Annual Report 2004-2005

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Your location: Performance > Outcome 3 > Output 3.1 > 3.1.2 Projecting a positive image of Australia internationally

OUTPUT 3.1: Public information services and public diplomacy

3.1.2 Projecting a positive image of Australia internationally

On this page: Overview :: International public diplomacy :: Public affairs material :: Special visits program :: International media visitors :: Cultural visitors :: Promotion of Australia through our cultural assets :: Bilateral engagement: creating people-to-people links :: Direct Aid Program :: ABC Asia Pacific satellite television service :: Australian participation in the 2005 World Expo—Aichi, Japan


International media reporting of Australia covered a range of issues, including our regional cooperation initiatives on security and counter-terrorism, the visits to Australia of the presidents of Indonesia and Malaysia, free trade discussions with China and Japan, Australia's position on Iraq and the deployment of Australian Defence Force personnel, Australia's strong economic performance and our quick response in providing humanitarian aid in the wake of the tsunami disaster.

There was consistently positive media coverage of our posts' promotion of Australian culture, including Indigenous art, development assistance programs, and Australia as a provider of high-quality education opportunities, a competitive exporter, and an investment and tourism destination.

Monitoring of international reporting on Australia enabled the department to respond quickly through targeted public affairs material and early placement of relevant material on our websites to counter media or public misconceptions. The department countered negative or inaccurate international reporting on a range of issues including the Government's immigration and asylum policies, the practice of mulesing of sheep, live sheep exports, kangaroo culling, security checks at Australian airports, Australia's stance on the Kyoto Protocol, and the security of foreign embassies and consulates in Australia.

International public diplomacy

Our posts overseas conducted 3143 public diplomacy briefings, events and initiatives, (not including the Aichi Expo), attracting more than 580 000 people. Developed in support of Australia's foreign and trade policy interests and designed to promote an accurate and contemporary view of Australia, these events included:

The department worked effectively to tie in public diplomacy activities with our broader policy objectives, particularly concerning global cooperation, security and trade policy. We held four regional public diplomacy workshops that provided overseas staff—Australia-based and locally engaged—with targeted advice on the need for close integration of public diplomacy activities with foreign and trade policy objectives. Held in Tokyo, Kuala Lumpur, Rome and Washington, the workshops were attended by 110 staff from 54 posts and received uniformly positive feedback from participants.

The European regional workshop developed a Europe-wide public advocacy and communications strategy to deliver consistent messages in support of key Australian interests and government policies. We worked similarly with Americas posts to identify key audiences and develop messages for North America, Latin America and the Caribbean that would deal with bilateral, regional and international strategic issues. The workshops identified coordination and resource-sharing mechanisms to help smaller posts in their public advocacy of Australian policy positions on security and global cooperation and trade policy, as well as the projection of Australia as a multicultural, democratic, innovative and technologically advanced nation.

Promotion of Australia's strengths in science and conservation was enhanced by the extensive positive publicity generated through the gift to Taiwan's National Museum of Natural Science of specimens of Wollemi pine.

The department continued to provide a weekly key messages brief summarising government views on current foreign, trade and economic developments and policy issues for use by overseas posts to advocate Australian positions. Posts distributed the brief to representatives of other Australian government agencies and locally engaged staff and drew on it widely in contacts with local media, industry and government officials.

We produced an updated and expanded edition of our Public diplomacy handbook, which provides practical advice and guidance to staff on conducting effective public diplomacy and advocacy programs.

Public affairs material

Although the department has effectively harnessed the Internet as the key means of disseminating public affairs material, we continued to meet a significant demand for hard copy publications for direct distribution to target audiences overseas. We produced:

We progressively updated our series of 65 online Australia Now fact sheets, and produced new titles on Australian food and wine and the Arab community in Australia.

Posts produced 231 publications with a total distribution of almost 700 000. They dealt with a variety of issues but focused primarily on bilateral relations. Our post in Beijing produced a series of fact sheets on Australia–China trade. Our post in Pretoria published a booklet, on the tenth anniversary of the first democratic elections in South Africa, 'An Enduring Partnership', covering Australia's support for a non-racial South Africa. Our post in Noumea produced a French-language book, to coincide with Anzac Day, commemorating Australian, New Zealand and French wartime cooperation.

