For use on footer pages etc

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Navigation Card

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Usage

Navigation cards provide a prominent way to promote links to other pages on your site (or external sites). There are multiple visual styles to choose from, depending on how prominent you'd like the card to be.

All navigation cards show a page title, summary, and an optional image.

Example

Standard navigation card example
A visual example of the navigation card component.
Featured navigation card example
A visual example of the Featured Navigation Card component.

Variations

Navigation cards come in two varieties: standard and featured.

Standard navigation cards display the page title and summary on a white background.

Featured navigation cards showcase a large image, and use a prominent blue background.

How to use on vic.gov.au

Navigation cards can be embedded into the body content area of any page.

For more detailed information view the Vic Gov Digital Guide

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Promoting and supporting innovation in the public sector

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We're helping the government to work in new ways to support Victorians. Our services enable and accelerate innovation within the Victorian public sector.
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Public Sector Innovation Branch
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psi@dpc.vic.gov.au
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About VIC Government
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DataVic Access Policy Dataset Publishing Manual

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1. Introduction

The DataVic Access Policy (the Policy) requires Victorian government departments and agencies to make data available for re-use by the public.

Data which is made available under the Policy must be listed at the Victorian Government data directory (data directory) at www.data.vic.gov.au.

This manual is a practical guide to listing data on the data directory.

1.1 Making data available

Departments and agencies must take a number of steps to ensure that their data is made available and to comply with the DataVic Access Policy. Listing data on the data directory is just one of these steps.

The main steps are described in the DataVic Access Policy Guideline.

In summary, they include:

# Step Issues to consider
1 Identify a dataset
  • Existing and new datasets should be identified.
  • High-value datasets should be prioritised.
  • Some datasets are restricted for reasons of privacy, public safety, security and law enforcement, public health or compliance with the law.
2 Prepare the dataset for publication
  • The dataset should be in an open format (for example, CSV or XML).
  • The dataset should be de-identified of personal and/or confidential information.
  • A metadata record for the dataset should be created.
  • A data quality statement is recommended.
3 Select a licence
  • An appropriate copyright licence must be selected.
  • The default licence is a Creative Commons Attribution 4.0 (CC-BY 4.0 AU).
4 Publish the dataset
  • The dataset should be uploaded to the department or agency’s website or web service.
  • Data is not usually directly uploaded to the data directory web servers.
  • Usually managed by the IT or web team.
5 List the dataset on the data directory
  • Further information provided in this manual.
6 Manage the dataset
  • Ensure currency of the dataset.
  • Manage feedback received from users via the data directory.

This manual details how to achieve step 5 above. Information on the other steps is provided in the DataVic Access Policy Guideline.

2. How to list a dataset on the data directory

2.1 What is the data directory?

The data directory (www.data.vic.gov.au) is a 'portal' that helps users find and use the datasets and data tools that exist on Victorian Government websites. It is both an easy-to-use directory and a powerful search engine (see example below).

2.2 Hosting data

Most Victorian data is published and hosted on agency managed websites. Data is usually not directly published on the data directory web servers. Accordingly the steps below apply where the data has already been hosted.

2.3 Linking a dataset to the data directory

To link a dataset to the data directory a request needs to be generated via the DJPR, DOT and DPC Online Services Portal. An account is not required to complete this process, but it is recommended when managing multiple requests.

Step 1. To link a dataset use click here and select “CREATE A JOB REQUEST”.

Step 2. Fill in the web form and ensure data.vic.gov.au is selected.

Step 3. Once data.vic.gov.au is selected a copy of the metadata template can be found on the Portal.

Step 4. Fill out the metadata template

A metadata record is required by ‘technical support’ to create the data record on the data directory. Metadata is listed information that describes and helps provide access to an information resource. Metadata provides contextual information to users. It helps them find information through searches and helps them understand how the information can be used.

The metadata template requires the following description or metadata to be provided when creating a data record. This standard is derived from the Victorian Government Guideline: Information Management Roles and Responsibilities.

Metadata template
Field name Description
Agency (if applicable)

Organisation with authority and accountability for the information asset.

Department

Organisation with authority and accountability for the information asset.

Data Administrator

Officer managing agency presence on the data directory (will not be made public)

Data Administrator Contact Details email

Email address (will not be made public)

Data Administrator Contact Details phone

Phone number (will not be made public)

Approver Contact

Officer authorised to release data to the public)

Approver Contact Details email

Email address (will not be made public)

Approver Contact Details phone

Phone number (will not be made public)

Dept./Agency URL URL
Release Date

Date the data source was first released for public use

Format

The file format of the information asset. (i.e. XML, excel)

Data Source URL

Direct link to data source location

Program URL Can be used to link to specific agency programme website
Data Frequency

Frequency that the data source is updated i.e. weekly, monthly

Temporal Range

Date range the data covers i.e. Branch Expenditure 2012 - start date to end date

- 01/01/2012 to 31/12/2012

GeoData (if applicable)

Granularity (Extent of drill down level - i.e. to LGA level)

GeoData (if applicable)

Coverage (Extent of data coverage - i.e. all of Victoria, all LGAs)

Data Type/Category DataVic data category
Licensing

A licence giving official permission to use the information asset

Site Tags Two or three tags to support search functions

The information required to complete the metadata record should be held in the agency’s Information Asset Register as mandated by Enterprise Solutions.

The metadata record template is available on the DJPR, DOT and DPC Online Services Portal.

Step 5. Upload the completed metadata template and data quality statement.

Step 6. Select “SUBMIT” to complete the form.

Note: Standard requests have a three (3) day turnaround, however, if the job is urgent or particularly large or complex, this may need to be negotiated

3. Policy and technical support

The Department of Premier and Cabinet (DPC) is available to support departments and agencies to make data available and to implement the Policy. 

DPC can provide policy support, training, preparation of resources and is the first point of contact for all queries. The publication of datasets on the data portal is managed by DPC. Technical queries in relation to the linking of datasets to the data portal should be referred to DPC.

Comments and questions may be directed as follows:

Contact DataVic

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Supplement to general order effective 1 April 2019

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I, the Hon Daniel Andrews, Premier of Victoria, state that the following administrative arrangements for responsibility for the following Acts of Parliament, provisions of Acts and functions will operate in place of the arrangements specified in the Administration of Acts General Order of 1 January 2019, in relation to the Acts, provisions of Acts and functions specified in this Supplement.

This Supplement takes effect on 1 April 2019.

Assistant Treasurer

Parliamentary Salaries and Superannuation Act 1968 –

  • Sections 6(6), 9K(3), 9K(5) and 9L
  • Sections 8A and 8B
  • Part 3

(The Act is otherwise administered by the Special Minister of State)

Attorney-General

Local Government Act 1989 –

  • Sections 44-46, 48, 49 and Schedule 4
  • Section 243 in so far as it relates to municipal electoral tribunals

(The Act is otherwise administered by the Minister for Local Government, the Minister for Planning, the Minister for Roads and the Special Minister of State)

Minister for Education

Education and Training Reform Act 2006 – Except:

Where the provisions, powers and functions of this Act relate to international education, the Minister’s responsibilities under this Act are to be read subject to and together with the responsibilities of the Minister for Higher Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills

  • Section 1.1.3(1) (this section is jointly and severally administered with the Minister for Higher Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Section 2.5.3 (except sections 2.5.3(2)(ab), (ib), (ic), (p)(ii) and (tb) and section 2.5.3(5)) in so far as it relates to vocational education and training, and senior secondary certificate delivery by registered education and training organisations and adult community and further education providers; Parts 3.1 and 3.3; Division 4 of Part 4.3; section 4.4.5 in so far as it relates to courses delivered and qualifications issued to students other than students in schools; sections 5.2.1(2)(d)(ii) and 5.2.1(2)(f); Divisions 2 and 3 of Part 5.4; Part 5.5; section 6.1.6; section 6.1.19 (except section 6.1.19(1)); sections 6.1.20, 6.1.26, 6.1.31, 6.1.32 and 6.1.33; Schedule 4 - to the extent it does not relate to international education (these provisions are administered by the Minister for Training and Skills)
  • Section 2.5.3 (except sections 2.5.3(2)(ab), (ib), (ic), (p)(ii) and (tb) and section 2.5.3(5)) to the extent it relates to international education (this section is jointly and severally administered with the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills
  • Schedule 4 to the extent it relates to international education (this Schedule is jointly and severally administered by the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Part 3.2; Division 5 of Part 4.3 and sections 4.4.4 and 4.6.3 (these provisions are administered by the Minister for Higher Education)
  • Division 6 of Part 4.3; Division 7 of Part 4.3; sections 4.4.1 and 4.4.2 in so far as they relate to courses delivered and qualifications issued to students other than students in schools; section 4.4.3; sections 4.6.4, 4.7.5, 4.7.6, 4.7.10, 4.7.12, 5.2.1(2)(d)(iv); Division 3 of Part 5.8; and sections 6.1.27 and 6.1.29 (these provisions are jointly and severally administered by the Minister for Higher Education and the Minister for Training and Skills)
  • Part 4.5 in so far as it relates to courses delivered to overseas students, other than overseas students in schools (this Part is jointly and severally administered with the Minister for Higher Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Sections 4.2.1, 4.2.2, 4.2.3, 4.2.6, 4.2.7, 4.2.9 and Part 5.10 (these provisions are jointly and severally administered with the Minister for Higher Education, the Minister for Training and Skills, and in so far as these provisions relate to international education, with the Minister for Jobs, Innovation and Trade)
  • Sections 6.1.21 and 6.1.22 (these sections are jointly administered with the Minister for Higher Education and the Minister for Training and Skills)Sections 4.2.4, 4.2.5, 4.2.8 in so far as these sections relate to international education (these sections are jointly and severally administered with the Minister for Jobs, Innovation and Trade, the Minister for Higher Education and the Minister for Training and Skills)
  • Chapter 1 (except section 1.1.3(1)); Part 4.1; sections 4.6.1 and 4.6.2; Part 4.6A; sections 4.7.2, 4.7.3, 4.7.4, 4.7.7, 4.7.8, 4.7.9 and 4.7.11; Part 4.8; Part 4.9; Part 5.1; Part 5.2 (except sections 5.2.1(2)(d)(ii), 5.2.1(2)(d)(iv) and 5.2.1(2)(f)); sections 5.3.1, 5.3.2 and 5.3.3; Part 5.3A; Division 1 of Part 5.4; section 5.7.2; Division 1 of Part 5.8; Division 2 of Part 5.8; sections 5.8.4, 5.8.6, 5.8.7, 5.8.7A, 5.8.8 and 5.8.9; Part 5.9; sections 6.1.9, 6.1.19(1), 6.1.23, 6.1.24 and 6.1.30; Schedules 3, 5, 8 and 9 (these provisions are jointly and severally administered with the Minister for Higher Education and the Minister for Training and Skills)
  • Section 6.1.25; Schedules 2 and 6 (these provisions are jointly and severally administered with the Minister for Training and Skills)

Minister for Higher Education

Education and Training Reform Act 2006 –

Where the provisions, powers and functions of this Act relate to international education, the Minister’s responsibilities under this Act are to be read subject to and together with the responsibilities of the Minister for Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills

  • Section 1.1.3(1) (this section is jointly and severally administered with the Minister for Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Part 3.2; Division 5 of Part 4.3; sections 4.4.4 and 4.6.3
  • Sections 4.2.1, 4.2.2, 4.2.3, 4.2.6, 4.2.7, 4.2.9 and Part 5.10 (these provisions are jointly and severally administered with the Minister for Education and the Minister for Training and Skills and, in so far as these provisions relate to international education, with the Minister for Jobs, Innovation and Trade)
  • Division 6 of Part 4.3; Division 7 of Part 4.3; sections 4.4.1 and 4.4.2 in so far as they relate to courses delivered to overseas students, other than overseas students in schools; sections 4.4.3, 4.6.4, 4.7.5, 4.7.6, 4.7.10, 4.7.12, 5.2.1(2)(d)(iv), Division 3 of Part 5.8; sections 6.1.27 and 6.1.29 (these provisions are jointly and severally administered with the Minister for Training and Skills)
  • Part 4.5 in so far as it relates to courses delivered to overseas students other than overseas students in schools (this Part is jointly and severally administered with the Minister for Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Sections 6.1.21 and 6.1.22 (these sections are jointly administered with the Minister for Education and the Minister for Training and Skills)
  • Sections 4.2.4, 4.2.5, 4.2.8 in so far as these sections relate to international education (these sections are jointly and severally administered with the Minister for Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)
  • Chapter 1 (except section 1.1.3(1)); Part 4.1; sections, 4.6.1 and 4.6.2; Part 4.6A; sections 4.7.2, 4.7.3, 4.7.4, 4.7.7, 4.7.8, 4.7.9 and 4.7.11; Part 4.8; Part 4.9; Part 5.1; Part 5.2 (except sections 5.2.1(2)(d)(ii), 5.2.1(2)(d)(iv) and 5.2.1(2)(f)); sections 5.3.1, 5.3.2 and 5.3.3; Part 5.3A; Division 1 of Part 5.4; section 5.7.2; Division 1 of Part 5.8; Division 2 of Part 5.8; sections 5.8.4, 5.8.6, 5.8.7, 5.8.7A, 5.8.8 and 5.8.9; Part 5.9; sections 6.1.9, 6.1.19(1), 6.1.23, 6.1.24, and 6.1.30 and Schedules 3, 5, 8 and 9 (these provisions are jointly and severally administered with the Minister for Education and the Minister for Training and Skills)

(The Act is otherwise administered by the Minister for Education, the Minister for Jobs, Innovation and Trade and the Minister for Training and Skills)

Minister for Jobs, Innovation and Trade

Education and Training Reform Act 2006 –

Where the provisions, powers and functions of this Act relate to international education, the Minister’s responsibilities under this Act are to be read subject to and together with the responsibilities of the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills

  • Section 1.1.3(1) (this section is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills)
  • Section 2.5.3 (except sections 2.5.3(2)(ab), (ib), (ic), (p)(ii) and (tb) and section 2.5.3(5)) – in so far as it relates to international education, this provision is jointly and severally administered with the Minister for Education and the Minister for Training and Skills
  • Sections 4.2.1, 4.2.2, 4.2.3, 4.2.6, 4.2.7, 4.2.9 and Part 5.10– in so far as these provisions relate to international education, the provisions are jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Sections 4.2.4, 4.2.5 and 4.2.8 – in so far as these sections relate to international education, the sections are jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Part 4.5 – in so far as it relates to courses delivered to overseas students, other than overseas students in schools, this Part is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Sections 4.6.1 and 4.6.2 – in so far as these sections relate to international education, these sections are jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Section 4.6.3 - in so far as this section relates to international education, the section is jointly and severally administered with the Minister for Higher Education
  • Section 4.6.4 – in so far as this section relates to international education, this section is jointly and severally administered with the Minister for Higher Education and the Minister for Training and Skills
  • Part 5.1 – in so far as it relates to international education, this Part is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Part 5.2 (except sections 5.2.1(2)(d)(ii), 5.2.1(2)(d)(iv) and 5.2.1(2)(f)) – in so far as it relates to international education, this Part is jointly and severally administered with the Minister for Education, the Minster for Higher Education and the Minister for Training and Skills
  • Sections 5.3.1, 5.3.2 and 5.3.3 – in so far as these sections relate to international education, the sections are jointly and severally administered with the Minister for Education, the Minster for Higher Education and the Minister for Training and Skills
  • Part 5.3A – in so far as it relates to international education, this Part is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Section 5.9.1 – in so far as it relates to a function or power exercised in relation to international education, this provision is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Schedules 2 and 6 – in so far as they relate to international education, these Schedules are jointly and severally administered with the Minister for Education and the Minister for Training and Skills
  • Schedules 3, 5, 8 and 9 – in so far as they relate to international education, these Schedules are jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills
  • Schedule 4 – in so far as it relates to international education, this Schedule is jointly and severally administered with the Minister for Training and Skills

(The Act is otherwise administered by the Minister for Education, the Minister for Higher Education and the Minister for Training and Skills)

Minister for Local Government

Local Government Act 1989 – Except:

  • Sections 44-46, 48 and 49 (these sections are administered by the Attorney-General)
  • Section 243 (in so far as it relates to municipal electoral tribunals, this section is administered by the Attorney-General)
  • Schedule 4 (this Schedule is administered by the Attorney-General)
  • Sections 223A, 223B and 223C (these sections are administered by the Special Minister of State)
  • Section 243 (in so far as it relates to the inspectors of municipal administration, this section is administered by the Special Minister of State)
  • Clauses 4 and 9(3) of Schedule 11 and section 123 in so far as it relates to the revocation of local laws made pursuant to the powers conferred by those clauses by reason of section 207 of the Act (these provisions are administered by the Minister for Roads)
  • Part 8B (this Part is administered by the Minister for Planning)

Minister for Planning

Local Government Act 1989 –

  • Part 8B

(The Act is otherwise administered by the Attorney-General, the Minister for Local Government, the Minister for Roads and the Special Minister of State)

Minister for Police and Emergency Services

Australian Crime Commission (State Provisions) Act 2003

Control of Weapons Act 1990

Country Fire Authority Act 1958

Crime Statistics Act 2014 –

  • The Act is jointly and severally administered with the Minister for Crime Prevention

Emergency Management Act 1986

Emergency Management Act 2013

Emergency Services Telecommunications Authority Act 2004

Firearms Act 1996

Graffiti Prevention Act 2007

Major Crime (Investigative Powers) Act 2004 –

  • Part 3 (this Part is jointly administered with the Attorney-General)

(The Act is otherwise administered by the Attorney-General)

Metropolitan Fire Brigades Act 1958

Police Assistance Compensation Act 1968 –

  • The Act is jointly and severally administered with the Minister for Victim Support

Police Regulation (Pensions) Act 1958 – Except:

  • Part III (this Part is administered by the Assistant Treasurer)

Private Security Act 2004

Road Safety Camera Commissioner Act 2011

Seamen’s Act 1958

Sex Offenders Registration Act 2004

Terrorism (Community Protection) Act 2003 –

  • Part 4

(The Act is otherwise administered by the Attorney-General)

Unlawful Assemblies and Processions Act 1958

Victoria Police Act 2013

Victoria State Emergency Service Act 2005

Witness Protection Act 1991

Minister for Road Safety and the TAC

Transport (Compliance and Miscellaneous) Act 1983 –

  • The Act is severally administered with the Minister for Ports and Freight and jointly administered with the Minister for Roads and the Minister for Public Transport, except:
    • Part II, Division 1, Subdivision 4; Part VI, Division 6; Part VII, Divisions 4, 4AA and 4A and Part VIII, Division 9 (these provisions are administered by the Minister for Public Transport)
    • Section 77A (this section is administered by the Minister for Public Transport)
    • Part III (except section 56) (this Part is administered by the Minister for Public Transport)
    • Section 56 (this section is jointly and severally administered by the Minister for Public Transport, the Minister for Road Safety and the TAC and the Minister for Roads)
    • Part VI, Divisions 1 and 10 and Part VII, Division 3 (these provisions are jointly and severally administered by the Minister for Public Transport and the Minister for Roads)
    • Parts V and VIIA (these Parts are jointly and severally administered by the Minister for Ports and Freight and the Minister for Public Transport)

Minister for Roads

Local Government Act 1989 –

  • Clauses 4 and 9(3) of Schedule 11 and section 123 in so far as it relates to the revocation of local laws made pursuant to the powers conferred by those clauses by reason of section 207 of the Act

(The Act is otherwise administered by the Attorney-General, the Minister for Local Government, the Minister for Planning and the Special Minister of State)

Minister for Training and Skills

Education and Training Reform Act 2006 –

Where the provisions, powers and functions of this Act relate to international education, the Minister’s responsibilities under this Act are to be read subject to and together with the responsibilities of the Minister for Education, the Minister for Higher Education and the Minister for Jobs, Innovation and Trade

  • Section 1.1.3(1) (this section is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Jobs, Innovation and Trade)
  • Section 2.5.3 (except sections 2.5.3(2)(ab), (ib), (ic), (p)(ii) and (tb) and section 2.5.3(5)) in so far as it relates to vocational education and training, and senior secondary certificate delivery by registered education and training organisations and adult community and further education providers; Parts 3.1 and 3.3; Division 4 of Part 4.3; section 4.4.5 in so far as it relates to courses delivered and qualifications issued to students other than students in schools; sections 5.2.1(2)(d)(ii) and 5.2.1(2)(f); Divisions 2 and 3 of Part 5.4; Part 5.5; section 6.1.6; section 6.1.19 (except section 6.1.19(1)); sections 6.1.20, 6.1.26, 6.1.31, 6.1.32 and 6.1.33; Schedule 4 - to the extent it does not relate to international education.
  • Section 2.5.3 (except sections 2.5.3(2)(ab), (ib), (ic), (p)(ii) and (tb) and section 2.5.3(5)) to the extent it relates to international education (this section is jointly and severally administered with the Minister for Education and the Minister for Jobs, Innovation and Trade
  • Schedule 4 (to the extent it relates to international education) (this Schedule is jointly and severally administered with the Minister for Jobs, Innovation and Trade)
  • Sections 4.2.1, 4.2.2, 4.2.3, 4.2.6, 4.2.7, 4.2.9 and Part 5.10 (these provisions are jointly and severally administered with the Minister for Education and the Minister for Higher Education and, in so far as these provisions relate to international education, with the Minister for Jobs, Innovation and Trade)
  • Division 6 of Part 4.3; Division 7 of Part 4.3; sections 4.4.1 and 4.4.2 in so far as they relate to courses delivered to overseas students, other than overseas students in schools; sections 4.4.3, 4.6.4, 4.7.5, 4.7.6, 4.7.10, 4.7.12, 5.2.1(2)(d)(iv); Division 3 of Part 5.8; sections 6.1.27 and 6.1.29 (these provisions are jointly and severally administered with the Minister for Higher Education)
  • Part 4.5 in so far as it relates to courses delivered to overseas students, other than overseas students in schools (this Part is jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Jobs, Innovation and Trade).
  • Sections 6.1.21 and 6.1.22 (these sections are jointly administered with the Minister for Education and the Minister for Higher Education)
  • Sections 4.2.4, 4.2.5, 4.2.8 in so far as these sections relate to international education (these sections are jointly and severally administered with the Minister for Education, the Minister for Higher Education and the Minister for Jobs, Innovation and Trade)
  • Chapter 1 (except section 1.1.3(1)); Part 4.1; sections 4.6.1 and 4.6.2; Part 4.6A; sections 4.7.2, 4.7.3, 4.7.4, 4.7.7, 4.7.8, 4.7.9 and 4.7.11; Part 4.8; Part 4.9; Part 5.1; Part 5.2 (except sections 5.2.1(2)(d)(ii), 5.2.1(2)(d)(iv), and 5.2.1(2)(f)); sections 5.3.1, 5.3.2 and 5.3.3; Part 5.3A; Division 1 of Part 5.4; section 5.7.2; Division 1 of Part 5.8; Division 2 of Part 5.8; sections 5.8.4, 5.8.6, 5.8.7, 5.8.7A, 5.8.8 and 5.8.9; Part 5.9; sections 6.1.9, 6.1.19(1), 6.1.23, 6.1.24, and 6.1.30 and Schedules 3, 5, 8 and 9 (these provisions are jointly and severally administered with the Minister for Education and the Minister for Higher Education)
  • Section 6.1.25; Schedules 2 and 6 (these provisions are jointly and severally administered with the Minister for Education)

