COVID-19 FACTS advertising campaign associated costs: FOI release

Information requested

"a full a detailed breakdown of costs associated the FACTS campaign by the Scottish Government for covid 19, including any and all advertising costs."

Response

The FACTS campaign launched on 10 July and will currently continue into January and likely beyond.
The total cost to create and communicate FACTS since launch is £1.61m. This has enabled the Scottish Government to reach over 8.6m people across Scotland with 96% of those seeing the campaign at least 3 times.

Phase	Creative	Media	Total Cost	Reach
Phase 1	64,308	991,466.73	1,055,774.73	4,634,000
Phase 2	86,963.00	468,484.74	555,447.74	4,027,000
TOTALS	151,271.00	1,459,951.47	1,611,222.47	8,661,000

With regards to the reach, the FACTS campaign went live in early July (10 July) and the reach accounts for the total reach for all media activity regarding FACTS since this date. Phase 1 is +4.6 million (4,634,000) and Phase 2 is + 4 million (4,027,000).

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