FACTS Public Health Campaign: FOI release

Information request and response under the Freedom of Information (Scotland) Act 2002

Information requested

What options were being considered by ministers and clinical advisers for Scotland’s public health campaign, which ended up being FACTS. I would appreciate knowing what acronyms, messaging or other were being considered.


The answer to your question is that Clinical Advisers and Policy Officials provided the Scottish Government Marketing Unit with the five key behaviours that are important to follow to reduce the spread of coronavirus. This information was briefed to the agency that has the creative contract for the health portfolio and they were tasked with developing a mechanism to bring these behaviours together. A series of options were developed and tested for efficacy with the Scottish public by an independent research agency. The options were:

SAFER (Stay 2 metres apart, Avoid crowded placed, Face coverings, Extra cleaning of hands and surfaces, Remain at home if you have symptoms)

FACTS (Face covering, Avoid Crowds, Clean hands, Two meter distance, Self isolate)

Remember Our Core Four (which excluded the self-isolation behaviour)
Remember Our Five
The Vital Five
Follow the Five

The independent research agency recommended FACTS and this was submitted to and approved by Ministers for implementation.

About FOI

The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at http://www.gov.scot/foi-responses.


Please quote the FOI reference
Central Enquiry Unit
Email: ceu@gov.scot
Phone: 0300 244 4000

The Scottish Government
St Andrews House
Regent Road

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