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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We are reaching a point in political campaigning when generic leaflets don’t cut it anymore. In this context, we wanted to test the effectiveness of an alternative style of mailer: handwritten-style postcards. By distributing postcards with local landmarks from candidates, we wanted to see whether a more personal and light-hearted approach can drive turnout.
- Who's this helpful for: Campaigners, Members of parliament
This test explored whether video-based infographics outperform static image ads in driving engagement and petition sign-ups among local constituents on social media. The campaign, focused on a local issue petition, aimed to determine whether converting a static ad into a motion-graphic video would improve reach, engagement, and conversion rates within an estimated audience of 10,000–50,000 Facebook users.
- Who's this helpful for: Campaigners
Reflecting on lessons from Trump’s 2024 victory, a new progressive playbook must focus on mobilising low-turnout voters, building hyperlocal trust, empowering decentralised messengers, creating stronger feedback loops with communities, and embracing continuous experimentation. Research from Campaign Lab shows that local engagement, authentic personal narratives, and grassroots-driven innovation will be key to navigating political volatility and rebuilding democratic trust.
- Who's this helpful for: Campaigners, Journalists, Technologists
Relational campaigning is rising in importance, as an increasingly effective and personal persuasion method. In this context, we wanted to test whether distributing campaign mailers in the form of postcards in a relational, peer-to-peer way is more effective than delivering them through volunteers or posting it as a Facebook ad. Given the reduced capacity that local campaigns often have during elections, we wanted to understand which distribution method yields the most results when it comes to postcards, so that campaigners can maximise their reach. In this specific test, our measured outcome was the engagement with a QR code on the postcards linking to a survey for voters.
- Who's this helpful for: Campaigners
This experiment investigated whether voter turnout could be influenced by campaign mailers that focused on local versus national issues. The study aimed to assess whether message framing (local vs. national) and geographical proximity to local landmarks or issues would affect participation rates. Researchers hypothesized that (1) receiving any mailer would increase turnout, (2) locally framed messages would be more effective than nationally framed ones, and (3) mailers would have stronger effects among recipients living closer to the issue referenced.
- Who's this helpful for: Campaigners
A tool that used localised statistics to demonstrate public service erosion over the previous government as a means of persuading voters at the last election.
- Who's this helpful for: Campaigners
A digital tool that cut through the noise and presented MPs voting record on key issues in a transparent fashion in the run up to the 2024 election.
- Who's this helpful for: Campaigners
A tool that converts postcodes to Westminster Constituencies on 2023 boundaries.
- Who's this helpful for: Campaigners, Technologists
An institutional map of every constituency in Britain.
- Who's this helpful for: Campaigners, Journalists, Researchers