Election Leaflet Update 2026

I have been tallying up the leaflets that have come through my door at election time since 2007 and have just updated my graph to reflect the campaigns of the various parties for the Senedd election in 2026. We had a record number of leaflets through the door this time, and the Green Party now holds the record for sheer volume of leaflets, topping the previous high point held by the Labour party in the first election when Jeremy Corbyn was leader. 

So with no further ado, here's the graph:

The overall trend is up, with four parties distributing five or more leaflets. Admittedly, the Plaid Cymru figure this time is slightly skewed because on occasions when I posted leaflets in my street I skipped posting one through my own letterbox. But even if those were counted, the total number of leaflets we would have received would only have been 8, less than half the total we received from the Green Party. 

I haven't spoken to anyone who thought the Green Party didn't send them enough leaflets and I do wonder if the incessant leafleting backfired on them a bit. In fairness, their first leaflet landed on our doormat in November 2025 and then we had a Happy New Year leaflet in January as well. But the trickle became a flood in the last few weeks of the campaign. 

Getting so many leaflets didn't feel very "green" in the environmental sense. It also didn't escape my notice that almost all the leaflets were printed in Essex. I hope the party offset their carbon footprint for all the road miles. In contrast, all the Plaid Cymru leaflets we distributed in our constituency were printed by a printer in Splott (if we used a commercial printer). 

It is mildly amusing that with so many battles now fought online between bots and keyboard warriors, we are seeing such growth in analog paper leaflets. I'm just sad that this year I didn't have time to do a pre-election round-up. I was too busy with campaigning (ironically, giving out leaflets myself!) to do a full dissection as I have in years past, especially as we had so many!

You can read all my previous election leaflet round ups here.

Senedd election 2026 personal round-up

Well, hopefully you have seen the results of the election. Plaid Cymru won a whopping 43 seats and are comfortably the largest party in the Senedd. My constituency had the second highest total number of Plaid Cymru voters in the country and the highest Plaid Cymru majority - I'd like to think all our canvassing activity helped with that.

I've posted several canvassing pics in my recent monthly round-ups, so here are the last few from the last week of the campaign, and a few other pics from what turned out to be a momentous election day.

Final canvass in Grangetown

Back in Pontyclun

Penarth

Cathy's epic window display went mildly viral.

This is what a boot full of leaflets looks like (ready for the last week of the campaign)

Speaking of leaflets, I did my final tally of party leaflets and we had 43! I think it's a new record. The main leafleting culprits were the Green Party. We had 17 from them. Again, I think that's a new record for one party. 

The breakdown was:

• Greens - 17
• Labour - 8
• Plaid Cymru - 6 (admittedly slightly skewed as I didn't deliver any to my own house!)
• Reform - 5
• Propel - 3
• Rhys ab Owen (Independent current member of the Senedd) - 3
• Communist - 1

We didn't get any from the Conservatives or the Liberal Democrats. That's a new low - normally we get a token one.

One of those boxes in my boot was distributed on bank holiday Monday. There was a team of 7 in the morning and 5 in the afternoon. I walked 7 miles. Between us we gave out about 5,000 leaflets across 96 streets the length and width of Grangetown.

On election day I was involved in the Get Out The Vote activity where we knocked doors to remind people to vote. I walked even further - a total of 11 miles, knocking doors.

The window dragon got an update.

We went and voted during my brief break for lunch.

We finished knocking doors at about 8.30pm and then it was a case of waiting overnight. The next morning I was off to the vote count in the House of Sport. 

We weren't allowed to take photos inside the count, which was a shame because I wish I could have taken photos of the piles of voting slips. It was clear that Plaid Cymru were getting far more votes than anyone else. It was exciting to watch.

I could take photos in the lobby so I got my final campaign selfie with Anna. It felt weird not being at a train station!

We then got told the count results - and then the calculations for who won the seats, which confirmed that three of the six seats in Caerdydd Penarth would be held by Plaid Cymru. In particular, by these three brilliant people:

I got a bit emotional as news came through that Plaid Cymru had won three seats in Pontypridd Cynon Merthyr as well - meaning my friend Sara is now a Senator too! Cathy was watching at home and sent me the confirmation.

After all the excitement at the count, I went to the Plaid Cymru watch party at The Grange. There were lots of joyful hugs! It gave me an opportunity to thank so many people who joined in the work in Grangetown. It was a wonderful end to an incredible day. 

Council by-election leaflet review

Since 2007, I've been reviewing election leaflets on this blog (there's a list on this page) but this year is the first time I've had 'skin in the game' because I've been out delivering some of them! (ICYMI, I joined Plaid Cymru last month!)

We are having a by-election because one of our four Labour councillors resigned recently. (Probably because of events covered in this rather unpleasant news story that doesn't paint the Cardiff Labour Party in a nice light, and I can understand why she left.) The councillor who resigned is someone I've talked to about problems with a local park being closed, and, on a personal level, I thought she was a good councillor. But she's left a party I feel has been failing Cardiff as a city for a while now. 

And the result is this by-election. So, with just a couple of days left before polling day, here is a run-down and review of the electoral campaign leaflets that I've seen. Looking back at the council election in 2022 and the General Election last year, I didn't do my usual thing of awarding and deducting points. So, I don't feel too hypocritical not doing it this year either. (Obviously, this year, I think everyone should vote for Plaid Cymru.)

