Further information in response to FOI 202100236696: FOI release

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

Information requested

  1. What qualitative research is referred to in Freedom of Information response 202100236696 - and, if this research is not already in the public domain, can you provide the research?
  2. if the Scottish Government sought any further advice on the use of celebrities in campaigns to promote people to take up COVID-19 vaccinations, and if so, who provided this advice, and to whom, and the specific details of this advice.


  1. I attach a copy of the debrief report prepared by JRS Research following qualitative research that informed campaign development.

    The key finding and recommendation by JRS was that ‘to ensure there is cut-through within the wide mix of COVID-19 communications that the audience has been exposed to over the last year’. This finding meant that continuing with the clinician-led approach that had been used extensively would not have sufficient impact.

    While our aim is to provide information whenever possible, in this instance we are unable to provide some of the information you have requested because of exception section 33(1)(b) – commercial interests. The creative assets used in this research were draft concepts and had not been through the full development process.
  2. The Scottish Government Marketing Team proposed the use of a celebrity instead of a clinician to the appointed creative agency, the Leith Agency, who subsequently provided recommendations on the advertising creative approach, potential celebrities and production.

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.

JRS - Insight Exploration Research


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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