AQW 45494/22-27

Mr Eóin Tennyson
Alliance Party
Upper Bann

Tabled Date: 05/05/2026
Answered On Date: 03/06/2026
Priority Written: No

Question:
To ask the First Minister and deputy First Minister whether an evaluation of the Power to Change campaign has been carried out, since its launch.

Answer:

Phase One of the Power to Change Campaign was jointly launched by The Executive Office, the Department of Justice and the PSNI in January 2025 to target harmful attitudes and behaviours of men and boys, using the active bystander approach.

Phase One was evaluated by the Digital Marketing Agency which delivered the social media campaign element. An initial report covering January to June 2025, 6 months after the campaign launched was commissioned by the PSNI.

Their analysis showed that the videos reached a wide audience with nearly 4 million impressions (the number of times content displayed to the user).

Of note, the TikTok campaign reached younger audiences, garnering over 1.9 million impressions; 60% of these were from men, and 60% were from people aged 18-24.

Positive results on YouTube Shorts, which has a diverse user base that includes younger audiences and extends to older audiences, have shown over 3.8 million impressions. 34% of those interactions (how the user engages with content), came from men aged 35-44, and 62% of clicks (total number of times the user has clicked on assets) came from men aged 35-54.

Overall, there has been a high engagement level across social media platforms, with over 10 million impressions of the content and a reach to over 5 million people, indicating effective brand visibility.

The key learnings from Phase One of the Power to Change campaign have been used to inform the development of Phase Two, which is due to launch in the coming months.