I should also point out that not all these leaflets have come through our letterbox. I have been given some of them by other people. It's been fun being in the canvassing WhatsApp group and seeing people sharing different leaflets they have received - usually new ones ended up coming through our door too, so it was a bit spoilery. But that's fine. 

I'm going to assess the leaflets on whether they are bilingual, their 'photo effort' and also the number of dragons or other Welsh symbols that appear on leaflets. The dragon quotient (DQ) is important. I enjoy seeing graphs and 'race' or 'winning' diagrams so will mention them too. I'm also going to sum up their overall message.

I'm going to do this in rough order the leaflets arrived, and first off the mark were Labour. They may have had the advantage because they knew their councillor was resigning, and as they run the council they had some sway over when the election was set. Their 'Grangetown Labour News' and a generic leaflet actually arrived before I knew there was a by-election.

Party: Labour / Llafur

Number of leaflets: 3 (candidate leaflet, Grangetown Labour News, generic Welsh Labour "Delivering for you" leaflet)

Candidate: Khuram Chowdhry (only features on one leaflet)

Photo effort: 1 of Khuram by Grange Gardens; a group shot of Khuram with Labour canvassers. Grangetown Labour News had head shots of the three incumbent Labour councillors who haven't resigned. The generic leaflet had five photos of Eluned Morgan, the First Minister on it. There were also some stock photos and the artist's rendering of what the new Channel View Development will look like, if it's ever finished. It seems to have been stuck in a half-built stage for months. 

Cymraeg: Yes, all 3 leaflets. 

Dragon Quotient: 1, an arty one on Khuram's candidate leaflet

Graphs: none

Overall message: Labour and Khuram say they know what the problems are - parking, litter, antisocial behaviour etc. And they have plans in place to fix it. Although, as they are the party that runs the council, it seems fair to ask why they haven't already put those plans into action and fixed it. There was a nice nod to the community litter-picking group in the newsletter. On the candidate leaflet, Khuram lists a load of things he would like to see happen - things like "protecting our parks and green spaces", when the Labour Council has approved plans to build on a chunk of The Marl, one of Grangetown's few parks. It does feel like all the things he wants to do would put him in direct opposition to most of his fellow Labour councillors. 

Party: Propel

Number of leaflets: 2 (both candidate leaflets)

Candidate: Vincent Yewlett (local guy who runs a business on Clare Road)

Photo effort: 1 candidate photo used on both leaflets, of Vincent stood on Clare Road, 2 different photos of Vincent and Propel party leader, Neil McAvoy, looking at 'problems' - the overgrown river bank and some rubbish strewn streets. Vincent is wearing a Wales retro football top in those photos. 

Cymraeg: both leaflets were bilingual

Dragon Quotient: Propel have a dragon in the logo and Vincent had a dragon on his football shirt in two of the photos, so that's a total of 4 across the leaflets. 

Graphs: none

Overall message: Vincent goes hard on his local status and claims to be the only candidate "walking the streets" of Grangetown. Propel are the "new Welsh alternative", apparently. 

Party: Plaid Cymru

Number of leaflets: 3 (2 candidate leaflets and 1 generic leaflet about how Plaid Cymru will fix NHS waiting lists)

Candidate: Neil Roberts

Photo from delivering the leaflets

Photo effort: 2 different head shots of Neil and a group photo with canvassers next to the bandstand in Grange Gardens. A couple of photos of problems - fly-tipping and a new development that is blocking out light for residents. The NHS leaflet is all stock photos. 

Cymraeg: wrth gwrs!

Dragon Quotient: Plaid Cymru use a daffodil in their logo and it features as an embellishment four times besides the logos. No dragons, though. 

Graphs: 1, showing the recent YouGov national poll that shows Plaid ahead generally in Wales.

Overall message: Neil offers a change from Labour and promises to challenge the Labour run council as "a fresh voice for Grangetown". He also wants to celebrate the diverse communities in Grangetown and challenge divisive rhetoric, with a direct reference to dogwhistle terms used by the Labour Prime Minister recently. Having talked to him, I know Neil wanted to run a positive campaign focusing on his ideas for improving life in the community rather than criticising other parties - a different approach than most of the other leaflets we received.

Party: Green Party

Number of leaflets: 5 (3 candidate leaflets and 2 attack pieces aimed at Labour)

Candidate: Matt Youde (knocked on our door while I was out canvassing; Cathy said he seemed nice)

Photo effort: multiple reuse of two photos taken in Sevenoaks Park (not Grange Gardens for a change) and one of Matt with his arms folded in an alley next to a big pile of fly-tipped waste. Two photos of another chap, who I think is the prospective Senedd candidate in next year's election but it doesn't actually say that. One of the hit pieces has a picture of Kier Starmer - which is one more picture of him than all the Labour leaflets combined. 

Cymraeg: all 5 pieces are bilingual

Dragon Quotient: zero! (Disappointing)

Graphs: a dodgy line graph based on "doorknocking data"; a race showing Labour and the Green runners leaving everyone else behind; a set of results from the last council election that claims Greens placed second, even though the Greens were in an alliance with Plaid Cymru for that election and the result was therefore a vote for both parties.

Technically not true

Also, technically, not entirely true

Overall message: Despite three candidate leaflets, I don't think Matt is offering much different from other candidates. He talks about litter - and, across all five leaflets, that is the only thing mentioned that could be considered an environmental issue. Nothing about the climate at all. Rent caps get mentioned several times. 

