CREDITS ? Response: Was the message well received? For further guidance, visit https://www.cyber.gov.au/acsc/view-all-content/alerts/medibank-private-cyber-security-incident. 1.6The ANAO last reviewed the framework in 2019 (2019 audit).22 Key developments since then have been: 1.7These changes are discussed in paragraphs 1.81.24. The wording of objectives 1 and 3 made measuring performance against them challenging due to the inclusion of the word ensure. following an open tender process, Finance appointed Universal McCann (UM) as the sole supplier Master Media Agency (MMA) for the period 1July2018 to 30June2021. 3.42The movie roadshow events proceeded but Infrastructure did not use the pre-recorded Ministerial introductions at the events. 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. Honest Government Ad | Visit Western Australia! By clicking on one of the categories, for example, payments and incentives, users are provided with a summary list of benefits/programs, and subsequent links access specific details on the relevant entity website. Options: the current approach could be retained, which involves the final costs of campaigns being released only after they have concluded and the actual spend confirmed. Career Pathways Find your fit. The Australien Government has made an ad about Australien Values for people planning to become citizens, and its surprisingly honest and informative. Content warning: references to sexual assault. Here's the Australian Values listed on the website of the Dept of Home Affairs: https://immi.homeaffairs.gov.au/help-support/meeting-our-requirements/australian-values Theyre mostly good values would be grouse if our Government lived up to them too Ways you can support us to keep making videos: Become a Patron: https://www.patreon.com/TheJuiceMedia Tip us on PayPal: https://www.paypal.me/thejuicemedia PG VERSION: https://www.youtube.com/watch?v=kSpufRclxYE PODCAST: https://www.thejuicemedia.com/podcast STORE: https://shop.thejuicemedia.com CREDITS Produced by Patrons of The Juice Media Written \u0026 directed by Giordano for The Juice Media Acted by Zo Amanda Wilson: https://www.facebook.com/ZoeAmandaWilson Voice by Lucy If you have a go animation by Brent Cataldo Thanks to Dbot, Matt, Damian, Chris and Scott for script advice Music by AudioSteyl: https://audiojungle.net/item/uplifting-inspirational-corporate-pop/27062471 See also footnote 26 of this audit report. The brief provided to the Treasurer contained a summary of relevant material. July 11, 2021 - 8:20PM Australians have reacted with outrage at the release of a confronting new advertisement warning about the dangers of Covid-19. 113The pre-recorded Ministerial introductions had been created by OPR Agency prior to Infrastructure seeking advice from Finance on the suitability of using them in the movie roadshow events. 3.31All campaign waves addressed culturally and linguistically diverse (CALD) and Indigenous audiences. Infrastructure sought compliance advice from the ICC three more times during Wave 1. Transport users across national, urban and regional communities who are 18 years or older, with a particular focus on: Wave 1: television, print media, radio, cinema, digital video, digital display, digital search and specific media to reach Aboriginal and Torres Strait Islanders and culturally and linguistically diverse (CALD) people. 262 'Government communications have been dull' The defining characteristic of most of the government's communications about Covid-19, including the latest quasi-militaristic campaign about. The first phase was intended to inform Australians and businesses on how the economic response package worked and the supports available. Consider maintaining national television advertisements as a key reach building device to support channels featuring localised content; Consider shorter periods of campaign activity; Create a stronger imperative to search for more information; Articulate the call to action more clearly in shorter videos; and. government spending on different types of infrastructure; awareness of, and support for, the 10 Year Infrastructure Investment Plan, the relative importance research participants placed on different projects in their state or territory; and. Produ ? 5.22The Guidelines state that where information is presented as a fact, it should be accurate and verifiable.197 As outlined in paragraphs 5.13 and 5.16, Treasury developed verification packs of campaign statements for each campaign phase. This decision is a repercussion of YouTube placing ads on extremist channels and videos. 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. For some members of the community the changes have been significant with loss of work, income and even livelihood . 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. More from this source: The most significant shift in spending was around the federal election, resulting in the Australian government being elevated to the number one advertiser category, representing 13.5% share of the . 192Paragraph 14 of the 2014 Guidelines stated that: The Chief Executive will give the certification to the relevant Minister who may launch the campaign or approve its launch. For both phases, documentation provided to the ANAO shows advice being provided to the Treasurer that the Secretary had signed the certification statement, but does not show that the Treasurer was provided with a copy. Public relations activities included: developing stakeholder kits and providing them to relevant stakeholders, developing sharable content, and conducting outreach and engagement. The DSS Help is Here campaign was subject to the necessary review, certification and publication requirements. 171The CASR was a multi-use list. Encourage targeted audiences to go to the website for more information. Information campaigns typically involve a mix of public relations or below the line activities, but do not include a paid advertising component.20. Phase 2 of Infrastructures Building Our Future campaign was subject to the necessary review, certification and publication requirements. 