Campaign Advertising by
Australian Government
Departments and Agencies
September 2011
Full Year Report
2010-11
Department of Finance and Deregulation
Financial Management Group
ISSN 1838-4501 (Print)
ISSN 1838-451X (Online)
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Acknowledgements
Photographs taken by Steve Keough, Steve Keough Photography.
2
Foreword
This full-year report on campaign advertising undertaken by departments and agencies subject to the Financial Management
and Accountability Act 1997 covers the period from 1 July 2010 to 30 June 2011. It forms part of the Government’s commitment
to promote transparency and accountability in relation to government advertising campaigns above the value of $250,000. The
Full Year report provides greater detail than the Half Year Report by including both media placement and associated (or
indirect) campaign advertising expenditure undertaken by Australian Government departments and agencies for the complete
2010-11 financial year.
During the reporting period, a total of $116.9 million was spent on campaign advertising media placement. As a result of the
2010 Federal election, the Government assumed a caretaker role in the period between 17 July 2010 and 7 September 2010.
In line with established conventions, campaign advertising conducted by FMA Act agencies (with the exception of the
Australian Electoral Commission’s public information campaigns) was discontinued at the start of the caretaker period, subject
to bipartisan agreement being sought on whether certain campaigns could resume.
Following consultation with the Shadow Special Minister of State, a number of campaigns were agreed as contributing to the
public interest, and were able to continue in the media during the caretaker period. These were:
 DonateLife
 Defence Force Recruiting
 Promoting Respectful Relationships (The Line), and
 Digital Switchover.
Governments legitimately use taxpayer funds for advertising campaigns in the recognition that all members of the public have
equal rights to access comprehensive information about government policies, programs and services which affect their
entitlements, rights and obligations. It is in this context that the Government’s Guidelines on Information and Advertising
Campaigns by Australian Government Departments and Agencies (Guidelines) operate. The Government’s campaign
framework is designed to ensure that public funds spent on government advertising are spent appropriately and effectively, and
do not promote party political interests.
During the reporting period, the Independent Communications Committee (ICC) continued in its role of providing advice to
Chief Executives on whether campaigns comply with the key principles of the Guidelines, and held 24 meetings during the
period to consider campaigns in development. It is important to recognise that the ICC has an advisory role only and does not
approve campaigns.
Through this report, the Government continues its commitment of regular reporting to the Parliament, promoting transparency
and accountability in relation to government advertising campaigns
I commend this report to the Parliament and the Australian public.
The Hon. Gary Gray AO MP
Special Minister of State
3
Contents
Foreword ............................................................................................................................................................................................ 3
Contents ............................................................................................................................................................................................. 4
About the Biannual Reports on Campaign Advertising by Australian Government Departments and Agencies .................... 5
Chapter 1: The Campaign Advertising Framework ........................................................................................................................ 6
The Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies ..................... 6
Roles of Key Stakeholders ............................................................................................................................................................. 6
Campaign Advertising Systems ...................................................................................................................................................... 7
Process for the Development and Launch of Campaigns ............................................................................................................... 9
Chapter 2: Australian Government Campaign Expenditure for 2010-11 .................................................................................... 10
Media Placement Expenditure by Media Type ............................................................................................................................. 10
Advertising Campaign Summaries and Expenditure .................................................................................................................... 12
Chapter 3: Historical Series of Australian Government Advertising Expenditure .................................................................... 33
Appendix A: Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies
(March 2010) (as revised in March 2011 to reflect changes in Ministerial responsibilities) .................................................... 35
Appendix B: Review reports issued by the ICC for campaigns that ran during the period 1 July 2010 - 30 June 2011 ........ 39
Appendix C: Overview of the Campaign Activity Approval and Review Process for Departments and Agencies ................. 40
4
About the Biannual Reports on Campaign Advertising by
Australian Government Departments and Agencies
The Government provides biannual reports to the Parliament which detail advertising campaigns commissioned by Financial
Management and Accountability Act 1997 (FMA Act) departments and agencies (agencies) for which expenditure is greater
than $250,000.
These biannual reports are released publicly and usually tabled in the Parliament in March and September each year. These
reports include information on media placement expenditure sourced through the Central Advertising System (CAS).
This report, Campaign Advertising by Australian Government Departments and Agencies Full Year Report 1 July 2010 – 30
June 2011, is the sixth biannual report and reports on 20 government advertising campaigns where campaign expenditure
above $250,000 occurred. It provides information on the media expenditure for the relevant campaigns, such as the cost of
television, radio, magazine and digital advertising.
This report also details consultancy costs (for example, for market research, advertising agencies, public relations and
specialist language and cultural consultants) and updated historical data on Australian Government advertising expenditure.
5
Chapter 1: The Campaign Advertising Framework
The Guidelines on Information and Advertising Campaigns
by Australian Government Departments and Agencies
The Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines)
are central to the campaign advertising framework and were published in March 2010, and subsequently re-issued in March
2011 to reflect changes in Ministerial responsibilities.
The Guidelines contain five principles for Government advertising and information campaigns, including the need for
campaigns to be properly targeted, free from political content, relevant to Government responsibilities, and conducted with due
regard to efficiency, effectiveness and accountability. All agencies subject to the FMA Act are required to comply with the
Guidelines.
The Guidelines are available at Appendix A and on the Department of Finance and Deregulation website
www.finance.gov.au/advertising
Roles of Key Stakeholders
Ministers
During the reporting period, Ministerial responsibility for the Guidelines and the wider policy framework for campaign advertising
changed. Following changes to the Administrative Arrangements Order and Ministerial arrangements, the previously combined
roles of Special Minister of State and Cabinet Secretary were split. From 14 September 2010, the Special Minister of State has
been responsible for the administration of the campaign advertising framework.
Under the Guidelines, the Special Minister of State has the discretion to exempt a campaign from compliance with the
Guidelines on the basis of a national emergency, extreme urgency or other compelling reason. Where exemptions are agreed,
the relevant Minister, the Chair of the Independent Communications Committee and the Parliament are informed. No
exemptions were requested or agreed during the reporting period.
Ministers of agencies which are undertaking a campaign have responsibility for authorising the campaign’s development,
consistent with normal financial management processes, and for authorising the launch of a campaign. While Ministers do not
have responsibility for campaign development, they have a legitimate interest in the development of campaigns in their
portfolios.
Agencies Undertaking Advertising Campaigns
Chief Executives are responsible for certifying that any campaigns developed within their agencies comply with the Guidelines
and related Government policies.
Agencies also work with the Department of Finance and Deregulation (Finance) on matters of campaign procurement, including
the development of shortlists of specialist communications consultants (such as market researchers, advertising and public
relations suppliers) and associated tender processes for consultants.
Agencies must also provide accurate information and documentation to the Independent Communications Committee, which
provides independent reviews of campaign compliance with the Guidelines to the relevant Secretary or Chief Executive.
