Government Advertising Campaigns

NSW

In NSW, a legislative and policy framework governs all state government advertising.

Under Section 7 (1) of the Government Advertising Act 2011 No 35, a cost-benefit analysis is required for any NSW Government advertising campaign if the cost of that campaign is likely to exceed $1,000,000.

Guidance for undertaking cost-benefit analysis of advertising campaigns includes:

NSW Government Guide to Cost-Benefit Analysis (TPG23-08)

NSW Government Advertising Guidelines

Cost-Benefit Analysis Framework for Government Advertising and Information Campaigns

Cost-Benefit Analysis of Government Advertising: A User Guide

Since 2011, we have helped many NSW agencies prepare cost-benefit analyses for government advertising that comply with statutory and other requirements, and we have supported them through approval processes.

We have also guided data collection and evidence-based evaluation processes so that agencies can better demonstrate the value of their advertising campaigns.

Australian Government

The Australian Government also has its own policies and guidelines on information and advertising campaigns. The guidelines were updated in 2022 and are available here.

Examples of recent campaigns that we have assisted include:

Transport for NSW | Road Safety Campaigns

The NSW Government is working towards a trauma reduction target of 50 per cent fewer deaths and 30 per cent fewer serious injuries by 2030.

Human behaviour plays a significant role in road safety. Risky road-use includes actions that are explicitly illegal including speeding, drink or drug driving, illegal mobile phone use, not wearing a seatbelt or helmet, running a red light, unlicensed driving, and ‘hoon’ driving.

Other high-risk behaviours include driving at inappropriate speeds for conditions, driving while fatigued, distracted or inattentive, overcrowding vehicles, and walking near or on roads after drinking alcohol or taking illegal drugs.

Road safety education and awareness campaigns are a key element in engaging the community and helping change unsafe behaviours on NSW roads.

To learn more about road safety campaigns in NSW, visit marketing campaigns.

For latest road crash data and analysis on deaths and serious injuries in NSW, visit statistics.

NSW Electoral Commission | 2024 NSW Local Government Elections

There are 128 local government councils in NSW. Each council represents a local government area.

The 2024 NSW Local Government elections will be held on Saturday, 14 September 2024. Voting is compulsory at all NSW local government elections except for council polls.

To support voter enrolment, participation, and confidence, the NSW Electoral Commission is implementing an integrated communications strategy which includes the ‘Get ready, Get set, Go!’ voter awareness campaign that is being delivered over three phases.

• Phase 1: “Get ready” – Check your enrolment, changes to state electoral boundaries, save the date.

• Phase 2: “Get set” – Know your voting options, plan your vote.

• Phase 3: “Go!” – Go and Vote

For more information about the 2024 NSW Government elections, visit 2024 NSW Local Government elections.

Cancer Institute NSW | 16 Cancers & Beat the Cravings

From 2 April to 30 June 2024 the Cancer Institute NSW is delivering a repeat of the ‘16 Cancers’ and ‘Beat the Cravings’ campaigns.

The campaigns are being delivered across a range of mass media channels, including television and television on demand, online video, social media, outdoor advertising, radio, press and search engine marketing.

‘16 Cancers’ is a threat-based, graphic style campaign encouraging people who smoke to quit. The campaign highlights the dangers of smoking by linking it to 16 different cancers and focusing on the distress of a cancer diagnosis. The creative is emotionally powerful, increasing the perceived threat of developing tobacco-related illness.

‘16 Cancers’ will be in market from 2 April through to 18 May 2024. 

‘Beat the Cravings’ is a strengths-based campaign that uses a supportive and empathetic tone to increase confidence to quit smoking by: 

• breaking down quitting into small, achievable chunks – one craving at a time;

• offering actionable tactics that can be implemented to help overcome cravings; and

• increasing awareness and use of the available smoking cessation support services – iCanQuit and Quitline 13 7848 (13 QUIT).

‘Beat the Cravings’ will be in market from 19 May through to 30 June 2024. 