2.55In February2021 Australian Government Ministers were reported in the media as intending to stop or curtail the use of Facebook for Australian Government advertising, in response to the actions taken by Facebook.68 Finance advised the ANAO that no whole-of-government decision was sought or taken to remove Australian Government advertising from the Facebook network. The ERP campaign was subject to the necessary review, certification and publication requirements. Overall, digital delivered 23.3million completed views with over 950k [950,000] clicks to site. 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. THEJUICEMEDIA 98.9% genuine satire, responsible for turning bollocks-news into socio-poetical analyses everyone can relate to and understand. This chapter examines whether the administration of the Australian Governments campaign advertising framework at a whole-of-government level by the Department of Finance (Finance) has been effective. The Department acknowledges that there are learnings to be made from past campaign administration to ensure communications adhere more strongly to the Guidelines on Information and Advertising Campaigns by non-Corporate Commonwealth Entities (the Guidelines). 209For example, by excluding Victoria and greater Sydney from aspects of advertising in Phase 1 and Phase 2 respectively when those areas were in lockdown. Treasury obtained advice on compliance with legal requirements and complied with procurement requirements for both phases with the exception of two contract notices (from a total of eight) that were not reported on AusTender within 42 days as required. 5.48Prior to the campaign launch, Hall & Partners developed performance benchmarks for: awareness and understanding; and attitudes and behaviours which aligned with the communication objectives of the campaign. Finances evaluation of the quality of the services (with potential performance payments aligned to specified outcomes from: the audits of selected campaigns to assess the effectiveness of media planning and buying; media rates negotiations outcomes; and Finances evaluation of the quality of services). Unspent funds (from the $14.1million) were rolled over to the 202021 Portfolio Additional Estimates Statements, providing $10.3million for Wave 3. Due to the COVID-19 lockdown in Victoria at the time that advertising was to commence, Treasury did not launch campaign materials in Victoria.177 Television and out of home advertising materials were not to go live nationally until July2021, to allow for critical information on vaccines to be rolled out in June2021. In June2020, the Minister for Finance agreed that: 1.21In conjunction with other APS entities35, Finance initiated a limited tender process involving 53 suppliers listed on the Campaign Advertising Supplier Register (CASR).36 In February2021 Finance negotiated with 20 potential suppliers and established a standard rate card across each supplier type.37 The 20 nominated suppliers agreed to join the panel, which included agreed, fixed costs for some aspects of service provision, including standard hourly rates for professional and specialist staff. At that time Infrastructure was known as the Department of Infrastructure and Regional Development. UMs performance is meeting customers expectations , 6. annually) to showcase project progress (i.e. The government advert shows the woman in a hospital . Since 201819, Finance has included aggregated expenditure data on campaign development costs for campaigns with total expenditure greater than $250,000. In partnership with the Government of Victoria appeared under the Building Our Future logo. Supplies of the Pfizer jab are due to progressively ramp up, reaching 1 million doses a week in the second half of July. BOF Phase 1 focused on the Infrastructure Investment Program, which is a component of the Infrastructure Investment Pipeline (see Appendix 5). Noting that the December/January advertising period is crowded and very costly, the department made the decision to commence the burst in November when advertising space is generally more available to embed the message in the market before the crowded December/January advertising period. Entities agreed to all seven recommendations. 1.18As part of the changes, government review and approval processes changed to enable input at the early stages of campaign development. 5.24For Phase 2, four campaign concepts from one creative agency199 were assessed by the target audience, with the Were on Track to Come Back concept recommended for progression due to it being assessed as realistic while also optimistic. Australian Government funding: $25million out of $54.5million (45.9%). The Australien Government has made an ad about government corruption, and its surprisingly honest and informative! All entities advised the ANAO that research reports conducted as part of government advertising campaigns are provided to the relevant Cabinet sub-committee to inform Cabinet decision-making. The report considered that limiting their application to advertising only may not accurately reflect the range of ways the information can be communicated, the size of the audience impacted by an initiative, or a major change in the way government interacts with citizens. The campaign was relevant to government responsibilities and was presented in an accessible manner. 3.7The government first considered the development of Wave 3 in February2020. 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. The Department of Finance (Finance) provides policy advice, whole-of-government coordination, and assistance to entities conducting campaign activities. This approach was developed on the advice of the master media agency [MMA], Universal McCann. Note c:Infrastructure also spent an additional $90,712 (excluding GST) for BCM Partners to provide imagery for PR activities. 