§ Mr. Andrew TurnerTo ask the Secretary of State for the Home Department if he will list the advertising campaigns commissioned by his Department since May 1997, showing for each(a) its objectives, (b) its beginning and end dates, (c) the media used, (d) the criteria adopted to judge its effectiveness, (e) the extent to which effectiveness criteria were met, (f) any agency involvement and (g) its cost. [28240]
§ Mr. BlunkettIn relation to expenditure in 1999–2000 and 2000–01, I refer the hon. Member to my answer to the hon. Member for Beaconsfield (Mr. Grieve) of 17 January, 2002,Official Report,column 465W. In relation to expenditure from 1996–97 to 1998–99 the figure are as follows:
£ million 1996–97 5.23 1997–98 1.4 1998–99 1.8 Notes:
1. Figures include value added tax (VAT).
2. Figures for 1997–98 and 1998–99 reflect spending levels determined in 1996.
The Home Office uses advertising in various media to inform the public how they are affected by departmental legislation, and also to effect attitudinal and behavioural change in such areas as vehicle crime reduction, fire safety, voter registration and police recruitment. Each campaign is rigorously 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 were 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, timings and evaluation criteria for each campaign can be supplied only at disproportionate cost.