Entities agreed to all seven recommendations. Events were held in six locations across Queensland, NSW and Victoria. Treasury notes the administrative issues identified by the ANAO. Copyright 2019. Table 3.2:Examples of statements from Wave 1 and Wave 2 advertising materials with acknowledgement of state partner, Funding arrangements for projects mentioned, The Australian Government is upgrading large sections of the M80 and the Monash Freeway. Finances management of risks, issues and framework changes; including Finances advice on options for responding to previous ANAO performance audit recommendations. The Australian National Audit Office (ANAO) is a specialist public sector practice providing a range of audit and assurance services to the Parliament and Commonwealth entities. DSS advice to the Secretary, in its Statement Against the Principles for the first wave of the campaign, outlined that the aim of the campaign was to ensure Australians affected by domestic and family violence knew where they could access support services and aimed to direct people to 1800RESPECT, MensLine and local state/territory domestic violence services to provide support to Australians experiencing or at risk of domestic and family violence. increase awareness of the benefits of investment to individuals, communities and the nation that come from infrastructure investment. The demand for MensLine services was variable, but overall remained strong, during The Help Is Here campaign. 23. Finance could usefully draw this matter to the attention of entities if approached for advice. Infrastructure documentation prepared at the time stated that the areas were growth areas but it was not clear what growth areas meant or how targeting the specific locations supported campaign objectives. Savings to the media plan were not reinvested, based on advice from the Master Media Agency that it would not be an efficient use of funds to do as so [because] all channels are currently at the optimum level of investment. 186Six online focus groups provided responses in May 2021 to assess the viability of the four proposed concepts for the second phase of communication. DSS is also responsible for the Stop it at the Start campaign against domestic violence, including $4.3m for ad spots to run from November to February, the third tranche of ads in the campaign. Evaluation Research Hall & Partners $0.2million. Advertising materials were free of political content, although public relations (PR) activities undertaken during Wave 1 were not consistent with advice provided to the ICC that PR activities would not be instigated by any political party or politician, or make reference to any political party or politician. The aim of the campaign was to set and communicate a clear narrative of the Governments plan for economic recovery, focusing on explaining how the economic measures will impact individuals and their families, particularly how they support getting people back in to work. Finance publishes the Guidelines, which set out the five overarching principles. The government advert shows the woman in a hospital . 2.33During the period examined by this audit, two campaigns were exempted. We are delivering a dual carriageway on Gundaroo Drive in the ACT, between Ginninderra Drive and the Barton Highway.. There is also an opportunity to maximise the value of Finances mandated evaluation process to further improve measures of campaign effectiveness. Port Botany to Kingsford Smith Airport and Mascot $10million out of total cost of $20million (50%). The relevant Minister approved the commencement of the campaign on 22October2020, ten days prior to the advertising for Wave 2 starting on 1November2020. include party political slogans or images; indicate a design to influence public support for a political party, a candidate for election, a Minister or a Member of Parliament; or. Honest Government Ad | Anti Protest Laws (SA), Honest Government Ad | Reserve Bank of Australia. Treasury did not document consideration of whether campaign research was appropriate for release and had not sought Ministerial permission for the publication of campaign related research. Note c:Equity allocations include equity funding and concessional loans to projects. Initiatives to rebuild the economy tend to be of greater relevance to businesses, and hence communications targeting this audience are likely to have stronger cut through and be more cost effective than a broader based approach. To form a conclusion against this objective, the following high-level criteria were adopted: 8. 11. The government's ads have been criticised as "hard to find", and even "really boring" by some in the industry, but they're set for a shakeup with a new-look campaign aimed at younger audiences . Proposed advertising campaigns valued above $50,000 (GST inclusive) and under $500,000 (GST inclusive) must be reviewed by the Assistant Minister for Electoral Matters prior to their launch. (See paragraphs 4.20 to 4.41), 31. 53The Assistant Minister for Finance, Charities and Electoral Matters appointed three replacement members to the ICC in June 2020 to commence from 1 July 2020. The Special Minister of State is responsible for the administration of the campaign advertising framework and is supported by the Department of Finance (Finance). 