The most recent report in the series, published in August2019, observed that: The Australian Governments campaign advertising framework was introduced in 2008 with the express purpose of providing confidence that taxpayer funded campaigns are legitimately authorised, properly targeted and non-political. 4243. Phase 1 was conducted from October2020 to December2020 and Phase 2 was scheduled from June2021 to October2021 but was paused on 1July2021 due to COVID-19 lockdown restrictions. Universal McCann and Hall & Partners, although not members of the GCCP, work across all themes in collaboration with GCCP suppliers. Infrastructure did not negotiate a lower price for Wave 1 public relations despite agreeing to a contract for a reduced range of services compared to the services quoted. On 25 October 2022,Medibank Privateadvisedthat more data has potentially been compromised than originally thought, and affects both AHM and Medibank Private customers. Infrastructure did not negotiate a lower price when agreeing to a contract for a reduced range of PR services compared to the services quoted. It is envisaged that with increasing numbers of campaigns included, interrogation of the database will enable entities to develop practical performance targets for the reach, response and impact of their advertising campaigns from their pre-campaign benchmark. Paragraph 11 of the 2020 Guidelines states that they are a government policy26 and that entities subject to the Guidelines must be able to demonstrate compliance with the five principles. This may require the amendment of the 2020 Guidelines. Infrastructure adopted some of the recommendations made in evaluation reports from Wave 1 and Wave 2. 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. SUPPORT The Juice Media to keep us goin': Become a Patron: https://www.patreon.com/TheJuiceMedia Tip us on PayPal: https://www.paypal.me/thejuicemedia Tip us in crypto: https://thejuicemedia.com/support/ PRODUCED by Patrons of the Juice Media!- Patreon Executive Producers: Sam Gowegati, Tom Mettam, Anon Hilary CREDITS:- Written \u0026 created by Giordano, with Adso Ferguson- Performed by Ellen Burbidge x Voice by Lucy- Satirical Australien logo designed by Benjamin Wild: https://artoffracking.tumblr.com/- Special thanks to Lucy, Suzy, Lizzie, Benna, Damian, Dbot, Dave, Kajute, Jake and Indy for help and support on this video- Music by SoundMore: https://audiojungle.net/item/inspiring-corporate/20018357?_ga=2.66263790.1511284520.1507121880-1408732767.1485211917- Outro beat by Mozart x Eric Parsons: https://www.youtube.com/watch?v=z6JBBuNy8Oo TRANSLATIONS:- Danish by Mabeli- Portuguese by Vitor- French by Julie- Norwegian by ystein Kolstad- Serbian by Tamara- Spanish by Vitama READ MORE:- Thread by @jpwarren: https://twitter.com/jpwarren/status/907766877912363008- \"Do Public Servants Know Satire When They See it?\" https://www.themandarin.com.au/83589-first-look-at-new-penalties-for-impersonating-federal-government-bodies- The Australian Government's proposed new law: http://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;page=0;query=BillId%3Ar5973%20Recstruct%3Abillhome 3.85The Hall & Partners evaluation report also reported on Wave 3 performance with the targeted audiences.150 While reach with these audiences was found to be generally in line with prior Waves, there were increases in taking action in response to the campaign messaging.151, 3.86Infrastructure undertook a separate internal evaluation of Wave 3, which combined insights from the Hall & Partners evaluation and an evaluation of Wave 3 public relations activities.152 The internal evaluation stated that it cannot be concluded that the campaign achieved all of its objectives.. 173Hall and Partners Pty Limited is the whole-of-government provider for campaign benchmarking, tracking and evaluation. areas the MMA needs to address to improve overall performance. 1.26The 2019 audit report included 10 recommendations, five of which were directed to Finance or the Australian Government and five directed to the three other entities included in the audit.42 Action taken by Finance and the Australian Government in response to one of the recommendations to strengthen the Guidelines by making it clear that compliance with principles 1 to 4 was mandatory. was discussed in paragraphs 1.9 to 1.10 above. ? 5.14Treasury sought approval from the Treasurer to launch the campaign on 13October2020. The burst was run to help address the increased instances of FDV [family and domestic violence] typically seen during the holiday period. Research reports are therefore considered Cabinet-in-Confidence and can only be released publicly with the written agreement of the government. Hall and Partners173 provided a campaign evaluation report in March2021 which stated that: Awareness and understanding of 1800RESPECT, MensLine and related state services all increased since the launch of the campaign and broadly held up throughout the campaign. Research reports are therefore considered Cabinet-in-Confidence and may only be released publicly with the written agreement of the government. The contract end date was extended in April2021, to 30June2024; the Government Communications Campaign Panel (GCCP) is the mandated whole-of-government panel arrangement established by Finance in 2021 following a limited tender approach to selected suppliers for the Campaign Advertising Supplier Register (CASR); and. Note a:The Finance report states at page 31 that these figures have been rounded to one decimal place and that any discrepancies in tables between totals and sums of components are due to rounding. was spent on media placement by all non-corporate Commonwealth entities in 202021 (GST exclusive). Were also building the connecting North East Linka, to provide local motorists with better connections in and around Melbourne.. Campaign materials were not always presented in an objective and fair manner, with some campaign statements not accurately representing the Australian Governments level of involvement in some projects featured in advertising materials. In demonstrating compliance with this Principle considerations include: 26. DSS adhered to Principles 1, 2, 3 and 5 of the Guidelines and largely adhered to Principle 4: The campaign was relevant to government responsibilities and was presented in an objective, fair and accessible manner. 