saip initiatives

Confidence & Responsibility

Campaign to support the safe re-opening of pubs and bars as we move out of the COVID19 lockdown.

The on-trade (pubs and bars) in Scotland fully re-opened on 15 July. To support that re-opening the SAIP developed a consumer campaign to run on social media (Facebook, Instagram and Twitter).

The aim of the campaign is to welcome consumers back to the pub; to build reassurance that it is safe and explaining how the experience will be different.

The overall message is ‘Scotland’s bars are open again but ‘drinking responsibly’ has additional meaning.’

This overarching message was supported by the following key messages:

• Respect physical distancing.

• Listen to advice from staff and follow the guidance on notices i.e. capacity will be reduced and access in and out may be controlled. Accessing the bar and placing your order will be different.

• Use contactless or app to pay.

• When requested do your duty and provide your contact details.

• Wash your hands regularly and use hand sanitiser stations where provided or bring your own.

• Do not go to the pub if you have COVID-19 symptoms.

The campaign uses the familiar phrase ‘cheers’ associated with socialising and uses it to acknowledge and thank consumers for their co-operation in advance in keeping everyone safe the next time they venture to the pub.

The key messages were developed into an animation. This was supported with three shortened versions which focussed on:

• ‘Before you go' (cheers for booking a table if you can and being prepared to give contact details when you arrive …but if you have COVID-19 symptoms, please stay home for now).

• ‘When you arrive' (cheers for providing your contact details, being patient if there are queues and respecting physical distancing …but if you have COVID-19 symptoms, please stay home for now).

• 'When you're there' (cheers for…listening to advice from bar staff…being patient if there are queues, washing your hands and using sanitiser, ordering, paying and enjoying yourself safely).

In addition to these animations additional posts focussed on responsible drinking and paying attention to staff. To view the animations, click on our social media icons at the bottom of the page.

The campaign links to the Scottish Government web page which provides guidance to consumers.The first burst of the campaign ran from 13 – 27 July. The campaign was then reviewed to take account of changing developments. It was updated to focus on compliance, to emphasise that although bars and pubs have reopened the virus is still with us and therefore it is important to follow the guidelines, we’re all in this together.

It highlighted that providing your contact details is now the law and the importance of refraining from shouting or singing as projecting your voice increases the threat of the virus spreading. The second burst of the campaign ran from 21 August – 4 September 2020. 

The third burst of the campaign ran from 17 May 2021 when Scotland entered level 2 covid restrictions which allowed people indoors again, and so pubs/bars were able to welcome customers inside premises again. The campaign communicated the updated guidance on wearing face masks and the importance of following the rules on groups and reminded people why it was so important to follow the guidelines fully when visiting the pub. 

Results from the campaign are shown below.