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

Information requested

Original request 202600502212

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

I have now completed my review of our response to your request under the Freedom of Information (Scotland) Act 2002 (FOISA) (original request reference 202600502212), relating to Demographic Proportionality in the 'We Are Scotland' Campaign.

I have concluded that the original decision should be confirmed, with modifications.

I can confirm that I have reconsidered the application of section 33(1)(b) and found that we were incorrect to apply the exemption. We are now releasing that information. Furthermore, we maintain our reliance on section 30(b)(ii) of FOISA, however given careful consideration to the information withheld, I can confirm that we are now releasing some information previously withheld under this section of the act also.

With regards to the Marketing Brief and exemptions applied therein (specifically section 30(b)(ii) of FOISA), I have concluded that whilst some content within the Marketing Brief will remain redacted as it does not refer to your original request, there are some sections within 'Target Audience', Agency requirements' and "Leading By Example" where I have removed the exemptions applied. An updated Marketing brief is included in the document attached.

To confirm, no redactions were made to the Casting Brief in our original response and therefore you hold the original version.

Relating to your original request for 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, I uphold the original response stating that the Scottish Government has no "Active Representation" quotas or Key Performance Indicators (KPIs) regarding the visibility of protected characteristic groups in its marketing campaigns.

I have also reviewed the remaining information provided in response to your original request and believe it to be complete and accurate.

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 202600505409 - Information released - Document 1

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