However, what is really different about the Greens' campaign is their two hit pieces - one is a letter from a former Labour councillor who has now joined the Greens and the other just says "Punish Labour, Vote Green!" I mean, that's a take, and I'm sure this will appeal to some people who are really angry with Labour but long-term you want to be more than just a protest vote because those don't stick. 

Wanted: angry voters!

Party: None (Independent)

Number of leaflets: 1

Candidate: Ahmed Abdillahi Abdi Samater

Photo effort: 1 candidate photo

Cymraeg: yes

Dragon Quotient: zero

Graphs: none

Overall message: quite positive, but the leaflet is a bit all over the place in terms of topics. Also the text was all centrally aligned and I find that hard to read.

Party: Conservative

Number of leaflets: 1 (given this landed alongside a leaflet for a builder, I suspect this was delivered by a leaflet delivery firm rather than a volunteer)

Candidate: James Hamblin (a Tory I know told me James lives in London but will be a Senedd candidate next year, so this is really just about him being able to say that he ran for the council as part of his Senedd campaign)

Photo effort: pretty decent - six different photos on one A4 double-sided leaflet. Photos of James outside the new central bus station (had he just arrived on a bus?), by the Tramshed venue, with Darren Millar (leader of the Welsh Conservatives), outside the Senedd with Andrew RT Davies (former leader of the Welsh Conservatives), with another guy I don't know possibly outside a pub, and an action shot of him cleaning some graffiti on Virgil Street. They aren't all taken on the same day either, unless he had a change of clothes with him. 

Cymraeg: None (except for the bilingual Welsh Conservatives logo)

Dragon Quotient: Zero

Graphs: none

Overall message: The Conservatives are using the hashtag #fixwales and there is a mix of ideas here, like night buses for Cardiff  and supporting live music venues. But there's some proper bollocks on here about "Labour's war on motorists" and how the Senedd shouldn't be expanded. At the same time as saying "36 more politicians? No thanks!", they are also saying they want a community council for Grangetown, which would be, er, more politicians, wouldn't it? Anyway, this is probably a good insight into the key themes the Tories will be campaigning on for the Senedd next year. 

And the very last leaflet to land on our mat was from...

Party: Reform UK

Number of leaflets: 1

Candidate: Joseph Martin

Photo effort: 1 candidate photo, where, weirdly, he's not looking at the camera.

Cymraeg: ha, ha, ha, no. 

Dragon Quotient: zero

Graphs: none

Overall Message: minimal really. "Cardiff needs Reform" is the slogan. There's a claim that Labour will introduce three week bin collections, which isn't true as far as I'm aware. On the scale of scaremongering, it's picayune stuff, but still it's misleading. I try to be fair in these reviews, even to parties I would never vote for, but there isn't much to say about this. When you have three policy statements and one of them is opposing something that isn't happening, then it's hard not to think it's a deliberate attempt to hoodwink people. 

So, that's the round up. 

Thursday is polling day. If you live near me and are voting, then vote Plaid Cymru!

2024 General Election Preview

I've been putting off a review of election leaflets because... we simply haven't had any to review. Labour are the only party to get in touch. We have had three leaflets from them. So my traditional review of pre-election literature feels like a waste of time this time.

All we got...

Technically we are in a newish constituency because the boundaries have been redrawn. The net result of this is that the number of parliamentary seats in Wales has reduced from 40 to 32. That means we get 20% fewer politicians.

The irony is that Labour's central message is "Change", except, as Cathy pointed out, all we've ever had here in Grangetown is Labour. Real change here would mean voting in an MP from any other party!

Unfortunately we don't get the option of voting for an official Plaid Cymru candidate this time. Plaid announced they were withdrawing support for their candidate because of anti-semitic tweets just after the cut off date to get a replacement in (more details in this report, which includes details of the tweets). This isn't the first time Plaid have had a candidate with a dodgy track record on social media in our constituency. It's a real shame this has happened again because I wanted to vote for them.

Other people I've talked to have had lots of leaflets. I have noticed a major difference between a Labour leaflet posted through my mum's door and the ones we have received. The leaflet delivered in Shrewsbury was this:

Yes, actually a Labour leaflet!

In contrast, the Labour leaflets we have received have not featured this 'Stop the Boats' messaging. I strongly suspect that is because Shrewsbury's population is 97% white and skews towards older people, and the profiling experts would assume that means they will respond positively to anti-immigrant rhetoric. (My mum didn't!)

Meanwhile where we live is the most multicultural community in Wales. This is reflected in the (possibly photoshopped) picture of Labour supporters with our incumbent MP on his leaflet. 

I find that the most cynical aspect of this - the blatant racist 'Stop the Boats' rhetoric is bad enough, but Labour don't even have the guts to stand by their racism in communities that are more likely to be offended by it.

I am completely repelled by the leaflet that was delivered to my mum's. I've written before how my grandmother moved to Britain when she was 19 and how both she, and my mum, experienced racism. One day I will blog about my experience as a five year-old refugee - and how my family were given a 30 minute warning to pack everything and head to the nearest border. It happened while we lived in Africa and it has taken me years to properly grasp what was going on and come to terms with how much danger we were in. 

I wouldn't wish the experience of racist abuse or being a refugee on anyone. But you shouldn't have had to have experienced those things to have empathy and compassion for people in that situation. The way the people crossing the channel in small boats are monsterised and treated as less than human by the media and the right wing parties is sickening. And now Labour are doing it too. 

