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| The campaign to remain was run on fear of leaving and the consequences, their was nothing positive about it and this remained true up until and after the vote.
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On the contrary, if you read carefully other posts here, it seems like people weren't informed very well about the consequences of leaving.
I think the Remain campaign had no chances because the Leave one was a media circus. Too entertaining for the masses, too many emotions stirred up. The Leave vote was an emotional vote. Btw.... in cases like this I always try to put myself into somebody else's place and imagine how would I see it from their perspective. The campaign was so aggressive that I'm sure I would have also considered voting "Leave".