At last week's Prime Minister's Questions Mr Cameron ensured that female MPs were framed in the background of the picture.
All those macho Etonian put downs - "calm down, dear" for example - have alienated many women.
This careful image management came on the day that a Downing Street strategy document floated ideas to woo back women voters.
Conservative MPs argue that there should be more female board directors, for instance.
I support that but always remember that the vast majority of people earn less than £26,000 a year.
In the real world, women are bearing the brunt of the government's austerity drive.
The number of unemployed women has soared by 13% to the highest level in 23 years.
Women outnumber men by two to one in the public sector and are disproportionately affected by cuts of up to 400,000 jobs in the coming five years. In Gateshead prior to these cuts 53% of all employed women were in the public sector.
Welfare and pension changes also have a harsh impact on any women.
It is not surprising that women in Gateshead told me in my recent survey of great economic fear and insecurity.
I am also increasingly concerned about the parlous position of so many young people in the labour market - or rather struggling to get in to it.
It all comes back, then, to an economic strategy that can make a real difference rather than gimmicks that make marginal differences to most women amid ever grimmer news that unemployment has rocketed to 2.5 million and is on course to increase even further. Sadly the private sector is not able to replace all the jobs lost in the public sector and in the north it is a massive task to do so.
David Cameron and Nick Clegg's mantra that "we are all in this together" rings ever more hollow if they cannot boost growth and create jobs.
Incidentally, plans to restructure parliamentary constituencies were published by the Boundary Commission last week and sees the North East lose three constituencies. Any changes don't come into effect until 2015 and I remain as the MP for Gateshead and will do my utmost to continue to serve all my constituents.
Newcastle Chronicle and Journal
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