Scottish Government

Ian Binnie, Sally Malam and Kathryn Warrener, BMRB Social Research
July 2005
ISBN 0 7559 2761 3 (Web only publication)
This document is also available in pdf format (240k)

CONTENTS

EXECUTIVE SUMMARY
METHOD
ATTITUDES ACROSS SCOTLAND
AWARENESS OF THE CAMPAIGN
COMMUNICATION OF THE CAMPAIGN MESSAGE
IMPACT OF THE CAMPAIGN: GENERAL ATTITUDES
IMPACT OF THE CAMPAIGN: REPORTING CHILD ABUSE AND NEGLECT
CHAPTER ONE: RESEARCH BACKGROUND AND OBJECTIVES
BACKGROUND TO THE CAMPAIGN
RESEARCH AIMS
METHODOLOGY
BACKGROUND ON CAMPAIGN EVALUATION APPROACH
SAMPLE PROFILE
CHAPTER TWO: ATTITUDES IN SCOTLAND
CHAPTER THREE: THE CAMPAIGN
RECALL OF THE CAMPAIGN
COMMUNICATION OF THE MESSAGE
CHAPTER FOUR: CAMPAIGN IMPACT
GENERAL ATTITUDES TOWARDS CHILD PROTECTION ISSUES
REPORTING CHILD ABUSE AND NEGLECT
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS
APPENDIX 1: SAMPLE PROFILE
APPENDIX 2: QUESTIONNAIRE

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.