Independent Communications Committee
The Independent Communications Committee (ICC) was established in March 2010. During the reporting period, the ICC was
chaired by Dr Allan Hawke AC and its other members were Ms Helen Williams AO and Ms Anthea Tinney PSM. The Chair and
members of the ICC were appointed by the Secretary of the Department of Finance and Deregulation, as a whole of
government governance committee, for a period of up to two years. Ms Tinney was appointed as a member of the ICC in
6
October 2010.
The ICC provides its independent views and advice to the Secretary or Chief Executive of agencies conducting or proposing to
conduct advertising campaigns where expenditure is expected to be over $250,000. The ICC can consider campaigns at any
stage of development, although generally considers them at the following stages:
 when a communications strategy has been developed
 when a creative concept has been selected and refined, but prior to campaign material going into production, and
 when creative materials have been finalised, but prior to the campaign launching in the media.
The ICC has a degree of reliance on expert advice, including from Finance as well as advice from the agencies proposing to
conduct campaigns. However, Finance does not advise the ICC on compliance with the Guidelines. The ICC’s consideration of
compliance draws upon a review of campaign materials, supporting materials provided by the responsible agency, any
associated market research or supporting evidence, and any other information or independent expert advice available.
The Committee is also responsible for:
 overseeing the operation of the Guidelines to ensure compliance with their integrity and spirit
 providing a public assessment of proposed campaigns and their compliance with Principles 1 to 4 of the Guidelines
 reporting to responsible Ministers on activities undertaken under the Guidelines, as necessary, including any trends
and emerging issues, and
 considering and proposing to responsible Ministers any revisions to the Guidelines as necessary in light of experience.
Review reports issued by the ICC during the reporting period are listed in Appendix B.
Campaign Advertising Systems
Central Advertising System
All campaign and non-campaign advertising by FMA Act agencies must be placed through the Central Advertising System
(CAS), which consolidates government advertising expenditure and optimises media discounts through whole-of-government
negotiated media rates.
Finance operates the CAS and manages the contracts of two media specialists which assist in media planning, placement and
rates negotiations with media outlets. Universal McCann handles all campaign media planning and placement, and Adcorp
Australia places all non-campaign advertisements, such as job vacancies, tenders and public notices.
In addition to FMA Act agencies, certain other bodies may use the CAS and access the rates, terms and conditions that the
Commonwealth has negotiated. These organisations are:
 agencies covered by the Commonwealth Authorities and Companies Act 1997
(CAC Act)
 the Northern Territory and Australian Capital Territory governments
 Commonwealth statutory authorities and government business enterprises, and
 organisations provided with Australian Government funding for advertising or communications purposes.
Communications Multi-Use List
The Communications Multi-Use List (CMUL) is a continuously open, whole-of government list of specialist communications
suppliers interested in tendering for work associated with Australian Government advertising and information campaigns.
FMA Act agencies must use the CMUL when developing and implementing advertising and information campaigns valued at
more than $250,000. The CMUL began operating on 31 March 2009 and contains five categories of communications expertise:
 advertising
 market and social research
 public relations
 specialists in communicating with Indigenous Australians, and
 specialists in communicating with people from non-English speaking backgrounds.
The names of the suppliers that have been assessed as satisfying the conditions for inclusion on the CMUL are available on
7
AusTender (www.tenders.gov.au/cmul)
8
Process for the Development and Launch of Campaigns
The basic steps involved in the development and launch of advertising campaigns with expenditure of more than $250,000 are:
 the Minister of the relevant agency agrees to the development of a campaign, subject to funds being available
 the agency informs Finance of their intention to develop a campaign
 Finance assists the agency in the selection of a market research consultant to inform the communication strategy, and
in the selection of any other specialist communications consultants commissioned to assist in the development of the
campaign (such as the creative agency, and non-English speaking background communications specialists)
 the agency develops the campaign, which is reviewed at different stages by the ICC
 once a proposed campaign is at the final stage, the ICC provides a report on the campaign’s compliance with
Principles 1 to 4 of the Guidelines to the responsible Chief Executive
 agency Chief Executives are responsible for certifying that the campaign fully complies with the Guidelines, taking into
account the advice from the ICC and advice from their agency in respect to Principle 5 (legal and procurement
matters), and
 the responsible Minister may launch or approve the launch of the campaign after receiving the Chief Executive’s
certification of compliance with the Guidelines.
Finance and the ICC interact with the responsible agency throughout the development of campaigns. In addition, relevant
Ministers are usually briefed by their portfolio agency throughout the campaign development process.
Appendix C contains an overview diagram of the typical campaign activity review and approval process.
9
Chapter 2: Australian Government Campaign Expenditure for 2010-11
This chapter provides a range of information with regard to individual government advertising campaigns for which expenditure exceeded $250,000. Information contained in this chapter
includes campaign summaries, itemised advertising expenditure, campaign running dates during the reporting period, contract values and consultancies.
Media Placement Expenditure by Media Type
Table 1 itemises $116.9 million in gross media placement expenditure as placed through the CAS for campaigns which were launched or ran during the 2010-11 financial year.
Table 1: Australian Government Media Placement Expenditure for 2010-11
Agency
Campaign
Campaign Advertising Expenditure ($ million)
TV
Pres
Radi
s
o
Magazine
Digital
Othe
TOTA
r
L
Attorney-General’s
National Security
—
—
0.6
0.2
0.0
—
0.8
Australian Electoral Commission
Election 2010
2.7
3.2
1.4
0.0
0.7
—
7.9
Australian Organ and Tissue Donation and Transplantation
Authority
DonateLife
2.3
—
—
0.5
0.6
0.4
3.8
Broadband, Communications and the Digital Economy
Digital Switchover
3.9
5.3
2.2
0.0
1.1
—
12.5
2.0
0.7
0.1
0.1
0.1
—
3.0
0.2
0.0
—
0.4
0.1
—
0.7
9.5
0.3
1.7
0.2
3.8
1.8
17.4
1.1
3.4
1.5
—
0.4
—
6.4
2.4
3.1
0.9
0.8
1.4
0.4
8.9
—
0.1
1.0
1.0
1.6
0.0
3.7
1.2
—
—
—
0.5
—
1.8
National Broadband Network
Education and Information Campaign
Defence
Cadet, Reserve and Employer
Support
Defence Force Recruiting
Education, Employment and Workplace Relations
Families, Housing, Community Services and Indigenous Affairs
Child Care Assistance
Paid Parental Leave
Promoting Respectful Relationships
(The Line)
Health and Ageing / Australian National Preventive Health Agency
Health Reform Plan Communication
10
Agency
Campaign
Campaign Advertising Expenditure ($ million)
TV
Pres
Radi
s
o
Magazine
Digital
Othe
TOTA
r
L
Measure Up/Swap It, Don’t Stop It
3.9
0.2
1.3
0.6
1.0
2.8
9.9
National Drugs Campaign
—
0.2
1.3
0.7
0.9
1.2
4.3
National Tobacco Campaign
9.1
0.4
2.1
0.8
2.2
2.7
17.3
Indigenous Anti-Smoking Campaign
2.9
0.7
0.4
0.0
—
—
4.0
0.1
2.1
0.1
0.2
0.2
1.3
4.0
Sexual Health Campaign
—
0.0
0.1
0.1
0.1
0.1
0.5
Sustainability, Environment, Water, Population and Communities
Water for the Future
1.0
1.0
0.0
—
0.2
0.0
2.2
Treasury
Banking Reform
—
0.6
0.4
—
0.1
—
1.0
Education Tax Refund
1.0
1.4
0.8
0.1
0.1
—
3.6
0.3
1.0
0.4
0.6
0.8
0.1
3.3
43.4
23.8
16.2
6.3
16.2
11.0
116.9
National Tobacco - More Targeted
Approach
—
Other media expenditure including
activity less than $250,000
TOTAL
Notes:
Figures are rounded to one decimal place. Discrepancies in tables between totals and sums of components are due to rounding.
