Victorian Government communications should be created so they reach all Victorians. You need to consider the needs of multicultural Victorians and regional Victorians. You must ensure your communications are accessible and achieve gender equality.
Reaching regional Victorians
Regional and rural communities should have equal access to Government communications. To ensure this, use regional media channels.
Regional areas include small cities like Ballarat and Bendigo. Rural areas are further away from cities and have smaller populations. They are generally reached via regional media.
Campaign expenditure requirement
Departments and agencies must spend at least 15% of their campaign advertising expenditure on regional and rural media. We track this via the Master Agency Media Services contract. We report on this in the annual .
Regional media channels
Our provider can work with you to find the most suitable media channels to advertise in to get your message across to regional Victorians.
- Communications such as bushfire and farm safety are best placed in regional and rural media channels.
- Messages around general health and road safety should appear in regional media at the same time as metropolitan media.
Communicating with multicultural Victorians
Victoria's ethnic communities need to know about government services and programs. The best way to achieve this is by communicating with them:
- in their preferred language/s
- via channels that reach them
- in culturally appropriate ways
Departments and agencies must spend at least 5% of their campaign advertising budget on multicultural media. We track this via the Master Agency Media Services contract. We report on this in the annual .
- be aware of the preferred media channels and languages of our ethnic communities
- consider and consult them throughout a campaign
- consider the meaning of content after it's translated into other languages
Advice on multicultural communications
Talk to the DPC Multicultural Communications Team for advice on:
- preferred media channels
- meeting the multicultural media spend requirements
- cultural sensitivities
- preferred languages
- alternative communication channels
Making sure all our communications are accessible
All government communications must be accessible and non-discriminatory towards people with a disability.
Basic tips for accessibility:
- use plain English - we aim for grade 8 reading level
- be aware of readability - consider fonts, text sizes and colour contrast
- provide captions on all videos
- provide a transcript of all video and audio
Achieving gender equality in communications
People are often stereotyped in advertising according to their gender, age, ethnicity, religion, profession and more. We aim to achieve gender equality in all our communications.
- Ensure that the overall impression of any communication promotes gender equality.
- Don't use use humour, artworks or historical settings to stereotype people.
- Outdoor advertising has a wide audience, including children. Think about the location and who will see it. Make sure the messages and images are suitable for a general audience.
- Advertising should not use inappropriate and exploitative sexual imagery of women or men.
- Advertising should avoid the stereotyped representation of gender roles.
- Advertising should include diverse people, including people of different ages, appearance and backgrounds. It should not portray people in a way which discriminates against or vilifies a person or a section of the community.
- Avoid violent images in advertising. Violence may only be included if it is an integral part of a community education campaign (eg a campaign to reduce or address family violence).
- Use language that is non-offensive and inclusive of both women and men. Avoid language that is likely to insult or offend, unless it is used as part of a community education campaign.
Reviewed 11 December 2019