3. Target audience
The target audience for the extension phase of communications was all adults (16+) across Scotland but additional efforts were made to target specific groups within the population identified as lower in terms of completions:
- Young adults (not living with parents) – both students and non-students
- DE socio-economic groups/people with lower household incomes
- Parents of young children (aged up to 5 years old)
- Those in minority ethnic communities.
The extension campaign was also upweighted in geographical areas highlighted as below target by census returns data, most notably Glasgow, Dundee, North Lanarkshire, Aberdeen City, West Dunbartonshire, the Western Isles, Argyll and Bute and the Highlands.
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