Report snapshot: Government advertising 2024–25

Overview

This audit examined whether the Department of Primary Industries and Regional Development’s (DPIRD) Make the Move 2024–25 advertising campaign was carried out effectively, economically and efficiently, and in compliance with the Government Advertising Act 2011 (the Act), Government Advertising Regulation 2024, and the NSW Government Advertising Guidelines.

Key findings

The campaign largely complied with the mandatory requirements

The campaign largely met legislative requirements, was supported by analysis and research, and was an efficient and cost-effective way to achieve a public purpose. Compliance certificates issued by the Secretary did not address the cost–benefit analysis requirement.

DPIRD did not complete a cost-benefit analysis before commencement of the campaign

DPIRD interpreted the cost–benefit analysis requirement as applying to campaigns with annual budgets exceeding $1 million, consistent with advice it received from the Department of Customer Service (DCS).

The Act requires agencies to consider the total cost of a campaign over its duration. It does not limit this assessment to annual budget allocations.

In the absence of a cost–benefit analysis, DPIRD could not demonstrate that the campaign represented value for money.

The campaign exceeded its relocation target and largely achieved positive outcomes

The campaign increased Make the Move website traffic by 16%, lifted The Welcome Experience registrations by 44% to around 4,700, and exceeded its relocation target, with 1 in 4 registrants moving to regional NSW.

The campaign did not meet targets for key attitudinal measures, including relevance, engagement, believability, and serious consideration of relocating to regional NSW.

Post-campaign evaluation and effectiveness assessment was delayed

DPIRD’s campaign effectiveness reports were submitted late in both years of the campaign due to delays from the media agency, highlighting the need for better management of third‑party dependencies to support timely evaluation and peer review.

Recommendations

The audit makes 2 recommendations:

• DPIRD should complete a cost–benefit analysis before launching future advertising campaigns likely to exceed $1 million over one or more financial years. It should complete compliance certificates after all regulatory requirements are met.
• DCS should ensure its advice and guidance clearly communicate agencies’ obligations under the Act, including the requirement to complete a cost-benefit analysis for campaigns likely to exceed $1 million over one or more financial years.

Further information

Please contact Renee O'Kane, Chief of Staff, on 9275 7347 or by email.