Question reference: S6W-13373
- Asked by: Pam Duncan-Glancy, MSP for Glasgow, Scottish Labour
- Date lodged: 20 December 2022
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Current status: Answered by Ben Macpherson on 18 January 2023
Question
To ask the Scottish Government whether it will detail the associated costs for its Winter Heating Payment advertising campaign, including a breakdown of spend by advertising method.
Answer
Advertising for Winter Heating Payment was initially planned for January 2023 to allow for the associated regulations to have completed the parliamentary process. Due to the low temperatures experienced across Scotland during the early part of December 2022, some of the planned advertising for Winter Heating Payment was brought forward to raise awareness of the changes and to allow people to plan accordingly.
This included:
- National radio campaign - total cost including VAT £10,456.98.
- National print advertising campaign - total cost including VAT £8,743.30.
Information was also shared through a media release and through Scottish Government and Social Security Scotland social media channels including Twitter and Facebook and with stakeholders.
The priority for this recently paid for advertising push, was reaching digitally excluded prospective clients that we are not able to reach through messages shared through Social Security Scotland, Scottish Government and stakeholder social media channels.
Further advertising is planned for this year and Social Security Scotland will select channels based on insight, taking advice from its media buying agency.