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Communication and public awareness

The campaign included a communication and public awareness phase.  This aimed to promote awareness of the rights and responsibilities regarding workplace laws among first year apprentices and their employers. A dedicated National apprentice campaign web page was created on the FWO website (which attracted 6353 visits).

Presentations

During May and June 2015, the Department of Education conducted eight training sessions for Apprenticeship Providers in every state and territory. As part of this training, Fair Work Inspectors (FWI’s) conducted presentations on the tools and resources the FWO provides for apprentices and their employers. Current issues regarding the employment of apprentices, such as competency based progression and tuition fees for apprentices were also discussed. 

Social Media

In June 2015, the FWO conducted a three-week social media campaign.  It was developed to promote compliance among employers of first year apprentices and their apprentices in the manufacturing, automotive and electrical service industries. The communication activities were aimed at ensuring employers and their apprentices were aware of their rights and obligations.

Outcomes of the social media campaign included:

  • 6353 visits to the campaign page
  • FWO content was seen by 774 704 people on Facebook; and
  • Twitter delivered 387 574 impressions leading to 2217 clicks and 5190 engagements (retweets, shares, favourites etc.).

Sample Facebook posts

Sample facebook post 3  Sample facebook post 2

Sample Twitter posts

Sample twitter post 3  Sample twitter post 2

Sample postcard collateral

Sample postcard collateral 1  Sample postcard collateral 2

Other media

The campaign also achieved coverage in print, radio and online media as per the following table:

Print
The Age Sydney Morning Herald Swan Hill Guardian
Radio
ABC Southern Queensland ABC South East NSW 105.7 ABC Darwin
ABC Sunshine Coast 702 ABC Sydney 891 ABC Adelaide
ABC Tropical North ABC Central Coast Radio National
ABC Western Queensland ABC South East NSW ABC Broken Hill
ABC Wide Bay 612 ABC Brisbane ABC Far North
ABC North Queensland ABC Capricornia ABC Gold Coast
ABC North West Qld
Online
Hospitality Magazine WA Today Business The Age Business
Medianet WAtoday.com.au Business Day - The Canberra times
Brisbane Times Business Financial Review The Age
Brisbane Times