Publication - FOI/EIR release

Social Security television advertisement costing: FOI release

Published: 20 May 2021

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

Published:
20 May 2021
Social Security television advertisement costing: FOI release
FOI reference: FOI/202100191018
Date received: 27 Mar 2021
Date responded: 6 May 2021
Information requested

How much the tv ad has cost the Scottish tax payer?

Response

We have interpreted your request as referring to the television advert which began to air in March 2021 for five benefits we provide for expectant mothers and parents/carers of children under six.

While our aim is to provide information whenever possible, in this instance we do not have the standalone figure for the production of the television advert. This is because it was developed as part of a wider media campaign that will be used for some time to highlight our benefits for low income families.

The overall campaign development spend to date is £300,650.14 and this includes productions and agency fees for the TV animation, a series of online videos, designs for marketing materials including posters and leaflets, airtime, plus production of radio adverts. The costs also include market research and creative development testing alongside evaluation of the campaign concepts and success.

The campaign was delivered through the Scottish Government’s marketing planning process and procurement frameworks.

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.

Contact

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

The Scottish Government
St Andrews House
Regent Road
Edinburgh
EH1 3DG