For more information about the campaigns, and to access campaign assets, visit the Cancer Institute NSW.

Cancer Institute NSW | ‘Every vape is a hit to your health’

Cancer Institute NSW is delivering a new campaign, ‘Every vape is a hit to your health’ to young people aged 14–24 in NSW.

Developed in consultation with young people and medical experts, the mass media campaign encourages young people to consider the dangers of vaping, reminding them that ‘every vape is a hit to your health’.

The campaign features a series of testimonial videos from health experts and young people, amplifying the voices of people aged between 14–24 years who have experienced the health harms of vaping.

It comes as the latest NSW Population Health Survey shows current vaping among people aged 16-24 has significantly increased to 16.5% in 2021-2022, up from 4.5% just 2 years prior.

The campaign is live from 28 January 2024 to 30 June 2024. It is being delivered across a range of mass media channels, including social media, online video, native, search, audio, digital display, cinema and outdoor advertising.

The campaign connects young people to more information about vaping and quit support including digital apps, Quitline telephone support, talking to their GP and behavioural quit strategies.

For more information on vaping, visit www.cancer.nsw.gov.au/vaping.

Australian Museum | Ramses and the Gold of the Pharaohs

Following successful stops in Paris, Houston, and San Francisco, the highly acclaimed international travelling exhibition, Ramses & the Gold of the Pharaohs, developed in collaboration with the Egyptian Government, opened in Sydney on 18 November, 2023 and ran until 19 May 2024.

Exclusive to the Australian Museum in Sydney, the exhibition showcased 182 exquisite antiquities direct from the pyramids and museums of Egypt, together with their extraordinary stories.

On closing, more than 500,000 tickets had been sold for Ramses & the Gold of the Pharaohs, making it the most visited exhibition in the Australian Museum’s history and one of the most popular cultural exhibitions ever hosted in New South Wales.

To find out more about the Australian Museum and what’s on, visit Australian Museum. To learn more about the campaign, visit brand agency, SomeOne.

BreastScreen NSW | Breast Cancer Doesn’t Wait

Breast cancer is the most common cancer affecting women in NSW, with 1 in 7 women developing breast cancer in their lifetime. In 2020 alone, breast cancer claimed the lives of 1,024 women in the state.

Despite this, more than 620,000 NSW women in the target age group of 50-74 years have not had their recommended breast screen in the past two years (as at July 2023) and participation rates have not fully recovered from the significant impact that COVID–19 had on the service.

Research has found that many women are not prioritising their health amidst the busyness of their lives and therefore do not participate in regular breast screening. In response to this, the new BreastScreen NSW campaign seeks to motivate women aged 50–74 in NSW to book a breast screen when due.

The campaign warns women that ‘while you’re living life, breast cancer doesn’t wait,’ and encourages them to prioritise having a breast screen despite their busy schedules.

The campaign commenced in September 2023 across a range of mass media channels. For more information about the campaign and to find campaign assets to help promote the campaign, visit the campaign toolkit web page.

To book a free breast screen, visit breastscreen.nsw.gov.au or call 13 20 50.

TAFE NSW | Annual Campaign

As one of Australia’s leading vocational education and training provider, TAFE NSW supports the learning of nearly half a million people each year through short courses, national-accredited qualifications, higher education programs, and commercial training partnerships.

TAFE NSW courses and degrees can change lives and open opportunities through learning.

Its Annual Campaign is critical for stimulating demand across hundreds of different education products and for supporting the achievement of its enrolment targets. For examples of some of its latest campaign elements visit TAFE NSW at YouTube.

To find out more about the learning opportunities available through TAFE NSW, visit TAFE NSW.

NSW Health | Do you know what you’re vaping?

Developed by NSW Health in consultation with young people, parents, clinicians, researchers, creative partners, education partners and healthcare organisations, ‘Do you know what you’re vaping?’ was the first major anti-vaping campaign launched in Australia and was designed to raise awareness of the health risks of vaping among young people aged 14-17. The campaign has since been shared with other jurisdictions.