212Treasury approached three suppliers for the procurement of research services and three suppliers for the procurement of creative services. 103Evidence supporting the total value of the Infrastructure Plan or the number of projects included referred to spending and project activity since 2013. The communications strategy should include communication objectives and performance targets aligned to each objective and reference the communication methods that have been assessed as most effectively addressing the specified communications goals. 2.9The requirements for review and certification of campaigns are determined by the value of the campaign and whether advertising will be undertaken.47 Specifically, the 2020 Guidelines state that: For advertising campaigns of $250,000 or more: 2.10As discussed in chapter 3 of this report (see Table3.1), the Department of Infrastructure, Transport, Regional Development and Communications (Infrastructure) spent approximately $1.4million on public relations activities as part of the Building Our Future campaign. The Service Delivery and Coordination Committee of Cabinet (SDCC) oversees and reviews Australian Government advertising campaigns involving paid media placement with a total campaign budget of more than $500,000 (GST inclusive). The evaluation report for Wave 3 concluded that: As a campaign which intended to inform the public of major and local transport infrastructure projects, the latest round of Building Our Future campaign did not shift project awareness nor the associated benefits . Impact: What happened following exposure? However, the justification for Wave 3 was not informed by consideration of the overall performance of prior waves of the campaign against its objectives.122. This report will refer to them as Wave 1, Wave 2 and Wave 3, respectively. A job with the public service is your first step to making a difference. They Heres a new Honest Government Ad about the proposed reef-killing, climate-changing, water-draining Carmichael Coal Mi Hey friends I just made a new Honest Government Ad! An advertising campaign includes paid media placement and an information campaign does not. 1. This information is provided on a per campaign basis.61 Chapter 2 of the Finance report provides a consolidated expenditure figure for all campaign advertising media placement during the reporting period. This included a social media strategy, content development and site moderation.115. The campaign was justified and undertaken in an efficient, effective and relevant manner, although DSS did not clearly document the justification for an additional burst of advertising. This includes women aged 1534, people living in lower socioeconomic areas, remote and rural areas, Indigenous Australians and culturally and linguistically diverse (CALD) audiences. 31The CASR was the mandated procurement mechanism established by Finance for the development and implementation of all advertising and information campaigns. 3.70The media booking was revised again in April2019, when campaign materials were amended to reflect 201920 Federal Budget changes, which amended the value of the Infrastructure Investment Pipeline to $100billion over ten years from 201920. Some changes were made due to developments in projects featured in the creative materials. 118For further discussion of the Wave 1 evaluation report, see paragraphs 3.83 to 3.94. 85Department of Infrastructure, Regional Development and Cities, Strengthening Australias Cities and Regions: The Australian Governments 10 Year Investment in Infrastructure, Infrastructure, Canberra, 2018. 171The CASR was a multi-use list. While not all recommendations were implemented by the government, recommendations relating to mandating the five overarching principles and improving the transparency of expenditure reporting were agreed and implemented. The outcome of this process was discussed in the body of this audit report. 8 This approach is considered better practice procurement and delivers better value for money when the arrangement is effective, is an efficient use of resources, and presents minimal risk to Finance and the broader arrangement. 185Sources of analysis included JWS Research True Issues, November 2020; Pollinate Pulse, September 2020; Edelman Trust Barometer 2021; and Kantar short survey, February 2021. Further testing of this concept resulted in adjustments to campaign scripts, images and display prominence of the web address.200. Finance has been effective in its whole-of-government administration of the campaign advertising framework. 2.5During the audit the ANAO observed opportunities for Finance to clarify the application of certification requirements for public relations activities under the Guidelines and for an entitys accountable authority to make active decisions regarding whether to seek Ministerial permission for the publication of campaign related research for each campaign. Evaluation Research Hall & Partners: $0.3million. The Department of Finance (Finance) had anticipated that all campaigns initiated from March2021 would use the new procurement arrangements. Awareness of MensLine rose from 22percent (the April2020 benchmark) to 39percent in January2021, peaking at 41percent in September2020. 