Advertising Guidelines.indd - NSW Strategic Communications

RadioRadio advertisements are to conclude with spokenauthorisation statement:“Authorised by the New South Wales Government,Sydney”No sound effects or music may accompany thevoiceover.Quarantine Period Prior toState ElectionsAgencies should cease all major advertising activitiesfor a period of two months prior to a state election. Theonly advertising to be exempt during the quarantineperiod will be advertising that relates to communityhealth and safety issues, appropriate public informationand services having clear commercial considerations(for example transport providers and tourismpromotion).Communicating with Culturally andLinguistically Diverse AudiencesNSW Government communication materials are todepict the diverse nature of NSW society in a fair,representative and inclusive manner and be consistentwith the Principles of Multiculturalism. Agencies areresponsible for ensuring that all people in the NSWcommunity have access to the relevant informationabout its services, programs and opportunities.When planning advertising or other communications,agencies should be sensitive to the cultural andlinguistic differences of people within their targetaudiences. Specifically, agencies must comply with therequirements of Premier’s Memoranda 98-06 and 98-17.All significant public information and awarenessadvertising strategies are to include evidence thatexplicit consideration has been given to people fromCulturally and Linguistically Diverse Backgrounds(CALDB).The nature and needs of the audience should determineboth the proportion of budget and the communicationstrategies to be used to reach various segments of theaudience. Agencies should also carefully consider thecontent and images as well as the media selected toensure the advertising is as effective as possible.The Premier’s Memoranda referred to above requiresthat:• 7.5% of press expenditure is to be placed in ethnicnewspapers; and• 3% of total electronic media expenditure in ethnicelectronic media.In addition to that requirement being met, the followingapproximate allocations should be used as a guidewhere the Total Media Budget is > $500,000:• 10% of press expenditure is to be placed incommunity language (ethnic and indigenous)newspapers; and• 5% of total electronic media expenditure incommunity language (ethnic and indigenous)electronic media.Captioning of Advertising and PublicInformation VideosNSW Government agencies are required to providecaptioning (‘open’ or ‘closed’ sub-titling) on all NSWGovernment advertising and public information videos.Captioning allows those members of the communitywith hearing impairments to access Governmentinformation with a level of independence equal to that ofother members of the community.Closed captioning requires a teletext decoder to viewthe subtitles. Open captions are not hidden from thenormal picture and cannot be turned off. Considerationshould be given to applying open captioning wherepossible.Media Placement and BookingSCGA coordinates the booking and placement of alladvertising for the NSW Government. In order to derivemaximum discounts, the NSW Government utilises itsaggregated media spend to negotiate with the mediasuppliers. Government agencies therefore benefit fromsignificantly discounted media rates and other offersincluding special placement arrangements.SCGA manages two media agency contracts on behalfof the NSW Government:• The Media Placement and Typesetting Contractcovers the typesetting and placement ofgovernment public information notices andrecruitment advertising in suburban, regional,NSW Government Advertising Guidelines (August 2011) Page 7