MSZP and the Socialists’ led cabinet launched an intense PR campaign promoting the health care reform (including the positive outcomes of the visiting fee and the daily hospital fee) and the introduction of the tuition fee in higher education. Their main reasoning says that the “the lack of any effort cannot result a strong Hungary”. The Socialists attempt to rationally persuade their supporters in the name of “common sense” and will not want voters to regard the referendum as a vote on the government and the Prime Minister. The goal is clearly to calm the general mood and keep turnout low. Their declared strategic aim is to have as low a defeat as possible, an unusual campaign message.

Fidesz has launched an emotional campaign. Fidesz is striving to elevate the political significance of the referendum by stressing the potential consequences of a valid Yes vote, such as the fall of Gyurcsány, the collapse of the Socialist Party or a change of government. The party is building on dissatisfaction with the Prime Minister.

The junior coalition partner Free Democrats (SZDSZ) has embarked on a clear negative campaign, saying the rejection of the current reforms would represent the sustention of the communist-era Kádár regime.