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The pro-independence group Yes Scotland has launched its first campaign of the year, revealing more than 130 local activist groups are now in place across the country.

Each local authority area is covered by community-based groups embarking on a leafleting blitz over the weekend.

The drive comes at the end of a week when a survey suggested support for independence slipped back last year to its lowest level – 23% – since devolution in 1999.

Marking the start of this year’s campaigning, Yes Scotland will distribute about half a million leaflets at around 100 events.

Blair Jenkins, chief executive of the group, said: “In 2013, we are keen to move the debate from the ‘how’ to the ‘why’ of independence.

“We want people to start thinking about what kind of country they want, what kind of country Scotland could be and to think about why being independent could be the best way to achieve our aspirations and goals.

“So, the Hands Up for a Better Scotland initiative is asking, are you happy with the way things are? Or do you think they could be better? We are just asking people to think about that.

“A fairer, greener, more prosperous and more confident Scotland has got to be worth thinking about, but it has become clear that the Westminster system cannot deliver these goals.”

The campaign was launched in Glasgow.

Yes Scotland communities director Shirley-Anne Somerville said: “The campaign for a Yes vote in 2014 will be won at grass-roots level.

“Our plans to engage with people in every community in Scotland are well advanced as we seek to give them all the quality information they need to make an informed choice in 2014.”