Social Security Experience Panels: benefit take-up – visual summary

Improving the language and tone of public information

Many participants shared views about the language and tone of the information that promoted Social Security Scotland benefits.

These participants spoke about the opportunity of creating a new brand of Social Security Scotland. They felt a new brand could provide a clear and positive message.

“The Scottish system should try to rebrand. It should try to show they are in this new entity and what a great approach they have. The more you can distance yourself from DWP, the more people will approach you for help.”

Some said that clear and kind language would help Social Security Scotland win trust of those who might consider applying.

“I think the tone of the wording matters. If something comes across really bluntly, for me it’s like a knife to through my heart.”

There were also suggestions that information could be presented using pictures or cartoons. It was felt that this was likely to reach younger audiences.