2.7Public relations or below the line activities can be used in both advertising and information campaigns, can involve the expenditure of significant sums of public money, and can be an integral part of such campaigns. 3.36The Minister and staff in the Ministers office were involved in determining the final list of activities to be undertaken. The campaign was: relevant to government responsibilities; presented in an objective; fair and accessible manner; not directed at promoting party political interests; and was justified and undertaken in an efficient, effective and relevant manner. At this time Infrastructure reduced the media spend and the proportion of spending on newspaper advertisements due to a break in advertising while materials were updated. 90Infrastructure referred to the BOF Phase 2 waves as Phase 2, Phase 2 Extension and Phase 2 Stage 2. Results against these benchmarks are monitored weekly for reach, response and impact and are included in the evaluation report at the completion of the campaign. Honest Government Advert | War on Satire - YouTube UM is delivering high quality advertising services and has steadily improved its performance against all metrics over the life of the Deed . Evaluations are to be submitted within eight weeks of the campaign concluding. 5. 2.90As outlined in paragraph 2.31 the ICC advised the ANAO that the committee was supportive of Finance supplementing its current education role through, for example, conducting formalised training and/or leading community of practice sessions. 211Twelve media options were listed and all were identified as targeting: People 18 and over and Businesses; People aged 1824, People 25 and over, and Businesses; or People 18 and over. 5.18Paragraph 17 of the 2014 Guidelines and paragraph 22 of the 2020 Guidelines state that Chief Executives/Accountable Authorities: 5.19Similar to Infrastructure and DSS (as discussed in paragraphs 3.19 and 4.18), Treasury did not publish campaign related research on its website. The campaign was relevant to government responsibilities and was presented in an accessible manner. 160A Statement Against the Principles is a document prepared by entities to provide their accountable authority (in this case the departmental Secretary) with advice on the campaigns compliance with the Guidelines. The Australian Government Guidelines on Information and Advertising Campaigns by non-corporate Commonwealth entities (the 2020 Guidelines) were released in October2020 and state that: The Guidelines operate on the underpinning premise 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; and, 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.3. 78Ebiquity found UMs media buying performance was acceptable (a score of 2 out of 3). 29Finance considered that villages would become experts in delivering campaigns across their theme. Treasury documents report that Phase 2 was shaped by: Phase 1 campaign evaluation research; Treasury desktop analysis; and previously commissioned research applied to Phase 1.208 Treasury summarised its approach in Phase 2 as follows: Australia is still in a pandemic and as a result the Australian way of life has changed considerably. PwC has appointed one of its most senior global executives to take control of its Australian firm and has confirmed the sale of its government business to private equity group Allegro Funds for $1. 178Treasury advised the ANAO in October 2021 that paid search was planned to continue until 31 October 2021. Key elements of the Help is Here Campaign are summarised in Table4.1 below. 2.77Finance proposed a single evaluation approach to: create consistency in reporting; enable comparison of campaign outcomes across government; and allow insights to be derived from all campaign advertising activity.80 Moving to a single evaluation provider was expected to generate greater efficiency and reduce the evaluation costs of campaigns, which are met by entities from campaign budgets. Australia has a new left-leaning government: Here's what you need to evaluation of the campaigns effectiveness. Below the line activities typically refer to communications activities that do not directly relate to the traditional advertising activities of television, newspaper and radio. Treasury obtained advice on compliance with legal requirements. certified Wave 2 on 15October2020. Source:Hall & Partners Economic Recovery Plan Campaign Full Evaluation Report (February2021). The TURF analysis in the Wave 1 final evaluation report (at the end of the campaign) showed print accounting for a two percentage point contribution to campaign awareness. Weekly monitoring of campaign impact and the evaluation of campaign outcomes were assessed using pre-campaign benchmarks of: awareness and understanding; and attitudes and behaviours measured against the campaign objectives. 