On September 18th, Scottish citizens will vote in a referendum to decide whether to remain part of the United Kingdom or to break away and become independent.
Though only about a third of the Scottish population is in favor of leaving the UK, the British government has been leading a campaign to discourage voters from choosing independence.
A cornerstone of the British government’s pro-unity argument is their claim that staying part of the UK will make the average Scotsman better off by £1,400 UK ($1,900 USD) per year, as compared to if the country were to separate.
To illustrate this point, the British Treasury Department made a BuzzFeed style list of the “12 things that £1,400 UK Dividend could buy”, using legos to illustrate each entry. They have since removed most of the images, but you can check out some of the original entries below:
Unfortunately for Britain’s PR team, the plan backfired. Many people accused the government of patronizing the Scottish with suggestions like, “Scoff [eat] 280 hot dogs at the Edinburgh Festival,” or, “cover your family’s yearly shoe habit for about the next 6 years”.
On top of that, the Lego company (which is based in Denmark) asked the government to remove the images, saying,
“We have requested that the images are removed due to our neutral political stance. We are a children’s toy company and therefore all of our communication is targeted towards children. People all over the world use Lego to depict stories and scenarios – some of it not to our knowledge. We maintain our position as being a politically neutral company.”
Read more from The Guardian here.