Sixty degrees north

Sixty degrees north

An enhanced and colourised photograph of my Granny Jean Muriel Learmont Ross née Wynn on her wedding day.

Every family possesses a treasure trove of words of wisdom and knowledge passed down through the generations. My family is no different.

My late Granny, Jean Ross, was a fierce and wise woman who often reminded me that "we're a' Jock Tamson's bairns", a lowland Scots phrase that suggests that, beneath the surface, all people are fundamentally the same. Her forthright outlook on the world left an indelible mark on me from a young age.

Though the origins of this phrase are still debated, the sentiment it conveys is one that I have held close to me throughout my life. It serves as a reminder that, despite our differences, we are all part of the same human family, bound together by a shared humanity.

When I was younger I grew up knowing very little about half of my family and I never really felt comfortable talking about it. Truth be told, I didn’t bring it up with those close to me until I was 18 years old. At that point, I felt ready and I started to develop an appetite for knowledge about my origins and the people who came before me. It’s complicated, but if I were to put it into a few words, it’s like growing up having a feeling that part of your identity is missing, amongst other emotions.

From conversations I’ve had over the years with friends who have similar backgrounds, I’ve realised that this can be quite common. However, I know that some have no interest in learning any more, and are content with their lives and a sense of who they are. It’s a very personal choice and there is no right or wrong approach, it’s about what feels right for yourself.

Over the years my family research has taken many twists and turns, from discovering famous historical figures are ancestors, to making contact with a living sister that my Grandpa Edward Ross didn’t know about, to discovering via a DNA match that I had, unbeknown to me, recruited one of my cousins as a key member of the digital team at SNP HQ. More recently, I’ve connected with half of my family that I didn’t know. It’s been an emotional rollercoaster that is still ongoing, but one that I have enjoyed and found fulfilling.

I find ancestry research a bit like how I imagine some people find the problem-solving of a Crossword, Sudoku or Wordle. It’s detective work and problem-solving, you have to piece lots of pieces of historical data together to build the fullest picture possible of each individual and build the highest level of confidence in your conclusions. You can use a mix of generational stories, family records, newspaper archives, military records and DNA analysis to build the fullest possible picture.

When my Granny, who was formerly a Librarian at the National Records of Scotland estate, discovered I was curious about our family history, she asked me to find out more about her family lines. She knew she had family from Edinburgh, Dumfries and Dalbeattie, with some close relatives moving to Canada, but she also suspected that there were relatives from elsewhere.

And she was right.

When I trawled through the more recent family parish registry records, there was one that stood out to me; a marriage certificate for Christina (Christian) Gifford and James Hunter. On the ochre-coloured parchment and other connected records, aged by the passing of time, I could see that they had married in Leith in the 1860s, after migrating to the area from Shetland. Both of them came from farming and fishing backgrounds.

Marriage certificate for Christina Gifford and James Hunter (Leith, 1863).

In the 19th century, there was a growing Shetlander community in Leith, alongside Liverpool, New Zealand and the USA. Population pressures on Shetland, made worse by some being cleared from their lands in favour of sheep that were seen by the Lairds as more profitable, kickstarted several waves of migration.

Shetland viewed from space (Excluding the Fair Isle).

Shetland, an archipelago of around 100 islands in the North Sea, is home to a rich history dating back to the Mesolithic, Neolithic, Iron Age and Pictish periods. The island's capital, Lerwick, is closer to Norway than to Edinburgh, which is reflected in the strong influence of Viking settlers who arrived later in the 9th century and left their mark on the local language, culture, and way of life. The language they used evolved into the West Nordic language Norn, which survived in Shetland into the 19th century.

In 1472, Shetland became part of Scotland, and with that came an influx of Scottish landowners. However, many of these landowners were ruthless and unscrupulous, viewing Shetland as a means to make money at the expense of the islanders who had lived and worked the land for generations.

One aspect of island life that was affected by this change was crofting, a traditional system of land management that involved dividing the land into small sections and redistributing them among tenants to ensure equal access to both good and bad land. This system, known as runrig or rig-a-rendal, was viewed by some as outdated and ineffective.

The arrival of Hanseatic merchants in the 14th century brought economic prosperity to the island, as tenant farmers sold fish to these European traders. However, with their demise in the 17th century, the local lairds stepped in to fill the economic void, leading to an age of persecution for tenant farmers. The lairds adapted their estate business models and branched into the lucrative fish trade, buying fish from their tenants for a pittance and changing tenancy agreements to force tenants to fish and sell exclusively to them.

