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Home Office

Answer

Mr. Clappison: To ask the Secretary of State for the Home Department if he will list for (a) 1996-97, (b) 1997-98, (c) 1998-99, (d) 1999-2000 and (e) 2000-01, (i) his Department's total spending on advertising campaigns, (ii) the cost of each individual advertising campaign and (iii) the criteria that were established to gauge the effectiveness of each campaign; and what assessment he has made of the effectiveness of each campaign based on these criteria. [142717] Mr. Straw: The Home Office uses advertising in various media to inform the public about how they are affected by Departmental legislation, and also to encourage good practice in such areas as fire safety, crime reduction and voter registration. More recently a substantial police recruitment campaign has been launched. Total expenditure during the years requested is as follows: _________________________________________________________________________________________________. £ million 1996-97 5.23 1997-98 1.4 1998-99 1.8 1999-2000 5.65 2000-01 11.08 _________________________________________________________________________________________________. {1} Spend to date Note: Figures include Value Added Tax Advertising is undertaken through the Central Office of Information. The breakdown of advertising campaigns excluding those under £50,000 is as follows: _________________________________________________________________________________________________. £ 1996-97 Vehicle Crime Reduction 1,900,000 APSG Police Recruitment 80,000 Electoral Registration 693,000 Special Constables Recruitment 2,100,000 Fire Safety 460,000 1997-98 APSG Police Recruitment 75,000 Electoral Registration 570,000 Special Constables 420,000 Fire Safety--Chips pilot 305,000 1998-99 APSG Police Recruitment 75,000 Electoral Registration 580,000 Special Constables 355,000 Fire Safety--Smoke Alarms 370,000 Crime Partnerships 430,000 1999-2000 APSG Police Recruitment 75,000 Electoral Registration 575,000 Special Constables 910,000 Fire Safety--Chips national 1,330,000 Fire Safety--Escape pilot 345,000 European Parliamentary Elections 1,870,000 Passport Agency 545,000 2000-01{ 1} Police recruitment 4,100,000 Vehicle crime reduction 4,000,000 Fire safety 2,200,000 Human rights 780,000 _________________________________________________________________________________________________. {1} Spend to date Each campaign is evaluated to ensure maximum effectiveness and value for money. Evaluation criteria are set according to the individual objectives of each campaign (for example increases in awareness and understanding of fire safety issues are measured, along with changes in public attitudes and subsequent shifts in fire statistics). The results of each evaluation exercise are used to inform future campaign development. Historical data on the individual communication objectives and evaluation criteria for each campaign can be supplied only at disproportionate cost.

Secondary information

Type

Written question

Reference

360 c320-1W; 142717

Session

2000-01

Subjects

Costs Government departments Home Office Publicity

Contains statistics

Yes

Link

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