| Description | This report provides a pre- and post-campaign evaluation of the 2005/06 One Scotland Many Cultures advertising campaign. |
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| ISBN | 0755962427 (Web Only) |
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| Official Print Publication Date | September 2006 |
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| Website Publication Date | September 21, 2006 |
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TNS System Three
Scottish Executive Social Research 2006
ISBN 0 7559 6242 7 (Web only publication)
This document is also available in pdf format (520k)
Contents
One Scotland Many Cultures 2005/06 - Waves 6 and 7 Campaign Evaluation - Summary
Executive Summary
Advertising Awareness and Effectiveness
Attitudes to, and Experience of Racism
Chapter One - Background and Objectives
Campaign
Research
Notes on this Report
Chapter Two - Research Findings
Ethnicity
Experience of Racism
Advertising Awareness and Effectiveness
Spontaneous Recall
Verbally Prompted Awareness
Visually/Auditory Prompted Awareness
Awareness of Brand and Strapline
Attitudes to Racism
Self-Assessment as Racist
Racism as a Problem in Scotland
What Constitutes Racism
Wider Race-Related Issues
Chapter Three - Conclusions
Appendix 1 - Questionnaire
Appendix 2 - Attitudes Towards Wider Race-Related Issues
The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.
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