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Publication - Research and analysis

'Hate Hurts' tackling hate crime marketing campaign 2024: evaluation report - September 2025

Published
8 September 2025
From
Director of Equality, Inclusion and Human Rights
Directorate
Equality, Inclusion and Human Rights Directorate, +1 more … Communications and Ministerial Support Directorate
Topic
Equality and rights, Law and order
ISBN
9781836918622

This report presents findings from an impact evaluation of the Scottish Government's national 'Hate Hurts' marketing campaign on tackling hate crime, which ran in March 2024.

View supporting documents Supporting documents

2. Target audience

The campaign had an audience of all adults in Scotland aged 18+. While it was aimed primarily at witnesses we also wanted to provide victims with reassurance that hate crime is being tackled and give them confidence to report a crime whilst providing a warning to perpetrators that hate crime won’t be tolerated.

Contact

Email: Inclusion@gov.scot

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