Scottish Government

TNS SYSTEM THREE
Scottish Executive Social Research
2005
27 ^th June 2005

ISSN 0950 2254 ISBN 0 7559 2834 2 (Web only publication)

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Contents

SUMMARY OF KEY FINDINGS
ADVERTISING AWARENESS AND EFFECTIVENESS
ATTITUDES TO, AND EXPERIENCE OF RACISM
CHAPTER ONE - BACKGROUND AND OBJECTIVES
CAMPAIGN
RESEARCH
NOTES ON THIS REPORT
CHAPTER TWO - RESEARCH FINDINGS
ETHNICITY
EXPERIENCE OF RACISM
ADVERTISING AWARENESS AND EFFECTIVENESS
Spontaneous recall
Verbally prompted awareness
Visually/auditory prompted awareness
Awareness of strapline
ATTITUDES TO RACISM
Self-assessment as racist
Racism as a problem in Scotland
What constitutes racism
Wider race-related issues
CHAPTER THREE - CONCLUSIONS
APPENDIX 1 - LIST OF 2005 ANTI-RACISM ADVERTS
APPENDIX 2 - QUESTIONNAIRE
APPENDIX 3 - ATTITUDES TOWARDS WIDER RACE-RELATED ISSUES