Chief Executive Certification for Government Advertising Campaigns
I certify that the Smartraveller Phase III campaign complies with the Guidelines on information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines).
This certification takes into consideration the Report of the Independent Communications Committee, which indicates the Smartraveller campaign, in their view, complies with principles 1 to 4 of the Guidelines, dated 13 October 2011.
My certification has also been informed by advice and evidence of compliance with the Guidelines provided by officers within Department of Foreign Affairs and Trade with responsibility for the design, development and implementation of the Smartraveller campaign.
I certify compliance with relevant legal and procurement matters relating to
the presentation and delivery of the campaign (principle 5 of the Guidelines).
Department of Foreign Affairs and Trade
21 October 2011
Chief Executive to check below as appropriate.
Principle 1: Campaigns should be relevant to government responsibilities
The campaign relates to 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
Suitable uses for government campaigns include to:
- inform the public of new, existing or proposed government policies, or policy
- 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
- Campaign materials enable the recipients of the information to distinguish
between facts, comment, opinion and analysis.
- Where campaign materials have presented materials as fact, those facts are
accurate and verifiable.
- Campaign materials do not attempt to mislead the recipient about the situation
with which any comparisons are made, and the basts for the comparison is stated
- Pre-existing policies, products, services and activities are not presented
- Special attention has been paid to communicating with any disadvantaged
individuals identified as being within the target audience. Particular attention
has been paid to people living in rural and remote areas, Indigenous audiences
and people from multicultural backgrounds.
- Imagery used in campaign materials reflects the diverse range of Australians.
The interests, lifestyles and contributions of women, Indigenous and culturally
and linguistically diverse communities are realistically portrayed and their
participation and contribution to Australian society is recognised.
- Campaign materials have been 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
- Campaign materials are presented in objective language and are free of political
- Campaign materials do not try to foster a positive impression of a particular
political party or promote party political interests.
- Campaign materials:
- do not mention the party in government by name
- do not directly attack or scorn the views, policies or actions
of others such as the policies and opinions of opposition parties or groups
- do not include party-political slogans or images
- have not been designed to influence public support for a political
party, a candidate for election, a Minister or a Member of Parliament,
- do not refer or link to the websites of politicians or political
Principle 4: Campaigns should be justified and undertaken in an efficient,
effective and relevant mannner
- The campaign was instigated on the basis of a demonstrated need, target
recipients are clearly identified and the campaign has been informed by appropriate
research and/or evidence.
- Campaign information clearly and directly affects the interests of recipients.
- The medium and volume of the advertising activities is cost effective and
justifiable within the budget allocated to the campaign.
- Distribution of unsolicited materials will be carefully controlled.
- The campaign will be evaluated to determine effectiveness.
Principle 5: Campaigns must comply with legal requirements and procurement
policies and procedures
- The manner of presentation and the delivery of the campaign complies with
all relevant laws including:
- laws with respect to broadcasting and media
- privacy laws
- intellectual property laws
- electoral laws
- trade practices and consumer protection laws, and
- workplace relations laws.
- Procurement policies and procedures for the tendering and commissioning
of services and the employment of consultants were followed and there is a
dear audit trail regarding decision making.