In respect of the contract provided to Saatchi and Saatchi to conduct a campaign on behalf of the Government to discourage illegal arrivals to Australia:

(1)   What is the total monetary value of the contract and what sum had been spent as at 30 September 2010.

(2)   In how many countries is this campaign being undertaken.

(3)   What specific sum has been allocated to (a) agency fees, (b) travel and accommodation and other incidental expenses by the agency, (c) production expenses such as talent fees, and (d) equipment hire and the like.

(4)   As at 30 September 2010, how many: (a) volley ball nets and fishing nets had been purchased and distributed, to what locations, and at what total cost; (b) street theatre performances had been undertaken, in what locations and at what total cost; and (c) actors had been engaged to conduct these performances, at what total cost (including meals, accommodation and travel expenses), and what fees were paid to script writers, directors and drama coaches to support these performances.

(5)   What other initiatives have been undertaken as part of this campaign and what is planned for the future.

(6)   As at 30 September 2010, what measures were in place to assess the effectiveness of the campaign, and how had the performance rated against these measures.

(1)   Saatchi and Saatchi has not been contracted by the Australian Government to conduct any campaign to discourage irregular maritime arrivals to Australia. The Australian Government contracted the International Organization for Migration (IOM) to conduct a counter-people smuggling communications campaign in Sri Lanka. IOM sub-contracted Saatchi and Saatchi to deliver some aspects of this project. The total value of the contract awarded to IOM for this project is AUD194,506 (As a result of renegotiating a more favourable contract the budget was revised down from the figure quoted in the original proposal). IOM paid Saatchi and Saatchi USD6,500.00 for initial campaign research and campaign design services. Saatchi and Saatchi's role in the campaign ceased in August 2009.

(2)   This campaign was only conducted in Sri Lanka.

(3)  

(a)   IOM paid Saatchi and Saatchi USD6,500.00 for initial campaign research and campaign design.

(b)   Total travel, incidental and accommodation costs for the campaign were USD5,100.

(c)   Total production costs including all campaign collaterals were USD58,421.

(d)   Total equipment hire and dissemination costs for the collaterals was USD6,000.

(4)  

(a)   No volley ball nets were produced. 150 high quality fishing nets branded with campaign key messages were produced and donated to Fisheries Federations in Negombo and Chilaw. The total cost of the fishing nets was USD 10,500.

(b)   30 Street theatre performances were conducted in selected community areas surrounding Negombo and Chilaw. The total cost for all performances including talent, production costs and equipment hire was USD5,500.

(c)   The total cost of USD5,500 includes all costs for script writers, directors and drama coaches. This figure also includes accommodation and travel expenses. No further breakdown is available.

(5)   The campaign conducted by IOM in Sri Lanka concluded in July 2010. Customs and Border Protection is currently considering options for future communications initiatives in Sri Lanka.

(6)   IOM were contractually required to conduct an evaluation of the methods of dissemination, community awareness of messages and any resultant behavioural change. The evaluation found that 96% of those surveyed at the completion of the campaign responded that the campaign messages had changed their mind about considering involvement in irregular migration. The evaluation also suggests that the campaign penetrated the target communities, with high levels of awareness of the campaign. Since the campaign began there has been a significant decrease in the number of ventures departing Negombo and Chilaw.