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4.1 Advertising and Market Research

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The department promotes community awareness of key health and ageing issues and programs by undertaking advertising campaigns. The department also seeks the community’s views on health and ageing matters through market research activities.

The department is required to report on all payments over $11,200 (GST inclusive) to advertising agencies, market research organisations, polling organisations, media advertising organisations and direct mail organisations. Details of payments to these organisations in 2010-11 are set out below. Note that the department did not make any payments to polling organisations.

During 2010-11, the Department of Health and Ageing conducted the following advertising campaigns:

  • Get Active, Eat Good Tucker, Live Longer!;
  • the Indigenous Anti-Smoking Social Marketing Campaign;
  • the National Drugs Campaign;
  • the National Tobacco Campaign;
  • the National Tobacco Campaign – More Targeted Approach; and
  • the Swap It, Don’t Stop It Campaign.

Further information on these advertising campaigns is available at www.health.gov.au and in the reports on Australian Government advertising prepared by the Department of Finance and Deregulation. Those reports are available at
www.finance.gov.au/advertising/index.html.

Table 4.1.1: Advertising Agencies (creative advertising agencies which have developed advertising campaigns)
OrganisationService Provided
Creative Head Hours Paid
(GST Incl)
BMF AdvertisingCreative advertising services for the National Drugs Campaign.
$29,956
The Campaign PalaceCreative advertising services for the National Tobacco Campaign and Indigenous Anti-Smoking Campaign.
$411,740
The Campaign PalaceCreative advertising services for the National Tobacco Campaign – More Targeted Approach.
$101,673
Loud MulticulturalCulturally and linguistically diverse advertising services for the National Tobacco Campaign – More Targeted Approach.
$284,567
J. Walter Thompson Creative advertising services for Phase Two of the Measure Up Campaign (Swap It, Don’t Stop It).
$844,609
J. Walter ThompsonCreative advertising services for the After Hours General Practitioner Helpline Campaign.
$40,480
Ethnic CommunicationsCulturally and linguistically diverse advertising services for the After Hours General Practitioner Helpline Campaign.
$19,367
Gavin Jones Communications Aboriginal and Torres Strait Islander advertising services for the After Hours General Practitioner Helpline Campaign.
$26,596
BCM PartnershipCreative advertising services for the Attracting More People to Work in Indigenous Health Campaign.
$1,541,889
Cox Inall RidgewayCreative advertising services for the advertising of the open round of Live Longer! grants.
$40,355
Rural Health Workforce Australia Ltd Management of the Rural Health Champions Program and the website design project.
$199,200

