One week to go - the final push

This time next week we'll be waking up to headlines telling us who has won Scotland's election. And, as we approach the final few days, the SNP campaign is once again moving up a gear.

Over this weekend there will be extensive campaigning nationwide with efforts focused on the key seats and as importantly on the crucial list ballot. With the list vote determining the final balance of the parliament and thus deciding who will become First Minister, we will be urging voters who want to re-elect Alex Salmond as First Minister to make sure they give us both votes. First, on the larger, peach or salmon coloured ballot paper with a vote for SNP (Alex Salmond for First Minister) and then on the lilac or lavender coloured constituency ballot with a vote for an effective local SNP MSP.

This message will be repeated online, on leaflets and in the national press in a campaign that is designed to reach out to every single household in Scotland. My view is that the SNP will be doing more over these final few days than all the other political parties in Scotland put together. And what will be clear is that we are working hard for victory - working hard to earn each and every vote.

I'm playing my own small part with a declaration to the world - or at least my neighbours and passers by via window posters - my intention of voting SNP. 

We have learned many lessons over the years in terms of our campaign approach and perhaps the most important is understanding better the various elements that together determine how someone will cast their vote. First is relevance - being in the race, being seen to be credible, is an essential starting point. Second is tone or, perhaps more accurately, how we tap into people's emotions. A key lesson from the 2007 election - and one confirmed by recent academic analysis of that election - is that the positive and upbeat nature of the SNP's message was crucial. A significant number of people voted for the party they thought had run the best and most positive campaign. Why? Because that campaign made them feel good about themselves, their nation and that party. The style of the campaign was a key influencer. And in this regard, hope does beat fear.

And finally, and most importantly, is what could be crudely termed as 'what's in it for me'. People are looking for a realistic policy platform that will make life better for them, for their family and for their community. The reality of a modern political campaign is that most voters do not engage with every aspect of a party's policy pitch, but they do pick up on those issues which mean something tangible to them. The SNP's Council Tax freeze is a perfect example of this, whereas Labour's scaremongering about independence, in contrast, is more distant. It is one-step removed.

And likewise, on justice where the SNP and Labour have both made strong pitches for their respective offerings, the prospect of keeping the 1000 extra police on the beat is more real to more people than Labour's alternative.

In these final few days one of the most important leaflets we will issue features these 'what's in it for me' policy pledges. This leaflet alone will go to 1.9 million households and it has been designed with swing voters in mind. At the heart of it is our determination to build a fairer Scotland, a message we know has real resonance with people who voted Lib Dem in 2010, for example. And that means a fair deal for families, with Council Tax frozen; a fair start in life for young Scots with Sure Start investment and more new schools and, a fair chance at a job with 25,000 Modern Apprenticeship places and action to support our job and wealth creating local and national entrepreneurs.

In contrast, I've seen the new leaflet Labour are putting out over these final few days in parts of the country. It focuses on the claim that the SNP are pro-Margaret Thatcher (I know, you could hardly make it up!). It offers little reason why people should vote for Labour and instead centres on a completely unreal and unbelievable claim about the SNP. If I thought the Labour material I reviewed last weekend was poor, this latest offering is even worse. Do they not realise that people have got to know the SNP, for good and bad, over these past four years? Make-believe in a leaflet cannot in any way hope to overcome the day to day experience people have of the SNP government. People know us by our own actions and not by Labour's words. And, they will cast their vote on that basis. Is this all part of a well-thought out Labour grand plan? I don't think so. But if it is all part of the plan, why on earth, on this final weekend when so many people are making up their mind, did they think it was wise to look back 20 years rather than make any offer for the future?

For the SNP, our actions in these next few days are part of a plan. Back in August 2010 we began to map out our campaign and the final week and indeed the final day message is the one that we decided on all those months ago. From our engagement with voters across Scotland what we discovered was that we had two crucial foundations for our campaign: a belief that we were the most credible government and an assessment that we had done quite a good job over these past four years. As a result we focused in the first part of the long and short campaigns on team and record, before, at the manifesto launch, moving more firmly on to the ground of team and vision. And it is this vision, deployed by our top team, that will be at the heart of our final week efforts.