This is a deal-breaker for me. Labour are pandering to racists - and doing it dishonestly at that, by saying racist things to get racists to vote for them and then being careful not to mention it in other communities. The duplicity in that makes them completely unpalatable. 

First through the door!

The first people to deliver a leaflet after the General Election was called yesterday were... the witnesses to almighty Jehovah!

To be fair, those questions are very apt for the election period. I'm unconvinced by their answers to the question, though.

I will blog about actual election bumf when we get it. If we get any. This election seems like more of a foregone conclusion than any I've known.

Sing-along landscaping leaflet

A leaflet came through the door and made me sing...

Cathy wasn't impressed when I sang "All types of patios, remind me of you!" to the tune of "All kinds of everything." I suppose it isn't much of a compliment.

It also wouldn't win a Eurovision song contest, like the original song did in 1970.

More religious marketing

We had some leaflets through the letterbox this week (nicely wedging the letterbox open when it was below freezing outside!) including this small one-sided leaflet that piqued my interest.

I find religious marketing interesting, and this in particular caught my attention because of the level of knowledge it assumes recipients will have about what it is promoting.

I presume this leaflet was a mass delivery rather than targeted, as it arrived alongside a leaflet for a roofer. Given that, I feel quite comfortable dissecting it because its not as if anyone thought "I know who would be interested in this" and sent it to me.

Also, I'm not mocking the event. If people want to spend 10 hours praying, starting at 8am in the morning on a Saturday, then they are free to do that all day. I'm sure there are worse activities people could spend 10 hours doing.

But having said that, I'm curious about the thought patterns of the people who have paid to have this printed and distributed. What is a 10 Hour Watchman Prayer? Are we supposed to just know that? Who is the Watchman? What is he praying for? There is no clue provided here.

It's teaser marketing. I could Google all this or look at one of the many social media channels included on the leaflet. But there's no call to action to find out more or discover why I should spend 10 hours praying on a Saturday in January.

That's assumption 1 - that I would know what this is all about without needing an explanation. 

Assumption 2 is that I recognise the name Mike Lakoju. Is Mike meant to be a big draw? I feel I'm supposed to recognise his name and think "I want to go an pray for 10 hours with him!" But I have no idea (sorry Mike) and this leaflet gives me no clue why I should have an idea, or even why he is important enough to have his face on the flyer.

Except it says Pst. I interpret that as meaning Pastor, because clearly they didn't have enough space to write the word out in full. However, that's another assumption that people would know that. It's not like 'Rev' being short for Reverend, which I think would be more commonly understood. 

The way it's written it's almost like they're whispering a secret - "Pssst! With Mike Lakoju!" 

There's also a dropped capital letter in the name of the church. Usually St John gets a capital letter on Evangelist, as it's part of his name. (There are other St Johns, like St John the Baptist.) That typo isn't going to influence my decision whether to go and spend 10 hours praying with Pst. Mike (because I wasn't going to go) but it's just another aspect of this marketing that feels less than optimal.

I'm curious how many people will turn up to this event after having the leaflet pushed through their door. (I'm not curious enough to go along to the event, though!) If I was going to predict how many people will come along as a result of this, I'd be surprised at one.

Reviewing this leaflet has been a good exercise in reminding me of good marketing practice. Firstly, identify a target audience. Explain who you are and your CV - why people should make an effort to attend your event. Make it clear what you want people to do and what benefit they will get from it. And include a call to action - in this case a 'come and join us' would do.

When religions copy strategy

Recently we have had some Islamic 'tracts' pushed through our letterbox. Over the years we have often had Christian material delivered, but Islamic leafleting feels new (although we did have some last year, which I blogged about). It makes me wonder if whoever is distributing these Islamic tracts has seen Christians doing it and thought it would be a good idea to emulate. 

There was a particular design choice that caught my eye on one of the most recent leaflets. It stood out for two reasons. Here's the leaflet in question:

It was the little dude with a big red question mark. Firstly, I'm pretty sure that is a stock piece of clip-art. It looks like the kind of thing that features in bad PowerPoints. But secondly, the red question mark is a key design component of the Christian evangelism course called Alpha. That really does feel a little bit like trading on another religion's prosetylisation tool.

In answer to the rhetorical questions, the answer is 'No, not really.' But, if I had wondered, there was a QR code on the back that would connect me to a website where I could "Ask a Muslim" any questions I had. I am a bit curious to know whether anyone activates the QR code - that's trackable and could inform us whether anyone responds to getting a religious tract through the door. Ever. 

This tract didn't come alone. It also came with this list of instructions from God to humanity lifted from the Qur'an. The QR code on the back of this one would have taken me to an online version of the Qur'an. (Would that make it the QRan?)

Some of the instructions aren't particularly direct. It felt to me that they had decided they needed to have 50 and then were stuck trying to reach that number. Maybe 50 is an important number. I honestly can't recall hearing that before though. Or perhaps it' because 50 instructions are five times better than just ten commandments?

Senedd 2021 post-election review

Well the election took place last Thursday. Most of the results came in on Friday and the final couple of regional lists were counted on Saturday. We had one more leaflet arrive after I published my review last week. It was from Labour and took them into the outright lead in terms of literature. 

