PDF version of Certification StatementCertification Statement — National Tobacco Campaign — More Targeted Approach pregnancy campaign (PDF 96 KB)
Chief Executive Certification for Government Advertising Campaigns
Certification Statement — National Tobacco Campaign — More Targeted Approach pregnancy campaignI certify that the National Tobacco Campaign — More Targeted Approach pregnancy campaign complies with the Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies (Guidelines).
This certification takes into consideration the Report of the Independent Communications Committee, which indicates the National Tobacco Campaign — More Targeted Approach pregnancy campaign, in their view, complies with Principles 1 to 4 of the Guidelines, dated 5 October 2012.
My certification has also been informed by advice and evidence of compliance with the Guidelines provided by officers within Department of Health and Ageing with responsibility for the design, development and implementation of the National Tobacco Campaign — More Targeted Approach pregnancy campaign.
I certify compliance with relevant legal and procurement matters relating to the presentation and delivery of the campaign (Principle 5 of the Guidelines).
Department of Health and Ageing
23 October 2012
MDP 303 GPO Box 9848 Canberra ACT 2601
ABN 83 605 426 759
Principle 2: Campaign materials should be presented in an objective, fair and accessible manner and be designed to meet the objectives of the campaign.
Campaign materials enable the recipients of the information to distinguish between facts, comment, opinion and analysis.
Where campaign materials have presented materials as fact, those facts are accurate and verifiable.
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.
Pre-existing policies, products, services and activities are not presented as new.
Special attention has been paid to communicating with any disadvantaged individuals identified as being within the target audience. Particular attention has been paid to people living in rural and remote areas, Indigenous audiences and people from multicultural backgrounds.
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.
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.
Campaign materials are presented in objective language and are free of political argument.
Campaign materials do not try to foster a positive impression of a particular political party or promote party political interests.
- do not mention the party in government by name
- do not directly attack or scorn the views, policies or actions of others such as the policies and opinions of opposition parties or groups
- do not include party-political slogans or images
- have not been designed to influence public support for a political party, a candidate for election, a Minister or a Member of Parliament, and
- do not refer or link to the websites of politicians or political parties.
Principle 4: Campaigns should be justified and undertaken in an efficient, effective and relevant manner.
The campaign was instigated on the basis of a demonstrated need, target recipients are clearly identified and the campaign has been informed by appropriate research and/or evidence.
Campaign information clearly and directly affects the interests of recipients.
The medium and volume of the advertising activities is cost effective and justifiable within the budget allocated to the campaign.
Distribution of unsolicited materials will be carefully controlled.
The campaign will be evaluated to determine effectiveness
Principle 5: Campaigns must comply with legal requirements and procurement policies and procedures.
The manner of presentation and the delivery of the campaign complies with all relevant laws including:
- laws with respect to broadcasting and media
- privacy laws
- intellectual property laws
- electoral laws
- trade practices and consumer protection laws, and
- workplace relations laws.
Procurement policies and procedures for the tendering and commissioning of services and the employment of consultants were followed and there is a clear audit trail regarding decision making.
Page last reviewed: 05 March 2014