3.58As discussed in chapter 2 (see paragraph 2.84), the ANAO observed that entities did not establish specific performance targets. 165The Statement Against the Principles for Wave 2 also referred to research that public holidays were linked to increased rates of violence. Treasury obtained approval for the retention of research and creative suppliers contracted for phase one of the campaign through the CASR, but under the contractual arrangements of the GCCP. Entities should ensure campaigns accurately describe the Australian Governments role in the projects. The overall Wave 3 campaign reach was 30 per cent. The scripts for the video component had previously been certified as compliant with the Principles by the Secretary on 12October2020. 3.68The mid-point tracking research reported lower campaign recognition among regional audiences in some states. 2. The following benefits generally apply: full tuition fees 4.26DSSs Statement Against the Principles for both phases advised the Secretary that Domestic Violence Support Services campaign materials were free from political interests and [do] not contain any party political themes, messages or content.. 5.13For Phase 1, Treasury provided the Secretary with a briefing pack that included a background summary, a Statement Against the Principles of the Guidelines, the Chief Executive Certification for Government Advertising Campaigns and details of the first round of creative materials. 4.34Prior to proceeding with Wave 2, DSS advised the Minister that a further wave of Help is Here was a high-risk proposition for reasons related to the prospects for increasing campaign awareness, the existence of other domestic violence campaigns at the time, the crowded nature of the market in the holiday season, the relevance of the COVID-19 specific messaging in the campaign given communities were emerging from lockdown, and the lack of funding.166 Wave 2 was ultimately conducted during the holiday period, from 1November2020 to 30January2021. The Guidelines provide that information campaigns are not subject to ICC review, or certification by the Accountable Authority, but must comply with the Guidelines. 74Ratings between 6.00 and 7.49 are considered average. The Secretarys certification was aided by a briefing pack which included ICC compliance advice and departmental advice on compliance with legal requirements. 97Paragraph 21 of the 2014 Guidelines stated that Where information is presented as a fact, it should be accurate and verifiable.. A number of these measures were announced as part of the 202122 Federal Budget, after the first phase of the campaign was completed. 5.38Principle 4 also provides that campaigns are to be undertaken in a relevant manner.210 Treasury records defined the target audience for both campaign phases and, as discussed in paragraphs 5.23 and 5.24, concept testing was undertaken with representative groups prior to the development of each campaign phase. 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. 149This objective was Increased awareness of the benefits of investment to individuals, communities and the nation that come from infrastructure investment. This only includes amounts paid by Infrastructure during the 202021 financial year. In the context of the broader review of the campaign process that is currently underway, campaigns would be at a more advanced stage of conceptual development at the point they are considered by the ICC, meaning that this may assist to strengthen the Committees compliance advice. All Australians (across all socio-economic backgrounds), We will ensure all campaign creative is accessible for the following groups. 2.65As discussed in chapter 1 of this report (see paragraphs 1.1, 1.8 and 1.25), the Guidelines were first introduced to provide confidence to Parliament and the public in relation to government campaign advertising. The Juice Media ( TJM) is an Australian company that produces contemporary, human rights political and social satire. Treasury advised the ANAO in October2021 that due to the nature and size of the video component these were physically shown to the Secretary.193 On 30October2020, the Treasurer approved the launch of the video component. 1.23Finance advised the Assistant Minister for Electoral Matters that campaigns in development would transition to the new procurement arrangements by August2021, and that all new campaigns initiated from March2021 would access suppliers from the GCCP. An advertising campaign includes paid media placement and an information campaign does not. advise entities on seeking Ministerial permission for the publication of campaign related research; consider making a campaign advertising Rule of the sort applying to Commonwealth procurement and grants administration; further increase transparency in the annual reporting of advertising expenditure; further support entities to evaluate the effectiveness of their campaigns; take an active role in building public sector capacity in relation to government advertising; and. Impact: What happened following exposure? Finance estimates that for the first three years of the arrangement, Hall & Partners provided campaign evaluation services to the value of approximately $10.2million. 191Paragraph 21 of the 2014 Guidelines stated that: Where information is presented as a fact, it should be accurate and verifiable. The pack did not include the advice and certification that indicated the campaign was compliant with Principle 5 of the Guidelines. The website was the main source of information supporting the campaign and each creative execution directed audiences to the website. 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. 