The updated graph looks like this now:

For the first time in my chronicles of election bumf there were more leaflets from "other parties" combined than from the main contenders. That included the Abolish the Welsh Assembly Party who were trying to become main contenders. 

There was an uptick in leaflets from all the main parties compared to the 2019 General Election when it feels like nobody was really trying. UKIP reappeared on the radar this time, although that might well be a 'dead cat bounce'. In fact, that is one of the most interesting aspects of this Senedd Election - the absolute failure of the right wing parties to score seats.

In 2016, UKIP gained 7 seats, mainly off the regional lists. The EU referendum was the big thing that year, with a month to go. However, since then those 7 Senedd members have fallen out with each other multiple times, sitting as 'Independents' or representing other parties. Hence why there were sitting MSs from Abolish the Assembly and the Brexit Party when the Senedd dissolved for this election.

The funniest comment I saw on Twitter about the right wing collapse was that Abolish the Assembly wanted to get rid of Welsh democracy, and then Welsh democracy turned around and voted to get rid of Abolish the Assembly. They claim they will be back but it's hard to imagine them surviving five years without a base in the Senedd. Meanwhile UKIP did incredibly poorly, and Reform UK, which was the Brexit Party two years ago, similarly made little impact.

UKIP, Reform UK and, to an extent, Abolish, were all pushing the same main policy point - get rid of the Welsh Parliament. But the original primary reasons that drew people to UKIP and Reform UK, the push for Brexit, have been robbed from them by the Conservatives. If people aren't happy with devolution and Wales governing itself within the current limits established by Westminster, then the Welsh Conservative Party are firmly Unionist and the natural home for the regressive right given their current stance on immigration, the EU, foreign affairs, and London calling the shots in the United Kingdom. 

Certainly, I would interpret the rise in seats for the Conservatives as hollowing out the hard right wing party vote, and combined with the infighting and rebranding and, let's be honest, toxic personalities involved in those hard right parties, those Conservatie policy shifts were enough to capture the voters they had previously bled to the right. 

So will any of these parties be sending me bumf in the next election? I wouldn't bet on it. But who knows? The regularity of elections these days mean we are probably due a General Election soon enough. We will definitely be getting one in 2024. The next Senedd election will be in 2026 unless something totally unexpected happens. 

Meanwhile, a wad of leaflets are going in my recycling bin tonight!

Senedd 2021 Election Leaflets Review & Ranking

With less than a week to go to the Senedd Election, here is a review of the political literature we have recieved so far. I introduced the scoring template in a preview post, but to recap, parties earn points for SMART goals, the number of leaflets, being bilingual, contact details, candidate photos, and endorsements. Parties are docked points for vague objectives, throwing shade - 1 point per target, photos of politicians from other parties, photos of the area that don't include the candidate, stock photos, and typos. I'm also going to list "pandemic points" as a possible tiebreaker.

As of this post we have received 20 pieces of post so I am going to list them by most leaflets then alphabetical order, which means we start with Labour.

Party: Labour

Number of items: 4. 2 of them are general for the list votes and 2 were from Vaughan Gething, the constuency candidate. Only 2 were bilingual, so 6 points

Quite like this design

SMART goals: 3 points - not many, as the leaflets tended to focus on what "Welsh Labour has delivered" rather than making promises. I like the idea of a new national forest - and that's a measurable goal. We will either have one or we won't.

Contact details: a total of 10 ways to get in touch with either generic Labour or Vaughan himself.

Relevant photos: 10, including lots of Vaughan in the consituency. All 4 regional list candidates had pics. Including the one called Mr Death. (He's never going to be health minister, is he!)

Endorsements: 6 different ones. Vaughan got an endorsement off Lynda Thorne who is one of my local councillors who has been very helpful in the past.

Vague objectives: -7. Including to make Wales "a greener country".

Shade: -2. Main targets are the Tories who get unfavourable comparisons across a lot of policy areas. Plaid Cymru apparently "want to put up barriers to our neighbours just over the border".

Irrelevant photos: 0

Typos: -1

TOTAL = (35-10) = 25. I think this is the most points Labour have ever scored in one of these rundowns. True, they racked up the easy points with the contact details, but overall their literature is a lot more positive than it has been in previous campaigns. If there was more detail to their goals they would have scored even higher.

Pandemic Points: 10! Vaughan Gething mentioned it a lot in his 2 leaflets. But then he is the health minister so I think that's reasonable. 

Party: Liberal Democrats

Number of items: 4. These all came like letters in proper envelopes. We had 2 from the local candidate, Alex Wilson, and 2 from the regional list candidate, Rodney Berman. All 4 mailings were a letter and leaflet, so 8 pieces of literature in total, all bilingual = a whopping 16 points.

Comms note: one of the leaflets is a CV of the candidate, which is quite a nice piece of literature. Given the lack of space I'm not sure why they needed to include his hobby of running a theatre group, though.

#TopTip: Only include necessary information on a CV

SMART goals: 3 - not much really that could be measureable. A lot of space on the regional list leaflets is used up explaining how to vote tactically and "lend your vote" to the Liberal Democrats. 

"Pssst! Lend us a vote, mister..."

Contact details: 3

Relevant photos: 9

Endorsements: 2

Vague objectives: -7. Things like "better schools and hospitals" are laudable, but not specific.