(The Act is otherwise administered by the Minister for Education, the Minister for Higher Education and the Minister for Jobs, Innovation Trade)

Minister for Victim Support

Children, Youth and Families Act 2005 –

  • Sections 359 and 359A (these sections are jointly and severally administered with the Attorney-General and the Minister for Youth Justice)

(The Act is otherwise administered by the Attorney-General, the Minister for Child Protection and the Minister for Youth Justice)

Crimes (Mental Impairment and Unfitness to be Tried) Act 1997 –

  • Sections 38C-38E, 38ZW, 42, 46 and 74 (these sections are jointly and severally administered with the Attorney-General)

(The Act is otherwise administered by the Attorney-General, the Minister for Disability, Ageing and Carers, the Minister for Mental Health and the Minister for Youth Justice)

National Redress Scheme for Institutional Child Sexual Abuse (Commonwealth Powers) Act 2018

  • The Act is jointly and severally administered with the Attorney-General

Police Assistance Compensation Act 1968 –

  • The Act is jointly and severally administered with the Minister for Police and Emergency Services

Sentencing Act 1991 –

  • Division 1C of Part 3 and section 89F (these provisions are jointly and severally administered with the Attorney-General)

(The Act is otherwise administered by the Attorney-General, the Minister for Corrections, the Minister for Disability, Ageing and Carers and the Minister for Youth Justice)

Serious Offenders Act 2018 –

  • Sections 134, 135, 153 and 154 (these sections are jointly and severally administered with the Minister for Corrections)

Victims’ Charter Act 2006 – Except:

  • Section 21 (this section is administered by the Attorney-General)

Victims of Crime Assistance Act 1996 –

  • The Act is jointly and severally administered with the Attorney-General

Victims of Crime Commissioner Act 2015 –

  • The Act is jointly and severally administered with the Attorney-General

Special Minister of State

Local Government Act 1989 –

  • Sections 223A, 223B and 223C
  • Section 243 (in so far as it relates to the inspectors of municipal administration)

(The Act is otherwise administered by the Attorney-General, the Minister for Local Government, the Minister for Planning and the Minister for Roads)

Parliamentary Salaries and Superannuation Act 1968 – Except:

  • Sections 6(6), 9K(3), 9K(5) and 9L (these sections are administered by the Assistant Treasurer)
  • Sections 8A and 8B (these sections are administered by the Assistant Treasurer)
  • Part 3 (this Part is administered by the Assistant Treasurer)

Victorian Independent Remuneration Tribunal and Improving Parliamentary Standards Act 2019

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Single Digital Presence release notes

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Release 15.0

Date of release: Tuesday 26 February 2019

New features

New feature Description
Grants import feed

The former vic.gov.au took a feed of grants and programs from Business Victoria so these grant details are automatically updated. This feature means this automatic update is still available on the new vic.gov.au.

Ability to submit an event

Members of the public and people across government will be able to submit an event for publishing on vic.gov.au, provided it meets our guidelines.

Profile listing

Template to build an ‘honour roll’ feature or profile listing. This includes space for a headshot, name and short bio/summary.

URL shortener

The former vic.gov.au had a go.vic.gov.au URL shortener like bit.ly.

Allows creation of an authorised shortened URL for social media, publications or other uses.

This feature means this URL shortener is available on the new vic.gov.au.

Bug fixes

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SDPA-1000 On submit of search filter form the 'loading' animation doesn't appear.
SDPA-1393 Accordion Title is required to display in the front end
SDPA-1560 External link icon is displaying next to PDF download links
SDPA-1967 Embedded webforms not using title value
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SDPA-1970 All webforms include 'Clear search filters' button - rename to 'Clear form' (Nuxt)
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SDPA-2051 Main Menu - Cannot scroll to see full menu on mobile
SDPSUP-45 Incorrect version used for 'Was this page helpful?' - Radio buttons now displayed next to title.
SDPSUP-99 Anchor links (Table of content) heading showing on pages created in Page template (ie doesn't have this feature)

 

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Victorian Government Advertising Plan 2018-19

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Download the plan as a PDF:

Read the full plan below:

About the 2018–19 plan

The publishing of this Victorian Government Annual Advertising Plan 2018–19 reflects the government’s commitment to maintaining transparency on government advertising expenditure.

In developing the government’s overall advertising plan for 2018–19, each advertising campaign proposed by Victorian Government departments and agencies was carefully considered and assessed.

Activities that support vital health, safety and community wellbeing objectives, assist Victorians to respond to disruptions or service changes, or support economic or commercial development were prioritised for inclusion in the 2018–19 plan. These activities are often undertaken by independent government bodies and agencies with statutory obligations to educate and inform the community, rather than by core government departments.

The 2018–19 plan anticipates increased advertising expenditure by government across key communication priority areas.
As in 2017–18, major campaigns will be required to inform the Victorian community about disruptions and service changes caused by major road and rail infrastructure projects and support health and safety activities and major behaviour change campaigns tackling family violence and supporting social cohesion.

The 2018–19 plan also includes major new campaigns to inform the public of the State Election in November 2018, and to support the Victorian tourism industry and the TAFE sector.

The government considers these activities are critical to delivering its strategic priorities for Victoria, while representing an effective investment of public money.

Throughout 2018–19, each individual campaign will undergo a further layer of scrutiny to ensure the level of advertising expenditure planned for the campaign is prudent and represents the minimum amount required to achieve the campaign’s strategic objectives.

Making adjustments to the 2018-19 plan

Government advertising priorities may change throughout the year in response to changing circumstances or emerging issues. Therefore, some advertising included within the 2018–19 plan may not take place as scheduled, while additional advertising may be undertaken that had not been anticipated.

Advertising necessary to alert the community to unexpected emergencies (such as severe heat warnings) will be considered on a case-by-case basis and is not included in this annual plan.

Reporting on government advertising expenditure

Each year, the Victorian Government publishes a report on total government advertising expenditure for the past financial year, as well as a report summarising significant advertising campaigns undertaken during the year.[1]

Expenditure on individual advertising campaigns, with media advertising costs greater than $100,000 is also published in departments’ and agencies’ annual reports.

Non-campaign advertising

This advertising plan outlines all ‘campaign’ advertising planned by the government for 2018–19. Campaign advertising is generally intended to communicate a particular message or change people’s behaviour over time – for example, road safety campaigns.

Government bodies also undertake a range of ‘non-campaign’ advertising, which includes recruitment advertising
and ‘functional’ advertising (such as requests for tender, notifications about community consultations and road closure notices).

While campaign advertising accounts for the majority of government advertising expenditure, the government also has measures in place to ensure non-campaign advertising is undertaken in a cost-effective manner.

An example is the government’s policy that government departments should not place non-campaign advertising in metropolitan print newspapers, in favour of using digital channels, which can more effectively and efficiently reach the relevant audience.

Advertising standards in legislation

In September 2017, the government passed legislation to strengthen governance of communication and advertising undertaken by public sector bodies, by introducing a new Part 5A to the Public Administration Act 2004.

Part 5A of the Act includes measures to restrict government television advertising to five purposes or ‘priority areas’. No other government television advertising is permitted under the Act.

As detailed within this report, all advertising campaigns included in the government’s 2018–19 advertising plan contribute to
one of these five communication priority areas.

In 2018, the government also introduced new Regulations under Part 5A of the Act to further strengthen governance of public sector communication and advertising.

The Public Administration Act 2004 and the Public Administration (Public Sector Communication) Regulations 2018 can be viewed online at legislation.vic.gov.au.

Government campaign advertising planned for 2018–19

All campaign advertising undertaken by the Victorian Government during 2018–19 will fulfil one of five priority areas for government communications:

  1. To promote public safety, personal security or behavioural change.
  2. To promote social cohesion, civic pride or community spirit within the general public.
  3. To promote commercial or economic development within the state.
  4. To generate revenue for public sector bodies or for the state through consumption of products or services delivered by or in partnership with public sector bodies.
  5. To promote compliance with legislative requirements.

These communication priority areas mirror those included in Part 5A of the Public Administration Act 2004, which places restrictions on government television advertising.

The chart below shows planned spending for each priority area as a proportion of the government’s overall expenditure on campaign advertising for 2018–19.

Percentage of total campaign expenditure planned for 2018-19

Public safety, personal security and behaviour change (53%)

Social cohesion, civic pride and community spirit (3%)

Commercial and economic investment (23%)

Generation of revenue for institutions and events (17%)

Compliance with legislative requirements (4%)

Percentage of total campaign expenditure planned for 2018-19

More information about each priority area, including examples of significant advertising campaigns planned for 2018–19, are provided on the following pages.

Priority area 1: Public safety, personal security and behaviour change

Government invests significantly in this priority area to promote safe and responsible behaviour and support and assistance services, to advise of service disruptions and promote programs that help people stay safe and well.

In 2018–19, this priority area will include continuing campaigns to improve road and workplace safety, increase summer fire preparedness, minimise harm caused by gambling and support the community to adapt to disruptions caused by major road and rail infrastructure projects.

Public safety, personal security and behaviour change makes up 53% of expenditure

Family violence

During 2018–19, the government will continue its major, long-term initiative to prevent family violence. The program will be supported by advertising intended to change behaviours through the Respect Women: Call It Out campaign.

Victoria’s Big Build

Continuing in 2018–19, the government will provide information on major road and rail infrastructure projects. Incorporating road and rail projects in Melbourne and regional Victoria, such as Level Crossing Removals, Metro Tunnel, North East Link, Airport Rail Link and the Regional Rail Revival, advertising will inform the public of disruptions and progress and promote alternative transport arrangements during construction.

Road safety and workplace safety

In 2018–19, the Transport Accident Commission and WorkSafe Victoria will continue to deliver critical safety messages to reduce the risk of deaths or injuries. Campaigns will promote responsible behaviours and practices and educate Victorians about how to stay safe on the roads and in the workplace. This includes a new campaign from WorkSafe emphasising the importance of physical and mental wellbeing in the workplace.