This shift in focus towards fishing led to a steep increase in the population of the islands between 1811 and 1861, as young couples were encouraged to marry and add new crofts to the land. However, this growth was unsustainable, as the land could not support the increasing population. As a result, 19th-century Shetland was marked by poverty and hunger, with the threat of starvation always looming.

View in Leith Docks, George Washington Wilson (1860).

During the Victorian era, Shetlanders who had migrated to the Leith area established a social association known as the "Leith Thule Club". Following World War I, and with continued migration from Shetland to the South, many Shetlanders arrived in Leith via the regular boat service, known as the "calling boat". In 1928, those living in the Edinburgh and Leith area re-formed the Association for their social benefit. In 1962, the Association acquired a property at 11 Pilrig Street in Leith, naming it Zetland Hall and using it as their central hub.

Christina and James were such migrants from Shetland to Leith. Christina left behind her parents Ogilvy Gifford and the late Mary Copland, who both lived at the Northerhouse (Norderhus) croft, nestled on the northeast coast of Bressay, looking out towards Noss and the icy blue waters of the North Sea. Together, Ogilvy and Mary had 12 children, with Ogilvy having a further 7 children with his second wife, also called Mary. All 19 children lived in Noss Sound 1, 2 and 3 crofts right next to each other. The family was a microcosm of the population pressures on the island. As you can imagine, this means that we have many relatives in present-day Bressay, Shetland, and lands further away.

Last week, I embarked on a journey to Shetland with my partner Triona to take in Up Helly Aa, a fire festival that marks the end of the Yule season, and to uncover more about its people, history, and culture. My Granny had wanted me to visit on her behalf, and I promised her that I would one day. I had visited Shetland before, but on both occasions, I was on the campaign trail and didn't have enough time to truly explore. However, upon closer examination of records and some further research, I realised that whilst recording a campaign film for the talented Tom Wills on the summit of the Ward of Bressay looking out towards Lerwick, if I had just turned around 160 degrees I would have been looking in the direction of the remains of my ancestors' croft, Northerhouse, amongst other connected buildings. The stoic dry-stone structure had been a part of the landscape there for over 160 years.

During my research, I came across a letterpress illustration of the croft created by the Victorian artist J.T. Reid for his book “Art Rambles in Shetland”, which was coincidentally created when my ancestor Ogilvy and Mary Goudie, his second wife, lived there. This gave me an idea of what the croft looked like when they lived there, and I discovered that it was known as the "Ferryman's cottage". This meant that alongside farming at the croft and fishing, Ogilvy ferried Shetland folk and visitors across from Bressay to Noss, which is now a nature reserve.

The Ferryman’s Cottage, Bressay, Shetland. Illustrated by J.T. Reid for his book Art Rambles in Shetland (1869).

During a conversation with a woman who is likely Mary Goudie, in his book J.T. Reid gives an account that the Gifford family was deeply proud of their Shetland heritage. Reid describes an encounter he had at Northerhouse, where he requested to hire a boat to travel from Bressay to Noss. However, Mary informed him that her husband, Ogilvy, was out fishing and proceeded to signal a shepherd who was repairing a boat on the opposite beach. She reassured Reid of the safety of the journey by vouching for the shepherd's capabilities as a true Shetlander, distinct from "thae Scotch bodies".

As my research delved deeper into the history of the Gifford and Copland families, I discovered that the Giffords, a Scoto-Norman family that originated in Normandy in France before 1066, was first recorded in Shetland in 1567 with the arrival of John Gifford, a church minister. He is said to have been the second son of John Gifford of Sheriffhall in Midlothian. The family then built the first building of Busta House in 1588, with further buildings added over the years, making it the oldest continuously inhabited home in Shetland. Meanwhile, according to a descendant of the Copland family on Shetland, they originated from a 17-year-old from Berwick upon Tweed, who survived a shipwreck on the VE Skerries and was rescued by Bessie Simpson, whom he later married.

Busta House, Brae, Shetland

Shetland's rich heritage is reflected in the surnames of my ancestors and the people who live there, which include both heritable family surnames passed down through generations and primary patronyms that use the father's first name and an affix denoting relationship, like Anderson. This is a result of the blending of Scottish and Scandinavian cultures and traditions that have occurred over the years.

