How We Win - Second Independence Referendum

HOW WE

WIN

SECOND INDEPENDENCE

REFERENDUM

LAST TIME AROUND In 2o14, we were given a chance to prove that we could change the minds of the people of Scotland, and while we dramatically shifted the moods of hundreds of thousands of people, we didn’t have the power to make enough people believe in us, and that is how we lost. This is how we win.

KateForbes

Polling increased from 32% to 45%.

Voter turnout increased dramatically.

SNP Polling increased.

Largest SNP Campaign to-date.

The independence referendum changed Scotland like never before, and now we must ensure that we win, because this is the last chance that we will have.

Scotland, and will detail to them how we can win and how we can ensure that voter turnout is increased, the number of YES voters are increased and ensure that everyone understands what a vote for each side means.

This document is intended to set-out the steps that we believe must be taken in order We will step up our digital to win the second campaign and public independence referendum. messaging.

This document has been sent to every SNP member, across

We can, and we will give it our best, to win.

CONTENTS CLEAR LEADERSHIP DIGITAL CAMPAIGN THE PUBLIC MESSAGE NO-TO-YES JOURNEYS

CLEAR LEADERSHIP Having clear, approachable leadership is the key to ensuring that we have a strong campaign to win the referendum - that’s why we will ensure that everyone knows who is leading our campaign.

Kate Forbes

Humza

Director, Yes Scotland Communicati Kate Forbes will be at the helm of the Yes Campaign and will make the key decisions that ensure that we can win.

Humza Yousaf will b communications be branches and the m

Yousaf

ions Director

be responsible for etween local Yes main campaign.

Rona MacKay SNP-YES Coordinator Rona MacKay is responsible for the messaging and direction between Yes and the SNP.

DIGITAL CAMPAIGN The SNP have always had strong digital campaigns, and as we emerge into a more digital era, we can use this experience to our advantage.

By harnessing the use of hashtags on platforms like Twitter and Instagram, we make our message as widespread as possible.

#YESbecause

Yes because.

Yes because is our campaign to spread the message on why people support our movement and why they are voting yes!

#ScotlandCan

Scotland Can

Scotland can is our way of debunking Westminster myths and sending the message that Scotland can succeed.

Vote Yes

#VoteYes

Vote Yes is a crucial umbrella hashtag for our entire movement and sends the message to the Scottish people to vote Yes!

Bhòt Yes

#BhòtYes

Bhòt Yes is our gaelic campaign to vote yes. This campaign will be used in the Western Islands and across the Highlands!

Having a strong presence on social media platforms is crucial to unleashing our digital campaign. Using sites like twitter and Instagram regularly is a great way to build a strong platform

We will use targeted adverts to ensure that our message is heard by each and every person, across Scotland.

A BETTER FUTURE FOR OUR CHILDREN

VOTE We will also use GIFS and short explainer videos to get our message across to the Scottish people.

The expansion of our digital campaign is crucial to increasing our chances that we shall win, that Scotland shall win.

THE PUBLIC MESSAGE Having clear public messaging during the referendum campaign in the key to ensuring that we have a consistent brand and message, and ensures that the Scottish people know what we stand for.

The Yes Scotland Director, Kate Forbes, met with a group of advisers who agreed on the following political slogan for the Yes campaign.

A BETTER FUTURE A Better Future is a clear slogan that can be expanded into branches of smaller campaigns, examples of which are shown below.

A BETTER FUTURE FOR SCOTLAND A BETTER FUTURE FOR OUR CHILDREN A BETTER FUTURE FOR THE ECONOMY A BETTER FUTURE FOR DEMOCRACY These branches ensure for a more personal and targeted campaign and should be used by politicians where possible for a fluent campaign.

The key to ensuring that our public message is known is by using it frequently and on merchandising and billboards.

We have agreed that the introduction of this slogan will be by Kate Forbes in her speech to the Yes Campaign HQ. Head of communications, Humza Yousaf, will work with Yes to ensure that this message is communicated to the press and to every town, village and household across Scotland. We will also use quotes that harness and capture the mood of our campaign.

One key way to reach every household is through leafleting in communities. Leaflets provide an inside look into our campaign, an example of a leaflet is shown below!

A BETTER FUTURE, A BETTER COUNTRY. The distribution of leaflets is key to getting the public message for our movement into the mainstream, that is why if we use local SNP branches as part of our wider distribution network, we shall win.

Ensuring that the public know our message will strength and officiate our cause for independence.

A key to winning is everyone who supports independence unifying behind the one support base, Yes Scotland.

We will reach out to the Scottish Greens, SSP and all small independence organisations to get behind our cause and our message to ensure that we are the strongest possible campaign.

We will establish local independence hubs to connect with local Scottish communities, regardless of their ruralness and urbanest.

NO-TO-YES JOURNEYS We must ensure that voters have the confidence to change their minds, and the best way of doing this is by showing them that people have changed their minds on voting Yes. Promotional materials are already under construction to ensure that we make the no to yes message widespread.

NO-TO-YES OUR MINDS HAVE CHANGED, HAS YOURS? One thing we must do is understand WHY people have moved from No-To-Yes, and this can really help us.

By understanding why people have changed their minds, we can use those reasons to change the minds of others too. Those reasons could be any of the following.

BREXIT WESTMINSTER CUTS

TORY AUSTERITY

BREXIT HAS CHANGED EVERYTHING “In 2014 I voted No because I wanted to secure our future in the EU. But Brexit has changed everything, and I think the best future now is for Scotland to be an independent country.

LABOUR SOLD US DOWN THE RIVER I voted No because Gordon Brown promised us a better deal in the union, but after we voted - nothing changed.

This time around, I’m voting Yes.

SCOTLAND NEEDS MORE POWERS I wanted more powers given to the Scottish Parliament, but Westminster didn’t follow through.

Voting Yes is the only way forward.

EACH OF THESE PEOPLE HAVE A STORY TO TELL - YES.SCOT

HOW WE

WIN

SECOND INDEPENDENCE

REFERENDUM