Qualitative research with young people identified that there was a long list assumptions and mistruths surrounding vapes, including that they are safe as they aren’t cigarettes, and that they only omit water vapour. The creative idea reframed these associations and revealed that vapes actually contain the same harmful chemicals found in cleaning products, weed killers, bug spray, and nail polish remover.

The campaign included a comprehensive package of resources, including social media assets, that were used in paid and organic social media, and a resource toolkit to support young people, parents, and school staff. The toolkit includes resources such as fact sheets, posters, videos, and newsletter content for schools.

The Cancer Institute NSW have since developed subsequent phases of the campaign including ‘Every vape is a hit to your health’, an anti-vaping behaviour change mass media campaign targeting young people in NSW aged 14-24 years.

More information about the campaign, facts about vaping, and a summary of some of the important vaping evidence, can be found here.

Cancer Institute NSW | ‘If You Could See UV’ Skin Cancer Prevention Campaign

Two out of three Australians will be treated for skin cancer during their lifetime, with 95% of melanoma and 99% of non-melanoma skin cancers caused by overexposure to UV radiation from the sun.

Fortunately, primary prevention behaviours – including slipping on protective clothing, slopping on SPF50+ sunscreen, slapping on a broad brimmed hat, seeking shade, and sliding on sunglasses – are highly effective in reducing the risk of developing skin cancer.

Created by 303 MullenLowe, launched November 2022 and running until March 2023, and live again from December 2023 to March 2024, the ‘If You Could See UV’ skin cancer prevention campaign focuses on the invisible but potentially lethal threat of UV radiation, showing arrows falling from the sky to impact unprotected skin, and aims to increase sun protection behaviours among young people.

The campaign was recognised at the 2024 Australian Effie Awards, the pre-eminent awards in the advertising industry, presented to recognise the most effective advertising and marketing communications campaigns.

🥈Silver Effie for Insight and Strategic Thinking
🥉Bronze Effie for Positive Change

The campaign was also nominated as a finalist for the 2024 Annual NSW Health Awards in the Keeping People Healthy category.

For more information about the campaign and how you can help reduce your skin cancer risk, visit Cancer Institute NSW.

Office of Responsible Gambling | Be Aware Be GambleAware

Launched in June 2022, the ‘Be Aware Be GambleAware’ campaign highlights the potential impacts of risky gambling behaviour on jobs, relationships and children.

The campaign is designed to encourage people to think about how gambling might be impacting their lives and to check out the full range of information, support and treatment options available through GambleAware.

GambleAware unites all NSW gambling support, education and treatment services under the one banner and is focused on supporting the entire community including people who may not face current challenges around gambling but may be at longer-term risk.

The campaign, which was created by Ogilvy, depicts three different situations in which gambling can become an issue and directs viewers to the GambleAware website for helpful resources.

More information and resources about the campaign are available on the campaign page of the Office of Responsible Gambling.

NSW Rural Fire Service | The New Fire Danger Rating System. Know The Changes

From 1 September 2022, Australia’s Fire Danger Rating System has changed. The new ratings are simpler and clearer.

There's four levels - Moderate, High, Extreme and Catastrophic. Each level comes with clear actions to take.

The move to a simpler system is informed by extensive community consultation and backed by improvements in science, which will mean we can better predict areas of greater risk on days of fire danger.

In NSW, you'll find the new fire danger ratings on the NSW RFS website, in the Fires Near Me NSW app and on roadside signs.

The campaign, a national campaign developed by Wunderman Thompson, is being rolled-out across Australia.

Visit Australian Fire Danger Rating System for more information on the new ratings and visit AFAC (the Australian and New Zealand National Council for fire and emergency services) for more information on the Australian Fire Danger Rating System Program including community and technical resources.

NSW Government | COVID-19 | Help Us Save Lives / Help Us Stay COVID Safe / Let’s Do This

A whole of NSW Government campaign designed to lead NSW through the COVID-19 pandemic and into recovery. Launched 5 April 2020, the campaign has continuously evolved. Latest COVID-19 guidance and support for people in NSW can be found at nsw.gov.au/covid-19.

