Question Number: 191
PDR Number: SQ22-000158
Date Submitted: 24/02/2022
Department or Body: Department of Health
Since the COVID-19 vaccines campaign (under the former government) commenced on 27 January 2021, there have been a number of phases of activity, staged to complement the vaccination program rollout.
Campaign advertising runs across a range of media channels including television, radio, press, digital, social media, mobile, search and out of home. Universal McCann (UM) is the master media buying agency responsible for the planning and placement of all government advertising under the Central Advertising System (CAS), administered by the Department of Finance. Planning is based on the most efficient mix of channels to effectively reach the target audience.
The Department of Finance publishes campaign expenditure for each financial year – this includes the total media placement, including breakdown by channel, for the COVID-19 vaccines campaign. The latest report can be accessed at: www.finance.gov.au/publications/reports/campaign-advertising-australian-government-departments-and-agencies-report-2020-21.
