Senate Community Affairs Legislation Committee, , 8:13:43 to 8:21:20
Detailed breakdown of expenditure for advertising campaigns such as 'Stop at the Start' and 'Consent Can't Wait'.
Topics: Government advertising, Family and domestic violence
Speakers: Melissa Evans, Chris Gatenby, Hon Katy Gallagher
No worries. In terms of advertising and information campaigns and expenditure on those, I can see there's some keen beans coming up to the table. When I looked at a website, there were three government-approved information and advertising campaigns in the financial year 4-5. Listed online. The consent can't wait, hanging out, hang out to help out and stop it all at the start.
Against that through the Department of Finance's public reporting of government advertising, like that is available online.
Thank you, Senator Melissa Evans, Chief Communication Officer. For stop at the start, we spent 13,220,982 million dollars. We spent 12,635,410 and for hanging out to help out in year 2425. We spent 2,489,479.
Okay, and perhaps on notice, because it's a bit to get through. Would it be ought to get a breakdown of those figures? What was included, like was you know what was for meta-ads or artwork for a campaign or external advertising? Just a breakdown of those figures on notice would be really handy just to see what's what went into each of those campaigns and the costs.
Yep. I can give you definitely those on notice or I can run through them if you like. If you've got the now, I'm happy to do that, but for stop at the start, uh phase five for the creative development that was done by BMF. We spent um two million five hundred and forty-four thousand six hundred dollars for the advertising for phase five, uh, which ran from the 17th of June to the 30th of April. We spent 13,660,789. For our um breaking it down, media partnerships. Um we did a partnership with Nine Network. We spent a million and five on that partnership, which ran from the 4th of August to the 28th of December. We did a partnership in the media with SBS for 250,000 that ran from the 25th of September to the 27th of March. Um, and we did a specific one for cultural and linguistically diverse audiences through SBS from the 14th of July to the 27th of March. Um, that was 185,000. We did a media partnership with NITV as part of that. Um, that was around 80,000 that ran from the 11th of August to the 30th of April. Then breaking down into our public relations activities for phase five of that campaign. Um we partnered with CoxInal, who was our mainstream PR agency that we used. So from June 2024 to April 25, we spent 670,627 dollars with COXINAL. Our Carbon Creative, which was our agency that looked at um reaching our First Nations communities. Uh we spent 586,650 from the 17th of June to the 30th of April 2025. And to reach our culturally and linguistically diverse audiences. Um we used an organisation called Cultural Perspectives and we spent 591,225, and that included 79,775 for translations of advertising materials.
And so that was that was stopping at the start. Do you have it for the other two? Consent can't wait and hang out to help out.
Um for consent can't wait. Um phase one burst of that campaign ran from the 26th of May to the 31st of May, uh, with a total spend of 20,981,235. Um for advertising, which again was with um UN, we spent 14,675,949 on our advertising spend, which included TV, digital, video, cinema, our social out of home digital search, uh, when we did some integrated partnerships for cultural linguistically diverse in the First Nations media, um, similar to stuff at the start, phase five. Um, our mainstream PR activities uh ran through Coxinal Change and they were 550,498 as part of those um public relations activities. We did specific activities for cultural and linguistically diverse communities, so creating resources and um that spoke to those those uh audiences. We spent 485,678 on um public relations for colour audiences for our first nations audiences. Uh we commissioned carbon media and spent 400,000 developing resources to reach those audiences and included in the next maintenance burst of that campaign that ran 2526. Um we spent 3,309,608, and that was predominantly on advertising because we're using the same creative assets with some minor updates. So the advertising for the maintenance burst um was 2,990 999 on digital video, digital social search, um cowed media spend and our First Nations Media Spend. And we did some updates to resources through cultural perspectives which came to 99,564 and Carbon did some updates to their creative assets, which came to about 100,000. And then we used again Hall and Partners to do our evaluation, so our benchmarking tracking which came to 96,911 for that maintenance burst of the campaign.
Thank you, and I appreciate you going through that. Just when it comes to the hangout to help out.
That is correct. So that credit was a media credit. So sometimes when we purchase media and they do it in a book purchase for projected media placement, some of those ads are placed on either different platforms or they can get lesser placements. So that was a credit for from our UM media partner, and that's pretty common with a lot of our campaigns.
Very good. Chair Helen of I got is there anyone else have some questions? We'll put it on the U.S.