Special visits program

The Special Visits Program (SVP) is the department's premier visits program. It is a valuable tool for promoting Australia's foreign and trade policies. Its purpose is to bring to Australia influential or potentially influential people who, on their return home, contribute to a greater understanding of Australian policies and institutions. Through the SVP the department builds a network of international contacts relevant to Australia's interests. The department organised 32 visits during the year, including:

International media visitors

The department's International Media Visits (IMV) program brings senior international journalists and commentators to Australia in support of our foreign and trade policy objectives.

A total of 33 media representatives from the following countries visited Australia under the IMV program: Argentina, China, Fiji, Hong Kong, Indonesia, Japan, Kuwait, Malaysia, Papua New Guinea, the Philippines, Samoa, Singapore, Solomon Islands, Thailand, Tonga, Turkey, the United Arab Emirates, the United States and Zimbabwe.

These visits generated significant and balanced international coverage in influential media outlets on issues such as: the continuing strong performance of the Australian economy; our trade and investment polices; Australia and ASEAN relations; regional cooperation; Australia's role in the Pacific region; trade and economic links with the Middle East; and Australia's agricultural trade liberalisation.

Highlights for the year included:

All visits attracted favourable comment from participants and resulted in extensive media coverage, including: the production of two special programs of more than ten minutes each by Japan's CBC TV and a three-part series in the Chunichi Shimbun newspaper (circulation 2 750 000) on our involvement in the Aichi Expo; a series of three articles in Thailand's The Nation newspaper on Australia's relations with Thailand and the region; positive articles in the Fiji Times on RAMSI; and three articles in the Singapore Straits Times on Australia–ASEAN ties.

The department's International Media Centre in Sydney continued to work closely with the resident and foreign media based in Australia by providing information and assistance on a range of issues. Media briefings were arranged with ministers and senior officials, often on specific issues such as Australia's free trade agreements, Australia's relations with Solomon Islands and our role with RAMSI, and the East Timor maritime boundary and resource issues negotiations. The department organised a special Prime Ministerial briefing for regional media on the eve of his visits to Japan and China.

The department arranged a familiarisation visit to Canberra for a group of 14 Sydney-based foreign media representatives, which included interviews with the Ministers for Foreign Affairs, Trade, and Immigration and Multicultural and Indigenous Affairs.

Cultural visitors

The department continued to manage the Cultural Awards Scheme (CAS). Fifteen CAS participants from 12 countries visited Australia in 2004–05, including arts media representatives, festival directors, performing arts presenters, gallery and museum directors, and chief curators.

The visits, several planned in cooperation with key partners such as the Australia Council and the Melbourne Art Fair, gave CAS participants an opportunity to meet leaders in the Australian cultural community, preview touring productions, profile individual arts practitioners and participate in Australia's major arts and film festivals.

They provided a platform to develop future collaborative projects and create significant opportunities for the programming of Australian performing arts work internationally. Several emerging Australian visual artists were selected to exhibit at the Yokohama Triennale in September 2005. Arising from the visit of Guy Boyce, Artistic Director of the Christchurch Festival, Australia and New Zealand will collaborate artistically in developing proposals for consideration under the Major Festivals Initiative, and four Australian productions were earmarked for inclusion in the 2007 Christchurch Festival. The visit of the executive editor of China film news and her subsequent series of articles on Australian post-production facilities, where major Chinese films Hero and House of flying daggers were post-produced, underpinned Australia's film promotion plans for China and work on a co-production treaty. CAS participants commented very favourably on the organisation and value of their visits in providing accurate, contemporary perceptions of Australia.

The department initiated a new publication—CAS newsletter—designed to publicise the CAS program and strengthen the department's links with the arts industry. Two editions of the newsletter are circulated each year to about 400 supporters of the program.

Promotion of Australia through our cultural assets

The department continued to use art and culture as a platform for projecting a positive and contemporary image of Australia internationally.

Australia International Cultural Council

The Australia International Cultural Council (AICC) is the peak consultative group for the promotion of Australian culture internationally. Chaired by Mr Downer, it brings together representatives from government, the arts and business to project a positive image of Australia that enhances our foreign and trade policy interests and to promote the export of Australian cultural product.