173Hall and Partners Pty Limited is the whole-of-government provider for campaign benchmarking, tracking and evaluation. The remainder of the $15.2million budget for Wave 1 was made up of: $8million reallocated to the campaign from underspends within the DSS portfolio; $2million reallocated from the planned Stop it at the Start campaign158 that was due to run in April2020; and $200,000 reallocated from the National Initiatives.159. For example, events, roadshows and pop-up kiosks. 35. Key components of the framework are described in Box 1 below, and the frameworks procurement and evaluation arrangements are described in Box 2. The TURF analysis estimated the unique contribution of each media channel towards campaign recognition. For both waves: television, radio, newspapers, magazines, out-of-home digital banners and digital display. Ultimately it was decided they would be published in the Ministers name. satisfaction levels at different stages of the advertising process, among groups with different customer characteristics, and with different characteristics of advertising; how well the MMA (UM) is performing against contracted requirements and service levels; the drivers of overall performance and how it relates to different stages of the advertising process, elements of service delivery, and customer characteristics; and. It included recommendations for how these could be improved in future campaigns.175. 3.3Infrastructure administered the Building Our Future Phase 2 campaign (BOF Phase 2), which is the focus of this chapter.88 BOF Phase 2 referred to the Infrastructure Investment Pipeline as the Infrastructure Plan or the 10-year Infrastructure Plan89 and comprised of three waves of campaign activity: 3.4The campaign was subject to the 2014 Guidelines on Information and Advertising Campaigns by non-corporate Commonwealth entities (2014 Guidelines).91 Key elements of the BOF Phase 2 campaign are summarised in Table3.1 below. Research reports are therefore considered Cabinet-in-Confidence and can only be released publicly with the written agreement of the government. UM prepared a report that was provided to government for consideration and noted. 181As discussed in paragraph 2.33, that campaign was exempted from compliance with the Guidelines due to its urgent nature. 5.30Similarly, Treasurys Statement Against the Principles for Phase 2 stated that: The second phase of the campaign will build on messages from the first phase, noting care needs to be taken to ensure messages are not seen to be party political in nature. There is however, an opportunity to strengthen the call to action as this was a comparatively weaker element of the creative. 58See Auditor-General Report No.7 201920 Government Advertising: June 2015 to April 2019, pp. The communication concept proposed by TBWA (Melbourne), Our Comeback, was recommended for development. 3.67The is no evidence that Infrastructure sought advice from the MMA regarding the most appropriate approach to changing the media strategy in line with the campaign objectives.132 At the request of the Minister133, Infrastructure asked the MMA to facilitate an additional two regional press advertisements per state and territory. The entities in this audit did not specify performance targets. 2.31In October2021 the ICC members advised the ANAO that they were very supportive of Finances approach to the secretariat role, indicating that Finance was responsive to the ICCs needs and had assisted the committee by engaging with entities to support the committees approach and expectations. 2.76Effective 1July2018, Finance established a single provider (Hall & Partners) to deliver standardised benchmarking, tracking and evaluation research services for all campaigns with total budgets above $500,000 per financial year. Treasury published the details of the advertising campaign in its 202021 Annual Report.194. 5.28As required by paragraph 28 of the 2014 Guidelines and paragraph 36 of the 2020 Guidelines, the campaign materials for Phases 1 and 2 did not: 5.29Treasurys Statement Against the Principles document for Phase 1 of the campaign stated that: it is envisaged that references will need to be made to the economic recovery plan, and this may be language that the Government does use in its own communications. Entities advised the ANAO that research reports conducted as part of government advertising campaigns are provided to the relevant Cabinet sub-committee to inform Cabinet decision making. 95On 13 December 2018, 29 January 2019, 26 March 2019 and 2 April 2019. The 2020 developmental research showed limited lasting increases in awareness of the Pipeline after the first two Waves. It doesnt! Documented verification of campaign statements was completed for both phases but only included in the Secretarys briefing pack for Phase 2. build road users understanding and knowledge of the benefits and impacts associated with transport infrastructure to individuals, communities and the nation via local infrastructure projects in their area. Materials for Indigenous and culturally and linguistically diverse (CALD) audiences launched on 31May2020. potential benefits and outcomes of infrastructure investment. Public health experts and the federal opposition have been calling for a refreshed public awareness campaign to boost vaccination rates amid concerns over growing community hesitancy, complacency, and confusion over when and where the jabs are available. This was consistent with the examples of suitable uses for government campaigns listed in the Guidelines.196. 4.7Wave 1 launched on 3May2020 and ran until 3October2020. Shop For E-Bikes AND Support CleanTechnica! (See paragraphs 4.50 to 4.53), 34. 187The government approved campaign development in September 2020; approved the selection of TWBA (Melbourne) as the creative supplier in October 2020; agreed to commence production in October 2020 and agreed commencing some media placement late October 2020.
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