All figures are gross media spend (exclusive of GST).
“—” denotes no media was placed in this medium.
‘0.0’ denotes media was placed in this medium, however, <$50 000 was spent.
Source:
Central Advertising System.
11
Advertising Campaign Summaries and Expenditure
This section provides information on campaign summaries, running dates, contract values and consultancies engaged. In
addition, this section also lists advertising expenditure for those 2010-11 advertising campaigns where expenditure exceeded
$250,000. The campaign end date refers to the date at which the campaign concluded during the reporting period. Where a
campaign is ongoing beyond 30 June 2011, details of expenditure will be reported in the 2011–12 series of Biannual Reports.
Sources of Data
Media placement expenditures are sourced from the CAS.
Other associated advertising expenditures are sourced directly from the FMA Act agencies responsible for the particular
campaigns.
The tables contain both actual expenditure and contract figures. Contract values can differ from expenditure figures where
contracts are valid for more than one year.
Advertising expenditure is divided into media placement costs and associated advertising expenditure. The definitions of the
associated advertising expenditure categories are as follows:

Advertising – Any advertising agency costs (particularly creative and production but excluding media placement)
billed to an FMA Act agency.

Market Research – This can include the costs of formative or developmental research conducted to inform the
development of a communications or campaign strategy, concept testing, benchmarking, tracking and evaluation
costs.

Public Relations – Public relations costs which are paid to a specialist agency as part of an advertising campaign.

Non-English Speaking Background (NESB) Communications – Specialist consultants and translation costs
(excluding media costs and printed materials).

Indigenous Communications – Specialist consultants and translation costs (excluding media costs and printed
materials).

Printed Materials and Direct Mail Costs – Printed publications, printed collateral materials, postage costs, DVDs,
costs associated with distribution and production, etc.

Other Miscellaneous Costs – Sponsorships, other.
12
Attorney-General’s Department: National Security Public Information Campaign
Campaign commencement date: 1 July 2010
Campaign end date:30 June 2011
Summary: The National Security Public Information Campaign comprises radio, television and press advertisements, printed collateral and a website (www.nationalsecurity.gov.au) for
both industry and consumers. Campaign materials are also translated into 31 languages other than English. The campaign encourages the public to report any suspicious activities to the
National Security Hotline. Public intelligence leads are received via the Hotline (1800 1234 00) which operates 24 hours a day, seven days a week. During the reporting period, $800,000
was spent on media placement.
Campaign Advertising Expenditure
Contract
Number of
Value
Consultants
Consultant/Contractor
invited to tender
($’000)
($’000)
-
-
-
-
Market Research
100
100
3
Di Marzio Research Pty Ltd
Public Relations
-
-
-
-
100
-
Existing contract
Indigenous Communications
-
-
-
Printed Materials and Direct Mail Costs
2
Other Miscellaneous Costs
14
Summary
$m
Subtotal - Consultants, Services and Other
216
Consultants, Services and Other Costsa
0.2
Media Placement Costsb,c
0.8
Total Campaign Expenditure
1.0
Consultants, Service and Other Costs
Advertising
NESB Communications
Universal McCann
-
Costs
Note:
“-“ denotes no expenditure/contract value for this item.
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
media.
13
Australian Electoral Commission: Election 2010*
Campaign commencement date: 17 July 2010 (Announcement of federal election)
Campaign end date: 21 August 2010 (Election day)
Summary: The Australian Parliament was prorogued on 19 July 2010, ahead of the federal election held on 21 August 2010. The Australian Electoral Commission commenced a
communications campaign on 17 July 2010, aiming to inform Australians of the deadline to enrol to vote, where and when they could vote, and how to correctly complete their ballot
papers. During the reporting period, $7.9 million was spent on media placement.
Campaign Advertising Expenditure
Contract
Number of
Value
Consultants
Consultant/Contractor
invited to tender
($’000)
($’000)
Advertising
886
-
Existing contract
BMF Advertising
Market Research
270
-
Existing contract
Ipsos-Eureka Social Research Institute
Public Relations
267
-
Existing contract
Haystac Public Affairs
-
-
-
Consultants, Service and Other Costs
NESB Communications
NESB communication services were subcontracted and are included in the
‘Advertising’ line item above
Indigenous Communications
-
-
-
Indigenous communication services were subcontracted and are included
in ‘Advertising’ line item above
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
2,941
0
4,364
Summary
$m
Consultants, Services and Other Costsa
4.4
Media Placement Costsb,c
7.9
Total Campaign Expenditure
12.3
Costs
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
* The AEC was granted an exemption from the Guidelines on 17 August 2009
c
This figure includes media placement in NESB media and Indigenous
Consultants, Services and Others Costs rounded to nearest $100,000.
media.
14
Australian Organ and Tissue Authority: DonateLife
Campaign commencement date: 1 December 2010
Campaign end date: 30 June 2011
Summary: As part of the Australian Government’s National Reform Agenda, A World’s Best Practice Approach to Organ and Tissue Donation for Transplantation, the DonateLife
campaign focused on increasing family consent rates for organ and tissue donation by raising awareness of the need for family discussion as family consent is sought before donation can
proceed. During the reporting period, $3.8 million was spent on media placement
Campaign Advertising Expenditure
Contract
Number of
Value
Consultants
Consultant/Contractor
invited to tender
($’000)
($’000)
Advertising
781
864
Existing Contract
Market Research
439
440
Existing Contract
Public Relations
258
258
Existing Contract
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Consultants, Service and Other Costs
Printed Materials and Direct Mail Costs
36
Other Miscellaneous Costs
320
Subtotal - Consultants, Services and Other
Costs
1,834
Note:
“-“ denotes no expenditure/contract value for this item.
