I certify that the Banking Reform 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 Banking Reform campaign, in their view, complies with Principles 1 to 4 of the Guidelines, dated 15 November 2011.
My certification has also been informed by advice and evidence of compliance with the Guidelines provided by officers within the Treasury with responsibility for the design, development and implementation of the Banking Reform campaign. I certify compliance with relevant legal and procurement matters relating to the presentation and delivery of the campaign (Principle 5 of the Guidelines).
SIGNED
David Gruen
Acting Secretary
The Treasury
16 November 2011
Note: CEO to check boxes 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 Parliament. Suitable uses for government campaigns include:
☑ To inform the public of new, existing or proposed government policies, or policy revisions;
☐ To provide information on government programs or services or revisions to programs or services to which the public are entitled;
☐ To disseminate scientific, medical or health and safety information;
☐ To inform consideration of issues; and
☑ To disseminate scientific, medical or health and safety information; or
☐ 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
☑ The recipients of the information can distinguish between facts, comment, opinion and analysis.
☑ Information presented as a fact, is accurate and verifiable.
☑ The basis of factual comparisons is clear and does not mislead the recipient about the situation.
☑ Pre‑existing policies, products, services and activities are not presented as new.
☑ 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, people with disability and those for whom English is not a convenient language in which to receive information.
☑ Imagery used in the campaign appropriately reflects the diverse range of Australians. Where it is consistent with campaign objectives this includes the realistic portrayal of the full participation of women, Indigenous and culturally and linguistically diverse communities and people with disability.
☑ Campaign materials were tested with target audiences to indicate they are engaging and perform well against their objectives.
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 argument.
☑ 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; 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
☑ 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 requireme nts 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 clear audit trail regarding decision making.