2.3.2 Promotion of the value of Australian citizenship

Objectives

  • Promote the acquisition of Australian citizenship among eligible non-citizens
  • Enhance the profile and significance of Australian citizenship in the wider community
  • Emphasise that becoming a citizen demonstrates a commitment to Australia and enables full participation in the community.

Description

This output component promotes the value of Australian citizenship.

Performance

During the campaign evaluation period of 14 August to 14 October 2006, 8818 items appeared in the press, radio and television. This was an increase of 34 per cent compared to the same period 2005-06, attributed to increased media interest in citizenship issues including the proposed citizenship test, changes to Australian citizenship legislation and discussions about Australian values.

Market research results showed that public awareness of the value of Australian citizenship increased by 23 per cent from August 2006 to June 2007. From the random sample of eligible non-citizens interviewed, 65 per cent indicated that they were likely or highly likely to find out more about Australian citizenship in the next six months and 52 per cent said they were likely or highly likely to take steps to become an Australian citizen in the next six months.

Table 69: Promotion of value of Australian citizenship – performance information

Measure

Results

Quantity

Development and implementation of a campaign promoting the value of Australian citizenship with Australia Day, Harmony Day and Australian Citizenship Day as focus points.

The campaign was successfully implemented. It included a new advertisement for television, magazine and internet; public relations activities; resource material for primary schools; and promotional events.
Promotional events included special Australian citizenship ceremonies held to celebrate Australian Citizenship Day on 17 September 2006, Australia Day on 26 January 2007 and World Refugee Day on
20 June 2007.

Quality

Satisfaction of minister and other key stakeholders with the development and implementation of the citizenship promotion campaign.

Maintenance of citizenship application levels above the 2000-01 pre-campaign base year and enhancement of the profile of Australian citizenship in the community.
Positive response and involvement from the community, including Australian Citizenship Day 2006 celebrations, Australia Day 2007 activities in each state and territory, and attendance at special citizenship ceremonies and affirmation ceremonies throughout the year.
An increase in public awareness of the value of Australian citizenship.

Major citizenship ceremonies held in 2006-07 included:

  • a widely publicised and nationally televised ceremony for the Irish-born 2006 Australian Idol winner, Damien Leith, as part of the Australia Day Live concert, with the Prime Minister presiding
  • an Australian Citizenship Day on 17 September 2006 ceremony for 53 new citizens at the Melbourne Immigration Museum, with former Parliamentary Secretary Robb presiding and launching the new advertising campaign
  • a ceremony held for the fifth consecutive year at the Western Australian Football League’s Preliminary Final on Australian Citizenship Day, before a crowd of around 5000 and an estimated television audience of around 150 000
  • a ceremony for 43 people who entered Australia under the Humanitarian Programme during Refugee Week in October 2006 at the world-famous travelling Spiegeltent in St Kilda, Melbourne
  • a lunch-time ceremony at the Australia Day, one-day international cricket match at Adelaide Oval before a crowd of around 35 000.

A total of 280 Australia Day ceremonies around the country gained local, regional and national media coverage.

The department continued its partnership with the National Australia Day Council to promote the value of Australian citizenship through:

  • sponsorship of Australia’s Local Hero Award, as part of the Australian of the Year Awards, which included eight state and territory events and culminated in the national award announcements televised live on Channel 10 on the eve of Australia Day
  • interior transit advertising in buses and trains in Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney
  • distribution of 3.3 million pocket calendars featuring the affirmation through Woolworths stores, members of parliament, the state and territory Australia Day network, departmental offices, and Australia Day Local Council committees
  • 70 000 free Avant Card postcards featuring the affirmation distributed through entertainment, cultural and retail venues including cafes and restaurants, cinemas, galleries, museums, theatres, hotels and clubs
  • affirmation resource packs sent to around 800 Australia Day local council committees.
top ↑