I'm British, and while most people who are clued up on what the EU does for Britain do not want to leave; other people do not have the time in their life to make an informed opinion and must rely on what friends/family say.

Because the media is manipulated completely, this causes a few people to just 'take' the information from the media and think it's close to real, and those people spread the same message forward, making it more respectable to believe in until you fill up minds of 90% of the people.

so, 90% of people believe the EU community is 'the big bad' who 'steals all the money' and imposes stuff on us.

and there's no way to change that really.