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Annual Report 06–07
Output 1: Core Department—Performance—Implement effective communication strategies
Corporate communication
In 2006–07, various communication materials were developed to support business areas and projects in the Core Department and across DHS. These materials included the Core Department’s strategic plan, the DHS annual report, budget media kits, online communication, and a portfolio-wide newsletter 1+1=3.
Brochure
Communication campaigns
The Core Department developed and managed the implementation of information campaigns to provide more proactive, consistent and better targeted communication to Human Services customers during the year.
In conjunction with Centrelink and with advice from the Department of Agriculture, Fisheries and Forestry, the Core Department conducted the Drought Assistance campaign from December 2006 to June 2007. The campaign used television, radio and press advertising, direct mail, the internet and public relations activities to inform farmers and small businesses that depend on the agricultural sector about the government assistance available to them. Indicators that the drought campaign was effective in reaching its intended audience included increased calls to the Drought Assistance Hotline during the advertising periods, and increased awareness among stakeholder groups, as confirmed through benchmarking and tracking research undertaken after each phase of the campaign.
In conjunction with Medicare Australia, the Core Department is developing a communication campaign to inform consumers and medical practices about Medicare Easyclaim—a fast, easy and convenient way to claim Medicare rebates in the doctor’s surgery.
Indigenous Australians
In 2006–07, the Core Department, in partnership with Human Services agencies, continued to implement communication strategies to improve access to social and health-related services for Indigenous Australians.
Centrelink’s communication network was enhanced to offer information and services on behalf of other Human Services agencies. The communication network includes the Indigenous Call Centre—which covers Queensland, Western Australia and the Northern Territory—and the Customer Service Centres, Remote Area Service Centres and agents in 50 locations across rural and remote Australia.
The Core Department and Human Services agencies built community connections by participating in Access and Employment Roadshows, attending eight ‘Croc Fest’ events in regional and remote Australia, and supporting more than 90 joint agency visits to regional and remote Australia.
The Indigenous Ambassadors Programme, launched in May 2006, was expanded to include women’s touch footballer Bo de la Cruz and Australian Football League player Michael O’Loughlin. The ambassadors have been very influential in improving awareness of government services in Indigenous communities. The programme assists the Human Services Portfolio’s extensive network of Indigenous specialist staff to deliver vital services and honour the Government’s commitment to work with Aboriginal and Torres Strait Islander people.
Local liaison
The Local Liaison Officer Programme, which commenced in February 2005, continued to assist federal parliamentarians with handling constituents’ enquiries or grievances about Human Services agencies. Local liaison officers are assigned to every federal parliamentarian as a single point of contact for information and support about Human Services agencies.
By the end of 2006–07, approximately 11,091 referrals had been received through the programme, 99.6 per cent of which were responded to within two working days. There has been a very high take-up of this service—100 per cent of Members of Parliament and 92 per cent of Senators have used the Local Liaison Officer Programme.