What assessment it has made of the impact of Food Standards Scotland’s public health campaigns on reducing foodborne illnesses.

Food Standards Scotland has undertaken two major public health campaigns on reducing foodborne illness in Scotland. Evaluations that were commissioned to assess the impact of these campaigns were positive in terms of visibility, reach and impacts on reported behaviours.The Pink Chicken campaign ran during the Summer of 2016 and aimed to increase awareness of, and reduce complacency about, the risks of food poisoning when cooking chicken outdoors over the summer season, particularly when barbecuing with family and friends. The key results and evaluation of this campaign can be read here Case_study-_Summer_Food_Safety_campaign.pdf.The Kitchen Crimes campaign in 2018 focussed on food safety behaviours and how consumers can make small changes in the kitchen to keep them and their family safe from the food they prepare and eat. The key results and evaluation of this campaign can be read here FSS 'Kitchen crimes' Food Safety Campaign 2018
- Evaluation | Food Standards Scotland.In addition we have run smaller, more targeted campaigns to promote awareness of the risks of foodborne illness to the over 65 age group and good food safety practices when preparing and serving food over the Christmas period.In 2023, we ran a targeted campaign to raise awareness of the risks associated with Campylobacter infection for those aged 65+. This campaign encouraged consumers who may be particularly vulnerable to campylobacter infection (the most commonly occurring cause of foodborne illness) to adopt safer food safety practices, particularly when it comes to the handling and cooking of chicken. This campaign tested the dissemination of information on Campylobacter on posters displayed in supermarket settings, and leaflets which provided food safety messaging alongside chicken recipes. We also engaged with people in this age group in assisted living premises, and ran focus groups to assess levels of understanding and get a better understanding of the format and channels of advice and information that is preferred by this age group and likely to have the most positive impact on food hygiene behaviours in the home. The evaluation of this campaign was not published but the findings are being used alongside outputs from our social research programme which will support the development of our future campaigns to communicate food safety messaging to segments of the population in Scotland which may be more vulnerable to foodborne illness.For Christmas 2021 we ran a food safety campaign reminding people about the risks of food poisoning over the festive period – focussing on the different food behaviours that people tend to adopt during the holiday e.g. over-stocking their fridges, catering for larger groups than usual, eating leftovers, and serving buffet style meals (with food left at room temperature for prolonged periods) . The campaign evaluation found that the it was well received, with good brand cut through and 82% of consumers questioned about the impact of our adverts saying that they took action to change their behaviour after seeing them-particularly around ensuring their turkey was cooked thoroughly and using leftovers safely.