Tracing the female line in my ancestry has been a journey that has taken me back as far as the earliest parish records available. Unfortunately, the earliest available only dates back to 1696, found in Tingwall. To delve deeper into our heritage, I turned to DNA testing.

Three main types of DNA tests can provide insight into your ancestry: autosomal, Y-DNA, and mtDNA. Autosomal DNA testing gives an overview of your ancestors from the past five generations. My test confirmed that I have Shetlander DNA and that I matched with descendants of Shetlanders in my family tree, which verified my findings from the parish records. Y-DNA testing, which only applies to males, traces the direct paternal line, while mtDNA testing, which applies to both males and females, traces the direct maternal line. These tests can provide a more comprehensive understanding of your heritage and help you to understand the long-term migration of your ancestors.

Ancestral DNA testing types diagram.

Tracing my family's ancestry using DNA testing has led me to an unexpected discovery. By testing for our mtDNA haplogroup, which traces our female lineage, I found that our haplogroup H13a1 is not commonly found in the population of modern Scotland and the UK. The results showed that our lineage can be traced back to a woman who possessed a unique genetic mutation that occurred around 12,000 years ago. This marker is most commonly found in the Caucasus Mountains region of Europe, specifically in present-day Dagestan and Georgia.

Present day mtDNA H13a1 haplogroup distribution map.

At some point in history, before the earliest Shetland parish record I have in the 1700s, a female descendent of a woman from this region migrated to Shetland, a distance of nearly 4,000 km as the crow flies.

Gamsutl, the location of an ancient mountain village in Dagestan.

While I cannot conclusively prove how this came to be with even a modest level of confidence without records, it is nonetheless fun to speculate.

The possibility of the first woman who possessed the mtDNA haplogroup coming to Shetland relatively recently rather than 12,000 years ago is supported by the lack of evidence of a significant number of descendants in Scotland sharing the same DNA marker, which would have likely occurred should there have been an earlier migration.

In the year 1040, according to the Georgian Chronicles, a Viking expedition led by Ingvar-the-Far Travelled is said to have visited the region. This visit is also described in Yngvars saga víðförla, which adds credibility to the account. It is possible that the Vikings captured a woman as a slave and brought her back to Scandinavia or the Kievan Rus on their ship in such an expedition. It is also possible that one of her female descendants ended up in Shetland, which was colonised by the Vikings, who later became Norse settlers.

Despite the possibility of this explanation, the true origins will likely never be fully known. The passage of time has resulted in the loss of many records, stories and historical accounts that could have helped to provide an answer.

As we consider the fact that 12,000 years have passed since the mutation of a specific haplogroup in the Caucasus Mountains region and its presence in Shetland, it is important to remember that countless individuals with their own unique lives, experiences, dreams, and loves have existed during that time. Many of their stories have also been lost.

I have described one section of my Granny Jean Ross’, and therefore my own, recorded ancestry spanning several generations. Every single person currently on this planet has a story like this, indeed, every person that has ever existed, right back to the first humans who migrated out of Africa and those before them. That’s your ancestors. It’s both incredible and humbling to think of it this way. You, and everyone you know, are one part of the rich tapestry of the story of human development that goes back over two million years.

When we learn about the history of human evolution, migration, and development, and discover more about our ancestry, we are reminded of the incredible diversity that exists among humanity. We come to understand that people often have more in common than we initially realise and that there is much more that unites us than divides us.

I can personally attest to this as I delved deeper into the history of my own family, tracing the origins of my Granny's lineage, starting from Leith, then to Shetland, and ending up in the Caucasus Mountains region in present-day Georgia and Dagestan.

And what will this soothmoother say to friends and family that I discovered about Shetland and my ancestry on my return to Edinburgh?

Today, Shetland is at the forefront of innovation, with industries like tourism, agriculture, aquaculture, fishing, oil and gas, renewable energy, space technology and the creative sector driving its economy.

That these islands, located 60 degrees north, are not only steeped in history and rich in culture, but they are also home to warm and generous people who live amidst breathtaking wild nature and stunning coastlines.

Well, and Vikings obviously.

Ross Colquhoun
A proud son of Shetland

Flaming torches being thrown into the Viking Galley at Up Helly Aa in Shetland.


