny their impact. What do the rest of us care about? We asked great Britons to share their passions in these Michael Howard-inspired credos for Easter

HARI KUNZRU, Prize-winning author of 'The Impressionist' and 'Transmission'

HARI KUNZRU, Prize-winning author of 'The Impressionist' and 'Transmission'

I BELIEVE I SHOULD BE IN CHARGE.

Rules are sexy. Rules make me feel funny down there.

People need a firm hand, especially the poor.

We are all British, but some are more British than others.

Too many people today appear to Think that they don't have to obey.

Human Rights are a privilege. It's time you lot were reminded of that.

KATE ALLEN, UK director, Amnesty International

I BELIEVE IN HUMAN RIGHTS FOR ALL.

Detention without trial is wrong and we should say so.

Torture is wrong and we should say so.

Genocide and crimes against humanity are preventable and we should stop them.

A world where everyone enjoys human rights and where no one is above the law is a world we're fighting for.

MARCUS BRIGSTOCKE, Comedian, star of 'The Museum of Everything' on BBC Radio 4

I BELIEVE THAT MICHAEL HOWARD IS A ROMANIAN IMMIGRANT...

... and therefore should be welcomed in this country - unless he behaves like an arsehole, in which case he should be sent away again.

I believe that if Britain falls for what Michael Howard is trying to do at the moment, he will have succeeded in appealing to our basest instincts.

I believe that would be monstrously depressing.

Other than that, I believe that children are our future. teach them well and let them lead the way.

JAMES DYSON, Engineer and inventor

I BELIEVE THAT EVERY CHILD IN THE UK SHOULD BE GIVEN THE OPPORTUNITY TO LEARN ABOUT DESIGN AND TECHNOLOGY AT SCHOOL.

We need more people with science and engineering know-how.

If Britain is to remain innovative and high-tech, we must instil a better understanding and respect for engineering and manufacturing.

BETTANY HUGHES, Historian, author and television presenter

I BELIEVE IT IS OUR DUTY, AS INDIVIDUALS, TO LEAVE THE WORLD A BETTER PLACE THAN WE FIND IT.

Bigotry is our greatest enemy. Difference is a state to celebrate not to fear.

If we are to learn from the past, we must keep it in front of us, not behind.

Children's party bags need rethinking. Too much crappy plastic is produced by sweat shops and then thrown away by spoilt seven-year-olds.

PROFESSOR CHRIS WOODHEAD, Former chief inspector of schools, now chairman of a company that runs independent schools

I BELIEVE PEOPLE SHOULD BE TRUSTED TO LEAD THEIR OWN LIVES.

The state should get off their backs.

In education, parents should be given real power. Vested interests in the education establishment should have their power reduced.

SHERRY DIXON, Editor, 'Pride' magazine

I BELIEVE IT SHOULD BE ACCEPTED THAT BLACK PEOPLE IN THIS COUNTRY ARE AN INTEGRAL PART OF BRITISH SOCIETY.

We may be all British, but we are certainly not one nation.

A community working together in order to gain synergy can overcome

obstacles and create a better world.

It's about time that your creed or gender was not an obstacle to achieving goals otherwise only limited by your imagination.

The Rt Rev PETER BROADBENT, Bishop of Willesden

I BELIEVE THAT PUBLIC LIFE IS TRIVIALISED...

...by negative campaigning.

Every individual is of infinite worth because they're made in God's image. our hearts are restless until they find rest in god.

Oh, and I believe in someone who taught his followers most of the above and more, got crucified for it, but came back again. Happy Easter!

SIR RICHARD BRANSON, Founder of the Virgin empire

I BELIEVE THAT THE HUMAN EXPLORATION OF SPACE MATTERS...

... and can be achieved without using too much of the earth's resources.

We should not be defeatist about eradicating AIDS, Malaria and TB - still the world's biggest killers.

We can avoid a crisis between Islam and the West.

Private enterprise and personal freedom will solve more of the world's problems than they create.

People shouldn't feel guilty about having fun.

I believe in Father Christmas, Peter Pan and that pigs can fly!

BONNIE GREER, Writer, critic and broadcaster

I BELIEVE IN THE HIGHER PURPOSE.

Everyone should have in their life something bigger than themselves. Call it God, country, family, whatever it is, if there isn't the sublime and noble somewhere in the equation, then it's all pointless.

I believe in pleasure. Pleasure is a no-no in our Protestant, puritan society but it's what got most of us here in the first place.

I believe in art. Real art is the truth.

I believe in justice. Everybody on this planet deserves some.

LORD LESTER QC, Leading human rights expert

I BELIEVE THAT OUR BASIC RIGHTS AND FREEDOMS ARE NOT THE GIFT OF GOVERNMENT...

... they are our birthright.

Ministers are servants of the people. our governors must be accountable to Parliament and to the independent courts.

We need stronger protection against unbridled power and the tyranny of populist measures taken against the vulnerable in the name of the majority.

We need a fairer voting system, the reform of both Houses of Parliament, and a written British Constitution.

SHAYKH IBRAHIM MOGRA, Muslim Council of Great Britain

I BELIEVE IN DEALING WITH ALL PEOPLE...

... regardless of their faith or ethnicity - with fairness and respect. Our country is truly enriched by the cultures and faith traditions thriving in this very tolerant land.

It is unacceptable to victimise minorities to rally the majority. To act unjustly against anyone is to act unjustly within our own family.

SIR MATTHEW PINSENT, Four-time Olympic gold medallist

I BELIEVE THAT WE SHOULD NOT TAKE OURSELVES TOO SERIOUSLY.

Seeing the funny side of life is a national trait we should cherish.

We should adopt the Australian system and make voting compulsory. add £10 to council tax then give it back at the booth.

We should get rid of bad TV, starting with reality shows.

Nothing is more enriching for the soul than British weather at its glorious best - particularly the change of seasons from winter to spring

LORD HASKINS, Former chairman of Express Dairies and adviser to Tony Blair

I BELIEVE THAT TAX AND GOOD REGULATIONS ARE THE PRICE WE PAY FOR BEING PART OF AN AFFLUENT, JUST DEMOCRACY.

That the days of a totally sovereign state are over.

that biotechnology, including genetic modification, will be a crucial factor in helping the world feed an extra two billion people.

HENRY GRUNWALD QC, President, Board of Deputies of British Jews

I BELIEVE IN COMMUNITY AND IN GOOD RELATIONS.

I cling to my roots as the foundation for my future.

I want every British citizen to live in peace and security, free to practise his or her religion or not.

I believe in tackling prejudice and promoting respect for all. I reserve the right, as Karl Popper said, not to be tolerant of the intolerant.