With just two months to go, polls show the outcome of vote on a knife edge.
The Financial Times’ aggregation of polling data indicates a 43:42 per cent split in slight favour of remaining in the EU and with this month’s appointment of Vote Leave and Britain Stronger in Europe as the official campaign groups, the fight around the EU referendum has intensified. The closeness of the race bears a striking resemblance to polls ahead of the Scottish independence referendum, and indicates that the UK’s position in Europe really does hang in the balance.
But while the polls suggest an almost even divide, it is the “undecided” electorate that plays the most intriguing role. It’s currently estimated that 13 per cent of voters are yet to make up their mind, this represents almost 6 million people – more than the entire population of Scotland.
It is here that the role of communications becomes so vitally important. Ultimately, it will be the narrative that best captures the hearts and minds of the electorate over the next two months that will prosper on June 23rd.
So how do the two campaigns stack up? Luke Moore, VP EMEA and APAC, Crimson Hexagon offers an online analysis in Edelman’s latest EU Referendum Briefing.* To read it, please click here.
We also spoke to Edelman colleagues around our network, providing perspectives on Brexit from the UK, the US, Brussels and South East Asia, in the videos below.