BCM Partnership Pty Ltd
Woolcott Research Pty Ltd
Ogilvy Public Relations Australia Pty Ltd
Summary
$m
Consultants, Services and Other Costsa
1.8
Media Placement Costsb,c
3.8
Total Campaign Expenditure
5.6
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
media.
15
Department of Broadband, Communications and the Digital Economy: Digital Switchover
Campaign commencement date: 1 July 2010
Campaign end date: 30 June 2011
Summary: The Australian Government has announced a region-by-region switchover from analog to digital television in Australia which is to be completed by 31 December 2013. In support of
this policy a long-term, phased communication campaign launched in April 2009. The aim of the Digital Switchover campaign is to ensure a smooth transition to digital free-to-air television by
informing Australians about digital switchover, necessary preparations and sources for further information. During the reporting period, $12.5 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Consultant/Contractor
Number of Consultants invited to
tender
($’000)
($’000)
Advertising
2,765
-
Market Research
1,766
Public Relations
1,556
-
558
559
500
500
183
183
Consultants, Service and Other Costs
NESB Communications
-
Existing contract
BMF Advertising
Existing contract
ORIMA Research Pty Ltd
Existing contract
Big N Pty Ltd, t/a n2n Communications
5
Cultural Perspectives Pty Ltd, t/a Cultural and Indigenous Research Centre Australia
5
Winangali Pty Ltd
Indigenous Communications
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
Dreamtime Public Relations Pty Ltd
811
2,321
Summary
$m
9,472
Consultants, Services and Other Costsa
9.5
Media Placement Costsb,c
12.5
Total Campaign Expenditure
22.0
Note:
a
Consultants, Services and Others Costs rounded to nearest $100,000.
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
16
c
This figure includes media placement in NESB media and Indigenous media.
Department of Broadband, Communications and the Digital Economy: National Broadband Network Education and Information Campaign
Campaign commencement date: 1 July 2010
Campaign end date: 19 July 2010
Summary: The Australian Government established NBN Co to build and operate a National Broadband Network to provide access to affordable high-speed broadband to all Australian
homes and workplaces. To support this policy, a communication campaign was launched in June 2010. The aim of the campaign is to inform the public about the National Broadband
Network initiative and provide information on the benefit of high-speed broadband to individual Australians, society and the economy. During the reporting period $3 million was spent on
media placement.
Campaign Advertising Expenditure
Contract Value
Number of
Consultant/Contractor
Consultants invited
($’000)
($’000)
to tender
1,791
3,500
Existing contract
Clemenger BBDO (Melbourne) Pty Ltd
Market Research
163
550
Existing contract
ORIMA Research Pty Ltd
Public Relations
-
-
-
-
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Printed Materials and Direct Mail Costs
-
Other Miscellaneous Costs
-
Consultants, Service and Other Costs
Advertising
Subtotal - Consultants, Services and Other
Costs
Note:
“-“ denotes no expenditure/contract value for this item.
1,954
Summary
$m
Consultants, Services and Other Costsa
2.0
Media Placement Costsb,c
3.0
Total Campaign Expenditure
5.0
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
17
Department of Defence: Defence Force Recruiting
Campaign commencement date: 1 July 2010
Campaign end date: 30 June 2011
Summary: This is an ongoing campaign to correct common misperceptions about the Service brands and generate enquiries to fill almost 7,400 Officer and General Entry positions in the
Navy, Army and Air Force. While the advertising aims to reach older candidates and influencers, the key target audience is 16-24 year old males and females nationally. During the
reporting period, $17.4 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants invited to
($’000)
($’000)
tender
7,499
-
Existing Contract
98
-
Existing Standing Offer
Woolcott Research Pty Ltd
340
-
Existing Standing Offer
GfK Blue Moon Research and Planning
348
-
Existing Standing Offer
Hall & Partners Open Mind
148
-
Existing Standing Offer
Horizon Research
Public Relations
-
-
-
-
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Consultants, Service and Other Costs
Advertising
George Patterson Y&R Pty Ltd
Market Research
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other Costs
Note:
“-“ denotes no expenditure/contract value for this item.
1,663
214
10,310
Summary
$m
Consultants, Services and Other Costsa
10.3
Media Placement Costsb,c
17.4
Total Campaign Expenditure
27.7
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
18
Department of Defence: Cadet Reserve and Employer Support
Campaign commencement date: 7 February 2011
Campaign end date:30 June 2011
Summary: The principal aim of this campaign is to increase the number of employers supporting Reservists by improving awareness and understanding of the benefits of Reserve
service and the rights and obligations of Reservists and their respective employers. During the reporting period $700,000 was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
Advertising
115
115
Existing Contract
Market Research
33
33
Existing Contract
Public Relations
-
-
-
-
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Consultants, Service and Other Costs
George Patterson Y&R Pty Ltd
Woolcott Research Pty Ltd
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
4
152
Summary
$m
Consultants, Services and Other Costsa
0.2
Media Placement Costsb,c
0.7
Total Campaign Expenditure
0.9
a
Note:
“-“ denotes no expenditure/contract value for this item.
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
media.
19
Department of Education, Employment and Workplace Relations: Campaign: Child Care Assistance
Campaign commencement date: 27 February 2011
Campaign end date: 26 June 2011
Summary: The Child Care Rebate was amended in 2011 to allow recipients to nominate the frequency with which they would prefer it paid. This campaign aimed to inform families about
the changes and about the assistance available to help cover the costs of child care, increase the understanding of eligibility requirements and raise awareness of the Child Care Rebate
being available to subsidise child care costs. During the reporting period, $6.4 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
Advertising
911
911
4
Vinten Browning
Market Research
354
414
1
ORIMA Research Pty Ltd
Public Relations
-
-
-
-
NESB Communications
-
-
-
Indigenous Communications
-
-
-
Consultants, Service and Other Costs
Printed Materials and Direct Mail Costs
22
Other Miscellaneous Costs
44
Subtotal - Consultants, Services and Other
Costs
1,331
NESB communication services were subcontracted and are included in the
‘Advertising’ line item above.
-
Summary
$m
Consultants, Services and Other Costsa
1.3
Media Placement Costsb,c
6.4
Total Campaign Expenditure
7.7
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
Consultants, Services and Others Costs rounded to nearest $100,000.
media.
