Australia is holding a referendum in November to decide whether the nation should replace the current head of state, Queen Elizabeth II of the U.K. with an Australian head of state.
Euro RSCG's assignment is to create a public education program to explain the country's constitution and the proposed republican model put forward by the Constitution Convention in February 1998. The $4.5 million campaign will break in September.
"The referendum is a significant event in our country's history, and we are delighted that we have been invited to create this most important campaign," said Euro RSCG Chairman Tom Moult.
Euro's appointment follows the recent appointment of Ogilvy & Mather, Sydney, and Nancarrow, Melbourne, to the "Yes'' and "No'' campaigns, worth $7.5 million each. These break in October.
An additional $8 million is being spent on explaining to the population how to participate in the referendum, where and how to vote and procedures for enrollment. The campaign is being handled by Whybin Lawrence TBWA, Melbourne.
All of the campaigns will target the 12 million Australians over 18 years of age.
Copyright August 1999, Crain Communications Inc.