Chamber and committees

Since the start of the pandemic the Scottish Government has made considerable investment in tackling misinformation through a number of channels. Our approach based on behavioural insight is not to directly challenge misinformation as this provides further exposure to the incorrect information. Instead, priority is placed on establishing reputable sources of information for the public to access and trust such as NHSinform.scot. Activity has included:

1. First Minister Briefings

2. Pro-active and reactive media relations

3. The Scottish Government issues proactive social media content that informs and engages the public on facts to do with COVID-19 and the actions required of them to stop the spread of the virus.

4. Public information campaigns linked to the pandemic to promote compliance with guidelines, steps that can be taken to reduce exposure to the virus and what to do if an individual or a close contact develops symptoms. For example, our recent Vaccination campaign, Roll Up Your Sleeves, was independently evaluated with a sample of 1,480 adults eligible for the vaccine. The campaign had 95% prompted recognition, with 78% of those recognising it agreeing that the advertising made them more aware of the importance of being vaccinated

5. During 2020-2021, funding to support the newspaper industry was delivered via a £3m press partnership which provided the Scottish Government advertising across national, regional and local titles.

6. Collaborating with the UK Government on campaigns being delivered across the four nations.

7. National door drops on coronavirus, Test & Protect and the vaccination programme

8. Working with Health Boards and Local Authorities

9. Working with key stakeholders such as Young Scot and BEMIS to co-create content for their audiences that communicates key information. For example, the recently published Vaccine Explainer video was developed following stakeholder feedback on barriers to vaccination, has been translated into multiple languages and distributed via stakeholders.

10. Using NHSInform.scot and gov.scot as the two-lead digital sources of information relating to Covid-19 in Scotland

11. Publishing daily information on virus levels and progress of vaccination via Public Health Scotland website to enable any member of the public to easily access information relating to current position of the pandemic.

Examples of guidance available to help tackle misinformation:

• NHS Inform COVID-19 Information [15 languages/formats]: Coronavirus (COVID-19) in Scotland | NHS inform
• Test & Protect Self-Isolation Fact Sheet [26 languages/formats]: Coronavirus (COVID-19): self-isolation factsheet - gov.scot (www.gov.scot)
• COVID-19 Vaccine Information on NHS Inform [Available by Language]: Coronavirus (COVID-19) vaccine translations | The coronavirus (COVID-19) vaccine (nhsinform.scot)

To ensure the information detailed in all marketing campaigns is accurate, guidance is provided by our key clinical experts; Chief Medical Officer; Deputy Chief Medical Officer; National Clinical Director for Scotland. On occasion these experts have featured in our communications to further validate the clinical accuracy of our messaging to the public.

The Scottish Government is continuing to invest in communications activity to provide the public with clear and simple guidance on the actions they need to undertake in response to the pandemic.