Campaign was developed by Bastion and was recognised at the 2021 Mumbrella CommsCon Awards where it won the award for Best Government Sponsored Campaign and at the NSW Premier’s Multicultural Communications Awards 2022 where it’s ‘Let’s Do This’ COVID-19 vaccination campaign won the award for Business Campaign of the Year and was recognised by IABC with a Gold Quill Award of Excellence in the multicultural and COVID-19 response and recovery categories.

The most recent phase of the campaign, launched February 2022, has included encouraging everyone in NSW aged 16 years and older to get a COVID-19 booster shot to reduce the risk of severe illness and to help protect communities.

To find out more about booster vaccinations, and to find a walk-in vaccination clinic or to book an appointment, click here.

Service NSW | Savings Finder Campaign

To help NSW citizens save on everyday costs, the NSW Government created ‘Savings Finder’, a single point of access for residents to easily identify and redeem more than 70 rebates and vouchers.

Customers could explore the full range of options available through the Savings Finder or book an appointment with a Service NSW Savings Specialist to get help identifying and applying for relevant rebates and vouchers.

The ‘Savings Finder’ campaign was created to drive awareness, education and uptake of Savings Finder amongst the broad and diverse communities across NSW.

As of March 2023, NSW citizens had saved over $8.25 billion collectively since the campaign launched.

The campaign was a finalist in the 8th Annual Shorty Impact Awards and a winner of the 2023 Premier’s Multicultural Communications Awards.

Cancer Institute NSW | Beat the Cravings

Launched in August 2021, the ‘Beat the Cravings’ campaign is based on research by the Cancer Institute NSW that people who smoke experience cravings throughout the day, and can feel overwhelmed when thinking about quitting.

With a supportive and empathetic tone, the ‘Beat the Cravings’ campaign increases the achievability of quitting by doing three things:

1. Breaking quitting down into small, achievable chunks – ‘just focus on the here and now, get through one craving at a time’

2. Increasing awareness that there are multiple smoking cessation support services available to help get through each craving (visit iCanQuit.com.au or call the NSW Quitline on 13 78 48).

3. Providing actionable tactics that can be implemented to help overcome cravings as they arise, such as using nicotine replacement therapy or going for a walk.

In one situation, the 9am morning coffee routine is associated with a craving to smoke. Talking with a Quitline Counsellor helped work out ways to change that routine (drink herbal tea) and beat the craving.

In another situation, ‘9pm Other Mobs Smoking Around Me’ shows the social contexts in which someone might get a craving to smoke. From talking with a Quitline Counsellor, chewing nicotine gum when out became the tactic to overcome cravings.

To browse current and past campaigns, and find out more about reducing smoking in NSW visit Cancer Institute NSW.

Campaign developed by Bastion Banjo

NSW Rural Fire Service | Live Bush Fire Ready

Launched in October 2021, the latest campaign by the NSW Rural Fire Service urges the community to prepare for the bush fire season, and to live bush fire ready.

The campaign captures the stories and emotive images of people at the height of the 2019/20 bush fire season and how they are planning and preparing for this bush fire season.

We’ve seen the devastating impact that bush fires can have – on people, communities and properties. It’s important to take the time to get ready for bush fires.

For more information about how you can improve or make a plan that will give your property, your family and yourself the best chance of survival should you be threatened by a bush fire, visit myfireplan.com.au.

Office of Responsible Gambling | The Number that Changed Our Life

Numbers can mean good luck or bad luck for many culturally and linguistically diverse (CALD) communities. The ritual of choosing numbers has a strong relationship to gambling, particularly for people experiencing gambling harm. Chasing numbers can even be a trigger to gamble more.

Launched in April 2021, this campaign focuses on the role that numbers play. It lets people know that their real lucky number in gambling is 1800 858 858 – the GambleAware counselling service – and that their biggest win may come from calling.

