Current status: Answered by Shona Robison on 3 December 2024
To ask the Scottish Government, further to the answer to question S6W-30729 by Shona Robison on 20 November 2024, whether the quantitative evaluation that was carried out by an independent research agency to assess campaign performance included assessment in terms of (a) quality-adjusted life years (QALY) and (b) other public health metrics, and, if so which metrics; and, if this was not the case, which quantitative metrics were used.
Health marketing campaigns are one intervention used by the Scottish Government to support the population of Scotland to live healthy and active lives. They typically support wider programmes of activity or run alongside other interventions.
Where possible, marketing campaigns are evaluated using bespoke quantitative research, as well as where appropriate and available, indicators of direct response to a campaign such as visits to a particular website or web pages, calls to a helpline, vaccine uptake, cancer referrals, etc – during the campaign period.
Quantitative research typically provides campaign related metrics such as awareness, recognition, message take-out, engagement and action taken in response. Knowledge, attitudes and claimed behaviour among the target audience are often also measured and sometimes tracked pre to post campaign or over the longer term.
QALY (quality-adjusted life years) is a metric that is typically used in the evaluation of wider programmes of work or longer term interventions, where felt to be appropriate.