QUESTIONS ON NOTICE › Australian Human Rights Commission (Question No. 1303)
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.