This audit assessed the effectiveness of selected government agencies’ administration in developing advertising campaigns and implementing key processes, and the ongoing administration of the campaign advertising framework.
Audit objectives, criteria and scope
The audit objectives were to:
- assess the effectiveness of selected agencies’ administration in developing advertising campaigns and implementing key processes against the requirements of the campaign advertising framework, and other key legal and administrative requirements; and
- assess the effectiveness of the ongoing administration of the Australian Government’s campaign advertising framework.
To form a conclusion against the audit objectives, the audit considered the:
- compliance of four campaigns against the requirements of the campaign advertising framework, including the five information and advertising campaign principles of the Guidelines;
- procurement practices adopted to give effect to the four advertising campaigns, including related legal and process requirements;
- progress made towards addressing the recommendations and suggestions made in ANAO Audit Report No.24, 2011–12, Administration of Government Advertising Arrangements: March 2010 to August 2011; and
- effectiveness of the revised campaign advertising framework, including the new PRG; the revised role for Finance; and the ongoing review of advertising campaigns by the ICC.
Three campaigns were initially selected for review on the basis of their financial materiality, and the importance and visibility of the policy initiatives. The campaigns selected were the:
- Household Assistance Package (HAP) advertising campaign—administered by the Department of Families, Housing, Community Services and Indigenous Affairs (FaHCSIA);
- Regional National Broadband Network advertising campaign—administered by the Department of Broadband, Communications and the Digital Economy (DBCDE); and
- Metropolitan National Broadband Network advertising campaign—also administered by DBCDE.
The audit was extended in March 2013, following correspondence from two members of the Australian Parliament, to include the Commonwealth funding of Victorian hospitals advertising campaign administered by the Department of Health and Ageing (DoHA). In the same month, the audit scope was also extended to include an examination of campaign-related promotional materials, following correspondence from a member of the Australian Parliament.
The audit involved the following six agencies: FaHCSIA; DBCDE; DoHA; Finance; PM&C; and the former Department of Climate Change and Energy Efficiency (DCCEE). The audit examined the administration of the campaign advertising framework from the end of the period examined by the previous ANAO performance audit (August 2011) until March 2013.