Leave message: Hold politicians to account and take back control.

Remain message: Votin’ Remain is totes rad, dude.

Cut through: Cameron says holidays will cost more if we Leave, but the head of British Airways says fares won’t go up.

Leave social media count: 407,053 likes, 45,202 followers.

Remain social media count: 416,112 likes, 29,907 followers.

Odds: Remain 1/4, Leave 4/1

Latest poll: Remain 45%, Leave 45% (ICM, online). Poll of Polls is now Remain 55% (+1), Leave 45% (-1).