I certify that the Smartraveller interim campaign complies with the Short-term Interim Guidelines on Information and Advertising Campaigns by non-corporate Commonwealth entities (Guidelines).

My certification has 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 interim campaign.

Peter Varghese
Secretary
Department of Foreign Affairs and Trade

27 January 2015

Principle 1: Campaigns should be relevant to government responsibilities.

Note: CEO to check boxes below as appropriate.

The campaign directly relates to policies or programs underpinned by:

[not checked] legislative authority; or

[checked] appropriation of the Parliament; or

[not checked] a Cabinet Decision which is intended to be implemented during the current Parliament.

Suitable uses for government campaigns include:

[not checked] To inform the public of new, existing or proposed government policies, or policy revisions;

[checked] To provide information on government programs or services or revisions to programs or services to which the public are entitled;

[checked] To disseminate scientific, medical or health and safety information;

[not checked] To inform consideration of issues; and

[not checked] To 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.

Note: CEO to check all boxes

[checked] Campaign materials enable the recipients of the information to distinguish between facts, comment, opinion and analysis.

[checked] Where information is presented as fact, the information is accurate and verifiable. Where factual comparisons are made, the campaign does not attempt to mislead the recipient about the situation with which the comparison is made, and the basis for the comparison is explicit.

[checked] Pre-existing policies, products, services and activities are not presented as new.

[checked] Special attention has been paid to communicating with any information disadvantaged individuals or groups identified as being within the target audience. Particular attention has been paid to meeting the information needs of Indigenous Australians, the rural community, and those for whom English is not a convenient language in which to receive information.

[checked] Imagery used in campaign materials reflect 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.

[checked] Campaign materials have been tested with target audiences to indicate that they are engaging and perform well against the objectives of the campaign.

Principle 3: Campaigns should be objective and not directed at promoting party political interests.

Note: CEO to check all boxes

[checked] Campaign materials are presented in objective language and is free of political argument.

[checked] Campaign materials do not try to foster a positive impression of a particular political party or promote party political interests.

[checked] 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; and
• do not refer or link to the websites of politicians or political parties.

Principle 4: Campaigns should be justified and undertaken in an efficient, effective and relevant manner.

Note: CEO to check all boxes

[checked] 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.

[checked] Campaign information clearly and directly affects the interests of recipients.

[checked] The medium and volume of the advertising activities is cost effective and justifiable within the budget allocated to the campaign.

[checked] Distribution of unsolicited materials will be carefully controlled.

[checked] The campaign will be evaluated to determine effectiveness.

Principle 5: Campaigns must comply with legal requirements and procurement policies and procedures.

Note: CEO to check all boxes

[checked] 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.

[checked] Procurement policies and procedures for the tendering and commissioning of services and the employment of suppliers were followed, and there is a clear audit trail regarding decision making.