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

3. Campaign development and delivery

The campaign has been informed by audience research at all key stages. Quantitative and qualitative insight gathering research^[2] was carried out in June and July 2021 to inform the marketing brief.

Key findings used to this end are highlighted below:

• While there was high awareness and perceived understanding of hate crime, spontaneous awareness of specific characteristics protected by hate crime laws was mixed – making clear the need where possible to clearly communicate what each of the protected characteristics are.
• There was evidence of a degree of tolerance exhibited in the context of verbal abuse (on and offline) by the general public. A certain degree of desensitisation was also felt to play a role, particularly where verbal abuse is concerned and where there are high levels of exposure – with some talking about ‘a sense of no real harm done’.
• There was a sense that people don’t feel they can do much to tackle hatred and prejudice as an individual, suggesting there is a balance to be had between empowering the individual and engendering a sense of collective responsibility.

Creative testing research^[3] was used to develop a campaign creative route that had potential to resonate and communicate key messages across the wide ranging target audience. The research showed that it:

• Conveyed a strong sense of realism (through its ‘show me, don’t tell me approach’), and therefore delivered impact, credibility and made people feel involved.
• Delivered for those in protected characteristic groups, a clear sense that it reflects both the reality of their lived experience and the feelings induced. It was felt to facilitate greater levels of empathy (rather than sympathy) – which the testing showed as more likely to motivate action.
• Highlighted that verbal abuse both on and offline is damaging and (where behaviour is deemed to be threatening or abusive and intended to stir up hatred) can sometimes be a form of hate crime (with physical abuse implicit).
• Utilised the rhyme to good effect: it is familiar yet unexpected and gets attention and challenges cultural ‘wisdom’. Audiences with characteristics protected under hate crime legislation also felt the flipping of the familiar rhyme successfully communicated the real impact of verbal abuse.

Following testing and stakeholder consultation, the route was optimised to take into account feedback.

Although the campaign didn't reference the commencement of the Act on 1 April, delivery of the campaign was coordinated with the run up to it.