I’d like to thank the Shetland Family History Society, specifically Jasmine Moncrieff in Lerwick, and Hazel Anderson, Robin Hunter and Theo Smith on Bressay, who have helped me with my family research and shared their incredible local knowledge. And Chris Dyer at Garths Croft who shared his invaluable archeological and historical knowledge with us. Those who we met during our time visiting the islands have left us with unforgettable warm memories that we will pass on to future generations.


Photographs of our trip to Shetland

The National: Twitter Q&A

The National: Twitter Q&A

The National newspaper’s Ninian Wilson asked for my opinion on the influence of Twitter and the potential impact of its potential demise on the Yes movement and independence campaigning.

What insight can you offer into how important Twitter has been for organising the Yes movement, especially in and around the first indyref?

Twitter continues to be a vital channel for the Yes movement. It is used by political parties and grassroots campaigns to inform, engage and mobilise members, activists and voters. And as one of the world's online town halls, it's given voice to many people from disenfranchised and minority groups that otherwise would not be heard.

To give you an idea of how effective it was during the 2014 independence referendum, when we organised #YesBecause day - a social media event designed to encourage people to explain why they are voting Yes in 140 characters on Twitter and demonstrate the unfettered reality of the Yes movement - it trended in Scotland, UK and in the top 3 Worldwide, reaching over 10,000,000 people across the planet with 101,238 tweets.

There is a huge number of stories of people turning from No to Yes because they’ve been exposed to new ideas and arguments on Twitter that they might not have been otherwise, is Twitter still a key battleground for winning over voters?

Twitter remains a key battleground for the independence debate. Although there are now a number of online platforms that Yes campaigners should also communicate on such as Instagram, YouTube, TikTok, and private messenger apps like Whatsapp. Social media is always changing and we need to remain ahead of the curve.

You tend to find that the type of people that use Twitter come from all kinds of background, and that's healthy, because it means people who have power and influence can share key messages about independence and get real-time feedback. This helps us to inform voters and give activists some of the arguments that they can take offline when they speak to their friends and family.

Outwith the SNP and the Greens, fringe and unofficial indy blogs and groups have had the platform to effectively contribute to the indy debate because of Twitter, for better or worse, what value has this added to the Yes movement?

Peer to peer campaigning is the most effective type of political campaigning. You are more likely to trust and listen to people who are like you. In 2014, groups like Women for independence, National Collective and Radical Independence utilised Twitter to help them to organise and to speak to audiences that were less represented in the mainstream debate - such as women, younger people and minority groups. This is invaluable in terms of reaching sections of society who feel underrepresented. If social media is used effectively, you can mobilise people who otherwise might not turn out to vote for independence.

An example of this recently was how the SNP used TikTok during the last Scottish election. We gave TikTok users from various backgrounds access to the First Minister to ask questions about the work of the Scottish Government and the issues in the upcoming election. They then shared footage of the online Q&A with their social media followers. In some instances this was around 2 million people, many of which based in Scotland. Collectively, we ended up increasing support amongst younger voters, according to analysis by Professor John Curtice.

What fears, if any, do you have that the decline of Twitter could limit the Yes movement’s ability to win the case for Indy?

There are many legitimate criticisms of social media and its impact on the world, however, we should not underestimate the impact of losing Twitter. It would mean less plurality of opinion in the media landscape and less disenfranchised and minority voices having their voices heard. For the independence movement, this would mean one less open channel to get our positive message and vision out there. But that said, if we need to adapt, adapt we will.

Film: Scottish Independence: What's it all about?

Film: Scottish Independence: What's it all about?

In November 2021, I directed this short film cutting through the noise and explaining what the independence debate is really all about. To date, it’s been viewed around half a million times.

You can watch the full broadcast below.

Film: Get Out The Vote Rally

Film: Get Out The Vote Rally

How do you hold a get out the vote rally during a pandemic with an array of Scottish celebrity voices and political figures located all over Scotland and the world?

Well, on Sunday May 2nd 2021 we did exactly that. I wrote, directed, produced and booked the online Get Out The Vote Rally to remind SNP supporters to vote and to encourage their friends to do the same.

The event was hosted by Alan Cumming and Mhairi Black MP, and featured Brian Cox, Elaine C. Smith, Stuart Braithwaite (Mogwai), Val McDermid, Iona Fyfe and more.

The event also included a major exclusive. The actor Martin Compston backed the SNP on the same night as the season finale of Line of Duty, the UK's most-watched drama series of the century.

At the Scottish election in 2021, 4,280,785 registered to vote, the highest ever for a Scottish parliamentary election. 182, 323 additional voters when compared with the Scottish election in 2016.