Will it be enough to secure victory? I certainly hope so, but of course we won't know until all the votes are cast and counted. However, over these next few days we will be working flat out to earn the support of even more Scots. And the more people who back us, the more we can achieve. 

To close off today's blog, two campaign favourites from this week. First, an excellent video posted by musician and writer Pat Kane. Pat Kane gets it 100% right when he talks about Black Watch. I've heard the First Minister wax lyrical about this excellent National Theatre Production and complex and challenging as it is, this matters less than the way it showcases Scotland's creative energy and talent.

And finally, my picture of the week. That honour goes to one taken earlier in the campaign but only this week published on the SNP facebook page. It was taken by our social media expert Kirk Torrance. The first copies of the SNP manifesto had just arrived at HQ and I think it is pretty clear that I am pleased with the final result!

And hopefully, this time next week, I will be equally pleased with the final election result. There's lots more to do if we are to secure victory, but be assured, everyone in the SNP will be working hard to earn the trust and support of the people of our nation. 

And, what is in it for me, for you, for all of us? Quite simply a better and fairer nation. Together, we took the first steps on that journey four years ago and with your support we can build on the progress made. Yes, there is more to do. So lets keep Scotland moving forward.

The importance of the Council Tax freeze

There was an interesting poll in the Scotsman yesterday about the continued popularity of the Council Tax freeze. It shows that 75% of Scots back a continuation of the freeze with only 19% opposed.

In many ways this shouldn't surprise us. The Damascene conversion of some Labour politicians to the Council Tax freeze in recent weeks - despite their 8 years of increasing the tax and 4 years of opposing the freeze - was evidence enough of the popularity of the policy on the doorsteps. I say some deliberately. Labour support for the Council Tax freeze is skin deep. The few conversations I've had with Labour activists confirm this - pretty soon their deep-seated opposition to this flagship SNP policy comes to the surface.

But why is this important? I think there is an underlying symbolism to the Council Tax freeze. Yes, it will save people money, but beyond this I believe it sends a signal to the voters that the SNP understands the position they are in. As a policy it communicates very simply our recognition that families are feeling the financial squeeze and that there is still uncertainty over jobs and future wage rises.

There are two very important underpinning elements of our Council Tax freeze policy.

First, what we are doing is covering the cost of an increase - the extra money that would go to local services from higher Council Tax is being paid by central government. The extra money for local services is provided, but hard-pressed families don't have to pay it through their Council tax bill.

Second, and closely linked to this, is how we are paying for it. Our position is clear - the Council Tax freeze is funded from the actions we are taking to make government more efficient. Those actions already include a 25% reduction in the number of quangos, releasing £125 million by 2013 and £39 million a year thereafter. Or the 25% reduction in the cost of senior civil service and 25% reduction in the number of NHS managers - a package of savings that will free up £100 million by 2015. The Council Tax freeze gives voters a share in these savings.

At its simplest, money is still provided for local services (£70 million extra a year). That money comes from smaller and more joined-up central government, from economies and efficiencies - and what voter doesn't think government can be more efficient? And, as result we are able to freeze Council tax bills.

It is not only a virtuous policy circle. It is also good politics. And it is one of the reasons more and more Scots are now turning to the SNP in this election. They can see we believe in the Council tax freeze. For us, it is not a one month wonder - a quick conversion - but part of a longer relationship that we have built up over these past four years.

In that very glib political phrase it demonstrates to the individual voter that we 'are on your side'. In one proposition we make clear that we have heard people's concerns and that we are addressing people's concerns. That is a very powerful combination.

Who would you believe on jobs?

Just a quick update this morning following the news that Martin Gilbert, Chief Executive of Aberdeen Asset Management has today endorsed Alex Salmond for First Minister. Why is this important? It's not just the fact that Mr Gilbert won the Scotland plc Chief Executive of the Year award last week or that his company won Large plc of the year following growth in its funds under management to £183 billion.

