One Scotland Many Cultures 2005/06 - Waves 6 and 7 Campaign Evaluation

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One Scotland Many Cultures 2005/06 - Waves 6 and 7 Campaign Evaluation - Summary

Campaign overview

  • The Scottish Executive has been engaged in tackling racism through marketing campaigns since 2002. Since its inception, the campaign has aimed to raise awareness of racism among the general public, draw attention to its negative impact on society, and to promote the benefits of a diverse population to Scotland.
  • The latest phase of the campaign ran in February-March 2006 and featured 3 TV adverts used in previous phases as well as new radio adverts.
  • Tracking research has monitored the impact of the campaign (as measured by awareness of the campaign among the target audience, and the effect on public attitudes). Pre and post campaign research (Wave 6 and 7) was conducted, however, this campaign overview mainly refers to Wave 7.

Highlights

  • Sixty percent of respondents were spontaneously aware of advertising on the subject of anti-racism at the latest wave (Wave 7). This is an increase of 7 percentage points since the previous post-campaign research (Wave 5), although the previous phase of the campaign did not broadcast on ITV channels.
  • Overall, 75% of the sample recognised at least one advert when prompted with the TV adverts Canada and Different and the radio advert, Xylophone. Canada recorded a reasonable level of reach, at 62% whilst the reach of Different was quite low (37%). However, it should be noted that the Different advert was broadcast at a lower weight than Canada which may explain the lower level of recall. Just over a quarter (26%) recalled having heard Xylophone.
  • There was a higher spontaneous recall of the One Scotland brand; a 10 percentage point increase since the previous post-campaign research (Wave 5).
  • Attitudinally, racism was perceived as less of a problem in Scotland at this latest wave, reaching the lowest level since tracking began of those agreeing Strongly (7%). This finding should be seen in the context of the marketing campaign and Scottish Executive initiatives on immigration which positively promote multiculturalism and may have softened public perceptions of racism as a problem.
  • A number of positive attitudes emerged at the latest wave. These indicate that there is a feeling amongst the population that everyone has a role to play in making multiculturalism work in Scotland, which is a key message of the marketing campaign:
    • People who come to live in Scotland from other ethnic and cultural backgrounds enrich Scottish society (62% agreement);
    • People from minority ethnic backgrounds living in Scotland should do more to fit in with the Scottish way of life (76% agreement);
    • Scottish people should do more to respect the different cultures of other ethnic groups who live here (74% agreement);
    • People in Scotland ought to do more to stop racism occurring here
      (80% agreement) .

Implications

  • The advertising awareness levels should be seen against the context of the campaign media spend which was lower than previous campaign phases and, therefore, may have restricted the visibility of the campaign.
  • It should also be noted that the tracking of attitudes related to this campaign will inevitably be informed by a wider range of influences. Given the news environment within which these adverts have appeared, it is promising that there is still a positive sign of shifting attitudes.
  • The campaign will continue to tackle negative attitudes, recognising the changing ethnicity of communities, and to present the positive aspects of diversity in Scotland.