The Scottish Government

Oct 2002 launch of general public campaign

Focus groups

Nov/Dec 02

Focus Groups

35 focus groups from health and voluntary sector, including "mental health activists"

200+

To feedback on campaign to date

To identify future target groups

Group consultation

Dec 02

Self-completion questionnaire group consultation

Feedback in writing from local groups

Visibility of the campaign;

How campaign handled;

Best and disappointing things about the campaign;

Main messages;

Views on whether the messages are the right messages;

Views on how the campaign has performed to date;

Views on media elements;

Views on future priorities

Street Survey

Dec 02

10 min questionnaire administered in city centre street

5-point attitudinal scale

Adults in Aberdeen

Stirling

Edinburgh

Randomly recruited

48% m

52% f

525

Attitudes towards mental health;

Recall of advertising relating to mental health in last few weeks;

Idea of what the 'see me' campaign is about;

What they think 'see me' is about;

On being shown copies of the three advertisement images: views on main messages; agreement or disagreement with the aims of 'see me';

Demographic questions

February 2003 second launch of first general public campaign

Omnibus survey undertaken as part of Scottish Opinion Omnibus

Dec 02

CATI¹¹*

telephone survey

1001 adults aged 18+

Spontaneous and prompted recall of the campaign;

Where campaign material seen;

Views on campaign material

Grampian Case study

Feb 03

Street Surveys

'General Public'

Aberdeen

Edinburgh

Reach and recall

Omnibus survey

March 03

CATI

Telephone Survey

'General Public'

1015 adults aged 18+

Prompted and spontaneous recall of campaign;

Attitudes towards mental health;

Personal experience of stigma/discrimination

Omnibus survey

Sept 03

CATI

Telephone Survey

'General Public'

1001 adults aged 18+

Prompted and spontaneous recall of campaign;

Attitudes towards mental health;

Personal experience of stigma/discrimination

October/November 2003 launch of second general public campaign

Omnibus Survey

Nov

2003

CATI

Telephone Survey

'General Public'

1002 adults aged 18+

Prompted and spontaneous recall of campaign;

Attitudes towards mental health;

Personal experience of stigma/discrimination

Young People 'tracking survey'

('Baseline')

Oct/Nov 2004

Self-completed questionnaire delivered in schools

'young people' in schools in Orkney and Dunfermline

448 'young people'

Measure of knowledge of mental health;

Recall of previous campaigns

January 2005 launch of young people's campaign: 'cloud girl'

Young People 'tracking survey'

April 2005

Self-completed questionnaire delivered in schools

'young people' in schools in Orkney, Clydebank and Haddington

406 'young people'

Recall of the campaign

Knowledge and awareness of the campaign

Knowledge, and awareness of and attitudes towards mental health

'Cloud Boy' focus groups

Sept 2005

Focus groups

Two schools: one in Haddington one in Clydebank

Two groups (n=20) aged 12 -13

Two groups (n=24) aged 15 - 17 years

21 male

23 female

Schools selected because of earlier co-operation with 'see me' though not used previously for focus groups

44

(aimed to both assess recall of advertising and inform development of 'Cloud Boy' creative)

Omnibus survey of attitudes among adults to self harm

November 2005

CATI telephone survey

General public

Adults. Representative by age, gender, geographic location and socio-economic status

Attitudes to self-harm