VAWG makerting and advertising (FOI)

​​Request

How much money is VAWG (violence against woman and girls) spending on marketing and advertisement for their campaign in total. Please also include how much they are spending on YouTube and digital advertisement specifically.

I would also like to know what the ROI on these campaigns are and how they are measuring performance.

Response

The total spend for the VAWG campaign is £15,300. A further breakdown of spending is considered to be commercially sensitive, therefore, Article 33(b) of the Freedom of Information (Jersey) Law 2011 has been applied. 

The campaign is running as a result of recommendation 73 from the VAWG Taskforce report - Response to the taskforce report.

Recommendation 73 (page 22) was that:

“The Taskforce recommended that an ongoing campaign to boost awareness of violence against women and girls and change community attitudes around this issue should be introduced” – this campaign meets that recommendation.

The target age range of the campaign was 16-25 and the campaign has been run using different communications avenues to reach as many young people as possible. These include posters in Jersey secondary schools, in youth clubs and other locations, as well as social media channels including TikTok and Facebook. Partners also supported the campaign on their social media channels.

As the campaign has just been completed, ROI analysis is not yet available, therefore Article 3 of the Freedom of Information (Jersey) Law 2011 applies. Building a Safer Community (BASC) and VAWG Taskforce performance objectives will be published in the 2025 Justice and Home Affairs Business Plan, therefore Article 36 of the Freedom if Information (Jersey) Law 2011 has been applied. 

Articles applied

Article 3 - Meaning of “information held by a public authority”

For the purposes of this Law, information is held by a public authority if –

(a)     it is held by the authority, otherwise than on behalf of another person; or

(b)     it is held by another person on behalf of the authority.

Article 33 - Commercial interests

Information is qualified exempt information if –

(a) it constitutes a trade secret; or

(b) its disclosure would, or would be likely to, prejudice the commercial interests of a person (including the scheduled public authority holding the information).

Article 36 - Information intended for future publication

(1) Information is qualified exempt information if, at the time when the request for the

information is made, the information is being held by a public authority with a view to its

being published within 12 weeks of the date of the request.

(2) A scheduled public authority that refuses an application for information on this ground

must make reasonable efforts to inform the applicant –

(a) of the date when the information will be published;

(b) of the manner in which it will be published; and

(c) by whom it will be published.

(3) In this Article, “published” means published –

(a) by a public authority; or

(b) by any other person.

Public Interest Test

Article 33 is a qualified exemption and as such, a public interest and prejudice test has been conducted as required by law. 

When responding to requests of this nature, the Government of Jersey (“the Government”) has to balance the public interest with the impact that disclosing this information would or would be likely to have upon the organisation and / or third parties. Whilst it may be in the public interest to understand the breakdown of spends, for openness and transparency, protecting the commercial interests of the Government is an essential component in controlling public finances, which in itself is in the public interest. 

It has been concluded that disclosing a breakdown of marketing spends is likely to prejudice the commercial interests of the Government and / or the provider. This is due to the significant likelihood that the Government will utilise similar marketing strategies in future, and therefore this may jeopardise any negotiations. Releasing the total amount of marketing expenditure is considered sufficient to provide transparency on public spending. When considering the application of this exemption, it has been determined that whilst it is in the public interest to disclose information, this is outweighed by the necessity to limit any impact on the commercial interests of the Government. 

Article 36 is a qualified exemption, which means that a public interest test has to be undertaken to examine the circumstances of the case and decide whether, on balance, the public interest in maintaining the exemption outweighs the public interest in disclosing the information. As this information is being reviewed prior to release, disclosing the information would not be in the public interest as changes may still occur. It is intended to publish the information on the Government of Jersey website within 12 weeks.