Financial support marketing campaign 2021-2022: evaluation report – August 2022
An overview of the financial support marketing campaign which ran from 29 November 2021 to 20 March 2022, including independent evaluation results.
10. Evaluation and results
Campaign evaluation research was undertaken by Progressive Partnership Ltd. in March 2022 and consisted of 977 online interviews with the target audience.
The sample mirrored the campaign target audiences and comprised people in socio economic groups C1, C2, D,E with a household income of below £60,000 who agreed with at least one of these statements:
- I have significant financial commitments
- I am often dependent on loans, borrowing, overdrafts or credit
- I am juggling a lot of family, work and financial pressures/responsibilities
| Objectives | Result |
|---|---|
| To deliver 50% overall campaign recognition | 53% |
| Financial Support TV | |
| To deliver 50% prompted campaign recognition[3] | 46% |
| To achieve 50% agreement among those who have seen the campaign that financial support is available to people who need it | 85% |
| To encourage at least 30% of campaign recognisers[4] to take action. | 62% |
| Objectives | Benefit Uptake | Debt Advice | Affordable Credit |
|---|---|---|---|
| To achieve 30% campaign recognition (20% for Benefit Uptake set prior to activity) | 18% | 15% | 16% |
| To achieve 50% agreement amongst campaign recognisers that the advertising feels supportive | 98% | 95% | 91% |
| To achieve 50% agreement amongst campaign recognisers that the advertising seems relevant to people like me | 93% | 79% | 69% |
| To achieve at least 50% agreement amongst campaign recognisers that the communications are clear and that they know where to go to access the relevant financial support information | 88% | 94% | 77% |
| To achieve at least 50% agreement amongst campaign recognisers that the communications are clear | 96% | 92% | 87% |
| To achieve 60% agreement amongst campaign recognisers that they believe affordable credit borrowing and lending options are available | NA | NA | 82% |
| Claimed action amongst those who recognised the campaign | 84% | 87% | 90% |
The levels of claimed and planned action were high across all three campaigns. At a total level across all financial support activity combined 74% of those who recognised the campaign claimed to have taken an action[5]. The most common actions were looking for further information, seeking advice, going online and applying for financial support (e.g. applying for benefits or grants) or tackling the issue.
For Benefit uptake amongst those who recognised this phase of the campaign, 88% said they now know where to go to access relevant support information, 80% claimed they had taken action in response to seeing the advertising and 73% planned to take action.
For Debt Advice amongst those who recognised this phase of the campaign, 94% said they now know where to go to access relevant support information, 79% claimed they had taken action in response to seeing the advertising and 82% planned to take action.
Specifically for Affordable Credit amongst those who recognised this phase of the campaign, 77% said they now know where to go to access relevant support information, 75% claimed they had taken action in response to seeing the advertising and 86% planned to take action.
| Financial Support TV Ad[6] | Benefit Uptake | Debt Advice | Affordable Credit | |
|---|---|---|---|---|
| Claimed action | 62% | 80% | 79% | 75% |
| Looked for info | 31% | 36% | 38% | 33% |
| Sought advice (e.g. Citizens Advice Scotland, Stepchange) | 26% | 38% | 31% | 38% |
| Been online | 26% | 38% | 38% | 31% |
| Spoken to friends | 25% | 25% | 43% | 29% |
| Applied for financial support or tackled issue | 22% | 22% | 27% | 31% |
| Financial Support TV Ad | Benefit Uptake | Debt Advice | Affordable Credit | |
|---|---|---|---|---|
| Planned action | 73% | 82% | 80% | 86% |
| Looked for info | 26% | 28% | 45% | 34% |
| Sought advice | 37% | 46% | 49% | 38% |
| Been online | 33% | 38% | 21% | 28% |
| Spoken to friends | 25% | 26% | 24% | 35% |
| Applied for financial support for or tackled issue | 25% | 33% | 16% | 30% |
| All action | % |
|---|---|
| Financial Support (combined) | 74% |
| Benefit uptake | 84% |
| Debt Advice | 87% |
| Affordable Credit | 90% |
Contact
Email: sgmarketing@gov.scot
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