Shade: There's a personal swipe at "our current MS", ie.e. Vaughan Gething, but they don't mention his name. In it's own way that's extra-insulting. Plus "The Conservatives simply don't have the answers for Wales' future" while Labour "is a wasted vote" and "Plaid are focusing on consitutional issues ahead of the COVID recovery." While asking Labour voters to lend a vote to them, they say that could have kept UKIP out of the Senedd last time. I'm going to count that as shade too, so the total shade points are -5.

Irrelevant photos: -1 for a stock photo.

Typos: 0

TOTAL = (33-13) = 20, a respectable score

Pandemic Points: 3

Party: Plaid Cymru

Number of items: 4. 2 general ones and 2 for the local candidate, Nasir Adam. All bilingual, so 8 points.

Is it just me, or is this Labour's colour scheme...?

SMART goals: 11. Lots of these including specific numbers. 1000 more doctors for the NHS. 5000 more nurses and other healthcare professionals. 50,000 new homes. And a promise of an Independence Referendum before 2026.

As a note, just because a goal is SMART doesn't actually make it smart. I have grave doubts an extra 1,000 doctors could be recruited in just 5 years.

Contact details: 4

Relevant photos: 10 - lots of photos on Nasir in action including on a community litter-pick wearing a t-shirt that riffs on the cover of Straight Outta Compton by NWA. An interesting photo choice. Judging by these leaflets, Plaid have one approved photo of party leader Adam Price, which must appear on all their literature. Just that one photo. No others.

Endorsements: 0

Vague objectives: -10. Lots of aspirational stuff like "a fair deal for families". What does that even mean?

Shade: The thing about encouraging tactical voting is that you end up throwing shade on parties by just saying they can't win. That's said about the Greens and the Lib Dems. Generally though they don't really go after anyone. -2 points.

Irrelevant photos: 3 stock photos! -3 points. 

Typos: It's not a typo but on the leaflets from Nasir, he lists 4 pledges on one leaflet and 3 pledges on another leaflet and the pledges are different. So I'm going to ding a point for inconsistency. -1

TOTAL = (33-16) = 17

Pandemic Points: 1

Party: Conservative Party

Number of items: 2 bilingual leaflets = 4 points.

SMART goals: 5. Promises of 1,200 more doctors but only 3,000 extra nurses. 5,000 more teachers and lots of big new roads, all heading out of Wales, incidentally. Also a very cunningly phrased promise about council tax - constituency candidate Leighton Rowlands will "vote to fund a council tax freeze".

Contact details: 2

Relevant photos: 3

Endorsements: 0

Vague objectives: -5, including "more police on our streets". How many more?

Shade: Just the one reference to Labour failing Wales before the pandemic. -1 point.

Irrelevant photos: -5. Stock photos of policemen, a hospital, a motorway.

Typos: 0

TOTAL = 14-11 = 3 points

Pandemic Points: 1

Party: Abolish the Welsh Assembly Party

Number of items: 1 (saes yn unig)

SMART goals: 0, unless you count the name of the party

Contact details: 0

Relevant photos: 0

Endorsements: 0

Vague objectives: Do we count hashtags? #SaveWales #SavetheUnion. They reckon a vote for them will bring about one education system, one health service and one government. No real detail on what that would look like. I'm going to give them -2 for the hashtags.

Shade: This leaflet doesn't say anything beyond slogans.

Irrelevant photos: 2 stock photos, one of the Senedd with a red cross through it and a landscape. -2 points

Typos: 0

TOTAL = (1-4) = -3

Pandemic Points: 0

Party: Freedom Alliance 

(This appears to be some kind of anti-Lockdown party. There are also are a few conspiracist-tinged phrases in their literature, like "the current political structure and its controllers".)

Number of items: 1 (saes yn unig, although it does say "For the love of Cymru vote for freedom")

SMART goals: I guess "no lockdowns, no curfews" could be measureable. A generous 2.

Contact details: 3, including a QR code.

Relevant photos: 1 photo of the constituency candidate, Alan Golding.

Endorsements: 0

Vague objectives: This whole screed is a vague objective, starting with "a new way of doing politics is needed". Alan promises to return Wales to a position "where people matter more than our politicians". This will be through "honest conversations" and asking "difficult questions that need to be asked". To be honest by the time I got to the appeal to "common sense solutions", I had checked out. However, a quick run through brought me to a tally of 19 vague objectives. A new record. 

Shade: All other policial parties and "career politicians". And their controllers too I guess. I'm going to just give -1 point as he is the only candidate to throw shade on the controllers. 

Irrelevant photos: 0

Typos: 0

TOTAL = (7-20) = -13

Pandemic Points: doesn't actually mention the pandemic, despite claiming "Lockdowns have plunged the Uk into unimaginable debt, caused a national mental health crisis, devastated our children's education, and have been directly responsible for many avoidable deaths from cancer, heart disease and suicide." Still, 0 pandemic points. 

Party: Independent (David Rolfe)

Number of items: 1 (saes yn unig) - the smallest leaflet received so far.

SMART goals: There was no room for any on the leaflet.

Contact details: 4

Relevant photos: 1, of the man himself, David Rolfe.

Endorsements: 0

Vague objectives: David listed 3 bullet points, but with no details, they all count as vague objectives so -3 points.

Shade: David claims to be "An independent voice among the political chaos of mainstream parties" but he doesn't actually throw shade on anyone. 0 points.

