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Administration of the Digital Television Switchover Household ...

Administration of the Digital Television Switchover Household ...

for DHS matters and

for DHS matters and people supporting potential customers (including family and friends), are also identified as stakeholders. 4.5 DBCDE has developed an information campaign to raise public awareness and understanding of digital switchover. Promotional activities include television, radio and press aimed at potentially eligible customers and their support groups. Advertising campaigns are time and location specific, and are delivered, across various media. 64 The department’s Digital Ready internet site also provides customers, their nominees, family and friends with information on HAS and the digital switchover more generally. 4.6 Communication strategies cater for diverse cultural and linguistic backgrounds, tailored to the demographics present in each rollout area. To prepare for rollouts following the Mildura/Sunraysia pilot DHS, in collaboration with DBCDE, translated the invitation letter into seven of the most common languages used across switchover regions. A generic factsheet was also developed, and translated into 23 of the most common languages and made available on DHS’ website. 65 4.7 To overcome social isolation and other barriers to learning about or participating in the Scheme, DBCDE undertakes additional customer and stakeholder activities. For example, DBCDE has communicated key elements of HAS to attendees at community forums and roadshows conducted throughout Australia, highlighting the availability and progress of HAS. The communication strategy also emphasises opportunities for face‐to‐face engagement at the local level with community leaders—those best placed to encourage others within a switchover area to test their eligibility. DHS communication initiatives 4.8 DHS supports DBCDE’s communication and engagement effort through a HAS‐specific Communication Action Plan. DHS trains its call centre staff, and engages and educates its Customer Service Centre (CSC) and Community Access Point (CAP) staff in relation to HAS. It also seeks out opportunities to advertise HAS, through the placement of relevant information 64 Advertisements contained information about eligibility, benefits of HAS, as well as a help-line telephone number (1800 556 443) and internet web address: . 65 DHS customers can request to have all correspondence, including HAS information, sent to them in another language. As part of the continuing review of the Scheme, the fact sheets are now translated into the 18 most common languages used by recipients of the age pension. ANAO Audit Report No.55 2011–12 Administration of the Digital Television Switchover Household Assistance Scheme 86

Scheme Delivery Arrangements in DHS’ News for Seniors magazine, and those publications in which it routinely advertises. During each rollout, DHS ‘shopfronts’ also promote information (posters and brochures) to inform and engage those attending shopfronts about the availability and potential benefits of the Scheme. 66 Evaluation of customer engagement and communication strategies 4.9 DBCDE commissioned market research following the Mildura/Sunraysia pilot to examine the experiences of customers, including why 28 per cent of potentially eligible customers were not aware of HAS. The findings revealed challenges for DBCDE in engaging people whose understanding or awareness of the Scheme may be affected by factors such as disability, cultural and language diversity, or social isolation. Subsequent research following the Regional South Australia and Broken Hill and Regional Victoria rollouts revealed the rate of potential customers being unaware of HAS was 16 per cent and 14 per cent respectively. 67 4.10 DBCDE also commissioned an external evaluation of its stakeholder engagement strategy. While the evaluation concluded that the strategy was appropriate, it highlighted that further attention should be given to overcoming social isolation factors affecting the target demographic. The research and feedback received from customers and the CEG, resulted in a revised stakeholder engagement and communication strategy for the Regional Queensland rollout. In addition, DST increased HAS‐specific advertising, with a particular focus on engaging with people supporting potential customers, such as family and friends, to further encourage potential customers to test their eligibility for assistance. Invitations to test and the assessment of eligibility 4.11 DHS identifies potential customers and approximately six months before a region’s switchover, invites potentially eligible people by letter to test their eligibility for assistance. Table 4.1 provides the breakdown of the 397 458 invitation letters to potential customers by DHS or DVA payment type, as at April 2012. 66 For example, during July to December 2011, 3400 brochures and 170 posters relating to the Scheme were delivered to 49 CSCs and CAPs to be made available and displayed during the Regional Queensland rollout. 67 This figure is based on the percentage of television owners that did not access HAS, not the total potential population. ANAO Audit Report No.55 2011–12 Administration of the Digital Television Switchover Household Assistance Scheme 87

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