The department provides the AICC secretariat and plays a lead role in delivering AICC programs, particularly through our network of overseas posts. We work closely with the Australia Council and the Australian Film Commission, both of which are represented on the AICC.

Major AICC cultural programs launched in 2005 included the first stage of a two-year program in the United Kingdom titled Undergrowth, which incorporates dance and film elements in its diverse range of activities, and oZmosis, a program featuring contemporary arts and design in Singapore. The AICC also funded cultural events to commemorate the 30th anniversary of Australia's dialogue partnership with ASEAN, supported the visit of Australian jazz performers to Japan as a follow-up to the Ancient Future—Australian Arts, Japan 03 promotion in Tokyo, continued the successful Embassy Roadshow series of mini film festivals, and supported the development of OzArts Online—an interactive service to promote Australian art overseas.

At the 11th AICC meeting, held on 25 February 2005, members agreed to a forward program involving targeted promotions in: India (2006–07), France and Malaysia (both 2007), the United States (2008–09), Indonesia (2009) and China and Germany (both 2010).

Supporting Australian artists overseas

The Cultural Relations Discretionary Grant (CRDG) Program provides seed funding to help high-quality Australian artists and companies take their work overseas. The objective of the program is to project internationally an image of a creative, sophisticated, diverse and technologically advanced Australia in support of the Government's key foreign and trade policy objectives.

The CRDG program provided funding for 28 projects in Italy, France, Austria, Malta, the Netherlands, Korea, Singapore, China, the United States, Mexico, Turkey, Tonga, Samoa, Fiji, South Africa, United Arab Emirates, New Caledonia, Finland, Portugal, Germany, Uganda, Tanzania, Kenya and Brazil. Funding was provided to a diverse range of artistic disciplines and companies, including: NovaMedia, which performed at Art Electronica, the world's foremost international festival for electronic and new media arts held at Linz, Austria; cutting-edge contemporary dance exponents BalletLab, which toured their production of Amplification to the Seoul International Dance Festival in Korea; the exhibition of Our place: Indigenous Australia now, a comprehensive showcasing of the culture of Australia's Indigenous peoples, at the National Museum of China in Beijing; and performances by the Australian Art Orchestra at the Festival Centro Historico in Mexico.

The department promoted Australia's reputation as a tolerant, multicultural society by selecting a wide range of artists, including youth, multicultural and Indigenous representatives. CRDG projects facilitated direct links between Australia's arts and culture industries and overseas markets, helping to promote Australia's cultural exports.

The department funded the Australian Visual Arts Touring Program and Fine Music Touring Program, which projected a positive image of contemporary Australian cultural excellence and diversity through the presentation of high-quality Australian visual art and music to South and South-East Asia.

Indigenous Australian culture

Photo - See caption below for description
Australian High Commissioner Ian McConville is joined by members of Wadumbah Aboriginal Dance Group and the women and children of The Shelter, a recipient of Direct Aid Project funding in Mauritius. Wadumbah headlined at the 2005 'Australian Festival' in Mauritius.
Enlarge image :: Photo gallery

The department's Aboriginal and Torres Strait Islander Program projects an accurate and positive image of contemporary Indigenous peoples and cultures in Australia. A major component of the program is the management of three touring Indigenous art exhibitions: Kickin' up dust (a photographic display of four Indigenous cultural festivals); Kiripuranji—Contemporary art from the Tiwi Islands; and Seasons of the Kunwinjku (paintings and photographs from Arnhem Land). During 2004–05, the three exhibitions were displayed in more than 19 major cities in 17 countries across Europe, South America, Africa, the Middle East, and North Asia.

Posts used exhibitions under the Aboriginal and Torres Strait Islander Program as part of their public diplomacy programs to support the Government's foreign and trade policy objectives. For example, in Mauritius, the Kiripuranji exhibition was the centrepiece of a highly successful three-week 'Australia Festival', which incorporated Aboriginal dance performances and Australian food, wine and education promotions. Kickin' up dust was programmed throughout South America to coincide with Australian tourism and education promotions. The Seasons of the Kunwinjku toured two cities in Japan in the lead up to the Aichi World Expo, before exhibiting in the Australian Pavilion.

The department actively supported National Reconciliation Week and the National Aboriginal and Torres Strait Islander Day Observance Committee (NAIDOC) Week, holding events in Canberra and at many posts and encouraging posts to display the Aboriginal and Torres Strait Islander flags.