20
Department of Families, Housing, Community Services and Indigenous Affairs: Paid Parental Leave
Campaign commencement date: 16 July 2010
Campaign end date: 30 June 2011
Summary: The Australian Government introduced the Paid Parental Leave (PPL) scheme on 1 January 2011, with the legislation being passed by Parliament on 17 June 2010. To support
the scheme, a communications campaign was launched to increase knowledge and understanding of the PPL scheme as an entitlement, and inform target audiences about their rights and
responsibilities in relation to the scheme. During the reporting period, $8.9 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
Advertising
240
1,008
Existing contract
Vinten Browning
Market Research
329
402
Existing contract
Colmar Brunton Pty Ltd
Public Relations
270
391
Existing contract
Horizon Communication Group Pty Ltd
NESB Communications
120
245
Existing contract
-
-
-
Consultants, Service and Other Costs
Indigenous Communications
Printed Materials and Direct Mail Costs
137
Other Miscellaneous Costs
66
Subtotal - Consultants, Services and Other
Costs
1,162
Cultural Partners Australia (NSW) Pty Ltd (including services for
Indigenous communications)
See above
Summary
$m
Consultants, Services and Other Costsa
1.2
Media Placement Costsb,c
8.9
Total Campaign Expenditure
10.1
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
Consultants, Services and Others Costs rounded to nearest $100,000.
media.
21
Department of Families, Housing, Community Services and Indigenous Affairs: Promoting Respectful Relationships (The Line)
Campaign commencement date: 1 July 2010
Campaign end date: 30 June 2011
Summary: The Line is an ongoing social marketing campaign, with the principal objective of promoting the development of healthy and respectful relationships among young people and
their key influencers. The campaign is an initiative under the National Plan to Reduce Violence against Women and their Children, 2010-2022. During the reporting period, $3.7 million
was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
invited to tender
($’000)
($’000)
156
2,260
Existing contract
J. Walter Thompson Australia Pty Ltd
131
389
Existing contract
GfK Blue Moon Research and Planning (mainstream)
220
466
4
Public Relations
125
1,063
Existing contract
Terry McArthur and Associates (TMA)
NESB Communications
38
652
Existing contract
Cultural Partners Australia (NSW) Pty Ltd
Indigenous Communications
273
1,537
Existing contract
Winangali Pty Ltd
Consultants, Service and Other Costs
Advertising
Market Research
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
Urbis Pty Ltd (Indigenous)
541
1,484
Summary
$m
Consultants, Services and Other Costsa
1.5
Media Placement Costsb,c
3.7
Total Campaign Expenditure
5.2
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
Consultants, Services and Others Costs rounded to nearest $100,000.
media.
22
Department of Health and Ageing: Health Reform Plan Communication
Campaign commencement date: 1 July 2010
Campaign end date: 17 July 2010
Summary: The Australian Government is reforming Australia’s health, hospitals and aged care system. The reform initiatives are being introduced progressively from 1 July 2010. To
support the implementation of health reform, a phased communication campaign launched in May 2010 and concluded on 17 July 2010. The aim of the campaign was to ensure the
Australian public were informed of the Australian Government’s health reform plans and what this would mean for both Australia’s health and hospital system and for Australians. During
the reporting period, $1.8 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
-
-
-
Market Research
55
318
Existing Contract
Public Relations
-
-
-
-
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Printed Materials and Direct Mail Costs
-
Other Miscellaneous Costs
-
Consultants, Service and Other Costs
Advertising
Subtotal - Consultants, Services and Other
Costs
55
Ipsos-Eureka Social Research Institute
Summary
$m
Consultants, Services and Other Costsa
0.1
Media Placement Costsb,c
1.8
Total Campaign Expenditure
1.9
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
Consultants, Services and Others Costs rounded to nearest $100,000.
23
Department of Health and Ageing/Australian National Preventive Health Agency: Measure Up ‘Swap It, Don’t Stop It’
Campaign commencement date: 13 March 2011
Campaign end date: 30 June 2011
Summary: In November 2008, COAG approved the National Partnership Agreement (NPA) on Preventive Health, through which the Commonwealth will provide funds to extend the
Measure Up campaign over four years, 2009-10 to 2012-13. Under the NPA, Swap It, Don’t Stop It (Phase 2 of Measure Up) aims to encourage Australians to make and sustain
healthy behaviour changes. During the reporting period, $9.9 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
1,638
1,833
5
J. Walter Thompson (Australia) Pty Ltd
574
710
Existing contract
Gfk Blue Moon Research and Planning
126
424
1
Public Relations
54
338
Existing contract
Ogilvy Public Relations Australia Pty Ltd
NESB Communications
215
224
Existing Contract
Cultural Perspectives Pty Ltd, t/a Cultural and Indigenous Research Centre Australia
Indigenous Communications
160
160
Existing Contract
Gavin Jones Communications Pty Ltd
Consultants, Service and Other Costs
Advertising
Market Research
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
The Social Research Centre Pty Ltd
7
321
3,095
Note:
“-“ denotes no expenditure/contract value for this item.
Summary
$m
Consultants, Services and Other Costsa
3.1
Media Placement Costsb,c
9.9
Total Campaign Expenditure
13.0
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
24
Department of Health and Ageing:
National Drugs Campaign
Campaign commencement date: 5 December 2010
Campaign end date: 30 June 2011
Summary: The National Drugs Campaign aims to reduce the uptake of ecstasy and other illicit drugs among young Australians by raising awareness of the harms associated with illicit
drug use and encouraging and supporting decisions not to use. During the reporting period, $4.3 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
60
123
Existing Contract
BMF Advertising
161
520
Existing Contract
The Social Research Centre Pty Ltd
56
102
1
The Social Research Centre Pty Ltd
Public Relations
405
421
5
Haystac Public Affairs
NESB Communications
59
123
Existing Contract
-
-
-
Consultants, Service and Other Costs
Advertising
Market Research
Indigenous Communications
BMF Advertising
-
Printed Materials and Direct Mail Costs
35
Other Miscellaneous Costs
117
Summary
$m
893
Consultants, Services and Other Costsa
0.9
Media Placement Costsb,c
4.3
Total Campaign Expenditure
5.2
Subtotal - Consultants, Services and Other
Costs
Note:
“-“ denotes no expenditure/contract value for this item.
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
25
Department of Health and Ageing/Australian National Preventive Health Agency: National Tobacco Campaign
Campaign commencement date: 30 January 2011
Campaign end date: 30 June 2011
Summary: Building on the previous stages of the National Tobacco Campaign, the campaign aims to contribute to a reduction in the prevalence of the adult daily smoking rate by
promoting quit attempts among smokers and by providing motivation and support to avoid relapse among quitters. During the reporting period, $17.3 million was spent on media
placement.
Campaign Advertising Expenditure
Contract Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
1,395
1,936
6
Campaign Palace Pty Ltd
74
74
1
BMF Advertising
329
329
5
Gfk Blue Moon Research and Planning
390
627
4
The Social Research Centre Pty Ltd
364
410
Existing contract
248
250
5
Haystac Public Affairs
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Consultants, Service and Other Costs
Advertising
Market Research
Public Relations
Printed Materials and Direct Mail Costs
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other Costs
Note:
“-“ denotes no expenditure/contract value for this item.
