Library

The Campaign Lab Library is a growing collection of what we’ve built and learned – from AI tools and field-tested guides to research briefings and campaign resources.

Everything here is made to be useful. Whether you’re running a local campaign, designing an experiment, or just looking for ideas, this is where we publish what might help others across the ecosystem.

Take what you need. Share what you can.

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Test summary This report presents the findings from an A/B test of Facebook advertisements for a candidate with immigrant background in a local election campaign. The experiment tested two messaging approaches: Version 1 (no mention of immigrant background) versus Version 2 (explicit mention of immigrant background). The test aimed to determine which messaging strategy would […]

Who's this helpful for: Campaigners, Researchers

Test Summary From March to April 2025 we worked with a civil society organisation focused on migrant empowerment on two Facebook ad campaigns aimed at mobilising and turning out migrant voters in a UK city ahead of the 1st of May local election. One of them observed the performance of a register to vote call […]

Who's this helpful for: Campaigners, Researchers

Research
What makes someone scan a QR code?

Selected survey responses and their location within 1km of a proposed site from the first test conducted in February 2024, a total of 66 responses were recorded out of 900 leaflets dropped. The results indicate that people living within 400 meters of a mentioned issue were much more likely to scan a QR code to […]

Who's this helpful for: Campaigners

Tool
Reform Exposed Near Me

A tool to track and report Reform Council Failures across the country

Summary: A randomised trial tested whether flyers criticising either local Conservative MPs or the national government would affect turnout. Among likely Conservative voters, the nationally framed flyer had no effect, but the locally focused flyer reduced turnout by 2.6 percentage points—statistically significant at the p < 0.1 level.

Who's this helpful for: Campaigners, Members of parliament

Summary: A randomised trial found that handwritten-style postcards featuring local landmarks increased voter turnout by 1 percentage point. While the result didn’t meet strict academic thresholds for statistical significance, it did reach the p < 0.1 level often used in practical campaign settings—suggesting a meaningful effect for practitioners. No additional impact was found based on how close recipients lived to the featured landmark.

Who's this helpful for: Campaigners, Members of parliament

Tool
Epetitions – UK

A tool to provide analytics and analysis for Epetitions

Who's this helpful for: Campaigners, Journalists, Lobbyists, Members of parliament

Blog
When Attack Strategies Backfire

For the latest entry in our Academic Series we welcomed Dr. Stephanie Luke, Lecturer in Politics at Cardiff University, whose research focuses on how political parties adapt their strategies in the face of new challenges. Her talk, titled When Attack Strategies Backfire Dr. Luke’s research looked closely at how this competition played out in the […]

Who's this helpful for: Campaigners, Journalists, Members of parliament, Researchers

In the latest instalment of Campaign Lab’s Academic Series, Dr Emmanuel Mahieux presented intriguing research exploring a provocative question: can we predict voters’ intentions using brainwave activity?Traditional political campaigns rely heavily on explicit measures such as polls and surveys to gauge voter intentions. However, these tools can often fall short, particularly among undecided voters who […]

Who's this helpful for: Campaigners, Researchers, Technologists

Confronting the radical right starts with understanding why people vote for them in the first place. Explanations have often relied on economic background, education, and other surface-level factors, most of these failing, however, to predict radical right vote. In this blog we uncover the deeper motivations for this political leaning, which will help progressives first […]

Who's this helpful for: Campaigners, Researchers, Volunteers