16 January 2023
C161816
Tim Rowlands
[FYI request #21246 email]
Tēnā Koe Tim
Thank you for your email of
26 November 2022 to the Department of Corrections – Ara
Poutama Aotearoa, requesting information about the cost of Corrections’ recruitment
advertisements. Your request has been considered under the Official Information Act 1982
(OIA).
Corrections’ frontline staff deal with some of New Zealand’s most difficult and chal enging
people on a daily basis. People in prison often come into our management with significant
learning, disability, mental health, and addiction needs. Corrections takes our duty of care
seriously to do everything we can to help people rehabilitate, improve their wel being, and
safely reintegrate back into their communities.
As has been widely reported, Corrections has been facing staffing chal enges across many of
our prisons, and this has impacted our ability to fully resume access to programmes and in-
person visits, and provide longer unlock hours, at some sites. As a result, we are making a
concerted effort to recruit, retain and train staff. This includes our advertising campaign,
which is focused on actively recruiting new Corrections Officers across the country. Our staff
have also been carrying out recruitment activities in their local communities (for example,
information evenings for people interested in working with us).
We have seen a strong increase in the number of job applications received for new
Corrections Officers, with over 1,800 applications received in the final three months of last
year.
You requested:
I am interested in knowing how much the Department of Corrections paid to produce
and deliver the recruitment advertisements currently being shown.
Please break these costs down into:
a) The approximate amount of money spent planning/drafting these advertisements.
If an external agency/company/consultant was used in this stage, please include
their details and how much they were paid for this.
b) The approximate amount of money spent producing the advertisements (talent
hire, filming, editing etc).
NATIONAL OFFICE, WELLINGTON
Mayfair House, 44 – 52 The Terrace, Wellington, 6011, Private Box 1206, Wellington 6140,
Phone +64 4 460 3000
www.corrections.govt.nz
2
Our current campaign was launched on 23 October 2022 and includes TV commercials, over
860 ‘out of home’ signs across the country, digital ads on the internet, as wel as ads on
social media and on the radio. It was developed and produced with Stanley St who we have
a long-standing relationship with.
Stanley St (formerly Ogilvy New Zealand LTD) was first contracted in the 2016/17 financial
year for recruitment marketing under the All-of-Government procurement process for
approved suppliers and services across the government sector.
While advertising campaigns may target a specific role, they also raise awareness of
Corrections and encourage candidates to consider Corrections for a range of careers.
Corrections’ advertising budget this year reflects the need to ensure we attract applicants in
a competitive job market.
The table below provides the cost of the development and placement of the current
advertising campaign.
Costs
Development and research
$111,010
Video Production
$718,650
Out of Home, Digital, Radio Production Costs
$69,966
Content production
$450,000
Media Placement
$2,500,000
Total
$3,849,626
c) The approximate amount of money spent to run the advertisement campaign,
preferably further broken down by platform (facebook, television, radio etc).
As Corrections is only part way through the current campaign, final costs are not available.
Therefore, this part of your request is refused under section 18(e) of the OIA, as the
information requested does not exist.
In accordance with section 18B of the OIA we have considered whether consulting with you
to enable the request to be made in a form that would remove the reason for refusal.
However, we do not consider that the request can be refined in this instance as your
request is specific, but the information does not exist.
However, we can provide you with a breakdown of the
planned Media Placement costs (as
referenced in the table above) to run the current advertising campaign.
Media Placement Breakdown
Costs
Broadcast TV (TVOne, TV2, Discovery/Bravo,
$1,774,466
Duke, Sky, Maori TV, and Specialist Ethnic
Channels)
Digital TV & Online Video (including Youtube)
$357,503
3
Out of Home (Bil boards, Bus Stops, Street
$300,735
Posters)
Search engine advertising
$67,296
Total
$2,500,000
The above tables exclude any media activity directly outside the campaign, such as regional
based radio, digital display advertising, and paid social activity.
Please note that this response may be published on Corrections’ website. Typically,
responses are published quarterly, or as otherwise determined. Your personal information
including name and contact details will be removed for publication.
I trust the information provided is of assistance. I encourage you to raise any concerns
about this response with Corrections. Alternatively, you are advised of your right to also
raise any concerns with the Office of the Ombudsman. Contact details are: Office of the
Ombudsman, PO Box 10152, Wel ington 6143.
Ngā mihi
Richard Waggott
Deputy Chief Executive People and Capability