ORC International Pty Ltd, t/a ORC International
48
55
2,903
Summary
$m
Consultants, Services and Other Costsa
2.9
Media Placement Costsb,c
17.3
Total Campaign Expenditure
20.2
a
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
26
Department of Health and Ageing: Indigenous Anti-Smoking Campaign
Campaign commencement date: 29 March 2011
Campaign end date: 30 June 2011
Summary: The campaign complements the mainstream tobacco campaign in maximising opportunities for reinforcement and expansion of campaign communications with Aboriginal and
Torres Strait Islander people, aiming to contribute to halving the smoking rate for Indigenous Australians. During the reporting period, $4 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
518
518
6
Campaign Palace Pty Ltd
140
140
5
GfK Blue Moon Research and Planning
122
407
4
ORIMA Research Pty Ltd
21
25
5
Haystac Public Affairs
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Printed Materials and Direct Mail Costs
2
Other Miscellaneous Costs
1
Consultants, Service and Other Costs
Advertising
Market Research
Public Relations
Subtotal - Consultants, Services and Other
Costs
804
Summary
$m
Consultants, Services and Other Costsa
0.8
Media Placement Costsb,c
4.0
Total Campaign Expenditure
4.8
a
Note:
“-“ denotes no expenditure/contract value for this item.
Consultants, Services and Others Costs rounded to nearest $100,000.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
media.
27
Department of Health and Ageing: National Tobacco Campaign – More Targeted Approach
Campaign commencement date: 30 January 2011
Campaign end date: 30 June 2011
Summary: The campaign complements the mainstream tobacco campaign in maximising opportunities to engage with high-need and highly disadvantaged groups such as people in
low socio-economic areas, people from culturally and linguistically diverse (CALD) communities and pregnant women and their partners. During the reporting period, $4 million was
spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
Advertising
123
300
6
Market Research
249
Public Relations
419
448
4
Haystac Public Affairs
1,100
1,330
5
LOUD Pty Ltd
Indigenous Communications
-
-
-
-
Printed Materials and Direct Mail Costs
-
Consultants, Service and Other Costs
NESB Communications
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
1,891
249
5
Campaign Palace Pty Ltd
Woolcott Research Pty Ltd
Summary
$m
Consultants, Services and Other Costsa
1.9
Media Placement Costsb,c
4.0
Total Campaign Expenditure
5.9
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
Consultants, Services and Others Costs rounded to nearest $100,000.
28
Department of Health and Ageing: National Sexually Transmissible Infections Prevention Program: Sexual Health Campaign
Campaign commencement date: 22 May 2011
Campaign end date: 30 June 2011
Summary: The National Sexually Transmissible Infections Prevention Program: Sexual Health Campaign aims to raise awareness of sexually transmissible infections (STIs) and
encourage safe sexual practices among young people aged 15-29 years to contribute to a reduction in the prevalence of STIs. During the reporting period, $500,000 was spent on media
placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultant/Contractor
Consultants
($’000)
($’000)
invited to tender
17
17
Existing contract
Market Research
-
-
-
Public Relations
123
131
NESB Communications
-
-
-
Indigenous Communications
9
182
Existing Contract
Printed Materials and Direct Mail Costs
61
Other Miscellaneous Costs
211
Summary
$m
421
Consultants, Services and Other Costsa
0.4
Media Placement Costsb,c
0.5
Total Campaign Expenditure
0.9
Consultants, Service and Other Costs
Advertising
Subtotal - Consultants, Services and Other
Costs
Existing Contract
J Walter Thompson Australia Pty Ltd
-
Horizon Communication Group Pty Ltd
I&G
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous
Consultants, Services and Others Costs rounded to nearest $100,000.
media.
29
Department of Sustainability, Environment, Water, Population and Communities: Water for the Future
Campaign commencement date: 12 October 2010
Campaign end date: 11 December 2010
Summary: The Australian Government developed the Water for the Future initiative, which has a range of policies and programs to help the Murray-Darling Basin prepare for a future with
less water. To support this initiative, a communication campaign was launched in October 2010, to coincide with the release of the draft Murray-Darling Basin Plan Guide, designed to
improve governance of the Basin. The aim of the campaign is to increase awareness and understanding of rights and obligations under current and proposed water reforms, achieve more
equitable access to programs and policies, and boost program participation. During the reporting period, $2.2 million was spent on media placement.
Campaign Advertising Expenditure
Contract Value
Number of
Consultant/Contractor
($’000)
($’000)
invited to tender
1,429
1,406
5
127
374
Existing contract
140
140
3
Colmar Brunton Pty Ltd
144
150
4
Sefton and Associates
NESB Communications
-
-
-
-
Indigenous Communications
-
-
-
-
Printed Materials and Direct Mail Costs
-
Other Miscellaneous Costs
-
Consultants
Consultants, Service and Other Costs
Advertising
AJF Partnership Pty Ltd
Woolcott Research Pty Ltd
Market Research
Public Relations
Subtotal - Consultants, Services and Other Costs
1,840
Summary
$m
Consultants, Services and Other Costsa
1.8
Media Placement Costsb,c
2.2
Total Campaign Expenditure
4.0
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
Consultants, Services and Others Costs rounded to nearest $100,000.
30
The Treasury: Banking Reform
Campaign commencement date: 25 June 2011
Campaign end date: 30 June 2011
Summary: The overarching objective of the campaign was to raise community and business awareness of the relevance and benefits of the Government’s package of reforms to support a
competitive and sustainable banking system. The first phase of the campaign is aimed at promoting the ban on mortgage exist fees applying to new loans from 1 July 2011, and raising
awareness of the range of competitive deals on offer, encouraging consumers to shop around and to ensure the community is aware of the changes and reforms to the banking industry.
During the reporting period, $1 million was spent on media placement.
Campaign Advertising Expenditure
Contract Value
Number of
Consultant/Contractor
Consultants invited
($’000)
($’000)
to tender
769
2,076
5
Vinten Browning
306
336
5
Hall & Partners | Open Mind
24
273
4
Public Relations
-
-
-
NESB Communications
-
226
4
Indigenous Communications
-
-
-
Printed Materials and Direct Mail Costs
-
Consultants, Service and Other Costs
Advertising
Market Research
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other Costs
52
1,151
GfK Blue Moon Research and Planning
Singleton, Ogilvy & Mather Pty Ltd, t/a Ethnic Communications (ETCOM)(including
services for Indigenous Communications)
See above
Summary
$m
Consultants, Services and Other Costsa
1.2
Media Placement Costsb,c
1.0
Total Campaign Expenditure
2.2
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
Consultants, Services and Others Costs rounded to nearest $100,000.