Irrelevant photos: 0

Typos: there's a word missing in the legally required text on the leaflet. -1

TOTAL = (6-4) = 2

Party: Propel

Number of items: 1 bilingual leaflet = 2 points

SMART goals: "We will end Welsh lockdowns". OK. Well I guess that's measurable. It also mentions that Propel candidates have signed a "Contract with Wales" to introduce 10 Acts in the Welsh Parliament. The leaflet invites me to look them up online, but I'm not really that invested. So there may be details there that would turn them into SMART goals. I'm only giving 1 point though.

Contact details: 3 social media channels

Relevant photos: 1, of leader Neil McEvoy. And his signature. Which potentially gives graphologists a deeper insight into Neil's personality.

Don't need to ask for his autograph

Endorsements: 0

Vague objectives: the summary of the Contract with Wales lists 4 vague objectives. There is another vague objective listed as part of their proposed Coronavirus Recovery Act. So a total of -5.

Shade: Nothing. 

Irrelevant photos: 1 landscape stock photo, so -1

Typos: 0

TOTAL = (7-6) = 1

Pandemic Points: 0

Party: Reform UK 

(This used to be the Brexit Party)

Number of items: 1 (saes yn unig)

SMART goals: The one measureable goal is to halve the number of councils in Wales from 22 to 11. They are also promising no more full scale lockdowns. 2 points.

Contact details: 3 social media channels

Relevant photos: 2. There's a photo of the local consituency candidate Alan Pick, and one of party leader Nathan Gill (who was previously elected to the Senedd as a UKIP candidate and then quit that party).

Endorsements: 0

Vague objectives: They want to reform a lot of things but don't say how. I counted 5 vague objectives.

Shade: They accuse Welsh Labour of keeping children out of schools without good reasons. Otherwise, they use a good chunk of the leaflet to claim that 50% of people don't vote in Welsh elections so seem to be trying to cultivate people who don't vote rather than steal voters off other parties. So that's just the 1 shade point for the Welsh Labour reference.

Appealing to people who normally can't be arsed

Irrelevant photos: 0

Typos: 0

TOTAL = (8-6) = 2

Pandemic Points: 0

Party: UKIP

Number of items: 1 (saes yn unig)

SMART goals: They want a referendum to scrap the Senedd. They also want to cut alcohol duty and scrap business rates for small companies. I'm going to give them 3 points.

Contact details: 0

Relevant photos: 6 of their list candidates and Neil Hamilton who is the party leader (and is beginning to look like the Emperor Palpatine), so 7 points in total.

Endorsements: 0

Vague objectives: Lots of comments like "UKIP Stands against the knee-taking cultural vandals who want to erase Wales' history by removing statues to its fallen heroes." Talk about fighting imaginary enemies. 

Culture warriors screaming at clouds

There's other stuff too like ending illegal immigration and funding the NHS instead of sending foreign aid, which has echoes of the lies told during the Leave campaign about all that money that could be spent on the NHS and which then disappeared. I counted 9 vague objectives.

Shade: Lots of it. The Tories and Reform UK "are desperate to keep their snouts in the trough", the Abolish the Assembly Party weren't nasty enough to displaced people in a migrant camp, Mark Drakeford "cosies up to Plaid Cymru who want to destroy the UK and drag Wales back into the EU." They mention the EU a few times. It's clearly a bogeyman for them. The only people they don't mention are the Liberal Democrats, which must be quite demoralising for them in a way. -5 points.

Irrelevant photos: 0

Typos: 0

TOTAL = (11-14) = -3

Pandemic Points: 0

Party: Worker's Party

Number of items: 1 bilingual leaflet, so 2 points

SMART goals: 1 (free bus travel for kids)

Contact details: 3

Relevant photos: 4. (3 photos of the people I think are the named candidates and 1 of George Galloway, party leader, who is also on the regional list.)

Endorsements: 0

Vague objectives: 8, at least. But a lot of statements that aren't anything, like, for example: "There should be no homelessness in Wales... Affordable housing projects are not affordable for normal people." There's no actual commitment to do anything.

Shade: there's a swipe at "big business" but no mention of any other parties. 0.

Irrelevant photos: 0

Typos: 0

TOTAL = (10-8) = 2

Pandemic Points: 1

And that, dear readers is it, for now. Well done if you have made it this far. Hopefully you will get your strength back in time to vote on Thursday.

Senedd 2021 election comms review preview

I've been reviewing election leaflets since 2007 - here's a page with links to my previous reviews. I didn't do the general election in 2019 because I was profoundly depressed with politics at that point and I couldn't face it. But I did count up the leaflets and record them on my chart of election bumf.

Retroactively, we can see that Labour gave out a lot fewer leaflets in 2019 than they did in 2017, the Liberal Democrats reappeared and UKIP was still flat-lining.

Anyway, this year I'm picking up the reins again and will soon be reviewing the leaflets we have received. However, I am changing how I review these leaflets this year by reviewing what the parties promise as SMART Goals versus Vague Objectives. A SMART Goal is something that has specific, measurable promises that can be assessed as being delivered. So, for example, "we will build 20 new schools in Wales by 2025" is a SMART Goal. In 2025 we will know whether or not that promise has been met. Saying something like "we want every child in Wales to receive a high quality education" is a vague objective. Yes, that's very nice, but how will you know that's happening?

