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Objective 3

Having a well recognised awareness and profile among the public, industry, government and other stakeholders During 2011 industry groups and agencies combined to assist ASB to again promote its services to the public with an extension of the “Tell someone who cares” campaign. The Outdoor Media Association (OMA) and its members, along with the support of creative agency GPY&R (Melbourne) assisted in creating and implementing an outdoor advertising campaign for ASB. Industry’s contribution to the campaign achieved provision of $1.7million of advertising space. Billboard, transport and shopping centre advertising ran between September and November around Australia.

The electronic bulletin, Ad Standards Bulletin, continued to be distributed to subscribers each month. The bulletin allows for readers to access the ASB website and other relevant information through links. It covers issues of the moment as well as highlighting recent Board determinations. The Advertising Standards Bureau’s newsletter is also distributed electronically to raise awareness of the work of the ASB and the successful operation of the self regulation system. Electronic monitoring of the open rates of the newsletter and monthly bulletin show high levels of interest in the information content, across all stakeholder groups – industry, community, media, and government. Throughout the year, information provided on the website, through the bulletins and newsletters were covered by general news, social affairs and marketing reporters. The Chief Executive Officer also participated in numerous media interviews for print, internet, radio and television about issues relating to ASB operations.

In 2011 the Advertising Standards Bureau also continued to build on awareness of its role through participation in industry events and seminars, government forums, distribution of information and other specific activities to foster community awareness. Review of Operations 2011

sessions for outdoor advertising industry representatives at Adelaide, Perth, Sydney, Melbourne and Brisbane. The aim was to further develop knowledge and provide up to date information about the Codes and Initiatives applying to advertising in Australia. The ASB also supported the Media Federation of Australia’s NGEN group with presentations to graduates in Melbourne and Sydney in late 2011. Presentations were developed specifically for the South Australian Government’s marketing representatives to highlight Board determinations in relation to government and community awareness advertising and marketing communications, and Board member, Joanna Cohen participated in the Western Australian Government Women’s Forum, which focused on women and the media.

The Bureau sponsored the Media Federation Awards which rewards collaborative work done in producing campaigns that reach target markets, and also the ‘Long term effects’ category of the 2011 Communications Council Effie awards. During late 2011, ASB also presented papers at seminars and conferences. In conjunction with the OMA and AANA, the ASB held information 21

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

Advertising Standards Bureau - Review of Operations 2011  

The Advertising Standards Bureau (ASB) administers Australia's national system of self‐regulation in relation to both public and competitor...

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