63Finance imposes a cost recovery fee on entities of nine per cent of media placement expenses. The publication of research enhances transparency.52. Copyright 2023 CleanTechnica. While concerns around health have been and still are top of mind, the Australian community is also now seeking direction from the Government on how Australia will recover economically and to ensure Australian individuals and families have employment, and financial security , Given community expectations, now is the time to communicate to Australians that the Government has a plan and that there are steps being taken for economic recovery to stimulate employment opportunities and financial security , Similarly, as some of the temporary financial supports introduced by the Government are retargeted and payment amounts reduced (e.g. The successful [public relations] supplier will be required to develop and implement a public relations strategy that includes issues and risk management in consultation with the Department. 3.83Paragraph 33 of the 2014 Guidelines provided that campaigns should be evaluated to determine effectiveness. It compared how campaigns with a television media buy performed against those which did not utilise television and compared the Reach, Response and Impact of campaigns with a standard media mix (television, radio, outdoor, print), compared to a broader media mix (the addition of digital / social) and compared to a digital / social only media buy. An Australian vaccine advertisement has sparked a backlash, with many criticising its graphic depiction of a young woman suffering from Covid. Primary audiences those who are experiencing or are at risk of experiencing or perpetrating family and/or domestic violence, as well as those who might know someone that is at risk of experiencing or perpetrating family and/or domestic violence. 67Auditor-General Report No.7 201920 Government Advertising: June 2015 to April 2019, pp. The CASR comprised five categories of communications suppliers: advertising; market and social research; public relations; specialists in communicating with Indigenous Australians; and specialists in multicultural marketing. Treasury adhered to Principles 1 to 4 of the Guidelines and complied with Principle 5, with the exception of two contract notices (from a total of eight) that were not reported on AusTender within 42 days as required. All the suppliers had previously worked for DSS on the Stop it at the Start campaign and were sourced from Finances Campaign Advertising Supplier Register (CASR). The Wave 3 evaluation report provided a clearer assessment of performance against the revised campaign objectives. Finances proposed approach: On balance, the approach of successive Governments, which is to report on actual expenditure after it has been reconciled, is favoured, as this best manages the risk of campaign costs being overestimated. The combined total of these expenditures in 202021 was $186.1million (GST exclusive). 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. Entities noted that officials with less experience could find conducting an advertising campaign, often to tight timeframes, quite challenging and there would be benefit in having additional support from Finance. There is no need to start from scratch, when insights and process refinements can be shared by those who have undertaken government advertising campaigns before. The 2014 guidelines were in place at the time the three campaigns reviewed in this audit commenced. Campaigns must not try to foster a positive impression of a particular political party or promote party political interests. UMs performance is meeting customers expectations , 6. The justification for Wave 3 did not take into account the performance against campaign objectives in the earlier waves. OPR Agencys final report indicated that it undertook a political mapping exercise but it is unclear how the MPs and Senators who were to receive a toolkit were to be selected and Infrastructure was unable to provide a list of intended recipients. Campaigns should be justified and undertaken in an efficient, effective and relevant manner. DSS had reported the details of the Help is Here campaign but did not report with the exact wording required. 1.25The administration of government advertising has been examined in a series of ANAO performance audit reports, which also reviewed the development of the campaign advertising framework since its introduction in 2008. 142See paragraphs 3.92 to 3.94 and Appendix 6 for a discussion of campaign evaluation reports and implementation of recommendations. See also: M McCormack, (Minister for Infrastructure), 201819 BudgetInfrastructure: Busting Congestion, Connecting Our Regions, Improving Safety and Creating Jobs, media release, 8 May 2018, available from https://www.michaelmccormack.com.au/media-releases/2018/5/8/2018-19-budget-infrastructure-busting-congestion-connecting-our-regions-improving-safety-and-creating-jobs [accessed 15 September 2021]. BOF Phase 1 focused on the Infrastructure Investment Program, which is a component of the Infrastructure Investment Pipeline (see Appendix 5). Table 3.4:Wave 1 public relations activities planned to involve the Minister and/or other parliamentarians or to produce materials for their use. The US Supreme Court has made an ad, and its surprisingly honest and informative! The Australien Government has made an ad about Australia Day and its surprisingly honest and informative! The campaign was to inform Australians of the support available to households and businesses through the economic stimulus package. 