Embassy Film Roadshow

The department continued to support the Embassy Roadshow—a film initiative funded by the AICC and co-managed by the department and the Australian Film Commission (AFC). The program aims to project a contemporary image of Australia and to promote the Australian film industry through a series of stand-alone film mini-festivals. It has proven to be a highly effective public diplomacy tool, with posts continuing to report a strong demand from overseas audiences. The roadshow has helped generate strong local media coverage, increase networking opportunities, promote the 'Australian brand' in a variety of markets, and build relationships and awareness of Australia and Australian culture. The AFC maintains two sets of 45 contemporary features, a selection of shorts, and one set of ten Spanish sub-titled features, which are circulated to Australian diplomatic missions. In 2004–05, posts in 22 countries hosted Roadshow festivals in 28 cities.

Sports diplomacy

The department promoted and supported sports development and participation at all levels in the South Pacific through the Australia–South Pacific Sports Development Program. Working with the Australian Sports Commission, the department approved 24 grants to support programs in Samoa, Solomon Islands, Tonga, Micronesia, Papua New Guinea, Vanuatu, Fiji and Niue. The sports assisted included cricket, netball, rugby union, Australian Rules football, swimming, volleyball, hockey, weightlifting and disabled sports.

Bilateral engagement: creating people-to-people links

The department provides secretariats for nine bilateral foundations, councils and institutes that work with business and community groups to promote people-to-people links and positive and contemporary images of Australia. We undertook preparatory work for the establishment of two new bilateral bodies—the Australia–Malaysia Institute and the Australia–Thailand Institute—that were launched during the year.

Australia–China Council

The Australia–China Council (ACC) funded a suite of educational and cultural programs to expand people-to-people contacts and underpin the further development of bilateral relations. In the field of education, the Council provided three scholarship programs for Australian students to study in China. It continued supporting Australian studies in China, by funding two conferences, 21 research projects and Australian studies centres for teaching, publication and community activities. To promote cultural ties, the Council supported the Australia–China Council Asialink Arts Fellowship for Melbourne sound artist Iain Mott and provided an additional 41 grants for projects including martial arts, education and Indigenous music.

Australia–India Council

The Australia–India Council (AIC) continued to promote mutual understanding, in support of Australia's foreign and trade policy interests, through bilateral contacts and exchanges in the arts, education (in particular Australian studies), commerce, health, social issues, environment, education, law and governance, sport, news media and film.

High-profile AIC projects included the fourth Australia–India Security Roundtable, visiting Australian Studies fellowships, support to the WA Art Gallery for an Indian exhibition, and further doctor training in HIV/AIDS, which has continued to showcase Australian expertise. Of particular note was the AIC's support of an Australian authors' tour. Cricket ties continued to flourish, with the AIC funding a sixth year of the Border–Gavaskar scholarship program for young Indian cricketers. A direct outcome of the AIC's continuing work in the area of Australian studies was the launch of an Australian Studies Resource Centre within the Central Library at Jawaharlal Nehru University. Professor Ross Garnaut AO delivered the third Sir John Crawford lecture hosted by the National Centre for Applied Economic Research in New Delhi.

Australia–Indonesia Institute

The Australia–Indonesia Institute (AII) maintained support for a broad range of activities to expand and strengthen bilateral people-to-people contact. The AII continued the program of visits to each country by prominent Muslim community leaders to better inform perceptions of Islam in Australia and Indonesia. The Institute began a new training program in Australia for Indonesian teachers at Islamic higher education institutions to strengthen mainstream Islamic education in Indonesia. This program will continue and expand into 2006, including for a group from Aceh.

The AII encouraged more focused media reporting on Indonesia by supporting a series of radio interviews with prominent Indonesians for broadcast in Australia. The Institute continued to develop an Australian studies network in Indonesian universities. The AII's support for successful exchanges and visits by students, teachers and arts performers broadened contact between young Australians and Indonesians and improved mutual knowledge about respective cultures and societies.

Australia–Japan Foundation

The Australia–Japan Foundation (AJF) was established by the Australia–Japan Foundation Act 1976 to encourage a closer relationship between the peoples of Australia and Japan. It is a statutory body and therefore required to submit its annual report to Parliament, which contains a detailed account of its activities over the year.

