MOTOR ACCIDENT COMMISSION ADVERTISING CAMPAIGN

In reply to Mr GOLDSWORTHY (Kavel) (5 July 2011).

The Hon. T.R. KENYON (Newland—Minister for Recreation, Sport and Racing, Minister for Road Safety, Minister for Veterans' Affairs, Minister Assisting the Premier with South Australia's Strategic Plan, Minister Assisting the Minister for Employment, Training and Further Education): The production component of the campaign included the following:

One 60 second television commercial

Three 15 second television commercials

Cinema advertising

Print advertising material for newspapers and venue posters in pubs and clubs

Outdoor advertising material

Radio advertising

Online/Digital advertising

The production component of the campaign is $385,581.50.

Media costs in both regional and metropolitan South Australia amounted to $283,743.

In addition to this, a further cost of $126,254.75 was incurred in developing educational materials which have been distributed to all regional football clubs in South Australia to support the campaign at a grass roots level.

With regards to research, extensive concept testing was carried out to ensure the best possible chance of success once the campaign was in market.

Total research costs for this campaign were $16,174.

The campaign was developed by the Adelaide office of Clemenger BBDO. The television commercials were shot in Callington in the Adelaide Hills using local people from Callington and surrounding regions.

All of MAC's campaigns are designed to be in market for several years and therefore the production and research costs are paid off over this period.