FOI/202600501497 · FOI · unclear
Mind to Mind mental health campaign costs: FOI release
Information requested
The financial cost of creating and promoting these campaign materials How the Mind to Mind Stakeholder Toolkit differs from other resources and toolkits widely available online How the impact of the campaign will be evaluated
Response
1. The total budget for the 2025-26 Mind to Mind marketing campaign is £380,000. The Scottish Government publishes details on marketing spend annually, which can be found here: Marketing spend - gov.scot (including spend detail of the previous Mind to Mind campaigns). 2. The Mind to Mind toolkit is specific to the topic and audiences of the Mind to Mind campaign (which aims to reach and support individuals with mild to moderate mental health concerns). The Mind to Mind toolkit is designed to provide stakeholders with materials to engage and support adults aged 18-44 from lower socio-economic backgrounds, with a particular focus on:
Minority ethnic individuals Men
The materials include static social media assets, films, editorial copy and case study examples as well as translated and accessible materials. The Mind to Mind website provides an official, trusted source of information and support for the target audience. Other Scottish Government toolkits and resources focus on other topics and other audiences and as such include different materials.
3. Campaign evaluation will be conducted by an independent research agency using an online survey with the target audience. The evaluation will measure awareness of the campaign, understanding of key messages, and the impact on attitudes and claimed behaviour in relation to the campaign. In addition, website analytics will be monitored throughout the campaign, including visits to relevant pages. Engagement with the stakeholder toolkit will also be tracked, including the email open and forward rate, and number of asset downloads.
About FOI
The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at https://www.gov.scot/foi-responses.
Contact Please quote the FOI reference Central Correspondence Unit Email: contactus@gov.scot Phone: 0300 244 4000 The Scottish Government St Andrew's House Regent Road Edinburgh EH1 3DG
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