PDF version of review letterReview letter - NTC MTA Pregnancy (PDF 563 KB)
Ms Jane Halton PSM
Department of Health and Ageing
GPO Box 9848, MDP 84
Canberra ACT 2601
National Tobacco Campaign - More Targeted ApproachI am writing to advise you that the Independent Communications Committee (Committee) has considered the National Tobacco Campaign - More Targeted Approach. The Committee undertook the review process outlined below and, based on the information provided, the Committee has concluded that the proposed campaign complies with Principles 1 to 4 of the Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines).
Agencies subject to the Financial Management and Accountability Act 1997 are required to comply with the Guidelines. In accordance with the Guidelines, the Committee considers proposed advertising campaigns of $250,000 or more and provides a report on each campaign to the relevant Chief Executive in relation to its compliance with Principles 1 to 4 of the Guidelines. Those principles are:
Principle 1: Campaigns should be relevant to government responsibilities;
Principle 2: Campaign materials should be presented in an objective, fair and accessible manner and be designed to meet the objectives of the campaign;
Principle 3: Campaigns should be objective and not directed at promoting party political interests; and
Principle 4: Campaigns should be justified and undertaken in an efficient, effective and relevant manner.
Agencies are responsible for providing their Chief Executive with a report on campaign compliance with Principle 5 of the Guidelines.
Review ProcessThe campaign review process is designed to enable the Committee to obtain sufficient information, clarification and justification from departments and agencies, to provide advice to you on the compliance of proposed campaign advertising activities. This report is to assist your deliberations in certifying the campaign’s compliance with the Guidelines.
The Committee met with your Department on two occasions – 24 January and 24 March 2011 to consider the National Tobacco Campaign - More Targeted Approach during its development, and has considered the strategy annexes (to the National Partnership Agreement on Preventive Health Social Marketing Campaign Communications Strategy) for pregnant women and their partners, people living in socially disadvantaged conditions, and people from culturally and linguistically diverse (CALD) backgrounds; as well as market research, final creative materials, the proposed media plan and strategy, and a Statement of Compliance with the Principles.
The Committee has reviewed the proposed material targeting pregnant women and their partners, and taken into consideration advice and documentation provided by your Department, the Communications Advice Branch of the Department of Finance and Deregulation, and expert advice provided by Woolcott Research and the Cultural and Indigenous Research Centre (market research), The Campaign Palace (advertising), Loud Multicultural (multicultural marketing consultant), and Universal McCann, the Commonwealth’s media placement agency.
Based on the review process outlined above and from the information received, the Committee has concluded that the proposed National Tobacco Campaign - More Targeted Approach complies with Principles 1 to 4 of the Guidelines.
Next StepsFollowing consideration of this report and advice from within your agency on compliance with Principle 5 of the Guidelines, you determine whether you consider that the National Tobacco Campaign - More Targeted Approach complies with the Guidelines, which would also include assuring yourself that the presentation, wording and imagery of the campaign materials are factually correct and verifiable. You will also need to satisfy yourself that the claims made in your Department's Statement of Compliance are valid and adhered to. Subject to all that and your being satisfied against Principle 5, your certification should then be submitted to your Minister who may launch the campaign or approve its launch.
The Committee also requests that you send it a copy of the final Statement of Compliance, including claims against Principle 5, that supports your Chief Executive Certification.
Your certification should be published on your agency website when the campaign is launched.
I would also like to take this opportunity to remind you of the need for a subsequent evaluation of the campaign to assess its overall impact and effectiveness, and whether or not the various activities meet the stated communication objectives. Any additional phases of the campaign will, of course, require separate consideration by the Committee.
The Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (March 2010), including the full details of the principles, can be found at: Australian Government Department of Finance website
This letter will be published on the Department of Finance and Deregulation website as soon as possible after the commencement of campaign advertising activity.