Advertising campaigns between $250,000 and $1 million

The policy aims to ensure multicultural and Aboriginal audiences are considered in all NSW Government advertising campaigns. 

The policy requires that:

• at least 7.5% of an advertising campaign media budget is to be spent on direct communications to multicultural and Aboriginal audiences. From 1 July 2024, this will increase to 9%.
• spend may be on advertising (paid media) or non-advertising communications activities (for example, events, public relations).
• the spend under the policy does not include the costs for creative, production of paid media assets, translation, or research.

Get more information on how to apply the policy to your advertising campaigns.

Agencies should also report on these activities as part of the Multicultural Policies and Services Program reporting requirements.
 

There are approximately 1.3 million people with disability in NSW. Awareness of the communication requirements for people with disability is one of the principles covered in the guidelines. 

Under the Disability Discrimination Act 1992, agencies must ensure that people with disabilities have the same fundamental rights to access information and services as others in the community.

Agencies should consider:

• images that are used in advertising are representative of the NSW population and include people with disabilities where appropriate
• captioning television and other multimedia advertising, and AUSLAN interpretation for people with hearing impairment
• accessibility requirements for websites
• information is designed for people living with intellectual disabilities and available in multiple accessible formats.

The Disability Inclusion Act 2014 requires NSW Government departments and agencies to develop and put in place their own Disability Inclusion Action Plan. Refer to your Disability Inclusion Action Plan when planning a Government advertising campaign. 

Regional NSW communities are an important audience for NSW Government campaigns. 

• When developing NSW Government advertising campaigns, government agencies must ensure they address the needs of regional and rural communities and consider regional media channels including local community media channels. 

• For advertising campaigns of relevance to regional and remote communities, NSW Government agencies are required to spend at least 26% of their campaign media expenditure on channels targeting regional audiences. This should include expenditure in independent and local print media.

• Regional NSW refers to areas of the state outside Greater Sydney, Wollongong and Newcastle.  

Government agency obligations are set out in M2022-12 Advertising in regional media

Tips for effective engagement with regional audiences: 

• Consider appropriate images and tailored messages and calls to action that will be relevant and resonate with regional communities in the target areas.  
• Advertising in local and independent media outlets can be effective and efficient. The NSW Government Media Agency Services (MAS) provider OMD can provide expert advice on the suitable media channels to use. 
• Make clear to the media outlet when disseminating media releases if it is connected to paid advertising placements in that media outlet. They may help with amplification of your messages. 
• Be informed about the longer publishing lead times and media content deadlines in some regional media outlets to ensure you are providing timely information, especially for specific events.
• Engage local community-based media to discuss any specific local nuances that may help make communications more effective. This includes regional print outlets, which often play a unique role in their communities by reaching residents who rely on newspapers as their only source of news.
• Placing advertising in local community-based media (in addition to media releases, media activity and social media) can help ensure local communities are kept informed about government services and information such as: 
  • Events, consultations, and information sessions in their area  
  • Changes or announcements about local government offices and services 
  • Availability of government supports, grants and other programs 
  • Job and business opportunities with government 

Government agencies submit an advertising budget proposal to the Department of Customer Service Campaign Effectiveness Team (DCS team) for each campaign planned for the upcoming financial year. 

The DCS team review the proposals and provide advice to ensure advertising:  

• is developed in collaboration with relevant agency partners  

• has evidence of its likely effectiveness 

• leverages government communication channels 

• makes use of data and customer and behavioural insights and 

• contributes to the ambitions and priorities of the All of Government Communication Framework 

The DCS team make recommendations to Cabinet. Cabinet coordinates government advertising and provides campaign budget approval.   

The DCS team’s advice to Cabinet may include that: 

• there is strong evidence of effectiveness and minimal check ins with the DCS team required  

• evidence and key details are yet to be completed and check ins with the DCS team on a range of areas is advised 

• resubmission needed - more details and evidence required (we’ll work closely with agency) 

The DCS team might also recommend that some of the budget is approved to conduct research or provide more evidence to support the strategy (these campaigns will go back to a future Cabinet meeting for approval of the remainder of the proposed budget). 

Once you have campaign budget approval, the DCS team will review your campaign, and contact you with what you'll need to do to complete this stage. 

At a minimum, you’ll be required to: 

• Supply a media plan, creative concepts and complete Stage 2 sections of the Advertising Proposal and Objectives table 

• Address specialist feedback from the DCS team

All government advertising must be apolitical in line with the Government Advertising Act 2011. Campaign evaluation activity should be clearly linked to campaign objectives.  

What happens next?

After stage 1 and stage 2 are complete, you'll receive a peer review completion letter. Your agency head will want to see the completion letter before signing your compliance certificate. 

You will need to submit a post-campaign effectiveness report to the DCS team within three months of campaign completion.  It identifies campaign results against objectives, key learnings and recommendations for future campaigns. 

Learn more about evaluation.