Scottish election result 2021

Scottish election result 2021

And we achieved the highest ever number of votes, number of constituency seats and vote share in a Scottish election.

You can watch the full broadcast below.

Film: A Christmas Carol - A Scotland Yet To Come

Film: A Christmas Carol - A Scotland Yet To Come

In December 2019, I wrote, directed and produced the SNP’s special Christmas broadcast starring Hollywood actor Alan Cumming. The film was recorded in Edinburgh over one day in a venue off the historic Royal Mile.

You can watch the full broadcast below.

Film: 'Twas the nightmare before Brexit

Film: 'Twas the nightmare before Brexit

In 2018, I wrote, directed and produced the SNP’s Christmas special film starring Hollywood star Brian Cox.

You can watch the full broadcast below.

Article: The curious case of Cambridge Analytica

Article: The curious case of Cambridge Analytica

This article was originally published in the Scotland on Sunday on 25th March 2018.

The global political order has once again been rocked. This time digitally. Former Cambridge Analytica employee and now whistle-blower Christopher Wylie has disclosed, or at least strongly alleged, that the company illegally scraped data from Facebook in order to influence election outcomes.

Wylie has also stated that researchers developed a technique to map personality traits based on what people had liked on Facebook. And that researchers paid users a small amount of money to take a personality quiz and download an app, which would then scrape some private information from their profiles and those of their friends, the latter being without their explicit permission.

The SNP takes a responsible approach to using personal information shared by our supporters both online and offline. We use some relevant contact information that people have opted to provide us with to keep them informed about our latest news, policy updates, broadcasts, volunteer opportunities, and events.

Around 1 in 34 people of voting age in Scotland are members of the SNP. Each member can help to drive political engagement and amplify our message to help it to reach people online across Scotland. Our digital strategy is designed to support and complement our ground campaigns. This strategy has worked well for us and we remain committed to staying ahead of the curve on this.

Like all political parties, during campaigns the SNP creates tailored targeted adverts to reach those outside of our organic reach on various website and social media platforms. Buying advertising space like this means our messages can be seen by those that are not following our supporters and the content they share. Nothing untoward here, it’s just like the adverts we see in newspapers or television.

What Cambridge Analytica are alleged to have got up to is a million miles away from this. With numerous strands of this story leading to the Oval Office, all the focus at present is on questions needing answered and links needing to be understood across the pond.

In time though, the focus needs to and must come home. Was the Brexit referendum won by those very practices which Cambridge Analytica deployed?

The scandal raises fresh questions about the role of a secretive Scottish Tory-linked organisation, the Constitutional Research Council. Richard Cook’s firm was responsible for a £425,000 donation to the DUP’s Brexit campaign – £32,000 of which was spent on the Canadian firm AggregateIQ, that is reportedly linked to Cambridge Analytica.

There is also the curious case of Cambridge Analytica’s parent company, Strategic Communication Laboratories. Its founding Chairman was a former Conservative MP and it has been run by the Chairman of the Oxford Conservative Association. A former Tory party treasurer is a shareholder and a director have donated over £700,000 to Tory party. The links to the Conservative party seem to go on and on.

Number 10 said on Wednesday that the UK government had stopped working with SCL Group, in 2015. However, it appears that the Ministry of Defence paid £42,000 to a branch of the company for “data analytics” between December and February.

It remains to be seen how this plays out. Only time, further excellent journalism - like we have seen from the Guardian, Channel 4 News and numerous independent investigative journalists in the past week – and perhaps the courts – will tell.

Research: People power

Research: People power

A survey of the UK’s political party members by Queen Mary University London has revealed glaring contrasts between rank and file of the SNP, Labour, Tories and Liberal Democrats.

In 2014, the SNP had an extraordinary increase in party membership, with the total increasing from around 25,000 to over 100,000 in a matter of months. Inspired by Scotland's Referendum, we wanted to create a party powered by its mass membership, so we decided to put political engagement at the heart of our strategy. The results can be found below.


SNP members have the highest satisfaction rates out of any UK political party

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SNP members are the most likely out of any UK political party to feel that their party encourages its members to get involved in activities

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SNP members are the most likely to say they have increased the amount they have done for their party in the last five years out of any UK political party

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SNP members are the most likely to have had contact with their parties over the last year via email, social media and face to face out of any UK political party

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SNP members are the most likely to say out of any UK political party that local party meetings are interesting, friendly, united, easy to understand and modern

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SNP members are the most likely to say out of any UK political party that party membership can change the community/country and that it is a good way to meet interesting people

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Article: The politics of the possible

Article: The politics of the possible

In the run up to 18th September 2014 many of us living in the country experienced what it was like to imagine a better Scotland.

