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Parliamentary Questions


Question Without Notice No. 642 asked in the Legislative Council on 7 September 2021 by Hon Dr Steve Thomas

Parliament: 41 Session: 1

CRITICAL SKILLS ADVERTISING CAMPAIGN

642. Hon Dr STEVE THOMAS to the Leader of the House representing the Premier:

I refer to the Premier's recent announcement to spend $4 million on a critical skills gap advertising campaign.

(1) Which advertising agency will be responsible for producing the $4 million advertising blitz?

(2) Who within government will approve the content of the advertising?

(3) How will the effectiveness or otherwise of the advertising campaign be assessed?

(4) What is the campaign funding breakdown allocated to print, radio, digital and partnerships?

(5) What will be the time line of the campaign and why will this $4 million advertising blitz be any more successful than the underwhelming Work and Wander Out Yonder campaign?

Hon SUE ELLERY replied:

I thank the honourable member for some notice of the question.

(1) Western Australian creative agency Rare is undertaking the campaign work.

(2) It will be the Department of the Premier and Cabinet.

(3) The effectiveness of the campaign will be measured by the number of people who have seen and interacted with the campaign assets. As per usual practice, a campaign evaluation of all media channels will be done at the end of each campaign burst, including measuring the campaign's influence on people to move to Western Australia.

(4) The campaign is under development and a breakdown of costs is yet to be determined.

(5) I reject the premise of the question. The Work and Wander Out Yonder campaign was successful and had a different scope than this campaign, which will target people outside of Western Australia. It is disappointing that the Liberal Party continues to undermine the efforts to support regional businesses and the creation of jobs for Western Australians. The time line of the targeted skills campaign is under development.