Victorian Responsible Gambling Foundation

To reduce harm and encourage a balanced perspective on gambling in the community, campaigns by the Victorian Responsible Gambling Foundation will continue to focus on increasing community and individual understanding of harm from gambling. This includes continuing to challenge the normalisation of gambling in sport and the impact that stigma has on peoples’ willingness to seek help.

Police recruitment

In 2018–19, a major campaign by Victoria Police to recruit additional police officers will be supported by a state-wide advertising campaign.

Priority area 2: Social cohesion, civic pride and community spirit

Advertising in this priority area supports Victorians to participate in public life, engage with their community, understand their rights and responsibilities and contribute to Victoria’s many cultural, social and natural assets.

These include annual campaigns to celebrate Australia Day in Victoria and acknowledge the service and sacrifice of Victoria’s veterans.

pie chart indicating 3% of total expenditure was for social cohesion, civic pride and community spirit (3%)

Victorian. And Proud Of It.

Launched in early 2017, this multi-year campaign promoting cohesion and the Victorian Values Statement will continue in 2018–19. The campaign highlights stories of belonging and contribution from a diverse range of Victorians.

Deadly Questions

In 2018–19, the government will continue its Deadly Questions Treaty campaign, which offers non-Aboriginal Victorians the opportunity to ask questions of Aboriginal Victorians and build greater understanding between all Victorians. The campaign has been developed as part of the government’s commitment to advancing Aboriginal self-determination and Treaty.

Pick My Project

Launched in April 2018, the Pick My Project initiative gives all Victorian residents aged 16 and over the opportunity to access grants of between $20,000 and $200,000 to fund a project to benefit their community. The 2018–19 advertising campaign will support the voting phase of the initiative, with successful projects to be announced in October 2018.

Australia Day and veterans’ acknowledgement

Each year, government promotes celebration of Australia Day and acknowledges service of Victoria’s veterans through several campaigns to increase community awareness and inform Victorians of opportunities to participate in various events.

Priority area 3: Commercial and economic investment in Victoria

This priority area includes advertising campaigns that help grow Victoria’s economy and promote investment by driving tourism, increasing employment and career opportunities, promoting business and commercial development, and encouraging regional growth.

Pie chart indicating that 23% of total expenditure was on commercial and economic investment in Victoria

Tourism promotion

In 2018–19, Visit Victoria will undertake advertising campaigns to promote intra-state, inter-state and international tourism and attract visitors and business to Melbourne and regional Victoria. As well as a major new campaign to promote regional Victoria, advertising campaigns will promote one-off events such as White Night and the Cadel Evans Great Ocean Road Race.

Solar Panels Rebate Initiative

In 2018-19, the government will offer rebates for eligible Victorian households for both solar panels and solar hot water systems. The state-wide advertising campaign aims to raise awareness and take-up of the of the Solar Homes Package rebate program and to drive traffic to the solar.vic.gov.au website.

Defence Excellence – Mission Possible

In 2018–19, a continuing campaign will promote Victoria’s defence industry excellence, including its world-class
manufacturing and research capabilities and highly skilled workforce to help secure future Defence contracts, attract investment in the sector and create more jobs for Victorians.

Victorian Energy Compare

During 2018–19, a campaign will encourage Victorians to access a $50 Power Saving Bonus for using the independent Victorian Energy Compare website to compare their current electricity and gas bills with rates and offers from all energy providers.

Priority area 4: Generation of revenue for institutions and events

This priority area supports Victoria’s many iconic arts and educational institutions and major events, which offer world-class attractions, events and services for all Victorians and attract interstate and international visitors.

Many of these institutions and events rely on advertising to attract the patronage and attendance that generates revenue for their programs and activities.

Pie chart indicating that 17% of total expenditure was for generation of revenue for institutions and events

Creative Victoria campaigns

Institutions such as Museums Victoria, Arts Centre Melbourne, the National Gallery of Victoria and the Melbourne Recital Centre host a diverse range of world-class programs each year. In 2018–19, advertising will help inform Victorians about events at these iconic venues and attract interstate visitors.

TAFE and vocational institutions

Advertising in 2018–19 will support the TAFE Victoria brand by encouraging Victorians to explore the opportunities for learning, development and advancement offered by Victorian TAFEs through the TAFE Will Take You There campaign, and the new Free TAFE for Priority Courses initiative. Throughout 2018–19, individual institutions will also undertake advertising to inform prospective students about their unique course offerings.

Zoos

Melbourne Zoo, Healesville Sanctuary and Werribee Open Range Zoo are iconic tourism drawcards, family destinations and centres for learning and conservation. Advertising by Zoos Victoria publicises new experiences offered by these venues and encourages Victorians to visit, explore and learn about the natural heritage of Australia and the world.

Australian Formula 1 Grand Prix and Moto Grand Prix

In 2018–19, local and interstate advertising will help drive ticket sales and attract visitors to the 2018 Moto GP at Phillip Island and the 2019 Australian Formula 1 Grand Prix at Albert Park.

Priority area 5: Compliance with legislative requirements

When there are changes to laws or regulations that affect Victorians, government has a responsibility to communicate the changes to assist the transition to the new arrangements.

For wide-ranging changes, advertising provides an essential means of reaching as many affected people as possible.

Advertising for November’s State Election began in September 2018.

Pie chart indicating that 4% of total expenditure was for compliance with legislative requirements

State Election 2018

Victoria’s State Election was held on Saturday 24 November 2018. In the lead up to the election, a major advertising campaign educated first-time voters, and raised awareness across the community on how to vote, the date of the election, where to vote and the importance of registering and voting.

Consumer Affairs Victoria

Consumer Affairs Victoria undertakes campaigns to raise awareness of consumer rights, particularly in areas where there have been legislative changes and reforms. In 2018–19, campaigns will raise awareness of how building disputes are dealt with, underquoting in the real estate market, long-term residential leases and the broader rental reforms, retirement living contracts among older Victorians, and the rights of vulnerable and disadvantaged renters, such as international students.

Labour Hire Licensing Scheme

Advertising will help promote awareness of a new business licensing system that protects vulnerable labour hire workers from exploitation and regulates the provision of labour hire services.

Reforms to puppy farm laws

Recent reforms to laws governing the breeding and retailing of pets will be supported by advertising to raise awareness in the community about the changes.

Department and agency campaign advertising: 2017–18 and 2018–19

The charts below show the proportion of campaign advertising planned by government departments and independent agencies during 2018–19 and 2017–18. Each chart lists examples of significant departmental and agency advertising campaigns, including major new initiatives planned for the year.

Total planned campaign advertising spend – 2018–19

Departments (30%)

Continuing core activities:

  • Summer fire campaign
  • Preventing family violence
  • Deadly Questions Treaty campaign

New initiatives in key areas:

  • Energy Compare $50 Power Saving Bonus
  • Solar Panels Rebate initiative
  • Free TAFE for Priority Courses
Agencies (70%)

Continuing core activities:

  • Road and workplace safety
  • Tourism promotion
  • Road and rail infrastructure projects
  • Minimising gambling harm

New initiatives in key areas:

  • 2018 State Election
Pie chart with departments and agencies split 30:70

Total planned campaign advertising spend – 2017–18

Departments (27%)

Continuing core activities:

  • Preventing family violence
  • Summer fire campaign
  • ‘Victorian. And Proud Of It’ campaign

New initiatives in key areas:

  • TAFE Victoria brand campaign
  • ‘Victoria is Hiring’ campaign
  • Treaty for Aboriginal Victorians
Agencies (73%)

Continuing core activities:

  • Road and workplace safety
  • Tourism promotion
  • Creative Victoria promotional campaigns

New initiatives in key areas:

  • Road and rail infrastructure projects
Pie chart with departments and agencies split 27:73

Source: This information was authorised and published by the Victorian Government, 1 Treasury Place, Melbourne, in March 2019 with ISSN 2208-8393 - Online

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Victorian Government Advertising Report 2017-18 - campaign activity summary

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Download the report in PDF:

Read the full report below:

Victorian Government advertising campaigns in 2017–18

Media advertising expenditure

The Victorian Government purchases media through the whole of Victorian Government Master Agency Media Services (MAMS) state purchase contract.

The MAMS contract covers media planning and buying on behalf of government, and is managed by the Department of Treasury and Finance.

Victorian Public Sector organisations that used the MAMS contract during 2017–18 qualified for significantly discounted government media rates. These included:

  • all Victorian Government departments
  • public bodies (which include, but are not limited to, statutory authorities, public entities, special bodies and other users). Examples include the Transport Accident Commission, Visit Victoria, WorkSafe Victoria, Ambulance Victoria, TAFE institutes, VicRoads and the Victorian Electoral Commission.

For more information, check the MAMS procurement page.

Reporting requirements for Victorian Government advertising

Each year, Victorian Government departments and public bodies publish information within their annual reports about their expenditure on major advertising campaigns, in line with the relevant Financial Reporting Direction. For 2017–18, the relevant Financial Reporting Direction is FRD 22H Standard disclosures in the Report of Operations (May 2017).

For 2017–18, this means departments and public bodies must report the following details for each advertising campaign with a total advertising buy of $100,000 or greater (exclusive of GST):

  • the name of the advertising campaign
  • the start and end date of the campaign
  • a campaign summary
  • details of campaign expenditure for the reporting period (exclusive of GST).

Advertising campaigns included in this report

This summary report includes a short description of each major government campaign reported for 2017–18 and a breakdown of the expenditure for each. Campaign expenditure is broken down by:

  • Advertising media expenditure – expenditure arranged through the Victorian Government’s MAMS media purchasing contract
  • Creative and campaign development expenditure – including advertising agency costs, creative development and production costs
  • Research and evaluation expenditure – including formative research, concept testing, benchmarking and tracking research, evaluation research and analysis
  • Print and collateral expenditure – includes design, printing, production, postage, distribution and warehousing costs
  • Other campaign expenditure – activity not included in the above categories.

Note that this report includes details of major government advertising campaigns for 2017–18. For an overview of all Victorian Government media advertising expenditure, including recruitment and functional advertising, refer to the Victorian Government Advertising Report 2017–18 at www.vic.gov.au.

Summaries of major campaigns undertaken in 2017–18

Australian Centre for the Moving Image – Wallace & Gromit and Friends: The Magic of Aardman

Summary

A fully integrated marketing campaign to promote this exhibition celebrating Aardman’s rich creative legacy, artists and animators, as part of ACMI’s Melbourne Winter Masterpieces exhibition.

Duration

June 2017 – January 2018*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

158,950

Creative and campaign development

N/A (completed in house)

Research and evaluation

40,000

Print and collateral

27,395

Other campaign costs

40,034

* Campaign spanned the 2016–17 and 2017–18 financial years.

Australian Centre for the Moving Image – Wonderland

Summary

A fully integrated marketing campaign to promote this ACMI conceived and developed exhibition celebrating Lewis Carroll’s timeless tale, as part of ACMI’s Melbourne Winter Masterpieces exhibition.

