The Aberdeen South by-election was triggered following Stephen Flynn’s decision to resign his Westminster seat after being elected to the Scottish Parliament.

Although much smaller than our Holyrood election campaign, Scotland Matters quickly mobilised to campaign in the constituency and encourage voters to support the candidate best placed to defeat the SNP.

Our Campaign

Scotland Matters does not normally endorse or campaign for individual political parties. However, our assessment of the campaign suggested that neither Labour nor Reform had a realistic chance of winning the seat. The contest was widely seen as being between the Scottish Conservatives and the SNP.

With that in mind, we focused our campaign on encouraging pro-UK voters to unite behind the candidate most likely to defeat the SNP.

Campaign Reach

Between 1 June and 17 June, our campaign material was viewed over 215,000 times across our digital platforms.

As part of the campaign, we used targeted Facebook advertising to reach voters in Aberdeen South, generating more than 67,000 views through paid promotion.

Despite being a relatively short campaign, our content reached a significant audience and enabled Scotland Matters to play an active role in the by-election campaign.

Thank You

As with all our work, none of this would have been possible without the support of our donors and everyone who shared our content.