Campaigns are a sustained series of communications activities used to motivate, inform, educate or change attitudes or behaviour among a broad range of citizens, and can appear in any media or combination of media. For the purposes of the Policy, a campaign includes a program of sustained communications activities, that:
- directly link to an election commitment or Government priority as identified by the Government Communications Office;
- involve a television media schedule or public consultation component;
- relate to a project or initiative that is topical in the media at the time of the campaign; or
- have a value of greater than $50,000.
When planning or procuring campaigns agencies must:
- ensure the initiation of the campaign is approved by the agency communications manager (or delegate) and the head of agency (or delegate)
- ensure the campaign specifications as described in procurement documents are approved by the agency communications manager, the head of agency (or delegate or relevant board where applicable), the Manager, Communications and Protocol Unit, DPAC (or delegate) and the Government Communications Office.
- ensure the Government Communications Office approves the creative concept prior to production and implementation.
- pre-test the campaign to ensure it meets stated objectives and the results forwarded to the agency communications manager, the Manager, Communications and Protocol Unit (DPAC) and the Government Communications Office.
- assess campaigns to measure their effectiveness in achieving stated policy objectives. Evaluation results must be provided to the agency communications manager and the Manager, Communications and Protocol Unit (DPAC).
- comply with the requirements of the Treasurer’s Instructions and the specific requirements for the procurement of communications goods and services (see section 7.2 Communications procurement).