Duration

April – October 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

195,043

Creative and campaign development

N/A (completed in house)

Research and evaluation

30,585

Print and collateral

36,468

Other campaign costs

122,240

Australian Grand Prix Corporation – 2017 Michelin Australian Motorcycle Grand Prix

Summary

Campaign supporting the 2017 Australian Motorcycle Grand Prix held at Phillip Island on 22 October 2017. Campaign included television in capital cities and regional, print, magazine, radio and outdoor and digital web advertising.

Duration

July – October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

403,000

Creative and campaign development

218,000

Research and evaluation

24,000

Print and collateral

21,000

Other campaign costs

45,000

Australian Grand Prix Corporation – 2018 Formula 1 Rolex Australian Grand Prix

Summary

Campaign supporting the 2018 Formula 1 Australian Grand Prix held at Albert Park on 25 March 2018. Campaign included television in capital cities and regional, print, magazine, radio and outdoor and digital web advertising.

Duration

October 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,005,000

Creative and campaign development

473,000

Research and evaluation

42,000

Print and collateral

31,000

Other campaign costs

74,000

Bendigo Kangan Institute – 2017 semester 1 advertising

Summary

Campaign to meet student enrolments and student retention goals for semester 1, 2017. The campaign also aimed to boost awareness of the Kangan Institute and Bendigo TAFE brands.

Duration

January – March 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

950,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Bendigo Kangan Institute’s annual report covers the 2017 calendar year.

Bendigo Kangan Institute – 2017 mid-year and open day advertising

Summary

Campaign designed to drive May-August 2017 enrolments for all courses.

Duration

April – August 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

600,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Bendigo Kangan Institute – 2017 end-of-year advertising

Summary

Campaign to drive awareness and enrolments for Semester 1, 2018 intake.

Duration

September – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

450,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Box Hill Institute – Victorian Tertiary Admissions Centre (VTAC) and direct entry campaign

Summary

Campaign to recruit students via VTAC and direct entry.

Duration

October 2016 – February 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

189,310

Creative and campaign development

16,723

Research and evaluation

0

Print and collateral

610

Other campaign costs

11,670

* Box Hill Institute’s annual report covers the 2017 calendar year.

Chisholm Institute – January 2017 recruitment

Summary

Main acquisition campaign for 2017 student enrolment.

Duration

Not supplied in annual report*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

376,993

Creative and campaign development

1,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Chisholm Institute’s annual report covers the 2017 calendar year.

Chisholm Institute – Mid-year recruitment

Summary

Integrated acquisition campaign for 2017 mid-year enrolment.

Duration

April – July 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

390,534

Creative and campaign development

715

Research and evaluation

0

Print and collateral

0

Other campaign costs

5,040

Chisholm Institute – Tactical campaign

Summary

Short-term tactical campaign to boost 2017 enrolments.

Duration

3 September – 14 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

259,264

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Chisholm Institute – 2018 recruitment campaign – Choose Your Calling

Summary

Acquisition campaign for 2018 student recruitment – Choose Your Calling.

Duration

6 November 2017 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,966,680

Creative and campaign development

860,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Level Crossing Removal Authority

Summary

Campaign to inform Melbourne’s public transport users, residents and businesses about disruptions associated with the level crossing removal works. Key messaging enables people to make informed travel plans to ensure they can get to where they need to go as quickly and as efficiently as possible whilst these works are undertaken.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,375,127

Creative and campaign development

126,105

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Metro Tunnel

Summary

Campaign to increase awareness and understanding of the Metro Tunnel Project works and benefits, as well as specific disruption works and periods. The call to action encourages people to seek more information and plan extra time for their journey.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,816,620

Creative and campaign development

437,860

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Victoria – the State of Defence Excellence

Summary

To increase awareness of Victoria’s defence industry and capabilities, including the promotion of Victoria’s credentials as the ideal location for defence industry contracts and suppliers.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,115,000

Creative and campaign development

161,257

Research and evaluation

0

Print and collateral

3,743

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Small Business Festival Victoria

Summary

The month-long Small Business Festival features hundreds of events across metropolitan and regional Victoria. The Festival provides information, ideas and inspiration to people who are starting or growing a business.

Duration

1 July – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

237,000

Creative and campaign development

125,000

Research and evaluation

31,000

Print and collateral

100,000

Other campaign costs

300,000

Department of Economic Development, Jobs, Transport and Resources – Automotive Transition Campaign

Summary

Campaign to promote Victorian Government assistance available to retrenched workers in the lead-up to the end of car manufacturing in Victoria.

Duration

20 July – 30 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

199,708

Creative and campaign development

32,025

Research and evaluation

26,159

Print and collateral

0

Other campaign costs

4,720

Department of Economic Development, Jobs, Transport and Resources – Summer boating safety campaign – Lifejacket safety

Summary

To improve awareness of lifejacket legislation and promote safer boating behaviour.

Duration

21 January – 29 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

236,264

Creative and campaign development

4,985

Research and evaluation

19,998

Print and collateral

3,080

Other campaign costs

6,858

Department of Economic Development, Jobs, Transport and Resources – Victoria’s Big Build

Summary

Campaign to deliver coordinated messaging to Victorians relating to disruptions associated with major transport infrastructure projects through a centralised phone number and website. The campaign highlights the scope and magnitude of current and future infrastructure projects. The website also provides a jobs portal, promoting employment opportunities across all projects.

Duration

7 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,000,000

Creative and campaign development

804,601

Research and evaluation

66,500

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – West Gate Tunnel

Summary

To increase awareness and inform motorists and communities of the West Gate Tunnel Project construction and associated traffic disruptions. The campaign used TV, radio, social media and print in both metro and regional areas to provide information about the project.

Duration

11 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

680,651

Creative and campaign development

374,110

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Education and Training – Never Leave Kids in Cars

Summary

Campaign to raise awareness of the dangers of leaving children unattended in cars on hot days, and the speed the temperature doubles inside a parked car. Campaign conducted in partnership with the Department of Health and Human Services, Ambulance Victoria and Kidsafe.

Duration

December 2017 – March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

119,469

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

21,381

Department of Education and Training – Look Before You Lock

Summary

Campaign to raise awareness of the factors that lead to accidentally leaving children locked in a car, which has the potential to be fatal. The campaign promoted strategies to lower the risk of inadvertently leaving a child in a car.

Duration

13 February – 22 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

177,950

Creative and campaign development

50,000

Research and evaluation

48,800

Print and collateral

9,251

Other campaign costs

6,281

Department of Education and Training – TAFE Victoria

Summary

This campaign aims to position TAFE as a market leader and the trusted choice for vocational education to ultimately increase enrolments.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,726,562

Creative and campaign development

32,297

Research and evaluation

67,900

Print and collateral

33,110

Other campaign costs

134,113

Department of Environment, Land, Water and Planning – Victorian Energy Compare

Summary

External communications campaign focused on informing communities about the Victorian Energy Compare website and the $50 incentive for using the website. The campaign included television, radio, print and social media advertising.

Duration

22 January – 2 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

740,948

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Environment, Land, Water and Planning – Powerline Bushfire Safety Program (PBSP) power outages media campaign: Summer 2017–18

Summary

External communications campaign designed by the PBSP, delivering on powerline protection-related recommendations from the 2009 Victorian Bushfires Royal Commission. The campaign included advertising, media placement, posters, videos, guides and social media.

Duration

January – February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

86,514

Creative and campaign development

3,280

Research and evaluation

0

Print and collateral

0

Other campaign costs

11,000

Department of Health and Human Services – Smoke free outdoor dining

Summary

Campaign to support the introduction of smoke-free outdoor dining in Victoria from 1 August 2017.

Duration

1 July – 17 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

460,000

Creative and campaign development

50,000

Research and evaluation

0

Print and collateral

600,000

Other campaign costs

0

Department of Health and Human Services – Supercare Pharmacies

Summary

Campaign to raise awareness of the scale and scope of services offered by Supercare Pharmacies throughout Victoria.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

295,000

Creative and campaign development

70,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Epidemic Thunderstorm Asthma

Summary

This public health and safety campaign was developed in response to recommendations identified in the Inspector-General of Emergency Management’s ‘Review of response to the thunderstorm asthma event of 21-22 November 2016’.

Duration

1 September – 31 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

250,000

Creative and campaign development

100,000

Research and evaluation

20,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Childhood Immunisation: No Jab, No Play

Summary

Campaign to increase awareness of the importance of childhood immunisation and the introduction of ‘No Jab, No Play’ legislation.

Duration

15 October – 30 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

630,000

Creative and campaign development

30,000

Research and evaluation

20,000

Print and collateral

0

Other campaign costs

20,000

Department of Health and Human Services – Child protection recruitment

Summary

Campaign to encourage applications from diverse and qualified professionals for
450 new child protection roles, instil pride in the job among the current workforce and begin to change the community’s thinking about child protection.

Duration

13 November 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

350,000

Creative and campaign development

220,000

Research and evaluation

53,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Heat Health 2017–18

Summary

Campaign to ensure the community understands the risks of extreme heat to their health and how to manage these risks appropriately.

Duration

10 December 2017 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

320,000

Creative and campaign development

45,000

Research and evaluation

25,000

Print and collateral

60,000

Other campaign costs

40,000

Department of Health and Human Services – Respect Women: Call It out

Summary

Campaign to target bystanders to intervene when they witness gender inequality and sexism – two of the main drivers of family violence.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,132,974

Creative and campaign development

1,201,067

Research and evaluation

177,543

Print and collateral

0

Other campaign costs

913,696

Department of Health and Human Services – Save Lives, Save 000 for Emergencies

Summary

Campaign to remind Victorians to save Triple Zero for emergencies and promote a range of other health services as options for non-life threatening situations.

Duration

21 January – 30 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,250,000

Creative and campaign development

525,000

Research and evaluation

53,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Seasonal Influenza

Summary

Campaign to prepare Victorians for the 2018 flu season by raising broad awareness of the risks of influenza, particularly among those most at risk of complications, and the protective steps available, including immunisation.

Duration

22 April – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

740,000

Creative and campaign development

321,000

Research and evaluation

17,000

Print and collateral

21,000

Other campaign costs

45,000

Department of Health and Human Services – Kilojoules on the menu

Summary

This campaign supports the implementation of the Food Amendment (Kilojoule Labelling Scheme and Other Matters) Act 2017 by raising awareness of kilojoule labelling, required daily intake and encouraging Victorians to make better informed, healthier food choices.

Duration

17 January – 30 April 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

197,298

Creative and campaign development

63,161

Research and evaluation

45,000

Print and collateral

0

Other campaign costs

0

Department of Justice and Regulation – Real Estate Underquoting Consumer campaign

Summary

Campaign aimed to empower home buyers by promoting new real estate underquoting laws and assist them to understand information provided by real estate agents. This will enable informed decisions when researching and buying real estate property.

Duration

1 October – 20 December 2017 and February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

138,390

Creative and campaign development

37,703

Research and evaluation

30,000

Print and collateral

0

Other campaign costs

1,020

Department of Justice and Regulation – Summer Fire campaign 2017–18

Summary

The Summer Fire campaign is an annual Victorian bush and grassfire awareness campaign that aims to improve community understanding of fire and fire risk, encourage Victorians to take responsibility for their own safety and prompt people to leave early to minimise injury and loss of life due to fire. The campaign was run at three different stages of the bushfire season.

