This output promotes the value of Australian citizenship and encourages eligible non-citizens to become Australian citizens.

Description

The department undertakes a range of communication and public relations activities to promote the value of Australian citizenship among the Australian community and the acquisition of citizenship by eligible non-citizens.

Performance

The department put in place a communication strategy to celebrate the 60th anniversary of Australian citizenship throughout 2009 and to encourage eligible non-citizens to consider applying for Australian citizenship during the anniversary year.

The anniversary provides an opportunity for all Australians to understand the role Australian citizenship plays in building a strong, harmonious and unified nation.

During 2008–09 the department continued its close relationship with key stakeholders such as the National Australia Day Council (NADC) and the National Archives of Australia as part of its efforts to promote Australian citizenship to the wider community.

Special citizenship ceremonies on key national dates such as Constitution Day, Australian Citizenship Day and Australia Day generated a large amount of media coverage and increased awareness and interest in citizenship in the community. More than 200 newspaper articles and over 50 broadcast media reports about Australia Day citizenship stories featured positive messages regarding Australian citizenship and the 60th anniversary. Virtually every media report about Australia Day activities included a photo, article, interview or reference to local Australian citizenship ceremonies.

A highlight of the media coverage was the partnership with Sky News, coordinated through the department’s partnership with the NADC, which resulted in almost day-long media coverage of Australian citizenship ceremonies.

In the week leading up to Australia Day more than 80 AM radio stations ran community service announcements promoting the Australian citizenship affirmation, produced in partnership with the NADC. The announcements featured a number of high profile Australians reflecting on the words of the Australian citizenship affirmation and talking about what it means to them to be Australian.

State Local Hero award winners and Australia’s Local Hero also featured in Australia Day media.

The department also developed a communication plan to inform clients about changes to the citizenship application process in the second half of 2009.

As part of its promotion of Australian citizenship to the broader community, educational resource packages containing information and activities regarding Australian citizenship were distributed to all schools across Australia.

Table 70: Promoting the value of Australian citizenship—performance information

Measures	2008–09
Quality: Development and implementation of a communication strategy for promoting Australian citizenship
Planned	Communication strategy is in place
Result	The strategy was implemented. More than 1.7 million hits were registered on the citizenship website and 649 413 calls were made to the Citizenship Information Line.