Page 1 - 2025 Stage 1 - Campaign Rationale - Government Advertising and Communication Committee

The purpose of this Stage 1 - Campaign Rationale is to provide the Government Advertising and Communication Committee (GACC/the committee) with an overview of the need for the campaign. It must identify the key issue/s the campaign addresses, provide evidence to support the need for the campaign, outline the target audience, and describe how the campaign supports the priorities of the Queensland Government.

Major Campaigns (> $150,000 excluding GST) and Minor Campaigns (between $50,000 and $150,000 excluding GST), must have all relevant documentation attached to the submission to support the proposal. For Major Campaigns this includes attaching research and relevant reports. For Minor Campaigns please also include draft creative concepts, storyboards, an example of each type of execution, draft media and digital schedules). It is mandatory that your departmental corporate identity coordinator has reviewed all creative materials and endorsed that they adhere to the corporate identity requirements before proceeding to market.

If your departmental corporate identity coordinator has any queries, these should be sent to the DPC Corporate Identity team (corporate.ID@premiers.qld.gov.au). Please allow adequate time for this review.

What is the name of the campaign? *

Is a Major (total campaign spend greater than $150,000 excl. GST) or Minor (total campaign spend of between $50,000 and $150,000 excl. GST) campaign proposed? If this is minor, please lodge in the Minor category in the portal.

Major campaign

Minor campaign

Clear

See Marketing Matters for further details.

Please attach all relevant documentation to support the campaign rationale below (e.g. formative research reports from the research agency, other research reports and target audience demographics).

Attach a file: Upload new file

Max 25mb per file. Multiple files may be attached.

Contact details (Not Applicable)

Department *

Contact officer *

First name

Last name

Primary phone number *

Must be an Australian phone number. Include the area code (07).

Primary email address *

Must be an email address.

Please include your department Head of Communication’s email address (to be cc’d on the Notice of Decision for this submission). *

Please include email addresses for colleagues you would like to be cc’d on the Notice of Decision for this submission.

Please include a semicolon between each email address.

Campaign details (Not Applicable)

Have you received approval from your Director-General and Ministerial Office to proceed and received endorsement to develop the campaign? *

Response required.

Yes

No

Clear

Refer to Marketing Matters

This section is not applicable because of your response to question: "Have you received approval from your Director-General and Ministerial Office to proceed and received endorsement to develop the campaign?" on page 1

If no, please advise why. *

Has your department’s Head of Communication reviewed this submission and provided endorsement to lodge for GACC review? *

Response required.

Yes

No

Clear

This section is not applicable because of your response to question: "Has your department’s Head of Communication reviewed this submission and provided endorsement to lodge for GACC review?" on page 1

If no, why have you not received endorsement from your department’s Head of Communication?

Please tick the box below to agree that you have considered the Advertising and Marketing Communication Code of Conduct when developing this campaign rationale. *

Response required.

Yes

Clear

See Marketing Matters for a copy of the Code.

Is this a Stage 1 - Campaign Rationale resubmission? *

Response required.

Yes

No

Clear

This section is not applicable because of your response to question: "Is this a Stage 1 - Campaign Rationale resubmission?" on page 1

If yes, what GACC feedback was received when the previous Stage 1 – Campaign Rationale was reviewed and how has this feedback been addressed?

Is this a new campaign or a repeat of a previous campaign? *

Response required.

New campaign

Repeat campaign

Clear

This section is not applicable because of your response to question: "Is this a new campaign or a repeat of a previous campaign?" on page 1

In market start date of previous campaign *

Must be a date.

In market end date of previous campaign *

Must be a date.

Date Stage 4 - Campaign Evaluation was submitted to GACC

Must be a date. Only applicable for major campaigns.

What was the total campaign budget of the previous campaign? *

This section is not applicable because of your response to question: "Is this a new campaign or a repeat of a previous campaign?" on page 1

Please provide your Stage 4 submission number

(e.g. 2024GACC4sub20)

This section is not applicable because of your response to question: "Is this a new campaign or a repeat of a previous campaign?" on page 1

What recommendations were made following evaluation of the previous campaign? How will these recommendations be addressed? Will new media channels be considered for this campaign? If no changes will be made to the previously approved creative concepts and the same media channels will be utilised for this campaign, GACC would consider this to be a campaign re-run.

For campaign re-runs, please attach a copy of the following from the previous campaign: (Not Applicable)

This section is not applicable because of your response to question: "Is this a new campaign or a repeat of a previous campaign?" on page 1

Booked media schedule and digital schedule:

GACC approved final creative materials (which appeared in-market during the previous campaign):

Market research evaluation report, if an external research agency was used:

Master Media Agency end of campaign report:

Is the campaign included in the Annual Advertising Plan? *

Response required.

Yes

No

Clear

This section is not applicable because of your response to question: "Is the campaign included in the Annual Advertising Plan?" on page 1

If yes, have any changes been made to the budget, timings or channels included in the Annual Advertising Plan?

This section is not applicable because of your response to question: "Is the campaign included in the Annual Advertising Plan?" on page 1

If no, why wasn't the campaign included in the Annual Advertising Plan?

Please provide a brief description of the issue/s to be addressed by the campaign. *

Word count:

Must be no more than 100 words.

Please provide a brief description of the campaign. *

Word count:

Must be no more than 100 words.

2025 Stage 1 - Campaign Rationale

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Stage 1 - Campaign Rationale

Contact details (Not Applicable)

Campaign details (Not Applicable)

For campaign re-runs, please attach a copy of the following from the previous campaign: (Not Applicable)

GACC submission queries:

Technical assistance:

Additional Information: