The UK's decision to leave the European Union was the UK's biggest news story of 2016, and will dominate the news agenda for the rest of the decade. Bodansky will use the principles of Behavioural Psychology to analyse the messaging of both the In Campaign, and the Out Campaign, in order to shine a new light on why 52% of Brits voted to leave, despite most opinion polls, experts, analysts, politicians and pundits believing that we would vote to stay in. Bodanksy will show how anchoring psychology was fundamental in the "We send £350m a week to the EU" slogan; hyper-local messaging overcame loss aversion; and emotive psychological messaging triumphed over rational argument and data.