While these all add to the weight of the endorsement, they are only part of the picture. What is important for me is that this endorsement comes on the day Labour relaunch their election campaign with a claim that a re-elected SNP will be a threat to Scottish jobs.

Who do you believe? Scotland's top Chief Executive in the Business Insider Scotland plc awards? Or the leader of the Labour Party who over the weekend claimed that his party had eradicated youth unemployment when figures from the House of Commons show that youth unemployment in Scotland went from 64,000 in 1999 when Labour took office to 62,000 in 2007 when they lost power.

Today's endorsement brings to mind a similar attempt by Labour in the 2007 campaign to scaremonger about the SNP - that too was rebuffed by leading Scottish business figures.

Here's what Mr Gilbert has said today:

"I am pretty pragmatic when it comes to who runs the country where I live and started my career and have a simple view - I want to see policies in action that create a more financially responsible and stronger Scotland. I know Alex Salmond wants that too. I've really enjoyed working with the First Minister and agree with him that there has never been a better time for Scotland to become more responsible for the way the country supports itself. I have been impressed with his vision for the future and believe he should serve as First Minister for a second-term to continue to push for growth, job creation and better public services."

Martin Gilbert lives in Aberdeen and Aberdeen Asset Management is now one of Europe's largest independent asset management groups. It employs around 1,800 people in 24 countries. Mr Gilbert is respected across the political divide. For example, in 2006 he was appointed by Jack McConnell, former Labour First Minister, to Scotland's Financial Services Advisory Board.

UPDATE - Another job-creator, Jim Spowart, has this morning also spoken about the SNP's action on the economy and jobs. Four years ago today Mr Spowart appeared in a Labour Party advert. This is what Mr Spowart has to say now:

"I was very involved in trying to prevent the virtual monopoly position the UK Government allowed Lloyds to achieve in Scotland's banking market, and was impressed by the actions and analysis of the Scottish Government - a position vindicted by last week's banking interim report.

"I have no intention of getting involved in politics, but believe the current administration has demonstrated knowledge and credibility in delivering a positive economic policy, and that it has earned the confidence of the vast swathe of Scotland's business community."

Mr Spowart is one of Scotland’s leading financial sector entrepreneurs, and has been responsible for the development of four start-up banks: Intelligent Finance, Direct Line Financial Services, Standard Life Bank, and St James Place Bank. He has had a central part in the creation of thousands of jobs.

UPDATE AGAIN - a third leading business figure has spoken today following the Labour Party's attack this morning. Peter de Vink, Managing Director of Edinburgh Financial and General Holdings has said:

"With the election next week, it is a shame to hear Mr Gray resort to negative attacks instead of offering a positive vision for Scotland. Alex Salmond and his very talented team have done an excellent job in Scotland where under very difficult circumstances they have run an outstanding administration. They have set a vision for Scotland that will create jobs and position the country well for the future.

"Alex Salmond and John Swinney have experience in both the public and private sectors so they know that supporting businesses means supporting jobs – from the small business bonus to plans to cut corporation tax.

"Scaremongering of the sort we are seeing from the Labour leader today shows that he is not qualified to lead the country, and none of his front bench has the private sector experience of the kind needed to take Scotland forward.

"Negative attacks didn’t work for the Labour Party in 2007 and it won’t work for them now. Scots are perfectly capable of deciding what they think for themselves in a referendum. The question though for next week is – who do you want to lead the country? For me, the answer is simple. Alex Salmond and his team have done a good job and deserve a second term."

Hope beats fear

Across Scotland today millions of people are waking up to sunshine and the happy prospect of two long weekends to mark Easter and May Day. For a lucky proportion the long weekend will stretch into close to a fortnight of holiday time - days off to enjoy family, good weather (we hope) and the many pleasures our country has to offer.

But be warned a dark shadow is looming. Coming soon to a letter box near you, Labour's latest series of campaign leaflets. I had the misfortune yesterday to see what Labour has planned for their re-launch initiative. Two post-card style leaflets and what seems to be an ad-trailer advert. It made me smile - from a purely political perspective - because rarely have I seen a worse collection of campaign material.

