One Scotland Many Cultures 2005/06 - Waves 6 and 7 Campaign Evaluation

DescriptionThis report provides a pre- and post-campaign evaluation of the 2005/06 One Scotland Many Cultures advertising campaign.
ISBN0755962427
Official Print Publication DateSeptember 2006
Website Publication DateSeptember 21, 2006

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TNS System Three
Scottish Executive Social Research 2006

ISBN 0 7559 6242 7 (Web only publication)

This document is also available in pdf format (520k)

Contents

One Scotland Many Cultures 2005/06 - Waves 6 and 7 Campaign Evaluation - Summary

Executive Summary
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 Brand and 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 - Questionnaire
Appendix 2 - Attitudes Towards Wider Race-Related Issues

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

This report is available on the Scottish Executive Social Research website only
www.scotland.gov.uk/socialresearch.

Page updated: Thursday, September 14, 2006