I think it’s quite likely the next independence referendum will happen sooner rather than later, so it’s important to have a look at what we could have done better, not in order to point fingers at anybody, but simply to make sure that we win next time. This is the first of several indyref postmortems.
On the 18th of September last year, the good people of Edinburgh were basically asked “Would you like to live in the capital of an independent country?” and proceeded to answer No. How could they?
Also, the SNP has traditionally been strongest in the North East, but places like Moray that I had predicted would vote Yes by 60% instead voted No by a huge margin. Why are the people up there happy to vote SNP in local elections, but when they’re asked about the raison d’être of the SNP, they say No?
The map on the right shows the most disappointing indyref results in red. Some of the areas aren’t that surprising. I can understand that some people in the Scottish Borders would have worried about creating an international border close to home, and the fact that this area receives ITV instead of STV cannot have helped the Yes vote either. It’s also natural that people in Orkney and Shetland are worried that Edinburgh might be too far away to fully understand their needs.
I wonder whether there was a lack of local campaigning materials. Many of the posters, leaflets and TV ads produced by Yes Scotland seemed to have been designed to appeal to low-income voters in Greater Glasgow and similar areas.
Why didn’t anybody produce Edinburgh-only posters with messages such as “70 embassies will be built in this city, bringing a lot of money to the local economy” or “After independence, Edinburgh will be a real capital again, like London, Paris and Washington”? Where were the leaflets reassuring voters in the Scottish Borders? What was being done in Orkney and Shetland to explain to voters there that turning Scotland into a Nordic country would make them a central and crucial part of Scotland? Did anybody serious target occasional SNP voters in Aberdeenshire?
I was campaigning in East Renfrewshire, where we did more or less as well as one could have expected, and the only other area I visited frequently was Glasgow, which did better than most people expected, so I don’t know what exactly went wrong in other areas. However, my impression was that the campaign themes were the same all over Scotland, and if they were right here, they must have been wrong in other places. I definitely got the impression that a lot of the leaflets we distributed went down much better in the poorer parts of East Renfrewshire than in the rich neighbourhoods.
Did Yes Scotland suffer from a lack of regional campaign managers that could have identified a need for local campaign materials? Were local groups too passive, expecting to be given materials by Yes Scotland instead of producing their own?
Whatever the reason, it’s an error we can’t afford to make next time. Of course we need national campaign materials, but we must be better at targeting local areas with messages that matter to people there.