Campaign: Five years of FOI in Scotland
Client: Office of the Scottish Information Commissioner
PR team: In-house and Real PR
Timescale: January-April 2010
Real PR and the Scottish Information Commissioner's comms team wanted to use the five-year anniversary of Scotland's FOI laws to celebrate the act's successes.
- To raise awareness of FOI successes
- To show the potential of FOI as a tool for change
- To publicise the OSIC 2010 annual report.
Strategy and plan
All news and political journalists at major Scottish outlets were briefed and provided with case studies. The five-year anniversary campaign was trailed in an exclusive interview with the Information Commissioner in The Sunday Times Scotland. A roundtable discussion of the legal issues was hosted by The Journal for the Law Society of Scotland. Dinners for senior editors were held in Edinburgh and Glasgow to drive the debate about FOI in Scotland.
Measurement and evaluation
More than 65 articles were generated in Scottish media including in The Herald, The Scotsman and Scottish Daily Mail, and across BBC Scotland.
The OSIC website saw an increase in unique users of eight per cent during the campaign period. The campaign won the gold award for public sector at the CIPR Scotland PRide Awards 2010.