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.
5. Media
Benefit Uptake
Out of home activity included bus stops and telephone kiosks with locations skewed against the areas with the highest levels of deprivation and Job Centre proximity to reach the financially stretched audience. Digital activity included social, display advertising and 15 second social videos targeting this primary audience.
| Media | Size/Format | November | December | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 8 | 15 | 22 | 29 | 6 | 13 | 20 | 27 | ||
| OOH | ||||||||||
| Roadside | Kiosks & D6s | 29th Nov - 12th Dec | ||||||||
| Digital | ||||||||||
| Social, Display, Video | Various | 29th Nov - 26th Dec | ||||||||
A further burst of digital activity ran in March 2022 including social, display advertising and You Tube advertising.
Debt Advice
Digital activity included social, display advertising and 15 second social videos.
| Media | Size/Format | January | February | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 3 | 10 | 17 | 24 | 31 | 7 | 14 | 21 | 28 | ||
| Digital | ||||||||||
| Social, Display, Video | Various | 17th Jan - 14th Feb | ||||||||
Affordable Credit
Digital activity included social, display advertising and 15 second social videos.
| Media | Size/Format | February | March | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 7 | 14 | 21 | 28 | 7 | 14 | 21 | 28 | ||
| Digital | |||||||||
| Social, Display, Video | Various | 21st Feb - 20th Mar | |||||||
Financial Support TV ad
The Financial Support TV advert ran the overarching message of ’You Are Not Alone’ to support all three phases of the campaign, directing people to moneysupport.scot for further information on benefits they could be entitled to, debt advice and affordable credit options.
| Media | Media Channel | Jan | Feb | Mar | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 17 | 24 | 31 | 7 | 14 | 21 | 28 | 7 | 14 | ||
| Television | STV/C4 Scot/ITVB Scot | 17 Jan - 13 Mar | ||||||||
| Television | STV/C4 Scot/ITVB Scot | 14 - 20 Mar | ||||||||
Contact
Email: sgmarketing@gov.scot
There is a problem
Thanks for your feedback