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

8. Conclusion

The campaign engaged the audience and clearly communicated its core messages to the audience in what was a heightened news environment. There is evidence that the campaign contributed to understanding around hate crime and achieved good levels of reported action amongst those who had seen it (59%), and planned action (73%).

The evaluation provides indications of where further work can be undertaken in future, including clarifying further the characterstics that are protected under the hate crime law in Scotland and building on the appetite to talk about hate crime / the campaign to encourage more people to act.

There is a need to continue to target a wide audience – to keep momentum among those who engaged with the campaign and to draw in those groups who were less likely to consider it relevant, especially men and older audiences.