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Sponsorship/partnering: checklist

Print this checklist and use it as a guide to assess whether the advertising/sponsorship is appropriate (circle ‘yes’ or ‘no’)

As well, try to list any additional questions that relate to the particular proposal you are considering in terms of the target audience, and your department or agency.

1. Is the proposal consistent with the department/agency’s vision?

Yes  No

For example, manufacturers of tobacco products do not represent appropriate advertising/sponsorship.Manufacturers of pharmaceutical products would also need to be considered carefully, in the light of problems associated with misuse of drugs.

2. Are the products, ethics and services of the company consistent with the department/agency’s vision and policies?

Yes  No

For example, does the corporation have wheelchair access for people with a disability?

Does the corporation offer non-discriminatory service?

Is the corporation a member/signatory to their professional association, and do they abide by professional standards?

Does the product meet Australian safety requirements?

3. If the advertising/sponsorship proposal targets a specific audience, are the products, ethics and services appropriate to that group? 

Yes  No

For example, manufacturers of alcohol products, and the products themselves, are not appropriate advertising/sponsorship partners for any promotions aimed at young people.

Infant and child products must meet safety/nutritional/educational standards appropriate for the target age group.

4. Does the advertising/sponsorship value adequately cover any additional costs that may be incurred in implementing the advertising/sponsorship?

Yes  No

For example, will extra staff resources be required to adequately manage the sponsorship?

Does advertising at least recover some or all of the printing costs?

5. Does the proposed sponsor's product compromise agreements already in place with other sponsors?

Yes  No

For example, is there an existing 'exclusive' agreement with another sponsor?

6. Does the company you are considering entering into an agreement with have controlling interests in other companies whose dealings may not be compatible with the department or agency’s vision?

Yes  No

We need to be wary of any ‘guilt by association’ that may result from an advertising/sponsorship agreement.

For example, a large multi-national company may have a controlling interest in other companies whose dealings may not be appropriate or which could embarrass the department or government. As stated above it is a good idea to find out as much as you can about the company you are considering entering into an agreement with.