2025 Movement Survey Results: Leading the Campaign You Asked For

Believe in Scotland surveyed 7,200+ independence supporters and asked them how they wanted us to campaign. We asked respondents to list their top priorities and many great ideas emerged, but several clear themes stood out.

Firstly, 5,122 respondents said they wanted us to focus on social media and when we looked into the relevant comments, the demand for video content was extremely high. This included snappy answers to unionist attacks and longer format explainer videos on both independence and wellbeing economics, which many respondents viewed as a core independence message. The key reason was to counter the mainstream media narrative on independence which favours the unionist framing of Scottish news stories and to promote and show that Scotland can be a successful and prosperous independent country. 

Next, 4,016 supporters wanted more billboards. Our billboard campaigns across Scotland have been highly successful, carrying messages like our call for the mitigation of the winter fuel cut and promoting independence as normal. With indy support around 54 percent, twenty points ahead of support for the largest pro indy party, we can say our campaigns have helped keep the flame alive. We also distributed hundreds of canvas banners (most recently working with Miedas Scotland, Indy poster boy and SIF) but billboards are by far the most expensive work we do. A large-scale two week campaign can cost tens of thousands, which is why Believe in Scotland is the only organisation able to run such campaigns. But you asked for more billboards, so we will deliver.

3,170 respondents said we should focus on promoting the Wellbeing Economic Approach as a way to popularise independence and show the undecided how much better Scotland can be. Believe in Scotland has led the campaign for this approach, delivering hundreds of thousands of leaflets and a million newspapers in partnership with the Greens and SNP in 2023 to put wellbeing on the agenda. We also commissioned research from Norstat showing that if independence is linked to a wellbeing economy and wellbeing pensions support rises by 12 percent to 66 percent Yes. People want change, they feel insecure and they have lost faith in mainstream parties. That has opened the door to parties like Reform, but we can stop them at the border if we show that independence with a wellbeing economy is the radical change people need.

3,091 wanted more March and Rallies from Believe in Scotland. The comments stressed their importance for morale and motivation. People know it is not about converting voters but about energising our supporters and getting our voices heard. In particular they want Believe in Scotland to lead because our March and Rallies remind people of the positive Yes family spirit of 2014. So get your marching boots ready, as on the 28th of March 2026 we will be on the streets in Edinburgh and we want you to join us. More info here

3,011 said they wanted us to bring back National Days of Action. In the past these saw over 100 Yes groups active on a single day and they were very successful, especially when tied to a campaign message. Recently we swapped them for regional campaign days with locally tailored messages such as our 8 page booklets for the Scottish Borders and also the Dumfries and Galloway. At our Moffat Local Indy Day more than 100 activists including the Yes Bikers joined in and we delivered to every household in the town and nearby villages. The good news is that on September 20th we will launch an energy related campaign with a new leaflet and a National Day of Action read more here 

Those are your key priorities and so they are ours too, but we will also continue to do much more. Other priorities with strong support included local campaign days at 2,230. You can join our Perth Local Indy Campaign Day here

Supporters also wanted more of our Creating Scotland cultural events at 1,941, more newspaper columns especially on wellbeing economics at 1,986, and a renewal of Scotland the Brief at 1,906. We will deliver on these when the time is right.

We also asked how important you felt Believe in Scotland was to the movement.

You told us clearly that you want to work with Believe in Scotland to send the message loud and clear that Scotland is ready to thrive as an independent nation.

Independence first not party politics
An overwhelming 87 percent of you said having a grassroots campaigning organisation independent of political parties is becoming more important. We have always believed it is essential to have a campaigning body that is not linked to any party and can therefore reach across partisan divides. That is why Believe in Scotland exists, to focus purely on the goal of independence.

Uniting the movement
This was also a key desire. With 143 local and national Yes groups working together,  Believe in Scotland is more than 90 percent of the active groups in the movement. We are for campaigners not complainers. Our movement needs to come together and we will use our Scottish Independence Congress, which is by far the largest convention of indy groups, to do that. We will invite everyone including the political parties to join us in seeking unity behind a shared path to independence. Discussions on this are already underway.

Getting to the tipping point
You are not waiting for permission. You are already making the case for independence in your communities, online and across the country. Working with us turbo charges that. Success will not come from old school tactics or party politics. That is why you want Believe in Scotland to lead from the front with powerful social media, high impact content and a united message about building a wellbeing economy that puts people first. That is what we will do, we will lead The Campaign Plan You Built.

Support the work of Believe in Scotland and our independence campaign – Join us! Only a non-party-political independence campaign can move independence support to the levels we need to win our independence.