The Labour Party’s line of attack against UKIP during their conference in Doncaster is “UKIP: more Tory than the Tories”.
The aim of the communications is to remind people in Labour’s heartlands who have a deep and visceral aversion to the Conservative Party that a flirtation with UKIP is tantamount to getting into bed with Margaret Thatcher.
These ads are aimed squarely at the working class in the midlands and north who might be tickled by Farage’s brand of anti-elitism and pub populism.
I’m not a fan of the strap line – it just reads like it’s been written by a Labour spokesperson. It’s void of humanity and is not the language of everyday speech.
The strategy, however, is sound enough.
The quality and variation of the Yes! campaign’s campaigning materials, adverts and posters has been far superior to that of the Better Together campaign throughout the referendum period.
The Yes! campaign brief of ‘sell anger towards a Tory-led coalition and hope for the future of an independent Scotland’ is a more creatively fertile proposition than that of Better Together’s ‘sell the fear of break-up and the maintenance of the status quo’.
Nevertheless, it’s one thing to have a great brief and quite another to deliver against it as thoroughly as they have. If it was down to the campaigning materials alone, the Yes! campaign would be starting the victory party already.
The volume of campaigning material coming out of Scotland and beyond is absolutely huge.
Here’s a small selection highlighting a few of the approaches that the Better Together campaign have taken in their communications.
Whilst there are some solid bits in there, the No campaign have struggled to come up with an inspiring visual language or tone of voice that runs through their campaign.
Sorry mate, don’t mean to embarrass you, but…er… your strategy is showing
The Better Together campaign have released a referendum broadcast that tries to appeal to undecided female voters.
It features a mother talking to the camera about her concerns for an independent Scotland: the security of Scotland’s oil supply, funding for education, the way “there’s only so many hours in the day and there’s so much to weigh up”.
The script wreaks of inauthenticity – it lists every single Better Together line of attack without breath. It’s so obviously aimed at undecided female voters that it feels terribly awkward. If the average viewer’s initial reaction to seeing your comms is “ah, I can see what you’re doing there pal” rather than some level of emotional gut response, you’ve completely ballsed it up.
And the characterisation is fairly patronising – the lead woman is mainly concerned about household tasks and complains that it’s her husband who cares about politics. It’s this latter element that has led to something of a twitter storm using #PatronisingBTLady
H/T to @frances_ryan for sending
The Israel Defense Forces have been running a Facebook page since 2011. During the most recent and ongoing conflict the IDF have been posting creative content communicating updates about their operations and justifying their actions.
The objective of the communications is to get people both inside and outside the reason to understand their response and make sure that their case is being made in the battle on the airwaves.
It’s very well put together and is an interesting example of contemporary propaganda.
Thanks to @chchristiaens for alerting me to it.
Today sees the launch of a UK-wide campaign called Let’s Stay Together which aims to give a voice to everyone who doesn’t have a vote in the decision to break up Britain, but wants to try to influence the vote in favour of Union.
The campaign’s aim is to get pro-union people from across the UK, who don’t have a vote in the referendum, to publicly state online, and maybe even in real life, that “Scotland is part of our UK family and I want us to stay together”.
The launch piece of content uses Queen’s ‘You’re My Best Friend’ as a soundtrack and features celebrities from all over the UK including: Tanni Grey-Thompson, Eddie Izzard, Ross Kemp, Ian Rush, June Sarpong, Dan Snow, Susannah Constantine and Trinny Woodall.
The video is wonderfully upbeat and is markedly different in tone from much of the Better Together campaign.
The video and wider campaign cleverly gives license for people from across the whole of the UK to have their say in the referendum. It is carefully respectful of the fact that it is the right of the Scots to decide whether to remain in the union. But the video will give confidence to those who might have worried about articulating their positive feelings about the UK to speak out and let Scotland know that they do care about the future of the country and want the jocks as part of it.
And whilst I’m at it, I may as well compliment them on their snazzy logo, very nice: