For over half a decade now my Green communications colleagues and I have had the mantra “benefits not features” to steer us away from becoming too policy wonkish in how we communicate our positions. An example from the commercial world would be “this car has seatbelts with pretensioners and energy management” (features). Translation “it’s really safe” (benefit). A political example would be “our party is seeking to bring CO2 emissions down by 75% by the year 2050” (feature). Translation: “we’ll make sure you’re not going to die from catastrophic climate change” (benefit).
The Yes to Fairer Votes campaign however, has fallen into the trap of expressing the features that our electoral system would have under the Alternative Vote.