Duration

13–20 October 2017, 1 December 2017 – 28 February 2018 and March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

4,141,390

Creative and campaign development

592,223

Research and evaluation

175,971

Print and collateral

2,929

Other campaign costs

132,780

Department of Justice and Regulation – Play it Safe by the Water 2017–18 campaign

Summary

Play it Safe by the Water is an annual community safety campaign that raises awareness of the risks posed by water among select target audiences, in partnership with aquatic and partner agencies. This year’s campaign targeted Victorian parents/carers of children aged 0–4 years old, and older Victorians aged 55 years and over.

Duration

17 December 2017 – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

760,768

Creative and campaign development

123,828

Research and evaluation

85,325

Print and collateral

0

Other campaign costs

21,947

Department of Premier and Cabinet – Deadly Questions

Summary

Year one of a multi-year campaign aiming to build greater understanding between Aboriginal and non-Aboriginal people. The campaign promotes the new Deadly Questions online platform, which allows non-Aboriginal Victorians to ask Aboriginal Victorians questions they always wanted to ask, but were too afraid or embarrassed.

Duration

May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

375,000

Creative and campaign development

343,000

Research and evaluation

160,000

Print and collateral

373,000

Other campaign costs

198,000

Department of Premier and Cabinet – Pick My Project

Summary

Campaign to encourage Victorians to engage with the Pick My Project initiative and apply for project funding to benefit their local community.

Duration

May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

228,000

Creative and campaign development

60,800

Research and evaluation

0

Print and collateral

13,400

Other campaign costs

0

Department of Premier and Cabinet – Victoria is Hiring

Summary

Campaign to promote the range of employment opportunities available within the Victorian Government and direct job seekers to the Victoria is Hiring website.

Duration

December 2016 – June 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,300,000

Creative and campaign development

622,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Premier and Cabinet – Victorian. And proud of it

Summary

Year two of a multi-year campaign to promote social cohesion and the Victorian Values Statement through stories of diverse Victorians contributing and belonging. The 2017–18 advertising program included promotion of the campaign engagement vehicle – Vicky the Truck – as it travelled across Victoria to take the campaign to communities across the state.

Duration

August 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

443,000

Creative and campaign development

140,000

Research and evaluation

35,000

Print and collateral

0

Other campaign costs

165,000

Department of Treasury and Finance – Regional awareness campaign

Summary

Campaign contained two key components. The first was to raise awareness among regionally-based Victorians of government initiatives, including changes to stamp duty and the doubling of the First Home Owner Grant. The second was to promote the government’s reductions in payroll tax for businesses based in regional Victoria.

Duration

3 September – 28 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

800,000

Creative and campaign development

235,328

Research and evaluation

82,500

Print and collateral

0

Other campaign costs

39,820

Energy Safe Victoria – Carbon monoxide awareness

Summary

Campaign educating Victorians on the dangers of carbon monoxide and encouraging them to take action to reduce their risks.

Duration

20 May – 24 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

160,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

8,000

Other campaign costs

8,000

Energy Safe Victoria – Carbon monoxide awareness (extension)

Summary

Extension of the Winter 2018 carbon monoxide awareness campaign in response to risks associated with open flue heaters.

Duration

17 June – 29 July 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

167,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Energy Safe Victoria – DIY=DIE

Summary

Warning Do It Yourself (DIY) enthusiasts of the dangers of undertaking their own electrical work.

Duration

25 March – 6 May 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

199,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

3,000

Other campaign costs

15,000

Energy Safe Victoria – Look Before You Cook

Summary

Campaign aimed at reducing BBQ fires by teaching people how to safely maintain their gas BBQ.

Duration

31 December 2017 – 25 February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

134,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

11,000

Other campaign costs

5,000

Federation Training – 2018 recruitment

Summary

Acquisition campaign targeting February 2018 student enrolments.

Duration

6 November – 31 December 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

122,722

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Federation Training’s annual report covers the 2017 calendar year

GOTAFE (Goulburn Ovens Institute of TAFE) –
Apply Now – 2016–17 campaign

Summary

Campaign to raise awareness of the profile of GOTAFE and generate awareness of 2017 course offerings.

Duration

1 January – 28 February 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

142,567

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* GOTAFE’s annual report covers the 2017 calendar year.

Holmesglen Institute – 2017 mid-year recruitment campaign

Summary

‘Learn More, Do More’ recruitment campaign for 2017 executed across strategic outdoor locations, transit, radio, television commercial and cinema audiences.

Duration

March – July 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

264,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

21,000

Other campaign costs

10,000

*Holmesglen Institute’s annual report covers the 2017 calendar year.

Holmesglen Institute – 2017 New Year recruitment campaign

Summary

‘Learn More, Do More’ recruitment campaign for 2017 executed across strategic outdoor locations, transit, radio, television commercial and cinema audiences.

Duration

August – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

270,000

Creative and campaign development

2,000

Research and evaluation

0

Print and collateral

28,000

Other campaign costs

5,000

Holmesglen Institute – 2017 Open Day campaign

Summary

‘Learn More, Do More’ Open Day call to action campaign. Digitally-focused with radio support to drive Open Day bookings to the website and capture prospects in the conversion funnel.

Duration

January – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

128,000

Creative and campaign development

12,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Independent Broad-based Anti-corruption Commission – ‘When something’s not right. Report it.’ campaign

Summary

An extension of a campaign raising awareness of the different forms public sector corruption can take and encouraging Victorians to report it to IBAC. Existing creative was disseminated via digital, radio and print media.

Duration

30 July – 24 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

111,656

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – 2016–17 Summer campaign

Summary

Brand campaign promoting 2017 student enrolments.

Duration

1 January – 28 February 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

380,200

Creative and campaign development

11,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

*Melbourne Polytechnic’s annual report covers the 2017 calendar year.

Melbourne Polytechnic – 2017 mid-year campaign

Summary

Brand campaign promoting 2017 mid-year enrolments.

Duration

24 April – 23 July 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

285,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – VTAC campaign

Summary

Enrolment and brand campaign to encourage students to enrol via VTAC.

Duration

1 August – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

239,400

Creative and campaign development

101,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – 2017–18 Summer campaign

Summary

Brand campaign promoting 2018 student enrolments.

Duration

1 October – 31 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

801,100

Creative and campaign development

391,300

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Museums Victoria – Bug Lab

Summary

Campaign to drive visitation to Melbourne Museum’s travelling exhibition 'Bug Lab'.

Duration

June – October 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

283,000

Creative and campaign development

0

Research and evaluation

5,000

Print and collateral

24,000

Other campaign costs

36,000

* Campaign spanned the 2016–17 and 2017–18 financial years.

Museums Victoria – Vikings: Beyond the Legend

Summary

Campaign to drive visitation to Melbourne Museum’s touring exhibition 'Vikings: Beyond the Legend'.

Duration

March 2018 - ongoing

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

151,000

Creative and campaign development

40,000

Research and evaluation

5,000

Print and collateral

65,000

Other campaign costs

66,000

National Gallery of Victoria – The House of Dior: Seventy Years of Haute Couture

Summary

Campaign supporting The House of Dior exhibition, which was a collaboration between NGV and prestigious French haute couture house, Christian Dior. An integrated marketing campaign was developed to attract local, regional, interstate and international visitors through cinema, transit, print and digital/social media advertising.

Duration

27 August – 7 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

504,000

Creative and campaign development

23,000

Research and evaluation

10,000

Print and collateral

1,000

Other campaign costs

3,000

National Gallery of Victoria – NGV Triennial

Summary

Campaign to support a major exhibition featuring works from more than 100 artists and designers from 32 countries. The marketing campaign featured the national release of a cinema advertisement, local and international print advertising and targeted outdoor advertising.

Duration

15 December 2017 – 15 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

394,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

2,000

Other campaign costs

9,000

National Gallery of Victoria – Triennial EXTRA

Summary

Campaign to support Triennial EXTRA, a ten-night festival comprised of art, dance, performance and other events. The campaign included local radio, outdoor, print, digital and social media advertising.

Duration

19 – 28 January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

74,000

Creative and campaign development

7,000

Research and evaluation

0

Print and collateral

20,000

Other campaign costs

6,000

National Gallery of Victoria – Melbourne Design Week 2018

Summary

The 2018 iteration of the major four-year design initiative was an ambitious and collaborative program that showcased Melbourne as a global design city. The campaign included local radio, outdoor advertising, print, digital and social media activity including satellite venue signage packages.

Duration

15 – 25 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

74,000

Creative and campaign development

5,000

Research and evaluation

0

Print and collateral

28,000

Other campaign costs

1,000

National Gallery of Victoria – MOMA at NGV: 130 Years of Modern and Contemporary Art

Summary

The NGV’s 2018 Melbourne Winter Masterpieces exhibition provided a unique survey of the New York Museum’s iconic collection. The campaign was designed to attract local, regional, interstate and international audiences through print, digital, outdoor, transit and social media activity.

Duration

9 June – 7 October 2018*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

258,000

Creative and campaign development

24,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

12,000

* Campaign spanned the 2017–18 and 2018–19 financial years.

Public Transport Victoria – High Capacity Metro Trains

Summary

The campaign informed public transport users about bus replacement services on the Cranbourne-Pakenham rail corridor during 2017. This was due to work done on the line for the High Capacity Metro trains project.

Duration

1 July – 30 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

277,585

Creative and campaign development

35,344

Research and evaluation

77,500

Print and collateral

1,665

Other campaign costs

0

Public Transport Victoria – Supporting users to be ready to travel

Summary

The campaigns promoted high-readiness ticketing products – myki Auto Top Up and myki Commuter Club. They aimed to address accidental and unintentional fare evasion that occurs when customers are unprepared to travel, with insufficient funds on their myki.

Duration

10 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

788,363

Creative and campaign development

154,924

Research and evaluation

0

Print and collateral

104,260

Other campaign costs

0

Public Transport Victoria – Explore the Night with the Night Network

Summary

The campaign maintained awareness and encouraged the use of the Night Network, 24-hour public transport on Friday and Saturday nights.

Duration

21 January – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

976,621

Creative and campaign development

580,045

Research and evaluation

53,100

Print and collateral

85,380

Other campaign costs

0

Public Transport Victoria – Get to know your bus

Summary

The second year of the campaign focused on the Whitehorse, Manningham, Monash and Geelong communities and aimed to improve understanding and attitudes to buses.

Duration

Phase 3 and 4 – 4 February – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

678,805

Creative and campaign development

496,965

Research and evaluation

69,000

Print and collateral

160,825

Other campaign costs

69,526

State Trustees Limited – Let’s Talk – phase 1

Summary

Campaign designed to promote State Trustees, and its services.

Duration

14 May – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

177,000

Creative and campaign development

67,000

Research and evaluation

0

Print and collateral

1,000

Other campaign costs

0

Transport Accident Commission – Large Format Outdoor Billboards

Summary

The TAC's extensive outdoor network provides important 'point of sale' messaging to road users at the time it is most relevant to them. The portfolio covers regional Victoria and metropolitan Melbourne. New sites with digital capability have been added to TAC's portfolio to enable more efficient changeover of messaging.