The Foundation supported portfolio objectives by initiating and facilitating interaction between the two countries to expand and promote the relationship. The AJF funded educational programs including Experience Australia (a resource kit for Japanese primary schools) and Discovering Australia (a teachers' kit for Japanese high schools). The Australia–Japan Foundation library, located in the Australian embassy in Tokyo, provided a unique information service to Japanese schools, business and academic institutions. The Foundation facilitated professional exchanges among academics, teachers, teacher trainers, arts managers, bureaucrats, debaters and community groups.

Australia–Korea Foundation

The Australia–Korea Foundation (AKF) helped broaden and deepen relations with the Republic of Korea by supporting a range of commercial, cultural and educational activities. The AKF distributed the Investigating Australia study kit to a wider Korean audience and promoted a stronger awareness of Australia and the kit. It arranged, with the Korea–Australia Foundation, a three-month internship program for Australian business and finance students in Korea and launched an AKF–Korea Press Foundation scholarship to allow one mid-career Korean journalist to study and report on Australia for a year. The Foundation co-hosted, with the Korea Press Foundation, the 2nd Korea–Australia Media Forum, focusing on film and new media—an area where there is strong potential to boost bilateral cooperation. It agreed with the National Institute of Korean History to work together on a history of Australian involvement in the Korean War. The AKF organised the exhibition George Rose photographs of Korea in 1904 at the University of Adelaide, opened by Mr Downer, and arranged to print a second edition of the book based on Rose's photographs—1904 Korea through Australian eyes.

Council on Australia Latin America Relations

The Council on Australia Latin America Relations (COALAR) continued to support Australia's diplomatic and trade objectives in Latin America through targeted public advocacy activities. Maintaining its business focus, the Council worked with Austrade and the Australian–Latin America Business Council (ALABC). It supported Austrade's Australia Festival (the largest annual promotion of Australia in Latin America) and funded a range of ALABC activities, including the production of a business newsletter for the region.

COALAR co-funded visits to Australia by two high-profile education delegations from Chile and Mexico that strengthened links in areas such as Vocational Education and Training and English language teaching. The Council implemented stage one of its cultural strategy and sent two Australian Festival Directors to Latin America. It established a tourism action group and engaged the tourism industry in opportunities to raise Australia's profile in the region as a travel destination. The Council's visits program enhanced people-to-people links between Australia and Latin America in areas such as journalism and science and technology.

Council for Australian–Arab Relations (CAAR)

The Council for Australian–Arab Relations (CAAR) aims to broaden awareness and understanding between Australia and the Arab world, promote a greater understanding of mutual foreign policy interests, encourage activities that lead to mutual economic benefit and promote Australia's image in the Arab world. Initially established for a three-year period, it has now been made permanent.

Building on the previous year's program, CAAR's activities in 2004–05 included: launching online guides Doing Business with the UAE, Doing Business with Saudi and Doing Business with Qatar to help Australian small and medium enterprises do business in the Arab world; funding visits to Australia under the CAAR Business Speakers Program from Saudi Arabia and Lebanon; under the CAAR Young Professionals Exchange Program, placing young professionals from the UAE and Oman with educational and health institutions and government agencies in Australia and two Australians with government ministries in Oman; and visits to the region by two Australian journalists.

Australia–Malaysia Institute

The department undertook the preparatory work for the establishment of the Australia–Malaysia Institute (AMI), announced by Mr Downer on 7 April 2005. The Institute's role is to enhance bilateral people-to-people and institutional links with Malaysia. Eight prominent Australians drawn from business, media and academia form the AMI's Executive Committee. At its inaugural meeting in May 2005 the Institute determined its strategic directions for the first three years. AMI Chairman Michael Abbott QC visited Malaysia in June 2005 to promote the Institute and to establish contacts with potential Malaysian partners.

Australia–Thailand Institute

The department undertook preparatory work for the establishment of the Australia–Thailand Institute announced by Mr Downer on 29 June 2005. The Institute aims to build community linkages between Australia and Thailand, with particular reference to public policy, health, culture and the arts.

Former Deputy Prime Minister and Minister for Trade, The Hon. Tim Fisher AC, was appointed as the Chairman of the Australia–Thailand Institute Executive Committee, which includes seven other prominent Australians drawn from business, academia and the arts.