There's sunshine across Scotland, people have a spring in their step and yet the Labour Party will be bringing doom and gloom, once again, to the voters of this nation.

I have written before on the nature of negative campaigning and why it doesn't work. But with the papers this weekend discussing a Labour campaign re-launch - and having seen the material that will sit at the heart of that relaunch - I am going to repeat the reasons why this approach to campaigning is not going to work.

First, and most important, at this stage of a campaign people want more than criticism of the other side. If there is a problem, they want to hear a solution. It is not good enough to simply assert why the SNP is (supposedly) so bad.

Second, in order for negative campaigning to have any impact it must genuinely tap into an issue that the voter has a personal connection to. And having seen Labour's material they fail on this all important personal connection test. But if that personal connection does exist - if the problem is a real and present one to the individual voter - the political party is still wasting its time if it all it does is scratch away at the sore. The attack may resonate with the voter, but if the political party doesn't offer a solution then the attack will still be wasted. Ultimately they are just preaching to the converted.

And third, negative campaigning can, too often, boomerang. We've seen it already in this campaign with the demolition of the Labour Party's claim that knife crime costs the NHS £500 million. This may have sounded good to the party when they began using it, but now it has only served to undermine the credibility of their leader and their finance and justice spokespeople. The policy is still, of course being promoted. Most recently in Labour's regional election address - a leaflet that will probably have dropped through your door over the past few days. But it is done in a way that distorts reality and relies on mendacity to generate fear. When we speak to people about how to make their communities safer, top of the list is more police on the beat. Concern about knives is mentioned, but it comes way after concern about drink-fuelled violence and anti-social behaviour. And more often than not the people who are concerned about knife crime also remember Labour voting against action to tackle the cheap booze. In politics actions speak louder than words.

And the campaigns they are about to launch have the potential for similar disaster. Mr Gray is claiming youth unemployment has risen by 200% under the SNP while their campaign co-ordinator, John Park, alleges it is 350%. The real figure is - by a country mile - nowhere near this. And what has happened in Scotland under the SNP is in line with what happened in the UK under Labour. And why? Because there was a global recession. Voters aren't daft. You can't simply pretend a global recession didn't happen which seems to be the underlying premise of the Labour claim. And there is a real danger here for a Labour Party that actually voted AGAINST 25,000 modern apprenticeship places in the most recent Scottish budget.

And their new justice campaign - that, if anything is even worse. It is headlined with a murder on the street, with the finger pointed straight at the SNP. Murders do happen in Scotland. They happen today under the SNP and they happened also when Labour was in office. They actually happened more often when Labour was in office. Lets take murders using a knife. In the most recent year we saw a reduction to 35. When Iain Gray was Deputy Justice Minister murders using a knife increased from 48 to 56. Over the period of our first term in government there has been a fall of 35% and indeed the homicide rate in Scotland is now at a 31 year low.

Credibility is crucial in an election campaign. And by going down a road of negativity and exaggeration the Labour Party has done little to attract voters and an awful lot to undermine its own campaign.

If I had one piece of advice for the Labour Party with just 10 days to go it would be ditch the negative. Cast aside an approach that is shrouded with dark clouds of doom and despair, and try, if you can, to offer a little sunshine, a little optimism and some hope.

I was speaking to one of my colleagues about this blog and she queried - quite rightly - why I was offering the Labour Party (good) advice. I suppose ultimately it is because I know they won't take it. Positive campaigning is no longer in their DNA. The old Labour Party that generated respect and passion, the old party that believed in something more than just getting power, has well and truly gone. Perhaps that is why widely respected individuals like Ravenscraig shop-steward Tommy Brennan and former Labour councillor Bashir Maan are backing the SNP.

Labour's approach to campaigning is all about the clunking fist. They do negative campaigning better than just about anyone. And if the SNP tried to match them on the negative, even just a touch of negative, we would be knocked out. But by keeping our campaign 100% positive we can avoid the clumsy punches of the old bruiser.

Scotland is by no means perfect and we would be fools to claim that it is. We have problems to overcome but also opportunities to seize. But as the SNP campaign proclaims, and more importantly believes: together, we can make Scotland better. Now isn't that something worth voting for?

