Rudd believes in electoral reform and campaigned in support of the introduction of the Alternative vote system in the British referendum of 2011. The proposal failed. He is strongly in favour of British engagement with Europe, and is chairman of Business for New Europe, a member of the Centre for European Reform's advisory board, and Chair of the People's Vote campaign. As chairman of the People's Vote campaign, he oversaw a boardroom coup that ended up destroying the campaign at a critical juncture in UK politics.