4.23Imagery used in the campaign depicted genderless characters, in line with the trauma informed approach DSS used when designing the advertising materials. Wave 2 ran from November2019 to January2020; and. Source:Based on ANAO analysis of Finance information. He is long on Tesla [NASDAQ:TSLA]. The ANAOs 2019 performance audit of government advertising reported on Finances management of emerging risks and issues, including how Finance responded to brand safety risks in the social media environment.67 This section considers Finances management of key risks, issues and framework changes since 2019. planning, administration and reporting). As a consequence, Infrastructure is unable to demonstrate that procurement activity relating to those activities represented value for money. the relationship between Reach and Impact in particular has been weak. "Go and see the GP and get the AstraZeneca, get Pfizer, get whatever your doctor is advising, whatever is available, as quickly as possible because this Delta strain is a very different scenario.". 38At this time, the Assistant Minister for Electoral Matters was also the Assistant Minister to the Prime Minister and Cabinet and the Assistant Minister for the Public Service. encourage audience engagement with the campaign website. 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. 86Department of Infrastructure, Regional Development and Cities, Building Our Future: Delivering the Right Infrastructure for a Growing Nation, Infrastructure, Canberra, 2019, available from https://investment.infrastructure.gov.au/files/budget-2019-20/Building-Our-Future-Delivering-the-Right-Infrastructure-for-a-Growing-Nation-2019.pdf [accessed 7 September 2021]. "The materials will be adapted for culturally diverse groups and for Indigenous communities and they will be translated into many languages, and we will continue to adapt the products as we go through the rollout through this year.". A decade on, this area of government administration remains contested, with an ongoing focus on the discretion inherent in the framework and the long-term trend of increased campaign expenditure before elections. The Australian Government is delivering better road and rail connections in Sydney. The Australien Government has made a tourism ad about East Timor, and its surprisingly honest and informative! (See paragraphs 3.80 to 3.82), 28. Alternatively, consideration may be given to running the campaign at a different, less cluttered time. 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 . This includes women aged 1534, people living in lower socioeconomic areas, remote and rural areas, Indigenous Australians and culturally and linguistically diverse (CALD) audiences. certify compliance with the Guidelines and related government policies for any advertising campaigns above $250,000 prior to a campaigns release into the market; ensure details of advertising campaigns are published in the entitys annual report; and. These measures have included social distancing, restricting peoples movement and encouraging them to stay at home. 3.31All campaign waves addressed culturally and linguistically diverse (CALD) and Indigenous audiences. However, a risk is that it may create confusion around planned versus actual expenditure The risk of reporting planned budgets at the point of a campaign launching is that it could, of itself, add to confusion and/or generate overestimates of the actual costs of campaigns. Auditor-General's responses to requests for audit, Systems Assurance and Data Analytics Group, Professional Services and Relationships Group, https://www.finance.gov.au/publications/reports/advertising, https://www.finance.gov.au/sites/default/files/2021-07/Flipchart%2016%20July%202021.pdf, https://www.anao.gov.au/work/performance-audit/government-advertising-june-2015-to-april-2019, https://www.finance.gov.au/government/advertising/australian-government-guidelines-information-and-advertising-campaigns-non-corporate-commonwealth-entities, https://www.abc.net.au/news/2021-02-22/government-escalates-facebook-feud-by-pulling-advertising/13177688, https://www.smh.com.au/politics/federal/pm-stops-advertising-on-facebook-as-mps-call-for-more-regulation-20210219-p57443.html, https://www.afr.com/companies/media-and-marketing/facebook-advertising-ban-extended-across-all-government-20210222-p574oq, https://www.michaelmccormack.com.au/media-releases/2018/5/8/2018-19-budget-infrastructure-busting-congestion-connecting-our-regions-improving-safety-and-creating-jobs, https://investment.infrastructure.gov.au/files/budget-2019-20/Building-Our-Future-Delivering-the-Right-Infrastructure-for-a-Growing-Nation-2019.pdf, https://investment.infrastructure.gov.au/files/budget-2020-21/budget-2020-21-building-our-future-oct-2020.pdf, Australian Government Advertising: May 2019 to October 2021. 3.58As discussed in chapter 2 (see paragraph 2.84), the ANAO observed that entities did not establish specific performance targets. Options: The campaign Guidelines could be redrafted to include media releases as campaign materials. 4.38Evaluation and advice from UM found that radio advertising was not cost effective for the campaigns target audience. Examples of such instances are provided in Table3.2 below. Authorised by the Australian Government, Canberra. Those adjustments will be reflected in Stage 2 and will leverage off the refamiliarisation of the public with the BOF brand and concepts, in Stage 1. The report demonstrated consideration of not just the aspects of the campaign that performed well, but also of underperforming areas of the campaign. 