On his selection, he resigned his commission in order to stand in the by-election; he gave his campaign the codename 'Operation Honey Badger', referring to a famously fierce animal and signifying his determination to fight for the people of Barnsley. Jarvis found that his Nottingham origins put off some Barnsley voters, who remembered the fact that Nottinghamshire miners did not join the 1984–85 miners' strike, although he had been 12 at the time.