Direct Aid Program

In 2004–05, the department disbursed $3 696 642 in Direct Aid Program (DAP) funds, through 46 posts, to projects in over 70 countries. The DAP is a flexible small grants scheme that aims to lessen humanitarian hardship while supporting the Government's international relations and public diplomacy goals. The following examples demonstrate the diversity of projects funded:

ABC Asia Pacific satellite television service

Now in its fourth year, the ABC Asia Pacific (ABCAP) satellite television service has continued to consolidate its reach and appeal to viewers in the Asia–Pacific region. The service is funded by the Government under contractual arrangements managed by the department. ABCAP is now available in 38 countries in the region on 155 broadcasting platforms. The service is available in approximately 8.7 million homes and over 200 000 hotel rooms.

The Government's current five-year contract with the ABC for the operation of ABCAP ends in August 2006. In June 2005, the Government decided to undertake a tender process to test the market for the most efficient and effective provider for Australia's regional television service for the period 2006–2011. The tender will open in early 2005–06.

Australian participation in the 2005 World Expo—Aichi, Japan

Prime Minister Howard committed Australia to participate in the 2005 World Exposition in Aichi, Japan in recognition of the importance of the Australia–Japan relationship. The Government committed a budget of $35 million. A significant number of corporate sponsors and state government partners contributed approximately $4.5 million in sponsorship for the Australian Pavilion.

The Aichi World Expo site is located in Nagoya, the capital of Aichi Prefecture. The theme of the Expo, which commenced on 25 March and will run until 25 September 2005, is 'Nature's Wisdom'. A record 121 countries and four international organisations are participating. Projected attendance is 15 million over six months.

The Australian Pavilion

Photo - See caption below for description
Crown Prince Frederik and Crown Princess Mary of Denmark visit the Australian Pavilion at the World Expo 2005 in Aichi, Japan in June 2005. They are seen here with the pavilion 'platypus'. Photo: José Manuel Ramirez
Enlarge image :: Photo gallery

The department has project-managed Australia's participation at the World Expo. Our key objective has been to project a contemporary image of Australia as culturally diverse and harmonious, and technologically sophisticated with a dynamic forward-looking economy.

The Government awarded the contract to design the Australian Pavilion to Melbourne-based company Think!OTS. The pavilion, both in design and function, reflects the theme of the Expo from an Australian perspective and showcases Australia's unique lifestyle and cultural diversity. The pavilion's facade is an artwork on a 'canvas' of stainless steel. Incorporating some of Australia's best known constellations—such as the Southern Cross and the Seven Sisters—it aims to bring the southern sky to the northern hemisphere. The pavilion's storyline is consistent with the 'Nature's Wisdom' theme. Using Australian images and themes, the storyline provides visitors with an understanding that through the lessons of the past and using modern-day technology, we will better provide for a sustainable future—environmentally, economically and socially.

Visitors are guided by Japanese-speaking Australians, underscoring this generation's close links with Japan and the future friendship between our two peoples. The Australian Pavilion has a specially-designed business facility for business and community functions.

Business program

The Aichi World Expo has provided a unique opportunity to showcase Australia as a leading business, tourism and education destination throughout Japan and the Asia–Pacific. The Australian Pavilion is hosting highly targeted business seminars and networking meetings for Australian and Japanese business representatives, in support of the promotion of tourism and education services. Mr Ian Grigg AM, Australian Business Envoy to Aichi World Expo, is responsible for coordinating the business program. The program features one priority sector for each month of the Aichi World Expo, covering: automotive; agribusiness; information and communications technology; environmental technology; biotechnology; natural resources and energy; and health and ageing. Austrade has played a major role in organising business missions, with assistance from state government agencies.

Arts and entertainment program

The Australian Pavilion's arts and entertainment program portrays an inventive, youthful and contemporary Australia. It merges traditional cultures with modern technology. Australia has a permanent troupe of six performers at the Expo plus more than 200 visiting performers, including leading Australian artists, such as jazz musician James Morrison, pianist Simon Tedeschi, guitarist Slava Grigoryan, Bangarra Dance Theatre and aerial performance artists Strange Fruit.

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Department of Foreign Affairs and Trade Annual Report 2004–2005
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