Fair

Our concept of fair is surely derived later in life from this early perception of what is unfair. So I reckon the choice of the Yes  campaign to
promote AV as fairer was pretty disastrous. The question voters asked themselves was:

Is first past the post unfair to me?

Yes, we are also capable of altruism. But if you campaign to bring equity to others, then you have make people empathise with the disadvantaged. Persuading Conservative and Labour supporters to pity the poor Lib Dems was never a starter.

Or is it possible to promote a more adult sense of fairness?