Communicating authentically with young people across Scotland

Digital Information & Campaigns  

young.scot is Scotland’s leading information website for young people – packed full of quality-assured information tailored specifically for young people. We share this information with young people within the digital spaces they spend their time in – including TikTok, Instagram, Snapchat, Facebook, Spotify and YouTube. We also translate key information into Gaelic.  

We are experts in planning, creating content and delivering paid digital information campaigns. This includes campaign planning, setting SMART goals, budget forecasting, creative content production, campaign delivery and insights reporting. We also create stakeholder toolkits which helps increase the reach of our campaigns.  

We're experts in our field and that’s why partners who share our values choose to work with us to communicate with young people. We do this by sharing content and information that’s authentic, inspiring and fun. We combine this with influencer marketing and testimonial content alongside paid digital advertising to generate results. 

We also offer partners the opportunity to co-design campaigns with young people through our Young Scot Hive #YSHive service. This approach allows you to work in partnership with young people from all backgrounds and benefit from their insight, creativity and passion. 

The right to quality-assured and accurate information is a fundamental right of young people – and the need is growing significantly due to the surge of misinformation and fake news. That’s why we work with quality-assured partners and experts to develop information on important issues that matter the most.  

We’re also proud to hold the European Youth Information and Counselling Agency's European Quality Label for youth information. This certifies the processes we have in place when creating bespoke information for young people. 

Click here to find out more about what we offer!

Incentivisation

Our Young Scot Rewards programme encourages young people to be active citizens by rewarding them for taking part in positive activities.

Young people can use their Young Scot National Entitlement Cards (Young Scot NEC) number to sign up as a Member for free at young.scot and access Young Scot Rewards. Every young person is entitled to a free Young Scot NEC so there are no financial barriers to taking part.

Once they’re signed, young people can take part in lots of different types of activities and earn Young Scot Rewards points. The activities can be easily linked to completing online surveys and questionnaires related to our digital information and campaigns. This incentivises young people to engage with the information and content beyond what they see on social media.

Young Scot Rewards is a fantastic way to engage your organisation with young people from communities across Scotland. Over 80,000 young people are signed up to young.scot and the numbers are continually increasing.

Insight & Innovation 

Across our entire organisation, we’re committed to building evidence and insights that guide our decision-making and improve the impact we make on young people’s lives. 

When planning each campaign we set SMART goals and ensure that our information and content are meticulously measured and reported in a way that’s simple to understand. We also use this insight to guide future information content campaigns.  

We track all usual metrics, such as reach, engagement and click-throughs. Also, we use Instagram’s polls, emoji slider stickers and Instagram Story questions to capture young people’s sentiments as they engage with the content. We use TikTok polls and question features too. We also complement this with interactive quizzes and surveys – and incentivise young people who are signed up as Members on young.scot to take part.  

We use surveys after campaigns to ask young people (who’ve seen or interacted with the campaign) what they learned, what actions they might take, and share any insight.  These surveys clearly indicate the campaign’s impact and showcase any behaviour changes made as a result of the content. 

• “I will definitely start making planners of where I'm spending my money. Also making meal plans and walking to school instead of spending money on transport.”   

• “I have been inspired to use more Gaelic on a daily basis” 

• “…the info is reliable and in one place as well as easy to understand…” - #ThatsNotOK campaign on gender-based violence 

Young Carers Campaign 

We partnered with Social Security Scotland on a campaign to inform 16 to 19-year-old young carers about the entitlement they’re entitled to, and to share information about caring to help young people identify themselves as eligible young carers.  

The multi-platform campaign delivered interactive social content across TikTok, Instagram and Facebook. The multi-channel campaign achieved 2,600,00 impressions, 32,000 engagements and reach of 890,000. Some of the young people who viewed the campaign also said:  

• 65% understood what campaign was about. 

• 67% agreed campaign was clear about where to get information. 

• 76% agreed the campaign was supportive of young people. 

• 59% agreed that after seeing campaign they were more informed about entitlements available to young carers. 

• 76% visited the website to find out more information 

• 24% shared the information with a friend who might be a young carer