Online version of the 2012-13 Department of Health and Ageing Annual Report

3.10: Advertising and Market Research

Page last updated: 29 October 2013

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.

In 2012-13, the Department is required to report on all payments over $12,100 (GST inclusive) to advertising agencies, market research organisations, polling organisations, media advertising organisations and direct mail organisations. These payments are set out below. The Department did not make any payments to polling organisations in 2012-13.

During 2012-13, the Department of Health and Ageing conducted the following advertising campaigns:

  • Medicare for all
  • National Tobacco Campaign – More Targeted Approach (Quit for You, Quit for Two campaign)
  • Attracting More People to Work in Indigenous Health
  • National Tobacco Campaign – Plain Packaging
  • Victorian Health Funding advertising campaign

Further information on these advertising campaigns and in the reports on Australian Government advertising prepared by the Department of Finance and Deregulation.

Table 3.10.1: Advertising agencies (creative advertising agencies which have developed advertising campaigns)
Organisation Service Provided Amount Paid (GST Incl)
The Trustee for the Knowles Bristow Trust trading as BCM Partnership Creative services for the Medicare for all campaign $818,017
The Trustee for the Knowles Bristow Group trading as BCM Partnership Creative services for the Quit for You, Quit for Two campaign $196,353
The Trustee for the Knowles Bristow Group trading as BCM Partnership Creative services for the Attracting More People to Work in Indigenous Health campaign $37,186
The Trustee for the Knowles Bristow Group trading as BCM Partnership Creative services for the Tobacco Plain Packaging campaign $213,495
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Table 3.10.2: Market Research Organisations
Organisation Service Provided Amount Paid (GST Incl)
AMR Interactive Pty Ltd Concept testing of resources for Healthy Weight Guide and Physical Activity Guidelines $346,170
Blue Moon Unit Trust Developmental research for the National Drugs Campaign - 2012-2014 $393,250
Blue Moon Unit Trust Concept testing research for implementation of Tobacco Plain Packaging $69,850
Colmar Brunton Pty Ltd Concept testing research Round 3 for the National Drugs Campaign 2012-13 $110,000
Cultural Perspectives Pty Ltd, Trading as Cultural and Indigenous Research Centre Australia Evaluation research for the Care for Kids Ears Campaign $196,375
Hall & Partners I Open Mind Consumer research testing on use and understanding of elements of a design concept for a front-of-pack label for food $199,936
Instinct and Reason Concept testing and evaluation research for the development of educational materials for the Therapeutic Goods Administration $70,400
Ipsos Public Affairs Pty Ltd Market research and development of materials for communication activities for the National Lead Clinicians Group $165,396
Objective digital Concept testing and user evaluation of the online version of the Australian Regulatory Guidelines for Prescription Medicines $34,210
ORIMA Research Pty Ltd Tobacco Social Marketing Campaigns - Special Audiences Evaluation $195,815
ORIMA Research Pty Ltd National Tobacco Campaign - More Targeted Approach Evaluation 2013 $445,900
ORIMA Research Pty Ltd National Tobacco Campaign - More Targeted Approach Evaluation - Wave 2 $143,418
ORIMA Research Pty Ltd Evaluation research for Attracting More People to Work in Indigenous Health Campaign $110,000
ORIMA Research Pty Ltd Concept testing for the Attracting More People to Work in Indigenous Health Campaign $154,423
Quantum Market Research Focus group testing of the Eat for Health consumer resources $72,050
Roy Morgan Research Research awareness of, and attitudes towards, the Aged Care Complaints Scheme $110,142
Snapcracker Research & Strategy Pty Ltd Concept testing research for the National Drugs Campaign 2013-14 $137,500
Stancombe Research & Planning Pty Ltd Evaluation of the 2013 Medicare Campaign $45,136
Taylor Nelson Sofres Provision of a research project supporting development of the My Aged Care website $150,000
The Social Research Centre Pty Ltd Evaluation research for the National HPV Vaccination Program Campaign $93,057
