Date lodged: 25 October 2016
To ask the Scottish Government what evaluation it has made of each of its public health campaigns since 2007.
Answered by: Aileen Campbell 4 November 2016
Evaluation is an important part of our campaigns and is undertaken in a variety of ways according to the scale and nature of the campaign, the target audience and has been proportionate to the budget for each campaign. Where relevant, new campaigns are tested before launch to evaluate their appeal to the target audience. At the end of campaigns, we measure the level of audience reach, awareness, understanding of campaign messages and / or behaviour change. The results of such evaluation are used to inform future campaigns.
For example, the recent ‘Eat Better, Feel Better’ campaign evaluation consisted of a survey with the target audience, analysis of digital analytics and evaluation of partnership activity. The Scottish Government Communications Plan 2016-17 contains a case study about this campaign: http://www.gov.scot/Resource/0050/00508199.pdf.