Demographic proportionality in "We Are Scotland" campaign: FOI release

Information requested

To understand the policy and decision-making process behind the We are Scotland campaign, you requested the following information:

The Creative Brief: A copy of the creative brief provided to the advertising agency/agencies responsible for the "We Are Scotland" campaign, specifically any sections detailing requirements or targets for ethnic representation and diversity.

Demographic Rationale: Any internal documents, reports, or meeting minutes that explain the rationale for choosing the specific ethnic mix used in the campaign imagery, particularly where it deviates from the Scottish Census data.

Cost and Location: The total public expenditure to date on the physical poster placements (Out-of- Home advertising) for this campaign within the Glasgow City Council area.

Contractual Requirements: Details of any "Active Representation" quotas or Key Performance Indicators (KPIs) that the Scottish Government’s marketing department is required to meet regarding the visibility of protected characteristic groups in public-funded campaigns.

Response

The Creative Brief

A Marketing Brief was produced by Scottish Government marketing officials to brief marketing agencies, which they then utilised to create their own internal Creative Brief which the Scottish Government does not hold. However, a copy of the Marketing Brief (DOCUMENT 1) is attached to this response (in line with the exemptions outlined below).

Whilst our aim is to provide information whenever possible, in this instance we are unable to provide some the information you have requested. Names, addresses and personal information have been redacted under exemption 38(1)(b) - third party personal data as we do not consider that we have a lawful basis under which to process the personal data for the purposes of answering the request.

The exemption under section 30 (b) (ii) of FOISA (free and frank provision of advice) also applies in some areas of the response. This exemption applies because disclosure would, or would be likely to, inhibit substantially the free and frank exchange of views for the purposes of deliberation. This exemption recognises the need for Ministers and officials to have a private space within which to discuss and explore options before the Scottish Government reaches a settled public view.

The exemption under section 33(1)(b)) of FOISA (commercial interests) also applies to some areas of the response as indicated. This exemption applies because disclosure of the information would (or would be likely to) substantially prejudice the commercial interests of the organisation concerned.

Therefore, taking account of all the circumstances of this case, we have considered if the public interest in disclosing the information outweighs the public interest in applying the exemptions. Where applicable, we have found that, on balance, the public interest lies in favour of upholding the exemptions.

Demographic Rationale
In addition to the Marketing Brief already provided, a second document, created by the agency (the Casting Brief) is held by the Scottish Government and is listed below and attached to the response - DOCUMENT 2 – CASTING BRIEF

Cost and Location
The total expenditure for out-of-home advertising for the We Are Scotland campaign in Glasgow to date is £45,773.62.

Contractual Requirements
The Scottish Government is committed to creating advertising work with multi-dimensional portrayals of people in Scotland to reflect the progressive and inclusive nation we are.

The Scottish Government has no "Active Representation" quotas or Key Performance Indicators (KPIs) regarding the visibility of protected characteristic groups in its marketing campaigns.

About FOI

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

FOI 202600502212 - Information released - Documents

File type

PDF

File size

255.9 kB