Independent Report on the Climate Change Household Action Advertising Campaign Phase One (not including the September 2008 TV Commercials)

To the Minister for Climate Change and Water

Introduction

The Government Guidelines on Campaign Advertising by Australian Government Departments and Agencies (the Guidelines) state that Government campaigns can only be approved for launching by the Minister where:

• the Chief Executive of the agency undertaking the campaign certifies that the campaign complies with the Guidelines and relevant Government policies; and
• for those campaigns with expenditure in excess of $250 000, the Auditor-General provides a report to the Minister responsible for the agency undertaking the campaign as to the proposed campaign’s compliance with the Guidelines.

Scope

I have undertaken a review of the Climate Change Household Action Advertising Campaign Phase One (not including the September 2008 TV commercials), administered by the Department of Climate Change. The Climate Change Household Action Advertising Campaign Phase One spans the period July 2008 to October 2008.

The campaign activities relevant to my review relate to the purchase of advertising space in Phase One, distribution of information via the campaign website for Phase One and the creative materials to be presented via these media during Phase One. My review does not include the TV commercials that the Department plans to undertake in September 2008 as part of Phase One since these materials have not yet been developed. The Department intends to seek my review of the September 2008 TV commercials.

I have undertaken this review to enable me to report on the compliance of the proposed Climate Change Household Action Advertising Campaign Phase One (not including the September 2008 TV commercials) with the Guidelines.

The review was undertaken against the Guidelines included in the Government’s Guidelines on Campaign Advertising by Australian Government Departments and Agencies, issued by the Department of Finance and Deregulation in June 2008. These Guidelines state that campaigns should be instigated only where a need is demonstrated, target recipients are clearly identified and the campaign is based on appropriate research, and require that:

• the material should be relevant to government responsibilities;
• the material should be presented in an objective, fair and accessible manner;
• the material should not be directed at promoting party political interests;
• material should be produced and distributed in an efficient, effective and relevant manner, with due regard to accountability; and
• advertising must comply with legal requirements.

My review did not extend to the general control systems for the production of advertising.

My primary responsibility is to express an independent conclusion as to whether anything has come to my attention to indicate that the campaign does not comply with the Guidelines.

Review methodology

The review included an examination of the certification by the Secretary of the Department of Climate Change dated 18 July 2008, the campaign materials and supporting documents and records relevant to the campaign, and interviews with staff of the Department of the Climate Change involved with the preparation of the campaign and staff of the Department of Finance and Deregulation regarding funding for the campaign.

Responsibilities of the Department

Agencies subject to the Financial Management and Accountability Act 1997 must comply with the Guidelines as a matter of Government policy. The Secretary of the Department of Climate Change has certified that the campaign complies with the Guidelines. He has stated that the funding for the campaign at this time has not been appropriated, but was agreed by the then Acting Prime Minister. The Department of Finance and Deregulation has advised that funding will be provided through Additional Estimates on the basis of this agreement.

The Auditor’s Responsibility

I have agreed to provide a limited assurance report based on my review of the campaign’s compliance with the Guidelines.

The review is not an audit but is conducted in accordance with ANAO’s Auditing Standards. These Standards include the Standard on Assurance Engagements ASAE 3000 Assurance Engagements Other than Audits or Reviews of Historical Financial Information issued by the Australian Auditing and Assurance Standards Board.

Conclusion

Based on my review described in this report, nothing has come to my attention that causes me to believe that the Climate Change Household Action Advertising Campaign Phase One (not including the September 2008 TV commercials) does not comply with the requirements of the Government’s Guidelines on Campaign Advertising by Australian Government Departments and Agencies.

Ian McPhee
Auditor-General
Canberra, 18 July 2008