HC Deb 21 December 2000 vol 360 cc320-2W
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


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:

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
APSG Police Recruitment 75,000
Electoral Registration 570,000
Special Constables 420,000
Fire Safety—Chips pilot 305,000
APSG Police Recruitment 75,000
Electoral Registration 580,000
Special Constables 355,000
Fire Safety—Smoke Alarms 370,000
Crime Partnerships 430,000
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
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.