The final two weeks

We are now in the final two weeks of Scotland's election campaign. For the SNP this means the deployment of the next phase of our campaign strategy.

We kicked off our campaign with a clear focus on our record, with the 'What's the Scottish Government Ever Done for Us' party election broadcast at the heart of that phase of the campaign.

We then moved on to our team, with the deployment of our regional list strategy and the powerful message that the list vote, which determines the final balance of MSPs in Parliament, will determine who becomes Scotland's First Minister. Alex Salmond for First Minister will appear on the ballot paper, and is also proving to be an effective and persuasive campaign slogan.

Next came our vision. We published our manifesto a week after the other parties. This was a deliberate decision based on the rather obvious and clumsy attempts by Labour to 'triangulate' policy with the SNP - or to put it more simply, to try to pinch our key policies. This was something we saw coming a mile off. Labour's decision has, of course, back-fired with the public seeing their last-minute conversion as unprincipled and hollow.

It was clear from the coverage that two messages came across from our manifesto launch. First that an extended Council Tax freeze was about delivering a fair deal for hard-pressed families and second that Alex Salmond's passion and ambition to re-industrialise Scotland through our green energy windfall was part of a clear determination to create and protect jobs. Jobs and fairness are proving to be a powerful and effective campaign combination.

And for these last two weeks? A combination of team and vision will dominate. As we kick-start these final few weeks, billboards will be appearing across Scotland, including in key seats, featuring Alex Salmond and our underpinning message and vision for this campaign that together we can make Scotland better.

The endorsements will continue. This week those included Jim McColl, described in this month's Business Insider as 'the working class hero turning dreams into reality', and the Ravenscraig shop-steward, Tommy Brennan, one of the icons of the Labour movement in Scotland, among others. And of course we had the grand announcement that the Scottish Sun would be backing the re-election of Alex Salmond and the SNP. Here's the front-page, in case you missed it:

We will be stepping up our list vote strategy with a series of targeted adverts, letters, leaflets and a specific online campaign that is designed to maximise sharing through social-networks like facebook and twitter. Included is this excellent video from Elaine C Smith setting out how voters can re-elect Alex Salmond and the SNP.

And underpinning the deployment of our vision, we are providing a new and simpler way for voters to understand how the sums add up. Again designed for social media distribution, but also providing the core for more traditional voter communications, we have a new video from John Swinney which animates and contextualises our spending and savings plans. 

How are you going to pay for it all, is a frequent question on the doorsteps and the approach we are adopting to explain the budget figures is streets ahead of anything deployed by the opposition.

I don't want to give away too many secrets, but some of you will have noticed the way these two videos use a variety of sensory hooks to maximise the likelihood of the key message being remembered. We've had some great advice which I hope we have put to good use. For the list strategy in particular it marks a big step forward from our already highly-effective approach in 2007. Some of you may even notice the deliberate mistake in the first video that reinforces the central idea we want to get across.

While the polls this week have contained good news for the SNP the reality is that throughout this campaign we have been focused solely on what we believe we need to do to win. That plan is not going to change and we know that over these final two weeks we must work as hard as we have done over the previous two months if we are going to cross the finishing in first place.

40 - the number of the week

The number 40 has had special resonance for me this week. Not only did I celebrate my 40th birthday, but the latest polls put the SNP on the crucial 40% level for Scotland's election. That's the level we will need to reach if we are to win re-election on May 5th.

In today's Scotland on Sunday the SNP takes the lead in both the list vote and the constituency vote. The numbers are:

CONSTITUENCY VOTE
SNP: 40% (n/c)
Lab: 37% (-2)
Con: 11% (n/c)
Lib Dem: 8% (+3)
Other: 4%

REGIONAL LIST VOTE
SNP: 35% (+3)
Lab: 33% (-6)
Con: 12% (n/c)
Lib Dem: 7% (+2)
Green: 6%
Other: 7%

I believe the poll reflects a positive response to an SNP campaign that is focused on creating and protecting jobs and building a fairer nation. It is a campaign based on an aspirational message and rooted in an absolute confidence that, if we work together, Scotland can be a better nation.