Duration

July 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,161,870

Creative and campaign development

(Costs included in campaign production spend)

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Towards Zero – Living Proof and Man on the Street

Summary

Campaign told the stories of crash survivors to demonstrate that a systemic approach to safety is now in place. Eight stories from everyday Victorians shared the living proof that the choices we make on the roads can save our lives.

Duration

7 August – 3 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

599,316

Creative and campaign development

198,142

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drinking. Driving. They’re Better Apart

Summary

This campaign continues to encourage males aged 18–39 years not to drive at all after drinking. A new suite of social media films challenged us to rethink having a drink before driving, given we would not accept this behaviour of a pilot before a flight or a vet before pet surgery.

Duration

20 August – 31 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

795,695

Creative and campaign development

476,218

Research and evaluation

79,076

Print and collateral

0

Other campaign costs

0

 

Transport Accident Commission – Vehicle Safety – How safe is your first car?

Summary

Campaign commenced soon after the RACV’s annual announcement of Used Car Safety Ratings. Key message across the set of videos targeting young drivers is that cars with safety features are available for less than $5,000.

Duration

1 October 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

76,939

Creative and campaign development

181,731

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Motorcyclist Safety – Driver think rider. Rider think driver

Summary

Campaign speaks to drivers about how to help keep riders safe on our roads. New creative was introduced to provide specific instructions to drivers and riders.

Duration

8 October – 4 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,195,317

Creative and campaign development

231,625

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Cycling – Drivers, give the space to ride safe

Summary

A public education campaign developed in conjunction with VicRoads on the safe overtaking of bicycles by motorists, as noted in the Victorian Government’s response to a Parliamentary Inquiry into the safe overtaking of cyclists.

Duration

5 November – 23 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

799,389

Creative and campaign development

378,028

Research and evaluation

166,495

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Enforcement – Think of us

Summary

New campaign aims to deter risky behaviour by encouraging people to consider the presence of Victoria Police on the roads each time they drive. Police are portrayed as personal guardians who help us make better decisions about our driving in three different television commercials dealing with speeding, drink-driving and text-driving.

Duration

10 December 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,592,111

Creative and campaign development

1,063,746

Research and evaluation

55,260

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Infrastructure – Safer Roads Save Lives

Summary

Advertisements featuring newly-installed safety barriers, rumble strips and roundabouts ran in regional press across digital channels, radio and outdoor billboards to demonstrate how safety features of roads are getting us towards zero. A television and cinema commercial shared the true story of two men whose lives were saved by flexible centre barriers on the Melba Highway.

Duration

26 December 2017 – 27 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,889,149

Creative and campaign development

198,677

Research and evaluation

93,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drug Driving – More drug tests, more places, more often

Summary

Campaign continues to advise the community that police are continually increasing the number of drug tests conducted each year to detect drivers and riders with amphetamines and cannabis in their system.

Duration

4 February – 3 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,163,225

Creative and campaign development

368,231

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drowsy Driving – You can't fight sleep

Summary

Over the 2018 Easter break, drivers and riders were reminded of the body’s inability to fight the need for rest. The campaign drove traffic to the SES and Driver Reviver sites that offered free refreshments to incentivise drivers to break their journey and take a 15‑minute powernap.

Duration

18 March – 17 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,197,054

Creative and campaign development

295, 706

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Child Safety – Thingle Toodle

Summary

A long-running campaign of advertisements shown in cinemas as part of the Victorian ‘Starting Out Safely’ program, providing early childhood education on seatbelts, helmet wearing and crossing the road.

Duration

4 – 19 April 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

198,208

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drink Driving –
Blow 0.5 and lose your licence

Summary

Informational campaign alerted the community to new drink-driving and drug-driving penalties. Channels included outdoor billboards, radio, digital petrol pumps, tram sides, social media and regional press.

Duration

29 April – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

599,735

Creative and campaign development

53,576

Research and evaluation

102,679

Print and collateral

0

Other campaign costs

0

VicHealth – This Girl Can – Victoria

Summary

A state-wide, mass media campaign, including sports sponsorships aimed at increasing physical activity and supporting gender equality. This campaign aims to empower women to be active however, whenever and wherever they want.

Duration

25 March – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,245,000

Creative and campaign development

741,000

Research and evaluation

148,000

Print and collateral

17,000

Other campaign costs

1,767,000

VicRoads – Summer Roadworks

Summary

Public awareness campaign to inform Victorians of the significant program of works occurring throughout Melbourne during the summer of 2017-18, including a three-day closure of the Tullamarine Freeway.

Duration

December 2017 – January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

500,000

Creative and campaign development

65,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

 

VicRoads – Motorcycle lane-filtering

Summary

A public education campaign to ensure the Victorian community is aware of the legislative change making lane-filtering legal for motorcyclists.

Duration

December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

130,000

Creative and campaign development

49,950

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

VicRoads – Motorcycle Anti-locking Braking System (ABS)

Summary

Campaign to increase the number of Victorian motorcyclists who ride motorcycles with ABS braking to reduce the instances of death and severe injury from motorcycle accidents.

Duration

March – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

400,000

Creative and campaign development

200,000

Research and evaluation

80,000

Print and collateral

0

Other campaign costs

0

Victoria Police – Police Officer recruitment campaign

Summary

Advertising, communication and marketing activities for the recruitment of Victoria Police Officers.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,461,000

Creative and campaign development

364,000

Research and evaluation

68,000

Print and collateral

17,000

Other campaign costs

65,000

Victorian Arts Centre Trust – The Unbelievables

Summary

Campaign to deliver experiences and engagement to audiences whilst communicating the excitement of 'The Unbelievables'.

Duration

August 2017 – January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

130,919

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Victorian Building Authority – Building reforms

Summary

Information and awareness campaigns advising practitioners in the building and plumbing industries about VBA activity and legislative changes.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

224,110

Creative and campaign development

36,495

Research and evaluation

25,880

Print and collateral

11,751

Other campaign costs

14,366

Victorian Responsible Gambling Foundation (VRGF) – Help-seeking – continuous digital promotion of help services (digital continuity)

Summary

Ongoing digital promotion that allows help-seeking messages to be served continuously via search engine and social media marketing, paid digital display and content advertising, enabling the VRGF to better reach those who need help.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

433,938

Creative and campaign development

0

Research and evaluation

N/A (research conducted by MediaCom Australia as part of media buy)

Print and collateral

0

Other campaign costs

0

VRGF – In-venue convenience advertising

Summary

Advertising that places responsible gambling and help services messages in the conveniences in or near gaming rooms in almost all venues in Victoria.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

583,328 (print costs included)

Creative and campaign development

N/A (included in advertising costs)

Research and evaluation

N/A (ongoing quarterly reporting provided)

Print and collateral

0

Other campaign costs

0

VRGF – Early intervention – Reducing harm among moderate-risk gamblers – Harm from gambling starts earlier than you think

Summary

Targeting people who gamble in a risky way to increase knowledge about the signs of gambling harm and to encourage self-reflection and behaviour change.

Duration

3 – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,324,560

Creative and campaign development

29,275

Research and evaluation

170,413

Print and collateral

0

Other campaign costs

0

VRGF – Early intervention – Reducing harm among low-risk gamblers, Responsible Gambling Awareness Week – How do you keep it well played

Summary

Targeting low-risk gamblers to improve awareness of the signs of less severe harms from gambling.

Duration

23 October – 18 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

823,185

Creative and campaign development

57,370

Research and evaluation

87,309

Print and collateral

0

Other campaign costs

0

VRGF– Help-seeking – Culturally And Linguistically Diverse (CALD) communities – Gambling can be an issue in any language

Summary

Local advertising campaign raising awareness of in-language help services in Vietnamese, Chinese (Cantonese and Mandarin) and Arabic, to increase help-seeking in these communities.

Duration

11 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

245,881

Creative and campaign development

53,022

Research and evaluation

N/A (research conducted by MediaCom Australia as part of the media buy)

Print and collateral

0

Other campaign costs

0

VRGF – Prevention – Gambling normalisation – Love the game, not the odds

Summary

Highlighting how the normalisation of gambling in sport is changing the way teenagers and young adults experience sport.

Duration

4 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

794,826

Creative and campaign development

245,598

Research and evaluation

78,123

Print and collateral

0

Other campaign costs

0

VRGF – Help-seeking – Gambler’s Help – 100 Day Challenge

Summary

For people who want to take a break from, or cut back on their gambling, the 100 Day Challenge offers 100 activities over 100 days, to get more out of life.

Duration

September 2016 – March 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

422,287

Creative and campaign development

346,865

Research and evaluation

221,613

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Occupational violence and aggression in healthcare

Summary

Campaign using TV, outdoor and digital advertising, designed to combat occupational violence and aggression against healthcare workers.

Duration

June – July 2017 and May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

919,000

Creative and campaign development

17,000

Research and evaluation

15,000

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Return to Work (Getting back)

Summary

TV, press, radio, outdoor and digital advertising campaign to promote the benefits for workers of returning to work after injury or illness.

Duration

October 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

826,000

Creative and campaign development

936,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

 

WorkSafe Victoria – Farm Safety – Quad Bikes

Summary

TV, press, radio, outdoor and digital campaign aimed at improving quad bike safety on farms.

Duration

November 2017 – February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

441,000

Creative and campaign development

8,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

1,000

WorkSafe Victoria – Enforcement (Bad Days)

Summary

TV, press, radio, cinema, outdoor and digital advertising campaign raising awareness of WorkSafe’s enforcement activities.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,787,000

Creative and campaign development

219,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Asbestos

Summary

TV, radio, digital and outdoor advertising campaign raising awareness of the dangers of asbestos in workplaces.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

121,000

Creative and campaign development

22,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – CALD vulnerable workers campaign

Summary

Radio, outdoor and digital campaign targeting workers from CALD communities.

Duration

March – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

398,000

Creative and campaign development

36,000

Research and evaluation

29,000

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Hearts and Minds (new)

Summary

New campaign spanning TV, radio, digital and outdoor advertising, designed to promote awareness of the importance of mental and physical workplace safety.

Duration

June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

646,000

Creative and campaign development

1,289,000

Research and evaluation

104,000

Print and collateral

0

Other campaign costs

0

Introduction Text
This report provides a summary of major Victorian Government advertising campaigns undertaken from 1 July 2017 to 30 June 2018.
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Victorian Government Advertising Report 2017–18

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Introduction

This report provides an overview of Victorian Government media advertising expenditure for the period 1 July 2017 to 30 June 2018.

Media advertising expenditure

The Victorian Government purchases media through the whole of Victorian Government Master Agency Media Services (MAMS) state purchase contract.

The MAMS contract covers media planning and buying on behalf of government, and is managed by the Department of Treasury and Finance.

Victorian Public Sector organisations that used the MAMS contract during 2017–18 qualified for significantly discounted government media rates. These included:

  • all Victorian Government departments
  • public bodies (which include, but are not limited to, statutory authorities, public entities, special bodies and other users). Examples include the Transport Accident Commission, Visit Victoria, WorkSafe Victoria, Ambulance Victoria, TAFE institutes, VicRoads and the Victorian Electoral Commission.

For more information  check the MAMS procurement page.

Government advertising categories

The Victorian Government classifies paid media advertising into three categories:

  1. Campaign advertising, which is designed to inform, educate, motivate or change behaviour. It requires strategic planning of creative and media services to achieve set objectives.
  2. Functional advertising, which is specifically used to provide the public with information, and is generally simple and informative and only appears for a short time. Examples include public notices, notifications of public meetings, requests for tender, enrolment notices, statutory or regulatory notices, and emergency or safety announcements.
  3. Recruitment advertising, which is used to promote a specific job vacancy or a limited number of roles. Larger scale, industry-wide recruitment by government is usually classed as 'campaign' advertising.

Collectively, functional and recruitment advertising are referred to as ‘non-campaign’ advertising.

During the 2017–18 financial year, Dentsu Mitchell provided campaign advertising services to government, while ZenithOptimedia provided functional and recruitment advertising services.* However, during the 2017–18 financial year the Victorian Government MAMS contract was put out to tender.

MediaCom Australia was the successful tenderer and took over as supplier for these services on 1 December 2017.

This report is based on advertising expenditure data provided to the Department of Premier and Cabinet by Dentsu Mitchell, ZenithOptimedia and MediaCom Australia for the 2017–18 financial year.

* From 1 December 2017, MediaCom Australia commenced as the Victorian Government's sole MAMS provider for both campaign and non-campaign advertising.

Expenditure on major government campaigns

Each year, government departments and public bodies publish information within their annual reports about their expenditure on major advertising campaigns, as required by the relevant Financial Reporting Direction. (For 2017–18, the relevant Financial Reporting Direction was FRD 22H Standard disclosures in the Report of Operations (May 2017).)

For 2017–18, departments and bodies are required to report on advertising campaigns with a total media spend of $100,000 or greater (exclusive of GST), including:

  • the name of the advertising campaign
  • the start and end date of the campaign
  • a summary of the campaign
  • details of campaign expenditure for the reporting period (exclusive of GST).

This reporting is collated and summarised in the Victorian Government Advertising Campaign Activity Summary 2017–18, available on the vic.gov.au website.

Government advertising plan for 2017–18

Each year the Victorian Government publishes an annual advertising plan, which provides an overview of government advertising campaigns planned for that year.

The Victorian Government Advertising Plan for 2017–18 is available on the vic.gov.au website.

Victorian Government advertising expenditure 2017–18

The Victorian Government spent a total of $105.7 million on media advertising from 1 July 2017 to 30 June 2018, including both campaign and non-campaign advertising.

Total government advertising expenditure – historical comparison

Total government advertising expenditure for 2017–18 and previous years is shown in the chart below.

Bar Chart showing expenditure in 2017-18 increased over the previous two years but lower than levels around 2009-10

Total advertising expenditure by category 2017–18

Campaign advertising accounted for 84 per cent of Victorian Government advertising expenditure in 2017–18. Non-campaign advertising, comprising functional and recruitment advertising, accounted for the remaining 16 per cent of advertising expenditure for the year.

Pie Chart showing campaign advertising comprising 83.9% ($88.7m), functional at 10.1% ($10.7m) and recruitment at 6% ($6.3m)

Campaign and non-campaign advertising expenditure by departments and agencies 2017–18

The chart below shows Victorian Government expenditure by government departments and government agencies, for campaign and non-campaign advertising, as a percentage of total advertising expenditure for 2017–18.

In 2017–18, government agencies (such as WorkSafe Victoria and the Transport Accident Commission) accounted for 73 per cent of total government advertising expenditure, while government departments (such as the Department of Justice and Regulation) accounted for the remaining 27 per cent of expenditure.

The Victorian Government Advertising Campaign Activity Summary 2017–18 provides a summary of major government campaigns undertaken in 2017–18.

Pie chart showing departments' campaign expenditure at 23.6% and non-campaign expenditure at 3.3%, agencies' campaign expenditure at 60.4% and non-campaign expenditure at 12.8%

Top 10 advertisers by campaign expenditure 2017–18

Rank Advertiser Example campaigns Expenditure
1 Transport Accident Commission (TAC) Numerous road safety campaigns targeting excessive speed and drink and drug driving, encouraging parents to model positive behavior for future drivers, improving road safety for motorcyclists, and ongoing seasonal campaigns targeting fatigue and holiday road safety. $12,558,982
2 Visit Victoria Various intrastate and interstate campaigns to promote Victoria as a tourist destination, including a major new campaign to promote Melbourne to interstate visitors. Other campaigns promoted tourism in regional Victoria and Melbourne’s schedule of major events in 2017–18. $10,998,170
3 Department of Health and Human Services Family Violence campaign ‘Save Lives, Save 000 For Emergencies’ ambulance campaign, Influenza, Fostering Connections and Heat Health/Extreme Heat Warnings campaigns. $8,269,988
4 WorkSafe Victoria

Numerous campaigns, including the  ‘Getting back’ return-to-work and ‘Bad Days’ enforcement campaigns, and the launch of a campaign promoting awareness of mental and physical workplace safety. Ongoing campaigns also targeted quad bike farm safety and asbestos, and violence against healthcare workers.

$6,659,497
5 Department of Justice and Regulation 2017–18 summer fire safety and awareness campaign, and the summer Play it Safe by the Water campaign. $4,617,315
6 Victorian Responsible Gambling Foundation Campaigns to reduce harm caused by gambling, including help and early intervention campaigns for gamblers,     100 Day Challenge and the ‘Love the game, not the odds’ campaign targeting the normalisation of gambling in sport. $4,494,944
7 Victoria Police Advertising, communication and marketing activities for the recruitment of Victoria Police Officers. $3,374,742
8 Department of Education and Training Various campaigns to promote the Victorian TAFE sector, including the ‘TAFE Will Take You There’ campaign, as well as campaigns to prevent children being left in cars and to support the Victorian State Schools Spectacular. $3,168,098
9 Public Transport Victoria Night Network – 24-hour weekend public transport, Know Your Bus, Auto Top Up, Safety You Can See, High Capacity Metro Trains, and myki commuter club campaigns. $3,076,430
10 Level Crossing Removal Authority Various advertising campaigns to inform the community of disruptions associated with level crossing removals across Melbourne. $2,855,086

Note: Media expenditure figures reported above exclude GST, production costs and other fees. Expenditure figures presented in this report may differ from those published in departments’ and public bodies’ annual reports, which may include production and other fees associated with advertising campaigns.

Major functional and recruitment advertisers 2017–18

Functional advertising

In 2017–18, the highest spending departments and agencies for functional advertising were VicRoads, Public Transport Victoria, Melbourne Water, V/Line, Victorian Electoral Commission, Energy Safe Victoria, Melbourne Metro Rail Authority, Transport Accident Commission, Level Crossing Removal Authority and The Gordon TAFE.

Recruitment advertising

In 2017–18, the highest spending departments and agencies for recruitment advertising were Corrections Victoria, Department of Health and Human Services, Department of Justice and Regulation, North East Link Authority and Victoria Police.

Government advertising by channel 2017–18

The chart below shows percentage of total government advertising expenditure for 2017–18 per advertising channel.

Expenditure for 2017–18 showed a slight increase in the proportion of advertising via television and outdoor, while expenditure on internet/digital advertising and press advertising decreased slightly compared to 2016–17.

In 2017–18, internet/digital advertising accounted for 29.9 per cent of all government advertising, compared to 32 per cent in 2016–17 (however, this still represents an increase on the 27 per cent figure recorded in 2015–16).

Television accounted for 25.5 per cent of total advertising expenditure in 2017–18, compared to 22 per cent in 2016–17, while outdoor advertising increased to 11.8 per cent (compared to 10.1 per cent in 2016–17). Press advertising expenditure continued to decrease compared to previous years – in 2017–18 press advertising represented 15.2 per cent of advertising expenditure, a decrease from 17 per cent in 2016–17.

Pie chart showing expenditure on digital channels at 29.9%, television 25.5%, press 15.2%, radio 13.4%, outdoor 11.8%, cinema 1.7%, other 1.6% and magazines 0.7%

Government campaign advertising by communication priority areas

All campaign advertising undertaken by the Victorian Government during 2017–18 fulfilled one of five ‘priority areas’ for government communication. These priority areas are outlined in the Victorian Government Advertising Plan 2017–18:

  • Public safety and behaviour change
  • Building social cohesion and community spirit
  • Supporting commercial and economic investment in Victoria
  • Generation of revenue to support Victorian institutions and events
  • Ensuring compliance with legislation.

The chart below shows 2017–18 expenditure for each communication priority area as a proportion of the government’s total expenditure on campaign advertising.

Pie chart showing campaign expenditure on public safety and behaviour change at 67.3%, economic development and investment 17.1%, generation of revenue for institutions and events 13.1%, social cohesion and community spirit 2.2% and compliance with legislation 0.3%

Victorian Government communication targets

The Victorian Government is committed to communicating with all Victorians and has annual advertising expenditure targets for regional and multicultural media to help ensure effective communication with these audiences. 

Regional media campaign advertising expenditure

The Victorian Government Regional Communication Policy requires that government departments and agencies place 15 per cent of their annual campaign media expenditure with regional and rural media.

This includes, but is not limited to, dedicated regional press, radio, television, outdoor media buys and significant media partnerships and sponsorships that can be identified as ‘regional or rural’.

Internet and digital advertising can also be used to communicate effectively with regional audiences; however, currently these channels are not consistently classified as 'regional or rural' media. For this reason, expenditure on internet and digital advertising is not included in the government’s regional advertising expenditure total for 2017–18.

In 2017–18, the Victorian Government spent $12,946,012 on campaign advertising through regional and rural media, such as press, radio, television and outdoor advertising.

This figure represents 20.1 per cent of the government’s total campaign advertising expenditure undertaken through non-digital media (that is, press, radio, television and outdoor advertising).

This result is above the 15 per cent regional media expenditure target required under the government’s Regional Communication Policy.

Multicultural media campaign advertising expenditure

The Victorian Government Multicultural Communication Policy requires that government departments and agencies commit a minimum of five per cent of their total campaign media expenditure towards multicultural media.

In 2017–18, the Victorian Government spent $3,147,444 on campaign advertising through ‘traditional’ (non-digital) multicultural media. This includes expenditure on print, radio and television advertising (but does not include expenditure on digital media).

This expenditure represents 5 per cent of the government’s total campaign advertising expenditure on print, radio and television advertising during 2017–18. This total meets the five per cent multicultural campaign advertising expenditure target required under the Multicultural Communication Policy.

In 2018 the Department of Premier and Cabinet established a specialist multicultural communications team within the Strategic Communication, Engagement and Protocol Branch. The team has been tasked with improving government communication with multicultural communities through commissioning research and providing tailored advice to campaign managers across government on audience identification and media channel selection.

Government communication policies and guidelines

Victorian Government communication policies and guidelines ensure that government communication is effective, well managed and responsive to the diverse needs of the Victorian community. Policies and guidelines are reviewed and updated from time to time as needed.

Current policies and guidelines are located on the vic.gov.au website.

Introduction Text
Victorian Government media advertising expenditure for the period 1 July 2017 to 30 June 2018.
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