Why No’s video appeal to undecided women won’t work

Normally in my house, a pot of lentil soup is made every week. It’s been a staple of both boys’ lives, all their lives, and they love it. I make better lentil soup than anyone they know. I learned how to from my Gran.

It’s been a rarity in recent times so on Monday, I decided to fix that. A pot was duly made. I burnt it. I burnt lentil soup. Boy Wonder, somewhat in awe at my spectacular fail, is now seriously questioning what has happened to his mammy. So am I.

And I’m writing this, surveying the wreckage that is my house.  I hoovered at the weekend but not that you’d notice.  Since then, there have been so many folk piling in and out with deliveries and the like that it looks like I’ve not hoovered for months. There are piles of clothes everywhere, dried, en route eventually to bedrooms (wardrobes and drawers might be stretching it a bit).  

There are bits of paper. Hunners of them. In strategically placed piles on every surface.  And boxes.  Of leaflets, materials, and other campaign paraphernalia.  I try heroically several times a week to clear the dining table only for it to fill up again with campaign flotsam and jetsam almost immediately.  We eat in whatever corner happens to be bare at the time.

But I know this is not a normal woman’s house.  Women everyday open their doors to me and their houses gleam and sparkle. There is order. There is not a speck of dust to be seen.  Women – even busy working women – still take pride in their home. They might grumble about the division of labour, that even though they too work full time, sorting school bags and shopping and washing and ironing still largely falls to them. But they do it, even grudgingly, Because home is where the heart is, in all senses.  

And what will these women – the undecided women still making their minds up how to vote on 18 September – take from the No camp’s video?  

Forget the words, it’s the images that will stay.  Here’s a woman who sits down with a cup of coffee in amongst the crumbs and debris of the morning rush hour.  And then gets up to go to work without shifting a dish or wiping a surface.  She might be a woman I can identify with, but not them.  hey’d never dream of leaving their homes in that state. They’ve missed their target audience completely, probably because the video was made by men. 

For they’ve also managed to patronise these women. Suggesting they don’t really like their husbands and partners, and worst of all, think poorly of their children – all the women I engage with speak with pride and love when asked about their families. That the reason they’ve not yet made up their minds is because they’re bored with the referendum dominating all conversations – not my experience – or because they don’t know enough about everyday politics to come to an informed decision – well wide of the mark, I’m afraid.

Many who have yet to make up their minds are indeed waiting for a quiet moment, to sit down with all the information and go through it, and decide. They know there are only a few weeks left but that’s enough time.  Until then, they carry on, carrying on.  Absorbing the mood music all around them, chatting with friends and family, raising queries, listening to those they trust.  But also engaging with folk – like me – who bother to pitch up on their doorstep, who don’t evangelise, who empathise with the big decision they have to make, and who listen to them and try to offer a factual account of the ifs, buts and maybes. I explain I come from a Yes position but I try to be honest and acknowledge that there are unknowns.  

But I also set out the bit No don’t want them to hear. That a No vote might not offer the best of both worlds actually. That women haven’t had a fair deal from Westminster. That there are known risks from voting No – £5 billion cuts in the next two years to the block grant will put spending on public services they care about under strain like never before. 

None of that subtlety was evident in their video. In fact, it contained downright lies. There is no uncertainty over pensions: the DWP itself has said that folks’ pensions are safe. Just as if they chose to go and live in Spain now, as ex-pats in an independent Scotland, the state pension will still be paid.  Private pension providers based in England already pay out pensions to people living in other countries, why would they not for Scots in the future?

Many women I’ve listened and chatted to are worried about their children’s future. So I give them the astonishing fact, supported by independent research, that this generation of teenagers and twenty-somethings is likely to be the first generation ever to be worse off than their parents. Thanks to austerity and the running up of huge levels of government debt, there’s very little left for them.  They will be paying for it all, all of their adult lives. They are hurting already and that’s why so many of them – and the polls now show that a majority of voters in their twenties are now likely to vote yes – are choosing the one opportunity offered by independence for a better, different future.  I encourage these women to talk to their sons and daughters, grandchildren, nieces and nephews and find out why they are voting yes and to think about that when they come to make up their own minds. 

I also encourage them to listen to and read other women’s stories, of women who didn’t start out yes but arrived there. To see if there is anything they can identify with from what they say.

Everyone on the Yes side is having a lot of fun with this No video. David Greig came up with a brilliant mini-play/pastiche on twitter last night. Robert Florence’s take on the messaging is laugh out loud funny (but also hits hard at its inherent sexism). 

But the most powerful counter to it comes from women themselves.  If you do one thing today, encourage undecided women you know to watch Women for Independence‘s video.  It’s a simple, direct appeal to women of all ages, from all parts of and communities in Scotland to make their voices heard. There’s no insulting of women’s intelligence, no misleading on the issues, there’s not even any crumbs needing cleaned up,  

 

4 thoughts on “Why No’s video appeal to undecided women won’t work

  1. Pingback: Why No's video appeal to undecided women won't...

  2. Fantastic! Keeps me going out there knocking doors, reading other peoples stories. Really proud Scot now!

  3. The time shown on her watch is 6.50.

    And the children have gone to school ?? And she is washed, dressed and made up to head for work??

Comments are closed.