PDF version of certification statement

Certification Statement - NTC MTA New CALD (PDF 92 KB)

Chief Executive Certification for Government Advertising Campaigns

Certification Statement – National Tobacco Campaign - More Targeted Approach (Phase Two): New CALD campaign materials

I certify that the new culturally and linguistically diverse campaign materials within the National Tobacco Campaign - More Targeted Approach comply with the Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines).

This certification takes into consideration the Report of the Independent Communications Committee, which indicates the National Tobacco Campaign - More Targeted Approach second phase campaign activity, in their view, complies with Principles 1 to 4 of the Guidelines, dated 28 November 2011.

My certification has also been informed by advice and evidence of compliance with the Guidelines provided by officers within the Department of Health and Ageing and the Australian National Preventive Health Agency with responsibility for the design, development and implementation of the National Tobacco Campaign - More Targeted Approach.

I certify compliance with relevant legal and procurement matters relating to the presentation and delivery of the campaign (Principle 5 of the Guidelines).

Jane Halton
Department of Health and Ageing
14 December 2011

Note: CEO to check boxes below as appropriate.

Principle 1: Campaigns should be relevant to government responsibilities.

The campaign related to policies or programs underpinned by:

No Tick Legislative authority; or

Tick Appropriation of the Parliament; or

No Tick A Cabinet Decision which is intended to be implemented during the current Parliament.

Suitable uses for government campaigns include;

No Tick To inform the public of new, existing or proposed government policies, or policy revisions;

No Tick To provide information on government programs or services or revisions to programs or services to which the public are entitled;

Tick To disseminate scientific, medical or health and safety information;

No Tick To inform consideration of issues; and

No Tick To provide information on the performance of government to facilitate accountability to the public.

Principle 2: Campaign materials should be presented in an objective, fair and accessible manner and be designed to meet the objectives of the campaign.

Tick Campaign materials enable the recipients of the information to distinguish between facts, comment, opinion and analysis.

Tick Where campaign materials have presented materials as fact, those facts are accurate and verifiable.

Tick Campaign materials do not attempt to mislead the recipient about the situation with which any comparisons are made, and the basis for the comparison is stated explicitly.

Tick Pre-existing policies, products, service and activities are not presented as new.

Tick Special attention has been paid to communication with any disadvantaged people living in rural and remote areas, Indigenous audiences and people from non-English speaking backgrounds.

Tick Imagery used in campaign materials reflects the diverse range of Australians. The interests, lifestyles and contributions of women, Indigenous and culturally and linguistically diverse communities are realistically portrayed and their participation and contribution to Australian society is recognised.

Tick Campaign materials have been tested with target audiences to indicate they are engaging and perform well against the objectives of the campaign.

Principle 3: Campaign materials should be objective and not directed at promoting party political interests.

Tick Campaign materials are presented in objective language and are free of political argument.

Tick Campaign materials do not try to foster a positive impression of a particular political party or promote party political interests.

Tick Campaign materials:
  • Do not mention the party in Government by name;
  • Do not directly attack or scorn the views, policies or actions of others such as the policies and opinions or opposition parties or groups;
  • Does not include party-political slogans or images;
  • Have not been designed to influence public support for a political party, a candidate for election, a Minister or Member of Parliament; and
  • Do not refer or link to the websites of politicians or political parties.

Principle 4: Campaigns should be justified and undertaken in an efficient, effective and relevant manner.

Tick The campaign was instigated on the basis of a demonstrated need, target recipients are clearly identified and the campaign has been informed by appropriate research and/or evidence.

Tick Campaign information clearly and directly affects the interests of recipients.

Tick The medium and volume of the advertising activities is cost effective and justifiable within the budget allocated to the campaign.

Tick Distribution of unsolicited materials will be carefully controlled.

Tick The campaign will be evaluated to determine effectiveness.

Principle 5: Campaigns must comply with legal requirements and procurement policies and procedures.

Tick The manner of presentation and the delivery of the campaign complies with all relevant laws including:
  • Laws with respect to broadcasting and media;
  • Privacy laws;
  • Intellectual property laws;
  • Electoral laws;
  • Trade practices and consumer protections laws; and
  • Workplace relations laws.
Tick Procurement policies and procedures for the tendering and commissioning of services and the employment of consultants were followed and there is a clear audit trail regarding decision making.