Chamber and committees

Scotland is Now was the creative platform that formally launched the Brand Scotland Partnership on 11 April 2018, seeking to establish a new narrative for positioning Scotland internationally that would more effectively challenge certain perceptions that could limit opportunities.

The Brand Scotland Partnership consists of the following organisations: VisitScotland, Scottish Enterprise/SDI, Creative Scotland, Scotland Food and Drink, HIE, Universities Scotland and the Scottish Government.

The Brand Scotland Strategic Partnership is a collaborative initiative that seeks to grow Scotland’s profile with international audiences and increase consideration as a place to live and work, study, visit and do business.

The Scottish Government routinely publishes marketing spend annually and figures for international marketing spend which would all have been delivered as Brand Scotland, can be accessed here: Marketing spend - gov.scot (www.gov.scot)

I am as committed as ever to meeting the waiting times standard for psychological therapies and to clearing waiting list backlogs as confirmed in our Mental Health and Wellbeing Strategy.

I remain clear that long waits are unacceptable and that is why in the Programme for Government we reaffirmed our commitment to meet the CAMHS standard and clear backlogs by December 2025.

While we will work to ensure no child will wait to start treatment longer than 18 weeks there may be occasions where children and young people wait over 18-weeks to start treatment. This may be out with the NHS Board’s control, such as those who have significantly complex presentations and require very specific services.

In support of the Scottish Government’s broader aims to protect Scotland’s place in Europe following Brexit and mitigate any associated economic, social and reputational damage, an international marketing campaign called ‘Scotland is Open’ was delivered by Brand Scotland in France, Germany and Spain in 2019.

This ‘Scotland is Open’ campaign aimed to promote Scotland as a welcoming and open country to boost positive perceptions of Scotland as a place to live, work, study, visit and do business with in order to build and maintain strong relationships with the EU and member states.

The campaign included video on demand, paid social, OOH digital display and print advertising ran initially from 29 March until 11 April in 2019. The second burst ran from October until 5 November in 2020 and added Belgium to the international markets targeted.

The creative production and media costs for this two year campaign were funded by VisitScotland and Scottish Enterprise/SDI.

The Scottish Government launched the EU Settlement Scheme in 2019 to support EU/EEA citizens, their employers and service providers following the decision of the UK Government to require EU citizens who were residing in the UK prior to the ending of freedom of movement to apply for the UK Government’s EU Settlement Scheme in order to continue living, working and studying in the UK.

The main aim of the Stay in Scotland campaign was to support EU citizens to secure their right to stay in Scotland through the EU Settlement Scheme. The UK Government publishes figures on the number of applications to the EU Settlement Scheme by nationality, region and local authority. The aim of the Stay in Scotland campaign was therefore to maximise the number of successful applications from EU citizens in Scotland.

International marketing activity undertaken by the Scottish Government as Brand Scotland, is measured by a comprehensive suite of metrics that determine whether the associated SMART objectives have been met. These objectives are set each year according to the purpose of the activity, the level of spend available and the tactics it will use.

They include digital reach through social and digital channels and audience engagement with the content but more importantly additionally consider the strategic outcomes and impact on these audiences, such as perception change or an increase in consideration or claimed action by target audiences.

International marketing activity undertaken by the Scottish Government as Brand Scotland, is measured by a comprehensive suite of metrics that determine whether the associated SMART objectives have been met. These objectives are set each year according to the purpose of the activity, the level of spend available and the tactics it will use.

They include digital reach through social and digital channels and audience engagement with the content but more importantly additionally consider the strategic outcomes and impact on these audiences, such as perception change or an increase in consideration by target audiences.

The Scottish Government recognises the importance of ensuring that the public has a clear understanding of the correct disposal methods for batteries and battery-containing products. While progress has been made in raising awareness, we acknowledge that more needs to be done to further improve public understanding and encourage proper recycling practices.

We are committed to working with local authorities, industry partners, and the other UK nations to enhance public awareness campaigns and ensure that information on battery disposal is widely accessible and easily understood. Correct disposal involves taking batteries to designated recycling points, such as those found at supermarkets, local recycling centres, or household waste recycling facilities, rather than disposing of them in general waste bins where they can pose environmental and safety risks. Guidance on how to properly dispose of batteries can be found here

As part of this effort, we are exploring ways to update recycling regulations and improve infrastructure, ensuring the availability of convenient recycling options. This will complement public education initiatives aimed at fostering greater awareness of the importance of correct disposal and the locations of appropriate facilities.

The Scottish Government notes the report commissioned by ASLEF and its findings. Every worker should be able to work with dignity and this includes having an access to toilet facilities. The report findings are for train operating companies, as employers to consider.

The Scottish Government is committed to increasing access to diabetes technologies. We have provided significant investment to all NHS boards and this year alone will support over 2000 people to receive hybrid closed loop systems. This funding from the Scottish Government means that any child or young person that wishes to utilise a CLS is now able to do so.

We recognise that patients in NHS Lothian and some other areas are still facing long waits to access hybrid closed loop systems. We are working closely with all NHS boards to determine the most efficient and effective ways of increasing access to this life changing technology. We have also invested in a National Onboarding Service to increase the number of people who can be ‘onboarded’ to a hybrid closed loop system. I am aware that NHS Lothian has already made a number of referrals to this service and I anticipate that this will begin to reduce waiting times.