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Table 4.1.2: Market Research Organisations
OrganisationService Provided
Paid
(GST Incl)
The Social Research Centre Pty LtdEvaluation of the Illicit Drug Use - Targeting Young Methamphetamine Users (Consultancy let prior to 2010-11).
$177,019
The Social Research Centre Pty Ltd*Re-invigoration of National Tobacco Campaign Social Marketing Activity - tracking research.
$50,302
The Social Research Centre Pty Ltd*Evaluation research to measure the effectiveness of the National Tobacco Campaign.
$429,787
The Social Research Centre Pty Ltd*Evaluation research to measure the effectiveness of Phase 5 of the National Drugs Campaign.
$61,486
The Social Research Centre Pty Ltd*Evaluation of the Measure Up Social Marketing Campaign.
$125,653
Woolcott Research
Pty Ltd*
Qualitative research of the After Hours General Practitioner Telephone Advice Service communications.
$109,780
Woolcott Research
Pty Ltd*
Concept testing for the National Tobacco Campaign (special audiences).
$274,450
Ipsos-Eureka Social Research InstituteDevelopmental research for Australian Better Health Initiative – ‘Tomorrow People’ social marketing campaign (Consultancy let prior to 2010-11).
$66,913
Ipsos-Eureka Social Research InstituteMonitoring and evaluation of the progress of the Health Reform campaigns (Consultancy let prior to 2010-11).
$60,746
Urbis Pty LtdDevelopmental research for Aboriginal and Torres Strait Islander: Health Assessments (Consultancy let prior to 2010‑11).
$23,429
Blue Moon Unit TrustFormative and concept testing research for the Measure Up Campaign (Consultancy let prior to 2010-11).
$586,795
Blue Moon Unit Trust*Concept testing to conduct Tobacco Social Marketing Campaign.
$516,560
GfK Blue Moon Research and Planning*Formative research for Pertussis Communication Strategy.
$69,993
Cultural Perspectives Pty Ltd, trading as Cultural and Indigenous Research Centre Australia*Concept testing for the National Indigenous Ear Health Campaign.
$147,956
Cultural Perspectives Pty Ltd, trading as Cultural and Indigenous Research Centre Australia*Concept testing and evaluation research for Opal Fuel Communication activities in the Western Australian Goldfields.
$103,598
ORC Aus Pty LtdNational Tobacco Survey 2010 research (Consultancy let prior to 2010-11).
$628,968
ORIMA Research Pty Ltd*Concept testing and evaluation research for the Attracting More People to Work in Indigenous Health Campaign.
$599,948
Ipsos Public Affairs Pty Ltd*Review of elective surgery and emergency department targets, and the National Access Guarantee. Qualitative research to be undertaken by an expert panel.
$323,829
Ipsos Public Affairs Pty Ltd*Research to inform design and implementation of the Lead Clinicians Groups.
$309,723
Ipsos Public Affairs Pty Ltd*Research to investigate consumer and health professional perspectives and experiences regarding the National Bowel Cancer Screening Program.
$373,177
Inside StoryMarket research to inform the development of a workplace health and well-being toolkit for employers under the Healthy Workers initiative.
$19,530
Horizon Research*Evaluation of the effectiveness of current promotional items in reducing the risks of alcohol consumption.
$125,889
Blue Moon Unit Trust*Market research for plain packaging of tobacco products.
$447,177
Blue Moon Unit Trust*Market testing of potential new graphic health warnings on tobacco product packaging.
$199,870
Blue Moon Unit Trust*Market research of potential new health warnings and information messages for tobacco.
$176,880
The Social Research Centre Pty Ltd*Research for the National Tobacco Campaign.
$117,371
Roy Morgan Research*Quantitative research for the Aged Care Complaints Scheme and reforms.
$127,205
Communio Pty Ltd*Review of the National Rural Locum Program.
$59,136
Communio Pty Ltd*Review of barriers to locum placement under the Specialist Obstetricians Locum Scheme and GP Anaesthetic Locum Scheme Programs.
$34,287
Access Economics*Review of the International Recruitment Strategy for Overseas Trained Doctors.
$104,519
Access EconomicsReview of the Overseas Trained Doctors Additional Assistance Scheme.
$103,367
Horizon Research*To conduct Communication Management Research under the National Continence Program.
$272,349
Hobsons Australia
Pty Ltd
An appropriately targeted package of advertisements in relevant Hobsons Australia publications that will promote radiation oncology professions and related fields of study to Australian students.
$78,100

* Also reported under Consultancy Services in Part 4.2.

Table 4.1.3: Direct Mail Organisations1 (includes organisations which handle the sorting and mailing out of information material to the public)
OrganisationService Provided
Paid
(GST Incl)
National Mailing and Marketing Pty LtdDistribution for National Tobacco Campaign to General Practitioners.
$37,009
National Mailing and Marketing Pty LtdDistribution for the After Hours General Practitioners Helpline Campaign.
$25,088
National Mailing and Marketing Pty LtdStorage and mailing of publications relating to palliative care, which are made available free of charge to the public through the National Palliative Care Program.
$20,822
National Mailing and Marketing Pty LtdWarehousing and pick and pack charges for alcohol related publications, brochures and products.
$62,113
National Mailing and Marketing Pty LtdFulfilment and warehousing for mental health related publications.
$25,602
National Mailing and Marketing Pty LtdWarehousing and fulfilment services for information materials about Better Oral Health in Residential Care.
$15,231
National Mailing and Marketing Pty LtdMail Services.
$12,970
National Mailing and Marketing Pty LtdWarehousing and fulfilment of orders for information and promotional material for the Carer Information and Support program.
$127,450
National Mailing and Marketing Pty LtdPrinting, preparation, packaging and distribution of DLX mailer x 47000 for Telehealth mailout.
$37,665
National Mailing and Marketing Pty LtdStorage and distribution services for National Continence Program information resources.
$50,056
National Mailing and Marketing Pty LtdWarehousing and mailing out information and promotional material for the Australian Government Hearing Services Program.
$23,118

1 The costs reported should cover only the amount paid to the organisation and not the cost of postage or production of the material sent out. Where a creative agency or direct marketing agency has been used to create the direct mail materials, the amount paid to the agency should be reported here.

