Councils blast Euro RSCG Take-Up campaign
By Our Parliamentary correspondent, campaignlive.co.uk, Friday, 16 June 2006 12:00AM
Council officials have condemned a £5 million government campaign to promote online services by local authorities as a waste of money.
Only one in ten town hall managers believe the campaign, by Euro RSCG, to encourage people to access local services online, was money well spent, according to a survey of 280 officials by Public Sector Forums, a network of eGovernment professionals.
The group criticised the Department for Communities and Local Government for including services that some authorities do not provide online in the Take-Up campaign. Some officials also reported a low response rate. Ian Dunmore, the director of the network, said: "The fact that so many council officers, who not only fit the demographic the campaign purports to be targeting but are also supposed to be responsible for delivering the services, hadn't seen the ads is appalling.
"It is yet another example of money-wasting that has characterised Whitehall's approach to eGovernment."
The DCLG denied the campaign had flopped. A spokesman said more than 250,000 people visited the website during May, with current hits running at 12,000 per day. "More than 40 per cent of respondents said they thought the campaign 'will encourage more citizens to use online services'," he said.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Digital Account Manager ADLIB £25000 - £35000 per annum, Reading
- Account Manager: Experiential / Brand Activation Agency (NOT SAMPLING!) - Cutting Edge Sports Brand Rocket Recruitment 30,000 - 34,000 + benefits, Central London (Shoreditch)
- Senior Social Media Executive/Analyst - London Agency Digital Gurus negotiable, London
- Digital Content Editor (London) EE £Competitive+benefits, City of London
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity