Campaigns

Principles

Campaigns are defined as a sustained series of communications activities used to inform, educate or change attitudes or behaviours of the target audience(s).

For the purposes of the Policy, a campaign includes a program of sustained communications activities, that:

  • directly link to an election commitment or Government policy as identified by the Government Communications Office;
  • involve a television media schedule or public consultation component;
  • relate to a project or initiative that is topical in the media at the time of the campaign.

Policy requirements

Before entering the campaign planning phase of a project, you must:

  • contact your agency’s Communications Manager and Procurement Officer
  • complete a project plan
  • understand the target audience – ideally through available research
  • establish a budget and have budget approval
  • ensure the initiation of the campaign and the campaign specifications are:
    • as described in procurement documents
    • approved by the agency’s Communications Manager (or delegate) and the Head of Agency (or delegate when required) prior to seeking the services of a contractor or purchasing advertising
  • ensure the Manager, Communications Unit, DPAC (or delegate), and the Government Communications Office approve campaigns and associated activities, including the creative concept prior to production and implementation of campaigns or new departmental brands relating to government commitments and announcements
  • test the campaign internally (and externally when budget permits) to ensure the communications activities support the campaign objectives and resonate with the target audience.