31
The Treasury: Education Tax Refund
Campaign commencement date: 9 January 2011
Campaign end date: 30 June 2011
Summary: The Education Tax Refund (ETR) program aims to provide financial support to low income families to help meet the cost of primary and secondary school education. The
objective of the campaign is to raise awareness and understanding of the ETR among eligible recipients and to alert recipients of the inclusion of school uniforms as part of the ETR from 1
July 2011. During the reporting period, $3.6 million was spent on media placement.
Contract
Campaign Advertising Expenditure
Value
Number of
Consultants
($’000)
($’000)
invited to tender
Advertising
897
906
4
Market Research
431
600
6
Public Relations
-
-
-
78
116
4
Indigenous Communications
-
-
-
Printed Materials and Direct Mail Costs
-
Consultants, Service and Other Costs
NESB Communications
Other Miscellaneous Costs
Subtotal - Consultants, Services and Other
Costs
37
1,443
Consultant/Contractor
Vinten Browning
GfK Blue Moon Research and Planning
Cultural Partners Australia (NSW) Pty Ltd (including services for Indigenous
Communications)
See above
Summary
$m
Consultants, Services and Other Costsa
1.4
Media Placement Costsb,c
3.6
Total Campaign Expenditure
5.0
Note:
a
“-“ denotes no expenditure/contract value for this item.
b
Media Placement Costs from Table 1.
c
This figure includes media placement in NESB media and Indigenous media.
Consultants, Services and Others Costs rounded to nearest $100,000.
32
Chapter 3: Historical Series of Australian Government
Advertising Expenditure
This chapter provides an historical series of government campaign advertising expenditure on a biannual basis and by calendar
and financial years.
Table 2 contains data for FMA Act agencies’ campaign advertising expenditure for the period January 2004 to June 2011 on
half year, calendar year and financial year bases. This information is only available from January 2004 as different information
was recorded prior to that time.
Table 2: Australian Government Campaign Advertising Expenditures – Historical Series
Period
Biannual
($ million)
Calendar Year
($ million)
2010–11
Jan-Jun 2011
Financial Year
($ million)
116.9
80.3
2010
Jul–Dec 2010
112.8
36.6
2009-10
Jan-Jun 2010
114.7
76.2
2009
Jul-Dec 2009
115.3
38.5
2008-09
Jan-Jun 2009
130.1
76.9
2008
Jul-Dec 2008
86.6
53.2
2007-08
Jan-Jun 2008
185.3
33.4
2007
Jul-Dec 2007
254.0
151.9
2006-07
Jan-Jun 2007
170.1
102.1
2006
Jul-Dec 2006
116.5
68.0
2005-06
120.5
33
Jan-Jun 2006
48.5
2005
116.5
Jul-Dec 2005
72.0
2004-05
70.6
Jan-Jun 2005
44.5
2004
78.8*
Jul-Dec 2004
26.1
Jan-Jun 2004
52.7
*Note:
Figures are rounded to one decimal place. Discrepancies in tables 2 and 3 are due to rounding. Calendar Year expenditure for 2004 differs between
Tables 2 and 3. Table 2 relates to only expenditure by FMA agencies, while Table 3 relates to expenditures by FMA agencies plus expenditures by
both Commonwealth Authorities and Companies Act 1997 bodies and Territory Governments.
Source:
Central Advertising System.
Table 3 contains aggregate expenditure data placed through the CAS between 1994 and 2004. Information on campaign
advertising expenditure prior to 2004 available through the CAS is only at an aggregated level, encompassing expenditure by
FMA Act agencies, CAC Act bodies and Territory Governments. The data is available on calendar and financial year bases.
Table 3: Central Advertising System Campaign Expenditure – Historical Series
Calendar Year
$ million
Financial Year
$ million
2004
94.4*
2003-04
97.8
2003
63.9
2002-03
51.8
2002
60.4
2001-02
83.9
2001
117.3
2000-01
133.2
2000
177.6
1999-00
186.8
1999
91.4
1998-99
54.0
1998
57.6
1997-98
55.1
1997
50.3
1996-97
29.4
1996
36.1
1995-96
47.6
1995
54.9
1994-95
43.1
*Note:
Calendar Year expenditure for 2004 differs between Tables 2 and 3. Table 2 relates to only expenditure by FMA Act agencies, while Table 3 relates to
expenditure by FMA Act agencies plus expenditure by both CAC Act bodies and Territory Governments.
Source:
Central Advertising System.
34
Appendix A: Guidelines on Information and Advertising
Campaigns by Australian Government Departments and
Agencies (March 2010)
(as revised in March 2011 to reflect changes in Ministerial
responsibilities)
Introduction
1.
This document in its entirety forms the Guidelines on Information and Advertising Campaigns by Australian
Government Departments and Agencies (Guidelines).
2.
These Guidelines set out the principles applying to information and advertising campaigns undertaken in Australia.
3.
Agencies subject to the Financial Management and Accountability Act 1997 (FMA Act) must comply with these
Guidelines.
4.
Agencies conducting information and advertising campaigns must comply with all relevant policies and processes
issued and amended from time to time by the Special Minister of State or the Minister for Finance and Deregulation or
the agency responsible for such policies, currently the Department of Finance and Deregulation (Finance).
5.
The Special Minister of State can exempt a campaign from compliance with these Guidelines on the basis of a national
emergency, extreme urgency or other compelling reason. Where an exemption is approved, the Independent
Communications Committee will be informed of the exemption, and the decision will be formally recorded and reported
to the Parliament.
6.
The Independent Communications Committee considers campaigns and provides advice to Chief Executives on all
advertising campaigns valued at more than $250,000 or where requested to do so by the Chief Executive.
Underlying Principles
7.
In general terms, a campaign is a planned series of communication activities that share common objectives, target the
same audience and have specific timelines and a dedicated budget. An advertising campaign includes paid media
placement and an information campaign does not.
8.
The underlying principles governing the use of public funds for all government information and advertising campaigns
are that:
a.
members of the public have equal rights to access comprehensive information about government policies,
programs and services which affect their entitlements, rights and obligations;
b.
governments may legitimately use public funds to explain government policies, programs or services, to
inform members of the public of their obligations, rights and entitlements, to encourage informed
consideration of issues or to change behaviour; and
c.
government campaigns must not be conducted for party political purposes.
Definition of Advertising Campaigns
9.
For the purposes of these Guidelines, an advertising campaign involves paid media placement and is designed to
inform, educate, motivate or change behaviour. Large-scale recruitment advertising not related to specific job
vacancies and with a degree of creative content may be considered an advertising campaign. Agencies should seek
advice from Finance if they are unsure whether an activity is an advertising campaign.
10. Simple, informative advertising that generally appears only once or twice, contains factual statements and typically has
35
a low creative content is not an advertising campaign. This category of advertising is non-campaign advertising and
includes, but is not limited to:
 recruitment for specific job vacancies;
 auction and tender notices;
 invitations to make submissions or apply for grants;
 notification of date and/or location specific information (for example, notification of a public meeting at a particular
time and place); and
 other public notices.