As we approach the climax of this campaign every vote is important. It's clear that if people want Alex Salmond to continue as First Minister they have to vote SNP. And, over these final few weeks, we will be working hard to earn the trust and support of even more people in all parts of Scotland.

The poll is a welcome end to a big week for the SNP campaign, with the publication of our manifesto. This is a project I've been working on for almost a year now and it was fantastic to see it come to fruition. The contents are of course important, but first impressions also count and in that regard the look of the manifesto is excellent. We've had a strong and dedicated team involved and the final product is down to the hard work and inspiration of many. If you want to see the key policies we are offering, click here.

Because this has been manifesto week my favourite picture has to be the front cover:

And to coincide with the manifesto launch, the world-renowned comic book writer and film maker Mark Millar offered his support to the campaign. You can see what he had to say here:

I've got many 'favourite' bits of the manifesto. But in five years, if I am looking back at the record of a second term SNP government, one thing that I hope we have taken forward with energy and passion is the strengthening of local communities. There are many initiatives outlined in the manifesto, but as far as I'm concerned, one expresses who we are and what we want to achieve more than any other. The Warm Homes Fund will see £50 million invested in tackling fuel poverty and delivering energy efficiency in Scotland's most deprived communities, as part of the savings from the Forth Replacement Crossing.

What is good and unique about this initiative is that it is seeks to do more than just provide lower cost green energy and improved home insulation, both of which are important. It also aims to deliver community ownership of renewable energy projects. So communities will have a source of long-term income which they can invest in local priorities. They can take forward the initiatives that they know will work in their area. Over the years we've seen plenty of top-down investment in Scotland's most deprived communities and in some respects - in many respects - it has made life better. But it hasn't delivered the sort of transformational change that we need. It sometimes misses the mark.

By delivering a long-term wealth generator we do two things. First the money does not get diluted as it passes through the inevitable government bureaucracy. And second, there is certainty. The revenue will flow regardless of pressures on national or local budgets or the vagaries of changing political priorities.

I have written before about the hugely positive impact of the Poverty Truth Commission in our manifesto process. Thinking about the people I met in the Commission and the knowledge they have about the places they live, I have no doubt that a long-term revenue, put into the hands of people like these, will allow a step change for many communities. Across Scotland thousands of men and women are working hard to make their communities better. And I hope that this manifesto does provide them with more of the tools they need to make an even bigger impact.

And, one final point. I hope one other theme comes out loud and clear from the manifesto. Scotland has a wealth of natural advantages. We are blessed with many opportunities. And we also have huge talent across our nation. This applies to our creative talent as much, if not more, than any other. Over these next five years culture and cultural expression can be a true flagship for Scotland. Our cultural sector adds enormously to our society and our nation, to our economy and our wellbeing. It is an essential part of the more successful Scotland we all seek. So I hope that in five years time, if re-elected, an SNP government has played its full part in nurturing new talent, creating new opportunities for creative Scots and that Scottish culture has reached new heights at home and abroad.

Much has been achieved and there is more to do. And, over these next few weeks we can start on the next steps of Scotland's amazing journey.

4 weeks to go and coffee intake rising

I always know when a campaign is hotting up - my coffee intake begins to creep skywards. And this week saw rather a lot of caffeine-fuelled late nights.

There's been some great news for the SNP in recent days and the election is now clearly neck and neck. The most recent polls have shown us narrowly ahead or just narrowly behind. There is of course a long way to go and plenty more 'events' to happen.

Biggest surprise so far was waking up to an email from a friend to say that the actor Alan Cumming had posted a video on his blog endorsing the SNP. He says some great things about Alex Salmond and the party. If you haven't seen it already in my earlier post, here is the video:

Alan makes clear that he is not in a position to vote, but if he could, it would be for the Scottish National Party. My favourite headline of the week was definitely yesterday's from the Sun, as captured by SNP Chief Executive, Peter Murrell:

What I like about both these endorsements is that they are based on support for the SNP team and for SNP policies. Brian Cox makes clear his switch from being a staunch Labour supporter is based on Alex Salmond's commitment to keeping university education free. And Alan Cumming points to the culture policy taken forward by the SNP government over these past 4 years.