Many promises that were made by the No campaign during that period have been broken. Perhaps the starkest of these being the promise that ‘the only way for Scotland to stay in the EU was to vote No’.

It is sometimes the case that the range of visions within the Yes movement are portrayed as a weakness. But the opposite is true. Politics is about ideas and the plurality and vibrancy of the different groups that make up the movement are its greatest strength. What unites us is our belief that decisions made by us, not for us, offer the best future for Scotland.

And can you blame us? Look at the current state of the UK.

The Tories have forcefully taken the UK to the Brexit cliff edge, after former Prime Minister David Cameron called an EU referendum to tackle UKIP and to stave off internal division. He resigned and then the new Tory Prime Minister Theresa May called a cynical General Election to strengthen her hand. ‘Strong and stable’ quickly became ‘weak and wobbly’ and she almost lost, at a time when she should have been focusing on complex Brexit negotiations. Only a grubby deal with the DUP, costing the public an extraordinary £1 billlion, has kept them clinging on to power.

Labour, who fell short at the General Election, have undergone a grassroots mobilisation in England that in ways tried to replicate the Yes movement. However, under their leader Jeremy Corbyn, Labour have now totally endorsed the Tories’ hard Brexit position. This should give progressives across the UK food for thought. It is ironic that Labour rode on a wave of youthful enthusiasm at the General Election 2017 and that now they are trashing the dreams of those very same young people by embracing a hard Brexit that will affect their jobs, living standards and their ability to work in Europe.

We’re now left with a zombie Tory Prime Minister lacking any credibility and the two main UK parties who are stuck between a rock and a hard Brexit, with neither of them putting the national interest first. This is why it is important that Scotland should have a choice about our future direction as a country at the end of the Brexit process.

The Tories have attempted to block Scotland having that choice by stating that they would stand in the way of Scotland’s Referendum. By doing so they have temporarily managed to confine debate to uninspiring process, rather than inspiring vision. To change this, we must build and win the case that governing ourselves is the best way to tackle the challenges we face as country - from building a better balanced and more sustainable economy, to growing our population, strengthening our democracy, and tackling deep seated problems of poverty and inequality. We must build a better Scotland.

While the Scottish Government focuses on its Programme for Government and its budget for the year ahead, Nicola Sturgeon has announced that the SNP will ‘engage openly and inclusively with, and work as part of, the wider independence movement’. I can confirm that this is in progress.

If you look beyond the sneering, the reality is that many unionist politicians are terrified of another wave of grassroots energy in favour of Scottish independence. The politics of the possible are intoxicating, and they know it.

We witnessed first-hand people doing extraordinary things in 2014, the many activists and groups across Scotland who contributed their time voluntarily for a cause they believed in, the random acts of kindness, generosity and camaraderie. The creativity, the determination, and the vision. It is this spirit, aspiration and ingenuity that will deliver independence for Scotland.

So let’s get to work.

It’s over to you. Only you can make it happen.

Sign up at www.mobilise.scot.


Photograph by Peter McNally.

Research: SNP is trusted online

Research: SNP is trusted online

A new study by a team of Scottish academics at London School of Economics has shown that the SNP is more trusted that the Liberal Democrats and Labour, on the reliability of facts they present on the internet and social media, while the Scottish Conservatives are the least trusted.

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Article: How the SNP is transforming political campaigning

Article: How the SNP is transforming political campaigning

How the SNP's digital team is transforming the conversation between party and the public and keeping the party at the forefront of modern political campaigning. 

In the Summer of 2014, against the backdrop of Govanhill’s rejuvenated Edwardian public bathhouse, hundreds of people gathered in a celebration - a confident, positive declaration of the sort of Scotland they wanted to live in. The event was held in support of a Yes vote in the Scotland’s Referendum, but this was far from a typical political rally. It was a genuine grassroots movement, organised entirely by volunteers through social media and independent of the usual campaign machinery.

