Use of content

Scottish Government
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Insight

Inward migration contributes to making Scotland an inclusive, fair, prosperous and innovative country, yet it is a highly contentious subject.

In summer 2018, against a backdrop of Brexit, the Scottish Government commissioned us to launch a six-week digital and social media campaign, centred on an emotive film ‘We are Scotland’, showcasing the valuable role of migration.

Our target audience was the anxious middle: 18-54 year olds born and living in Scotland, worried about migration, not convinced by the economic arguments, but open to rational debate.

Insight showed they were unlikely to be motivated by facts and figures and might be resistant to ‘government’ messaging.

 

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Idea

Instead of myth-busting, we needed an emotional approach to humanise the migration debate.

Designed to integrate with paid for media, our PR strategy:

  • focused on promoting real life stories
  • positioned migrants as colleagues, friends, family, neighbours who contribute to Scottish life
  • used third party commentators including churches, football clubs, trade unions to maximise reach

Key to the success of the campaign was supporting stakeholders to promote stories themselves rather than through the Government to increase credibility.  We organised a stakeholder event and created a toolkit to secure their buy-in and to help launch the campaign online.

Simultaneously, we started an intensive burst of activity.

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Impact

This was a pilot campaign and recognised that shifting attitudes takes a long time. It exceeded key SMART objectives, indicating a future sustained campaign could potentially start to achieve attitudinal change.

Against objectives it achieved:

  • 31% awareness level (target 25%)
  • 64% motivation level among campaign recognisers (target 45%)
  • 1m+ film views (371k via organic social media) (target 400k)
  • 19m+ OTS in media/social media (92% positive, 5% balanced, 3% negative) (target 10m)
  • 17m+ #WeAreScotland impressions (7.7k shares/RTs) (target 0.5m)
  • Successful engagement with 51 stakeholders (target 30)

Our stakeholder approach was particularly successful in maximising reach and longevity. Support we secured from Rangers FC post its own tweets and bespoke #WeAreRangers film reached over 500k alone.

Note: Leith Agency, The Gate and Republic of Media provided creative, digital support and media buying for the wider marketing campaigns

The campaign won Gold at the 2019 CIPR PRide Awards

 

Pagoda PR developed well planned and targeted content, with room for even further growth across social and digital platforms. While recognising that migration is a highly contentious issue, this was a hardworking initiative with a great hashtag – #wearescotland.  The highly effective toolkit and content to support stakeholders to issue their own stories increased credibility and reach – a worthy winner.
Judging Panel
CIPR PRide Awards

Contact

Lynne Ziarelli

Senior Account Director
  Lynne is a skilled all round communicator who creates clear messages and helps clients get the best results to achieve their PR aims. She thrives on local engagement and is an expert at public information campaigns and consultations, while creating a strategic heart and creative flair that underpin PR activity.

Devan LaBrash

Account Manager
Results count for Devan. She excels at media relations, placing stories to achieve maximum coverage, and understands the intrinsic connection between great media campaigns and positive public awareness. A natural organiser, she creates the kind of evaluation that clients love to pass around, especially for the travel and tourism sector and B2B clients.

Paul Surgenor

Senior Account Executive
With a Master’s in policy, Paul is putting to use his combined interests of public affairs and PR. He keeps a shrewd eye on the agenda, translating developing news stories into identifiable effects for clients. An avid social media user, Paul is also adept in communicating messages across many channels.

Barbara Fraser

Editorial Director
A time-served journalist and editor, Barb has an innate understanding of how media works. She crafts great stories and many of them have drawn worldwide attention. You will value the intelligence, good humour and unflappable outlook she brings to any strategy or campaign.