Campaign Review and Certification
11. The requirements for review and certification of campaigns are determined by the value of the campaign and whether
advertising will be undertaken. The value of a campaign is the budget for all campaign elements across all financial
years and includes:
 market or social research consultants, public relations consultants, advertising agencies and/or other specialist
consultants commissioned in the development of advertising material;
 production and placement of advertising in print, radio, digital, cinema, television or out-of-home media; and
 production and dissemination of other campaign materials.
12. The value of a campaign does not include departmental staff and associated costs.
13. For campaigns below $250,000, the Chief Executive has the discretion to seek consideration of campaigns by the
Independent Communications Committee.
14. For advertising campaigns of $250,000 or more:
 The Independent Communications Committee will consider the proposed campaign and provide a report to the
Chief Executive on compliance with Principles 1, 2, 3 and 4 of the Guidelines. Agencies will be responsible for
providing a report to their Chief Executive on campaign compliance with Principle 5 of the Guidelines.
 Following consideration of the reports on campaign compliance, the Chief Executive will certify that the campaign
complies with the Guidelines and relevant government policies.
 The Chief Executive will give the certification to the relevant Minister who may launch the campaign or approve its
launch.
 The Chief Executive’s certification will be published on the relevant department’s web site when the campaign is
launched.
 The conclusions of the Independent Communications Committee will be published on Finance’s web site after the
campaign is launched.
15. Information campaigns of $250,000 or more are not subject to review by the Independent Communications Committee
or certification by the Chief Executive but must comply with these Guidelines and other relevant policies and
processes as outlined in clause 4.
16. The Government will provide reports to the Parliament that detail expenditure on all advertising campaigns with
expenditure in excess of $250,000 commissioned by FMA Act agencies.
17. Chief Executives will ensure that:
 research reports for advertising campaigns with expenditure of $250,000 or more are published on their agency’s
web site following the launch of a campaign where it is appropriate to do so; and
 details of advertising campaigns undertaken will be published in agency
annual reports.
Information and Advertising Campaign Principles
The following five principles set out the context in which Australian Government campaigns should be conducted. They relate to
when campaigns can be conducted, how campaign materials should be presented, and the legal and procurement
responsibilities that need to be considered.
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Principle 1: Campaigns should be relevant to government
responsibilities
18. The subject matter of campaigns should be directly related to the Government’s responsibilities. As such, only policies
or programs underpinned by:
 legislative authority; or
 appropriation of the Parliament; or
 a Cabinet Decision which is intended to be implemented during the current Parliament
 should be the subject of a campaign.
19. Examples of suitable uses for government campaigns include to:
 inform the public of new, existing or proposed government policies, or
policy revisions;
 provide information on government programs or services or revisions to programs or services to which the public
are entitled;
 inform consideration of issues;
 disseminate scientific, medical or health and safety information; or
 provide information on the performance of government to facilitate accountability to the public.
Principle 2: Campaign materials should be presented in an
objective, fair and accessible manner and be designed to
meet the objectives of the campaign
20. Campaign materials should enable the recipients of the information to distinguish between facts, comment, opinion
and analysis.
21. Where information is presented as a fact, it should be accurate and verifiable. When making a factual
comparison, the material should not attempt to mislead the recipient about the situation with which the
comparison is made and it should state explicitly the basis for the comparison.
22. Pre-existing policies, products, services and activities should not be presented as new.
23. Special attention should be paid to communicating with any disadvantaged individuals or groups identified as being
within the target audience. Particular attention should be paid to the communication needs of young people, the rural
community and those for whom English is not a convenient language in which to receive information.
24. Imagery used in campaign materials should reflect the diverse range of Australians. There should be recognition of the
full participation of women, Indigenous and culturally and linguistically diverse communities by realistically portraying
their interests, lifestyles and contributions to Australian society.
25. Campaign materials should be tested with target audiences to indicate they are engaging and perform well against the
objectives of the campaign.
Principle 3: Campaign materials should be objective and
not directed at promoting party political interests
26. Campaign materials must be presented in objective language and be free of political argument.
27. Campaign materials must not try to foster a positive impression of a particular political party or promote party political
interests.
28. Campaign materials must not:
a.
mention the party in Government by name;
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b.
directly attack or scorn the views, policies or actions of others such as the policies and opinions of opposition
parties or groups;
c.
include party political slogans or images;
d.
be designed to influence public support for a political party, a candidate for election, a Minister or a Member of
Parliament; or
e.
refer or link to the web sites of politicians or political parties.
Principle 4: Campaigns should be justified and undertaken
in an efficient, effective and relevant manner
29. Campaigns should only be instigated where a need is demonstrated, target recipients are clearly identified and the
campaign is informed by appropriate research or evidence.
30. Campaign information should clearly and directly affect the interests of recipients.
31. The medium and volume of the advertising activities should be cost effective and justifiable within the budget allocated
to the campaign.
32. Distribution of unsolicited material should be carefully controlled.
33. Campaigns should be evaluated to determine effectiveness.
Principle 5: Campaigns must comply with legal
requirements and procurement policies and procedures
34. The manner of presentation and the delivery of campaigns must comply with all relevant laws including:
a.
laws with respect to broadcasting and media;
b.
privacy laws;
c.
intellectual property laws;
d.
electoral laws;
e.
trade practices and consumer protection laws; and
f.
workplace relations laws.
35. Procurement policies and procedures for the tendering and commissioning of services and the employment of
consultants should be followed and there should be a clear audit trail regarding decision making.
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Appendix B: Review reports issued by the ICC for
campaigns that ran during the period 1 July 2010 - 30
June 2011
Attorney-General’s Department
National Security Public Information Campaign
Australian Organ and Tissue Authority
DonateLife
Department of Broadband, Communications and the Digital Economy
Digital Switchover
Department of Defence
Defence Force Recruiting
Cadet Reserve and Employer Support
Department of Education Employment and Workplace Relations
Child Care Assistance
Department of Families, Housing Community Services and Indigenous
Paid Parental Leave Campaign
Promoting Respectful Relationships (The Line)
Department of Health and Ageing/Australian National Preventive Health Agency
National Drugs Campaign
National Tobacco Campaign
Measure Up/Swap It, Don’t Stop It
Indigenous Anti-Smoking Campaign
National Tobacco Campaign – More Targeted Approach
Sexual Health Campaign
Department of Sustainability, Environment, Water, Population and Communities
Water for the Future
The Treasury
Education Tax Refund
Banking Reforms
A full list of the ICC’s reports is available at www.finance.gov.au/advertising
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Appendix C: Overview of the Campaign Activity Approval and Review Process for
Departments and Agencies
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