Fast forward to November 2014 and, in the wake of Scotland’s Referendum when the SNP's membership started rocketing towards its current total of 115,102, more than 12,000 people attended the largest indoor political event in British political history at the SSE Hydro. The mixture of speeches, music and film was broadcasted live on YouTube, photographed, videoed, Facebooked and Tweeted by anyone with a mobile phone or a camera.

Each moment captured in its own way the power and influence of digital in modern politics. With its immediacy, accessibility and interactivity, online campaigning is transforming the political landscape and the SNP is at the forefront of this movement.

“Digital is the fastest growing area of political communications,” says Ross Colquhoun, the SNP’s Digital and Political Engagement Strategist. “It can help shape the political agenda faster than any other channel when it is used to publish accessible content and provide instant rebuttals. It’s an unfiltered platform that enables us to have two way communication with party members, supporters and the wider public. In that respect it’s really powerful.”

Ross believes the referendum campaign was undoubtedly a turning point for political campaigning. “It made people think about how campaigning is conducted. There are a lot of different techniques that arrived during the referendum that hadn’t been seen in politics before, predominantly involving social media and types of subversive activism. You now see political parties embracing those types of techniques.

“So, we have the ability to organise in a way we never could have before. We can keep our members informed, hopefully engage them and develop them as activists. But it’s not just about meeting the demands of the party, I see digital as a fundamental platform for encouraging greater participation in politics and providing accessible and accountable governance.

“When Nicola became First Minister, she set out to be the most accessible government Scotland had ever seen. As part of that we’ve run a series of Facebook Q&As where any member of the public can submit their questions and Nicola will reply. They’ve been incredible, she’ll get questions covering everything from her favourite biscuit to the party’s stance on Trident.”

Ross heads a young, enthusiastic digital team based at the party headquarters. The five-strong team comes from a mixture of creative, political, artistic and technical backgrounds. They create ideas, content and projects for the various digital channels to encourage people to join the party and play their part in creating a better Scotland. 

Alex Aitchison, SNP Digital Content Administrator, says: “The team works collaboratively in different areas, ranging from overall direction, to creating content, to analytics. We’ve each grown up as part of the digital generation and we keep on top of how things are developing because that’s where our interests lie. So we’ll often see something new, show it to the rest of the team and then think about how we could make use of it.”

The main channels the team are using include the new website and campaigning platform, NationBuilder, social media platforms (Facebook, Twitter, Google+, Instagram, Periscope and Vine), infographics, videos, photography and a weekly email update.

The SNP’s website outlines the party’s vision for a fairer and more prosperous Scotland and helps supporter stay informed with the latest news and updates, which can be tailored to their particular interests. Within the site, Policy Base provides a searchable archive of party policies and an events section enables members to organise their own events for supporters, members and the public. There are now two ways that people can sign up to the party – by registering as a supporter they receive latest updates, and by becoming a member they can influence party policy, attend branch meetings and volunteer to help.

Alex says: “The number of people who are using digital as their first point of accessing news is rising. The 16-34 age group is most active on our social media platforms, but the new website is being used by members from across the generations to access the latest updates and policy information in a clear, easily digestible, printable format. Everyone’s excited that they have a new campaign tool, it’s not just younger people.”  

And messages that capture the imagination on social media don’t stop there, as people take them offline and continue to spread the word. “There's a common mistake that people think social media is a bubble, says Ross. “It's an error some political parties and journalists make. Actually social media is just a communications channel like any other. You’ll share something on social media and your followers can share it with theirs, and take that message on to friends and family members offline.” 

The SNP has developed a reputation for really pushing campaigning forward and being innovative in its approach. Ross says: “We’re lucky to have a large and engaged membership and that means we can be a bit more creative online. There’s a great working culture in the party which means that an idea can come from anywhere within the organisation and we want members to submit their ideas and play their part in digital campaigning I’d encourage anyone who thinks they have a new or better way of doing things to get in touch. If it’s the right idea we'll run with it. We have all seen just how big an impact digital can have.” 

Result: Scottish Election 2016

Result: Scottish Election 2016

We won a historic third term in government at the Scottish Elections. The SNP surpassed 2011 constituency vote share and achieved the largest ever popular vote at 1,059,897.

GIFs: Scottish Election 2016

GIFs: Scottish Election 2016

Event: SNP Manifesto 2016 Launch

Event: SNP Manifesto 2016 Launch

Over 1,400 people joined Nicola Sturgeon at the Edinburgh International Conference Centre for the SNP's Manifesto 2016 launch. It was the biggest manifesto launch in Scottish political history.