Online version of the 2014-15 Department of Health Annual Report

3.9: Advertising and Market Research

We promote community awareness of key health issues and programmes by undertaking advertising campaigns. We also seek the community’s views on health matters through market research activities

Page last updated: 16 October 2015

During 2014-15, the Department of Health conducted the following advertising campaigns:

  • National Tobacco campaign
  • National Drugs campaign
  • National Bowel Cancer Screening campaign
  • BreastScreen Australia campaign
  • Health Star Rating campaign.

Further information on those advertising campaigns is available at the Department of Health website and in the reports on Australian Government advertising prepared by the Department of Finance. Those reports are available at the Department of Finance website.

Table 3.9.1: Advertising agencies (creative advertising agencies which have developed advertising campaigns)

Organisation Service provided
Amount paid
(GST Incl)
303 Lowe Health Star Rating campaign
$377,434
Ethnic Communications (Etcom) BreastScreen Australia campaign
$82,088
Ethnic Communications (Etcom) National Bowel Cancer Screening campaign
$50,534
Ethnic Communications (Etcom) National Tobacco campaign
$46,024
Gilimbaa BreastScreen Australia campaign
$33,396
Gilimbaa National Bowel Cancer Screening campaign
$24,613
Mitchell Adcorp Alliance Health Star Rating campaign
$27,001
Mitchell Adcorp Alliance National Tobacco campaign
$71,220
The Trustee for the Knowles Bristow Trust trading as BCM Partnership National Drugs campaign
$758,058
Ursa Clemenger BreastScreen Australia campaign
$203,614
Ursa Clemenger National Bowel Cancer Screening campaign
$203,180

Table 3.9.2: Market research organisations

Organisation Service provided
Amount paid
(GST Incl)
Hall and Partners Open Mind Concept testing for the Health Star Rating campaign
$173,375
McNair Ingenuity Research Pty Ltd Evaluation (Benchmark) of the BreastScreen Australia campaign
$20,180
McNair Ingenuity Research Pty Ltd Evaluation of Cancer Screening campaigns
$141,559
ORIMA Research Pty Ltd Developmental research on beliefs, attitudes and behaviours towards travel related infectious disease risks and border measures, to inform future communication
$146,956
ORIMA Research Pty Ltd Evaluation of the National Tobacco campaign
$73,150
Pollinate Evaluation of the Health Star Rating campaign
$37,150
Pollinate Evaluation of the Health Star Rating System – Consumer Use and Understanding Component
$24,500
Snapcracker Research Concept Testing for the National Drugs campaign
$260,920
Stancombe Research and Planning Pty Ltd Evaluation of the National Drugs campaign
$44,138
The Social Research Centre Pty Ltd Evaluation of the National Tobacco campaign
$241,036
Woolcott Research Pty Ltd Concept testing for the BreastScreen Australia campaign
$14,010
Woolcott Research Pty Ltd Concept testing for the National Bowel Screening campaign
$188,692

Table 3.9.3: Direct mail organisations1 (includes organisations which handle the sorting and mailing out of information material to the public)

Organisation Service provided
Amount paid
(GST Incl)
National Mailing Marketing Pty Ltd Breast and Bowel Cancer Screening Resources mailout
$42,333
National Mailing Marketing Pty Ltd Tobacco Plain Packaging Supplement
$28,713
National Mailing Marketing Pty Ltd Management fee for preparation and distribution for Hearing Services Online Portal Correspondence for Hearing Services Clients
$29,150
  1. The costs reported 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 is reported here.

Table 3.9.4: 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)
Mitchell Adcorp Alliance 2016 Australian General Practice Training Program press recruitment notice in all Australian city papers and major regional papers, including the Koori mail and Facebook
$41,914
Mitchell Adcorp Alliance Media Buy for Health Star Rating campaign
$422,548
Mitchell Adcorp Alliance Media Buy for the BreastScreen Australia campaign
$1,815,000
Mitchell Adcorp Alliance Media Buy for the National Bowel Cancer Screening campaign
$2,090,000
Mitchell Adcorp Alliance Media Buy for the National Drugs campaign
$7,558,515
Mitchell Adcorp Alliance Media Buy for the National Tobacco campaign
$10,010,000
Mitchell and Partners Australia Pty Ltd Placing advertisements regarding regulatory activities
$18,073
Mitchell and Partners Australia Pty Ltd Advertisements in national papers for the release of the Primary Health Networks Invitation to Apply and Industry Briefings
$24,965