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Table 4.1.4: Media Advertising Organisations (the master advertising agencies which place Government advertising in the media. This covers both campaign and non-campaign advertising)

OrganisationService Provided
Paid
(GST Incl)
Media Brands Australia TA Universal McCannMedia buy for the National Drugs Campaign.
$5,116,447
Media Brands Australia TA Universal McCannMedia buy for the National Tobacco Campaign.
$3,842,165
Media Brands Australia TA Universal McCannMedia buy for the Indigenous Anti-Smoking Campaign.
$4,480,688
Media Brands Australia TA Universal McCannMedia buy for the National Tobacco Campaign – More Targeted Approach.
$5,039,348
Media Brands Australia TA Universal McCannMedia buy for the After Hours General Practitioner Helpline Campaign.
$31,900
Media Brands Australia TA Universal McCannMedia buy for the National STI Prevention Program: Sexual Health Campaign.
$571, 227
Media Brands Australia TA Universal McCannMedia buy for Health Reform (Workforce) Campaign.
$1,859,727
Media Brands Australia Media buy for non-campaign advertising to support Opal fuel communication activities in the Kakadu region, Northern Territory and the Goldfields region, Western Australia.
$51,910
Adcorp Australia LtdAdvertising of open round of Live Longer! grants.
$142,799
Adcorp Australia LtdNon campaign advertising – recruitment.
$23,252
Adcorp Australia LtdPlacing advertisements for recruitment of staff.
$33,541
Adcorp Australia LtdAdvertisement for the Chief Executive Officer for the Australian National Preventive Health Agency.
$32,521
Adcorp Australia LtdAdvertisement of the national expression of interest for the Australian National Preventive Health Agency’s Advisory Council membership.
$34,252
Adcorp Australia LtdAdvertising RAI 059/1011 Request for Application on Multi-Use List for the provision of an Australia-wide advisory and development Multi-Use list of experts to assist the Department of Health and Ageing, Office for Aboriginal and Torres Strait Islander Health (OATSIH) and OATSIH funded Health services, national councils and committees.
$12,560
Adcorp Australia LtdAdvertising 2011 application round of the Rural Australia Medical Undergraduate Scholarship program in regional newspapers.
$13,751
Adcorp Australia LtdAdvertising 2011 application round of the Rural Australia Medical Undergraduate Scholarship program in metropolitan newspapers.
$23,733
Adcorp Australia LtdAdvertising for Aged Care Commissioner selection process in national media.
$14,237
Adcorp Australia LtdAdvertising of the Aged Care Nurse Graduate Placements Initiative.
$13,330
Adcorp Australia LtdAdvertising for the Aboriginal and Torres Strait Islander Rural and Remote Training Project in Queensland, Western Australia and South Australia.
$16,936
Adcorp Australia LtdAdvertising for the Indigenous Remote Service Delivery Traineeships.
$26,676
Adcorp Australia LtdAdvertising of the Nurse Practitioner Aged Care Models of Practice Program.
$28,320
Adcorp Australia LtdInvitations for applications for the establishment of Medicare Locals across Australia.
$51,359
Adcorp Australia LtdInvitation to apply for the Primary Care Infrastructure Grants (round one) advertising in national and local newspapers.
$21,353
Adcorp Australia LtdInvitation to apply for the Primary Care Infrastructure Grants (round two) advertising in national and local newspapers.
$31,547
Adcorp Australia LtdNational advertising seeking applications for funding under the National Rural and Remote Health Infrastructure program – Round 5.
$32,666
Adcorp Australia LtdAdvertising and promotion of round four of the Dementia Community Support Grants program in metropolitan, regional and special needs groups media.
$60,419
Adcorp Australia LtdMonthly national advertising for Commonwealth Respite and Carelink Centres, and the Carer Advisory and Counselling Service.
$2,629,096
Adcorp Australia LtdAdvertising of the 2011 Aged Care Approvals Round information sessions.
$22,812
Adcorp Australia LtdAdvertising of the 2011 Aged Care Approvals Round launch.
$25,462
Adcorp Australia LtdAdvertising for the filling of two Board members to the Private Health Insurance Administration Council.
$19,871
Adcorp Australia LtdAdvertising the invitation to apply for the Diagnostic Imaging Quality Program.
$16,356
Adcorp Australia LtdAdvertising for Director of the Professional Services Review.
$32,954
Adcorp Australia LtdRecruitment advertising.
$29,192
Adcorp Australia LtdAdvertising in major national newspapers of a review to improve transparency of the TGA.
$18,891
Adcorp Australia LtdAdvertising of Request for Tender in major national newspapers.
$19,476
Adcorp Australia LtdAdvertising in major metropolitan newspapers on
1-2 October 2010, inviting applications for the Health and Hospitals Fund Regional Priority Round.
$29,218
Adcorp Australia LtdAdvertising of public consultation on the review of Food Labelling Law and Policy.
$18,936
Adcorp Australia LtdPublic notices for the Personally Controlled Electronic Health Record eHealth sites.
$124,777
Adcorp Australia LtdPlacement of public notice in relation to the draft Concept of Operations.
$29,799
Adcorp Australia LtdAdvertising in national newspapers for eHealth research consultancies.
$40,960
Paper ShuffleRecruitment advertising.
$26,400
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URL: http://www.health.gov.au/internet/annrpt/publishing.nsf/Content/annual-report-1011-toc~1011part4~1011part4.1
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