Most of the government’s major advertising campaigns air during March and October. This creates two problems:
Departments are competing with each other for share of voice; and
There is a lack of presence for prolonged periods at other times of the year.
Departments are encouraged to consider adopting a two-year planning cycle for their advertising initiatives. This will accomplish two important objectives:
Campaigns will be spread out more effectively during the year; and
It will also allow more time for research and creative development and for planning cross-promotion, and other activities to support the campaign.