13. Wave 2 commenced in November2019, approximately seven months after the conclusion of Wave 1.119 There was no evidence that Infrastructure considered the recommendation in the Wave 1 evaluation report that Infrastructure consider increasing the length of time between phases (e.g. 189The ICC met with departmental officials and reviewed: the communication strategy; formative communications research; draft media strategy and indicative media plan overview; and a Statement against Principles 1 to 4 of 2014 Guidelines. 22Auditor-General Report No.7 201920 Government Advertising: June 2015 to April 2019, available from https://www.anao.gov.au/work/performance-audit/government-advertising-june-2015-to-april-2019. 2.20Entities presenting campaigns for ICC review are required to provide: 2.21Following the changes to the framework discussed in paragraphs 1.6 to 1.24, entities engage all village suppliers from the commencement of the campaign, rather than sequentially and independently during the development of the campaign. If the cinema events are to proceed, Infrastructure should consult with OPR [Agency] and explore potential issues management strategies. Public relations Wells Haslem Mayhew $0.4million. Infrastructure sought compliance advice from the ICC three more times during Wave 1. 70Principle 5 reflects pre-existing legal requirements which an entitys accountable authority is required to comply with in any case, irrespective of the Guidelines. Evaluation Research Hall & Partners $0.2million. Figure4.1, below, shows examples of advertisements from the campaign. The basis of the decision should be documented. There was no long-term communications strategy for the Infrastructure Investment Pipeline or targets for performance against the campaign objectives. 1.1The Australian Governments advertising framework (the framework) applies to non-corporate Commonwealth entities under the Public Governance, Performance and Accountability Act 2013 (PGPA Act).12 The overarching aim of the framework introduced in 2008 is to provide the Parliament and the community with confidence that public funds are used to meet the genuine information needs of the community.13. In addition, entity accountable authorities should make active decisions on whether to seek Ministerial permission for the publication of campaign related research, and Finance could usefully draw this matter to the attention of entities if approached for advice. (See paragraphs 5.10 to 5.20), 35. The BOF Phase 2 campaign complied with Principle 1 of the Guidelines and largely complied with Principles 2, 3, 4 and 5. 5.31Treasury advised the ANAO in October2021 that: The Our Comeback creative approach was selected following a competitive pitch process and market research testing of the creative concepts in the developmental phase of the first phase of the campaign. 14m ago 19.23 EDT 'Gambling ads should be banned by footy finals', says Greens senator Sarah Hanson-Young, Greens senator, says the government must commit to gambling ad reforms immediately,. Our staff add value to public sector effectiveness and the independent assurance of public sector administration and accountability, applying our professional and technical leadership to have a real impact on real issues. There is no evidence of Infrastructure and OPR Agency working on issues management strategies.114, 3.43Other below-the-line campaign activities included social media services provided by the supplier engaged to produce the campaign advertising materials and the campaign website. Phase 2 of Infrastructures Building Our Future campaign was subject to the necessary review, certification and publication requirements. 91Infrastructure advised the ANAO that Wave 3 was subject to the 2014 Guidelines, even though the campaign started after the 2020 Guidelines had been introduced, because the Building Our Future Phase 2 campaign commenced before the 2020 Guidelines came into effect. 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. 46ibid., paragraph 20. Taxpayers will also fork out $187m for Tourism Australias advertising campaign to lure tourists back after the reopening of borders. 3.26As noted in paragraph 3.14, for Wave 1 and Wave 2, there was no documented verification of campaign statements provided to the Secretary as part of the certification process. Samantha Maiden @samanthamaiden 3 min read April 20, 2021 - 2:53PM 1The framework currently applies to non-corporate Commonwealth entities under the Public Governance, Performance and Accountability Act 2013 (PGPA Act). In addition to this, DSS advised the ANAO that all campaign advertising materials were closed captioned, and Auslan versions of the advertisements were developed. Infrastructure adequately demonstrated its justification for Wave 1 but did not adequately demonstrate its justification for Wave 2. 2.84Entities, in conjunction with Hall & Partners, benchmark pre-campaign levels of: awareness and understanding83; and perceptions and attitudes84 based on campaign objectives. All figures in this table are exclusive of GST. Campaign materials were not always presented in an objective and fair manner, with some campaign statements not accurately representing the Australian Governments level of involvement in some projects featured in advertising materials. 135For example, campaign recognition in regional areas in Queensland was 33 per cent, well above the figure for metropolitan Queensland (24 per cent). A MUL is a list of suppliers who have applied for inclusion on the list and satisfied a set of conditions for participation. Research reports are therefore considered Cabinet-in-Confidence and can only be released publicly with the written agreement of the government.
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