And achievements were a focus for my own picture taking, just earlier today, with a sneak preview of the 'achievements wall' in the SNP manifesto. Here it is:

Of course, the manifesto is about more than past achievements. It is also about the sort of country we want to create. And today's big policy announcement made clear just what that means.

I feel very proud of our Scottish Futures Fund. First, it is only possible because of actions we took in our first term, through the Scottish Futures Trust (SFT), to deliver savings in government. The Scottish Futures Trust has created a level playing field for the public sector in contract negotiations. In SFT we have real experts, professionals who day in and day out are tasked with helping government secure the best deal for the taxpayer. And, with Transport Scotland, they managed to save the public purse a massive £250 million on the anticipated bill for the Forth Replacement Crossing. Good government has now released this huge sum of money to invest in projects for the future.

And second, the choices we have made about allocating this windfall saving say a great deal about who we are as a party. The First Minister was very clear - he wanted the money to be spent in a way that would make Scotland fairer in the future. And the first strand of the fund, announced earlier in Edinburgh, demonstrates this, with £50 million allocated to support young Scots in their early years. The money will improve the life-chances of thousands of pre-schoolers across the country. It will give them a fair start in life. As a result of this new money a cohort of young Scots will grow up better able to make a full and positive contribution to our nation. It will help them overcome some of the enormous barriers created by disadvantage and poverty.

Details of the other funds will be revealed in the days ahead. Each one will take us one step further down the road towards that better nation, and fairer nation, that we all know Scotland can be.

The fund has pride of place in the manifesto, alongside our various commitments to unpaid carers, also revealed this week. And as we approach the manifesto launch, have no doubt, the SNP will be sticking firmly to this agenda of hope and fairness.

The manifesto final lap

I'm coming to the end of the manifesto development process. The past few mornings have been spent going through making small textual edits and looking for typos. But of course, there is almost always one that gets missed. If you spot it once the manifesto is published, please don't tell me. And there was one potential howler that was spotted - but not by me: a rather prominent picture with a dancing young woman, giving an unintentional flash of her underpants.

We've got a very different look this time round and it works really well. The style has a freshness and energy about it that I'm really liking. When I started all those months ago on the first drafts I had a very clear concept in my mind about the overarching theme or narrative of the manifesto. It was to convey the journey Scotland is on: the achievements of these past four years, the team and how they (we) have grown and all linked to the ambition the SNP has for the future. And the design tells this story beautifully. I can say with some confidence that it will contain features that have never appeared before in any Scottish or UK manifesto and these features turn what is a very professional document into one that is nicely personal too.

The manifesto is divided into four sections. The first focuses on the leadership and the overall direction of travel: who we are, what we are working to achieve and what motivates us. The second is the central policy detail: our actions and ambition for health, jobs, schools, justice etc. And then we come to the bits I like best. First, we have what I have called the aspiration section. This is where Scotland's creativity, talent, opportunity and potential is given centre stage. And it is within this context that we present our case for independence. Independence, not for its own sake, but because it will allow us to achieve even more for our nation. And finally, building on this, we highlight the engines of growth in Scotland. The places and industries that will drive forward future success.

As I've written before, communities are at the heart of things and there is a strong fairness agenda. It is, without doubt, a manifesto for a fairer Scotland.

And it is a manifesto that has been heavily influenced by the people we have met as part of the process. Regular readers of this blog may have read my previous blog post on the Poverty Truth Commission: after a few years working in the Scottish Government and within the Holyrood bubble that meeting was a real eye opener and, to say the least, hugely thought provoking. And the opportunity to hear direct from some of Scotland's carers and young carers was also important. In terms of the policy detail, yes, but more significantly in terms of linking together policy and life. I hope these two groups will see their influence in the text.

There's not long to go to publication. I'll almost certainly write about the manifesto again before its launch. But for those of you who are wondering, yes, there will be some surprises.