SNP ban the word 'freedom' from independence campaign

The messages were laid out at one of a series of referendum roadshows for local members and activists.

The PowerPoint presentations, delivered by SNP Westminster leader Angus Robertson, director of the party's independence referendum campaign, with Local Government Minister Derek Mackay, were held to inform supporters of internal SNP thinking about the poll.

The referendum, the Scottish Government's flagship policy, will be held in the second half of the current parliamentary term, with 2014 rumoured to be the likely year.

At a members' meeting held at a school in Edinburgh last month, details of which have been leaked to this newspaper, psychologist Claire Howell was present alongside Robertson and Mackay.

The chief executive of REDco – The Really Effective Development Company – Howell describes herself on its website as an "executive coach to chief executives for personal performance and strategic skills" and says her clients include "high-profile sports people" and "members of the British peerage".

A biography of her from a 2008 conference states that she has worked with First Minister Alex Salmond and former Liverpool striker, Stan Collymore.

During the talk, the two SNP politicians said words such as "transformational", "exciting" and "historic" should be used when talking about independence.

This was in contrast to speaking about "freedom", which strategists believe conjures up outdated images of subjugation.

During the 1995 film Braveheart, Mel Gibson, who played William Wallace, shouted "they'll never take our freedom" in one scene.

SNP thinkers have long tried to avoid linking Scottish independence to centuries-old battles with England. In 2003, Kenny MacAskill, now Justice Secretary, urged the SNP to distance itself from the annual Bannockburn rally, to celebrate the 1314 Scots victory.

"Should the Bannockburn rally, with its celebration of victory over the English, remain an accepted part of the SNP's calendar? The answer has to be no," he said. That said, SNP Government sources have discussed plans to have a second Year of Homecoming in 2014, the 700th anniversary of Bannockburn.

As well as discussing political language at the recent meeting, Robertson and Mackay addressed a raft of issues relating to the referendum campaign. It is understood Robertson informed members he expected turnout would be far higher than at elections.

This newspaper has also been told the presentation claimed the SNP Government's "threat" to put a "devolution max" option on the referendum ballot was causing "disarray" among the Unionist parties.

Salmond has said he is "open" to "devo max" – effectively full fiscal autonomy – alongside independence and the status quo.

Robertson is believed to have stated that countries in the European Union "like the idea" of the SNP winning the referendum.

Members were also told that voters were more likely to be persuaded by independence if they heard a positive argument from a member of an non-SNP organisation.

In the context of the SNP having recently secured two donations, each around £1 million, Robertson also said that the Unionist parties would not be allowed "to buy" the referendum.

He added: "The SNP has learned the importance of positive and optimistic campaigning, and the language by which we communicate our messages.

"Having first used these ideas to secure national electoral success in 2007, we stepped up a gear in 2011. Our preparations for the independence referendum include a focus on effective communication, because we believe voters are in listening mode."

A Labour spokesman said: "Alex Salmond and Angus Robertson are like salesmen trying to sell the people of Scotland a product they clearly don't want.

"They are deluded if they believe that positive language will disguise the holes in their argument for separation and we have every confidence people will see through this SNP trickery."

Deputy leader of the Scottish Conservatives, Jackson Carlaw, said: "The majority of Scots will see through this elaborate campaign.

"Alex Salmond knows that he can't win his referendum by asking a straight yes or no question and this SNP dictionary of deception just shows the lengths he will go to use sleight of hand to conjure up his independence fantasy."

THE SNP GURU

THE guru behind the SNP's drive to craft "positive" messages has pioneered a 10-point plan to help individuals "make the most" of their lives.

REDco chief executive Claire Howell, a psychologist and personal performance coach who advises the SNP and Alex Salmond, urges clients to manage their "inner dialogue" and "invent" their own "virtual reality".

The messages are part of the firm's "red 10" principles, which are listed on REDco's website.

The content of one of these tutorials, "exercise your imagination", would appear to have direct relevance to the SNP's ongoing pursuit of independence: "You will find out how to use your imagination constructively and purposefully to create the future you want."

Other sessions could be viewed as relying on jargon: "You'll learn how to put your affirmations to work through a process of visualisation which enables you to re-programme your subconscious."

According to REDco's website, the firm has worked with CEOs of major high-street retailers, banks and insurance companies.

A testimonial from a Premiership football manager says of REDco: "It certainly made a difference between relegation and staying in the Premier League."

Colleagues of Salmond have long wanted the First Minister to reign in his partisanship and adopt a more positive outlook.

Before the 2007 Holyrood election, SNP MSP Brian Adam revealed a bizarre strategy for ensuring candidates remained upbeat: "We were all presented with a bag of pennies. Every time we said anything negative we had to put a penny in the middle of the table.

"This was to stop us saying negative things. It was a major change in approach, not just for the party, but for the party leader, who has a wonderful line in put-downs."