15. Taxpayers are paying at least $59m for major government advertising campaigns to run in the lead-up to the 2022 election. Campaign evaluations are discussed further in paragraphs 3.83 to 3.94. The Independent Communications Committee (ICC) reviewed the two waves. certified Wave 2 on 15October2020. 138Based on the MMAs Total Unduplicated Reach and Frequency (TURF) analysis. The publication of research enhances transparency.52. Each wave of BOF Phase 2 was evaluated. Infrastructure received advice from the ICC on 23January2019 that the campaign was capable of complying with Principles 1 to 4 of the Guidelines, although details of the public relations activities were yet to be confirmed. The evaluation report for Wave 1 did not directly address all campaign objectives.120 Therefore, Infrastructure was not able to assess whether Wave 1 was successful in meeting all of its objectives and consequently it was unclear whether Wave 2 would be an effective or efficient use of public resources.121, 3.52Infrastructure commissioned additional research to inform Wave 3. An evaluation118 of Wave 1 identified creative fatigue and a decline in people taking action in response to seeing the advertising materials during the second half of Wave 1. The tracking research identified mixed results between states in terms of campaign recognition in regional areas.135 Infrastructure also requested an increase in spending on advertising in the metropolitan press, regional radio and cinema. 226See Auditor-General Report No.7 201920 Government Advertising: June 2015 to April 2019, which included six recommendations. Table 1.1:Changes to the principles 2014 Guidelines compared to 2020 Guidelines. 35The procurement evaluation team included representatives from Finance and six other entities. 1.20The government decided to reduce the number of approved campaign advertising suppliers and align the suppliers to a prioritised framework of campaign advertising. At the end of audit fieldwork (October2021), Phase 2 of the campaign was paused due to COVID-19 lockdown restrictions and therefore Phase 2 has not been evaluated to determine its effectiveness. UPDATED Milkshake sexual consent video pulled from government website The government's bizarre - and expensive - "milkshake" sexual consent ads have been quietly removed following intense backlash. Wave 3 contained branding used in the Department of the Treasurys Economic Recovery Plan advertising campaign (see chapter 5). 2.58In the 2019 performance audit of government advertising, the ANAO reported (see paragraphs 26, 3.39 and 3.40 of Auditor-General Report No.7201920) that the ministerial media release that launched a phase of one of the audited campaigns contained overt political argument, and there was also a similarity in tone and content between campaign advertising statements and ministerial media releases containing overt political argument. The pre-recorded introductions were developed as part of the campaign and funded from the campaign budget but ultimately were not used (see paragraphs 3.41 and 3.42). Finance advised the ICC of the changes at the ICC meeting of 30September2020. 166Additional funding for the campaign was secured in the 202021 budget process. The Australian Public Service works hard for the Australian community. The entity officials involved in conducting the three campaigns examined in this audit varied in their levels of experience in undertaking campaigns. The reason for this decision was not documented by Infrastructure. 39. Six concepts, from three different creative agencies, were tested for phase 1, with Our Come Back recommended for progression by Kantar.198 As well as being assessed as the most suitable of the six concepts presented, the target audience found the tagline Our Come Back memorable. The ANAO found a clear audit trail for DSS decisions around the commissioning of services and the engagement of suppliers for the campaign. Table A.1:Government Communications Campaign Panel, Delivering Government Programs & Services, Developmental and Concept Testing Research, Communication with Multi-cultural Audiences, Communication with Aboriginal and Torres Strait Islander Audiences, Table A.2:Components of the Infrastructure Investment Pipeline, Financial Assistance Grants (local roads)b, Funding for specific projects, recorded as contingent liabilitiese. Phases 1 and 2 of the Economic Recovery Plan campaign, administered by the Department of the Treasury (Treasury). 50Entity feedback was based on experiences prior to the introduction of the new communications framework. We do our best to set a good example, but sometimes, without meaning to, we might say things that excuse disrespectful behaviour in young people. 2.47The Assistant Minister raised the matter with the government in September2020. Note d:$12,000 pitch fees were also paid to four suppliers (BCM Partnership, Satchi & Satchi Australia, TBWA and VMLY&R). 