The Yes campaign ran a grass-roots oriented standard political campaign, with volunteer call centers, signs and standard political advertising. The No campaign

The Yes campaign ran a grass-roots oriented standard political campaign, with volunteer call centers, signs and standard political advertising. The No campaign ran a mass-media (television) focused campaign that concentrated on airtime in the last two weeks (there was evidence to show, that 6 weeks before the referendum, very few people were even aware it was happening). The 'No' television pieces told the electorate it was 'complicated' and there's no point in fixing something that's not broken. Most people didn't know anything about what was happening behind the scenes, just that television was telling them it would be more complicated and wasn't worth it. Most people left it at that and didn't look for the other side—the 'Yes' informative pieces were not in the same format, not in easily digestible televised promos. That is what I call uninformed. There was very little for the mass-consumer that was easily accessible. It doesn't help that the STV proposed was complicated, but no accessible advertising by the 'Yes' campaign was available to quell those fears. Just because everyone got it in the mail, doesn't mean it was accessible. It was a complete failure of the 'Yes' campaign to realize who their audience really were. Those who were interested enough to read their materials probably were already willing to support the cause. Those who were not interested enough just listened to what the television was telling them: Vote No, Fear Change. Re: informing on a national level I do not believe a referendum is required to enact electoral reform. We have enough intelligent people that the best choice—or at the very least a better choice—can be made without forcing the electorate to make the choice between systems themselves. I do not trust the majority to support a minority, our societies continually fail at that. No one ever said we cannot change an electoral system again, in fact, in BC we've already done that in the distant past.