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Wednesday, 8 February 2012
Page: 446

Australian Human Rights Commission

(Question No. 1303)

Senator Abetz Asked the Minister representing the Attorney-General, upon notice, on 3 1 October 2011 :

(1) What is the cost of 'social marketing services' for the Australian Human Rights Commission (AHRC).

(2) Has the AHRC engaged Digital Eskimo for the provision of these services; if so: (a) at what cost; and (b) what services did Digital Eskimo provide.

(3) Can details be provided of all social marketing campaigns that the AHRC has or is intending to run in 2011.

Senator Ludwig: The Attorney-General has provided the following answer to the honourable senator ' s question:

*All financial figures are GST inclusive.

(1) The cost of social marketing services for the Australian Human Rights Commission in 2011 is $158,031.20. This is comprised of 3 projects:

$1,100: Advertising through Facebook and Google for 'Human Rights 2011' public event;

$126,259.20: Development of Human Rights Web portal; and

$30,672: Development of social marketing tools to address cyber-bullying.

( 2) Digital Eskimo have been engaged as consultants by the Commission for the development of a human rights web portal.

   (a) The consultants were engaged for two phases of the project. For phase 1, they were engaged for $43,992.20 following a select tender process. For phase 2, they were engaged for $82,627 following an open tender process.

   (b) The services contracted included social marketing services, but were not exclusively focused on this.

Phase 1 of the project involved:

conducting research (including through focus groups) to test and determine:

   o     the most effective audience(s) for a web-based social media platform aimed at building understanding and respect for human rights

   o     the most appropriate human rights issues or content for engaging with the target audience(s)

   o     the best ways of messaging and communicating issues

providing the Commission with a written report of insights arising from conducting the research

providing the Commission with a communications strategy for reaching the target audience(s), including:

   o     detailed explanation of at least three concepts—i.e. ideas for building understanding and respect for rights for the target audience(s)

   o     any suggested web-based social media prototypes that should be explored by the Commission

   o     any required complementary communications resources or activities, such as competitions, posters, audio-visual clips etc.

Phase 2 of the project involves digital communications services to build the websites and other online tools to communicate information about human rights. The resulting websites: www.somethingincommon.gov.au and www.tellmesomethingidon'tknow.gov.au are scheduled to be launched by the Commission on 9 December 2011.

(3) In addition to the human rights web portal project, the Commission is currently engaged in a project to develop social marketing tools to address cyber-bullying among 12-14 year olds.

The Commission has engaged Edith Cowan University's (ECU) Child Health Promotion Research Centre. ECU has subcontracted Primary Communication, a social marketing company, to develop communication elements of the project.

Phase 1 of the project was completed in October 2011. It involved:

conducting research to identify, and then report on, effective strategies for the target group to take positive bystander action when they witness cyber-bullying, including identification of the most effective messages for communicating bystander strategies and how to disseminate these through online and social marketing platforms

provide recommendations to the Commission on a social marketing campaign that encourages young people to take safe and effective action when they witness cyber-bullying.

Phase 2 of the project will last until mid-2012 and involves developing the social marketing tools and campaign, including prototypes and strategies for launch in 2012.