Publication - Research and analysis
'Hate Hurts' tackling hate crime marketing campaign 2024: evaluation report - September 2025
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.
6. Media and digital metrics
Paid-for media reached 79.1% of the target audience of adults aged 18+, giving them 9.2 opportunities to see or hear the campaign on average, with 55.9% having the opportunity to see or hear the campaign three or more times.
During the campaign there were 2,800 new users to the hate crime pages on the safer.scot website.
Contact
Email: Inclusion@gov.scot