Slide 21 of 23
Notes:
- In view of the importance of ensuring government advertising is effective and supports this framework, a more coordinated approach is being implemented, including careful review of how resources are allocated.
- Advertising campaigns have to be approved by the Government Advertising Committee. This will help to ensure more coherent planning, consistent messages, and an improved media mix.
- With respect to the advertising committee:
- Departments should ensure that their PCO communications analysts are fully aware of all advertising activity in order to determine which campaigns should be reviewed by the Committee.
- Departments must ensure that campaigns are brought forward for review early enough in the process to allow consideration of objectives, creative, key messages, media plan, budget and research and evaluation.
- PWGSC will not issue an ADV number without approval by the Committee.
- Revised advertising guidelines will be issued to ensure departments respect the approach outlined here, such as using the Canada wordmark, adhering to the “common look and feel”, highlighting the service channels, ensuring an informational tone, proper fulfillment materials and research (the existing guidelines for reference are available on CommNET.gc.ca).