A second phase of the campaign was launched in July 2022 with the creative and tagline changed to ‘The Number That Changed Our Life’ to reflect the support that can be provided to family and friends of gamblers.

All communities have their own character, setting, gambling-related issues and support networks, so the campaign shifts to be appropriate for each one. Presented in the community’s preferred language, this campaign is initially focusing on Vietnamese, Arabic, Chinese (Mandarin and Cantonese), Hindi and Korean-speaking communities.

The campaign was developed by ad agency Loud and Identity Communications, winners of the Agency Campaign of the Year at the 2022 NSW Premier’s Multicultural Communications Awards. The campaign also received the 2021 and 2022 award for Best Regulatory Campaign at the International Association of Gaming Regulators, the leading international industry body for gaming and gambling regulators, and was a finalist in the 2024 NSW Premier’s Awards for Connecting Communities.

More information and resources about the campaign are available on the campaign page of the Office of Responsible Gambling.

Destination NSW | Love NSW

The prolonged drought and unprecedented bushfires in Australia had a devastating impact on thousands of tourism operators in New South Wales, with many people cancelling their travel plans.

Destination NSW responded with a tourism recovery campaign, Love NSW, to drive visits to regional areas and to show off the many spectacular sights and experiences still welcoming visitors.

The campaign has continued to evolve as restrictions on travelling within Australia have changed. Learn more about the Love NSW campaign and other support for the tourism industry at Destination NSW.

Campaign developed by The Works.

Office of Responsible Gambling | Show some Betiquette

In 2020, the Office of Responsible Gambling relaunched its Betiquette advertising campaign. Originally created by Y&R Sydney in 2017, the Betiquette campaign takes a fresh and humorous approach to getting people to think carefully about their choices and stick to limits.

The campaign was developed in response to the growth of online betting, the fastest-growing type of gambling in NSW.

In 2021, the campaign received the inaugural award for Best Regulatory Campaign by the International Association of Gaming Regulators.

For more information, including how to access advice and support, visit GambleAware.

NSW Environment Protection Authority | Don’t be a Tosser!

Developed out of research that showed that nearly everyone knows littering is wrong, but people still litter (when they think no one is watching), the Tosser! anti-littering campaign was first launched in 2014 to generate behaviour change. There has since been multiple bursts over seven phases.

The campaign aims to raise awareness about littering and prompt the right behaviour – that is, taking rubbish with you or putting it in the bin.

The latest evolution of the campaign is Don’t be a Tosser! which builds on the original Hey Tosser! approach of calling people out as tossers and shifts the conversation to individuals taking responsibility for their own actions to 'put your rubbish in the bin'.

The investment in the campaign has helped reduce litter in NSW (from 2013-14 to 2020) by 43% compared to 19% nationally.

For more information about the campaign visit Don’t Be A Tosser.

SafeWork NSW | Safety Starts With You

Imagine if you, or your worker, were seriously injured because your workplace wasn’t safe. How would your family and friends feel? And how would you pay the bills? Safety depends on employers and workers – together. The ‘Safety Starts With You’ campaign helps you start a conversation about your workplace safety.

Campaign developed by Banjo. More information on Safety Starts With You available here.

NSW Environment Protection Authority | ‘Return and Earn’

Small volume drink containers have a big impact on the local environment and community. Back in 2017, they accounted for some 44% of the total volume of litter across the state, and were costing the NSW Government $180 million dollars a year to manage.

To support litter reduction, the NSW Government introduced the NSW Container Deposit Scheme in December 2017, with a 10 cent refund claimable on eligible containers.

Running in the lead-up to the scheme’s launch, the ‘Return and Earn’ campaign encouraged people to collect and return used drink containers for a 10c refund.

Implemented by independent creative agency, Circus, the campaign featured Ernie the wombat.

Six years later, the NSW Return and Earn scheme has reached the milestone of 10 billion recycled cans and bottles at return points. Users have earned $1 billion in container refunds since the scheme began in 2017 and have raised $47 million for charities and local community groups.