Joe Ludwig (Queensland, Australian Labor Party, Minister for Agriculture, Fisheries and Forestry) Share this | Hansard source

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:

( 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:

  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

  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:

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.