143Campaign reach in Wave 3 was 13 per cent in Tasmania (Wave 1 was 35 per cent, Wave 2 was 36 per cent), 17 per cent in South Australia (Wave 1 was 33 per cent, Wave 2 was 32 per cent), and 24 per cent in the ACT (combined ACT and NSW figure in Wave 1 was 31 per cent, Wave 2 was 28 per cent). Consider whether to use print advertising in any future campaign activity. The persistence of debate over the use of public resources for certain government campaigns indicates that the framework has not achieved its primary purpose of building confidence and is therefore ineffective in respect to this outcome. So which ones are best? The campaign was justified and undertaken in an efficient, effective and relevant manner, although DSS did not clearly document the justification for an additional burst of advertising. Ukraine has been requesting a fleet of Australian-made Hawkeis since September and the country's Ministry of Defence has taken to social media in recent months to declare the vehicle its new . While just under 11 per cent of the eligible adult population has been fully vaccinated, senior government frontbencher Peter Dutton said the bigger shipments would be a "game changer". Response: Was the message well received? Key points: The campaign will be released on social media, billboards, television, print and radio Previous advertising campaigns have been criticised as lacklustre 58See Auditor-General Report No.7 201920 Government Advertising: June 2015 to April 2019, pp. Evaluation reports after Wave 1 and Wave 2 did not adequately address all campaign objectives so Infrastructure has not been able to clearly demonstrate the campaign objectives were met for those waves. The Australien Government has made an ad for the COP26 UN Climate Summit, and its surprisingly honest and informative. 21 talking about this. 3.66A separate briefing paper prepared for the 22March2019 ICC meeting stated that: The department is seeking to direct funds from within the campaign budget into channels where the tracking results found there is a lower level of awareness of the Federal Governments infrastructure investment plan. 29. Section 8 provides that proper, when used in relation to the use or management of public resources, means efficient, effective, economical and ethical. Section 8 further provides that public resources means relevant money, relevant property, or appropriations.. Additionally, the quote was for movie roadshows at 10 locations. There is negligible awareness on what the next phase of the plan will include. It's important we understand the cycle of violence. Approaches to media outlets to place news stories (drawing on the survey and case studies), One of the media stories featured a Liberal Senator and a Liberal candidate for the 2019 Federal Election.b. COVID-19 vaccination - The COVID-19 vaccine is now available to kids aged 5 to 11 years (radio ad for Aboriginal and Torres Strait Islander people) 5.11The ICC reviewed Phase 2 campaign materials on 26May2021 and 3June2021 and concluded that the campaign was capable of complying with Principles 1 to 4 of the guidelines on 3June2021.190. Infrastructure did not undertake an assessment of whether the Wave 1 public relations activities were compliant with the Guidelines. The Australian government is under increasing pressure to ban or further restrict gambling ads. In these circumstances, there would be merit in the Parliament and Australian Government revisiting the framework.41. Infrastructure provided the ANAO with evidence of consultation with relevant line areas regarding the accuracy of campaign statements and the presentation of projects featured in advertising materials for Wave 1 and Wave 2. The Department of Infrastructure, Transport, Regional Development and Communications develop a long-term communications strategy for the Infrastructure Investment Pipeline. The department acknowledges the recommendation identified in the Report and will work with relevant entities to ensure future campaign communication objectives are measurable and where possible set performance targets based on available data. The CASR was the mandated procurement mechanism established by Finance for campaign activity undertaken by non-corporate entities above the value of $250,000. The campaign was relevant to Australian Government responsibilities and presented in an accessible manner. The combined total of these expenditures in 202021 was $186.1million (GST exclusive). 104Infrastructure documentation stated that women, Australians under 35 years of age and people in rural and regional areas were key sub-groups in the target audience for Wave 3. Source:Based on ANAO analysis of Finance information. 82The report noted that it is, however, unclear to what extent this is due to other campaign characteristics and not the media mix. Finance use these reports as the basis for its annual campaign expenditure report. It also specifies a statement to be included in the annual report. Source: The IAB Australia Online Advertising Expenditure Report is sourced from general display advertising, classifieds advertising, search and directories advertising. 3.44No public relations activities were undertaken for Wave 2. The campaign was: relevant to Australian Government responsibilities; presented in an objective; fair and accessible manner; not directed at promoting party political interests; and justified and undertaken in an efficient, effective and relevant manner. 78 and pp. Thirty potential suppliers were shortlisted to participate in collaboration sessions.
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