Alongside points for SMART Goals, I'm also going to award points for the following:

- number of items (double points for leaflets that are bilingual)

- contact details (a point for each method)

- points for each candidate photo with a bonus point for photos with the party leader

- a point for each "endorsement" from someone else on their leaflet

And I will ding points for each Vague Objective and the following: 

- throwing shade (basically who do they slag off? A point for every target regardless how many times they go for it)

- photos of politicians from other parties, photos of the area that don't include the candidate, and using stock photos of people (photos of news events don't count)

- any typos I spot 

Plus there will be a bonus category of "Pandemic Points" for how many times the pandemic gets mentioned (directly or indirectly), which could be used as a tie-breaker if the points equal out.

2016 Welsh Assembly election UPDATED communications overview

Some more electoral bumf has come through the door. Yay. So, I'm updating the review I posted last week. We have material from two parties not mentioned before, and new material from three others.

New leaflets

The following parties haven't been in further contact, so keep their scores from last time:
Abolish the Welsh Assembly Party = 0
Women's Equality Party = 1
UKIP = disqualified

Same rules as before. Here we go.

Party: The Green Party
Candidate: Anthony Slaughter
Previous point total = 4
New point awarded
bumf = 1
promises = 0
contact = 0
candidate photos = 1
Cymraeg = 1
total = 3
Points deducted
blame = 0
mud slinging = 0
photos of opponents = 0
sloganeering = 8 (it feels cruel but there is no substance to any of their aims)
typos = 0
REVISED GRAND TOTAL = 2
Update comment: It feels mean that they score so low, given how relentlessly positive and hopeful their leaflets are. But, bottom line is, I'm a pragmatist and want to know what you would actually do, not read your wishlist.

Party: Labour

Candidate: Vaughan Gething

Previous point total = 17

New points awarded

bumf = 2

promises = 1 new one (an environment plan to collect water in Grangetown). There's also an extensive list of things Labour is apparently already working on such as the redevelopment of a leisure centre.

contact = nothing new

candidate photos = 3, including one with Vaughan and a fire engine

Cymraeg = 0

additional points = 6

Points deducted

blame = 0

mud slinging = 2 (reference to broken Tory election promises and how the Tories have "abandoned young people")

photos of opponents = 0

sloganeering = 0 

typos = 0 (although some of the text has flowed a bit wrong on one of the leaflets)

REVISED GRAND TOTAL = 21

Update comment: As mentioned there is a big list of things Labour are doing and introducing. I like that Vaughan is putting out there what he and his party have done rather than slagging off other parties. Also a good use of photos showing him out and about. 

Party: Liberal Democrats

Candidate: This is a list leaflet although the main name mentioned on there is Eluned Parrott, so let's say it's her

Points awarded

bumf = 1

promises = 3 (safe nurse staffing levels and smaller infant school class sizes, cutting business rates on plant and machinery)

contact = 0

candidate photos = 2. I think. If we count Eluned as the candidate.

Cymraeg = 0

total = 6

Points deducted

blame = 1 (it's all Labour's fault!)

mud slinging = agh, so much! The Liberal Democrat invective machine is back up and running. I count 8 specific instances of negative comments about Labour.

photos of opponents = 0

sloganeering = 4

typos = 0

GRAND TOTAL = -7

Verdict: Why do the Liberal Democrats always go negative? It wouldn't be so bad if they offered concrete options but it's all wishy-washy stuff like a promise to "build an 'Opportunity Economy'" and stuff. OK. What does that look like then?

Party: Plaid Cymru

Candidate: Dafydd Trystan Davies

Previous point total = 7

New points awarded

bumf = 2 (1 local, one regional)

promises = 1 (electrification of the railways)

contact = still 0 (Come on, people, these are the easy points)

candidate photos = 3

Cymraeg = 2 (as you'd expect)

total = 7

Points deducted

blame = nobody really

mud slinging = 3 - two references to Labour's failures and also saying Labour has 'run out of steam'

photos of opponents = 0

sloganeering = I'm going to ding them 3 because, e.g. although they say they are going to invest in specific hospitals they don't say what that investment would be aiming to do

typos = 0

REVISED GRAND TOTAL = 8

Further comment: I'm not convinced that Plaid Cymru could pay for everything they want to do. Or that they have thought through their promises. Where exactly are they going to get 1,000 doctors from, for example? But still, generally a positive campaign.

And finally... Vapers in Power

Party: Vapers in Power

Candidate: Bernice Evans

Points Awarded

bumf = 1 (regional list leaflet)

promises = 0 really, although it mentions three places where they think vapers should be allowed to vape

contact = 0 but they do have a hashtag

candidate photos = 1

Cymraeg = 1

total = 3

Points deducted

blame = 2 (The Welsh Health Minister, Mark Drakeford, and the lying media). There's also the comment that vapers will "soon be brutalised by European legislation". Sort of some preemptive blame there.

mud slinging = 1 (their hashtag is anti-Labour)

photos of opponents = 0

sloganeering = 1 (a threat to hold "spreaders of malicious untruths" accountable. How?)

typos = I'm going to ding them 1 for a terrible run on sentence. There are a few garbled sentences so I think this is fair.

GRAND TOTAL = -2

Verdict: A one issue party about an issue that doesn't exercise me in the slightest. Very emotive language from someone who doesn't think anyone should tell her what to do. I am interested to see how many people bother to vote for this.

The election is on Thursday. Any more reviews will probably be after the fact now.

All the links to previous elections are in this overview of trends.