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

Footnotes

1 Hate Crime and Public Order (Scotland) Act: factsheet - gov.scot (www.gov.scot)

2 Online omnibus survey with adults 16+ across Scotland, weighted to be representative of the population (n=1176). Qualitative research online via Zoom: 14 mini-groups (8 with general public (aged 18-50, BC1C2DE SEGs); 6 x groups with protected characteristics: race, religion, sexual orientation, transgender identity, disability); 12 individual depth interviews - 4 x those who have witnessed hate crime and reported; 4 x those who have witnessed hate crime and not reported; 4 x those who have been a victim of hate crime.

3 Qualitative research (March 2022): 10 online mini-groups representative of the general population (x 8 groups) but weighted to men and lower SEGs; protected characteristics groups (x2): representation of race and religion (Islam) and sexual orientation and transgender identity.

4 Engagement is measured using an in-house model (RUSTIC-M) which combines agreement with seven statements about advertising to capture: Relevance, Understanding, Salience, Trust, Interest, Credibility (self-efficacy) and Motivation.