Woolcott Research Pty Ltd Concept testing research for the National HPV Vaccination Program Campaign $165,880
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Table 3.10.3: Direct Mail Organisations107 (includes organisations which handle the sorting and mailing out of information material to the public.)
Organisation Service Provided Amount Paid (GST Incl)
National Mail and Marketing Pty Ltd Tobacco Plain Packaging Part 1 $30,878
National Mail and Marketing Pty Ltd Tobacco Plain Packaging Part 2 $13,576
National Mail and Marketing Pty Ltd Better Access to Mental Health to providers $16,689
National Mail and Marketing Pty Ltd Aged Care - Living Longer Living Better Workforce $19,880
National Mail and Marketing Pty Ltd 2013 Seasonal Influenza to GP’s and Specialists $20,327
National Mail and Marketing Pty Ltd Immunisation Handbook 10th Edition $132,596
National Mail and Marketing Pty Ltd Infection Control Recourses to Aged Care facilities $30,369
National Mail and Marketing Pty Ltd Medicare for All campaign distribution to GP’s $12,765
National Mail and Marketing Pty Ltd National Bowel Cancer Screening Program resources $19,197
National Mail and Marketing Pty Ltd Immunisation - Measles, Mumps, Rubella and Varicella Vaccine $13,922
National Mail and Marketing Pty Ltd Immunisation - Myths and Realities 5th Edition $12,289
National Mail and Marketing Pty Ltd Mail out to GPs about changes to the National Bowel Cancer Screening Program from 1 July 2013 $48,769
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Table 3.10.4: Media Advertising Organisations (the master advertising agencies which place Government advertising in the media. This covers both campaign and non-campaign advertising.)
Organisation Service Provided Amount Paid (GST Incl)
Adcorp Australia Ltd To advertise the release of the Invitation to Apply for funding to engage Partners in Recovery Organisations $31,133
Adcorp Australia Ltd Placing advertisements regarding regulatory activities $17,487
Adcorp Australia Ltd Placing advertisements for committee nominations $13,655
Adcorp Australia Ltd Advertising for the Rural Health Outreach Fund Invitation to Apply for 2013-14 to 2015-16 funding round $64,782
Adcorp Australia Ltd Advertising for the Invitation to Apply for grant funding for the expansion of the Community Visitors Scheme $26,476
Adcorp Australia Ltd Advertising for the Invitation to Apply for grant funding under the Aged Care Service Improvement and Healthy Ageing Grants Fund $20,923
Adcorp Australia Ltd Advertising for the Assistance with Care and Housing for the Aged Program expansion funding round $46,121
Adcorp Australia Ltd Advertising for the National Respite for Carers Program Funding Round 2012 – late cancellation fee $18,499
Adcorp Australia Ltd Advertising for the National Respite for Carers Program Funding Round 2012 – late cancellation fee $43,092
Adcorp Australia Ltd Invitation to apply – 2012-13 Aged Care Approvals Round $23,447
Adcorp Australia Ltd Advertising in professional magazines, directories and journals regarding NICNAS general awareness and registration $17,993
Adcorp Australia Ltd Advertising for the recruitment of Australian Commission on Safety and Quality in Health Care staff $3,082
Adcorp Australia Ltd Advertising for the recruitment of Independent Hospital Pricing Authority staff $4,143
Adcorp Australia Ltd Advertising for the recruitment of National Mental Health Commission staff $1,480
Adcorp Australia Ltd Advertising for the recruitment of the Aged Care Pricing Commissioner and CEO Australian Aged Care Quality Agency $20,554
Adcorp Australia Ltd Advertising for the recruitment of Senior Executive Staff (incl TGA) $21,029
Adcorp Australia Ltd Advertising for the recruitment of non-Senior Executive Staff (incl TGA) $38,465
Adcorp Australia Ltd Linkedin subscription $21,411
Mediabrands Australia Pty Ltd Media Buy - Tobacco Plain Packaging $746,989
Mediabrands Australia Pty Ltd Media Buy - Medicare for all campaign $4,971,578
Mediabrands Australia Pty Ltd Media Buy - Quit for You, Quit for Two campaign $5,876,996
Mediabrands Australia Pty Ltd Media Buy - Attracting More People to Work in Indigenous Health campaign $1,450,472
Mediabrands Australia Pty Ltd Media Buy - Victorian Health Funding Advertising campaign $154,885
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