Tenders ACT documents show that the ACT Labor-Greens government has earmarked $800,000 for a Melbourne creative design studio to rebrand Canberra Health Services prior to the next Territory election.

The $800,000 contract asks the contractor to recommend the best “tone of voice” for Canberra Health Services’ audiences and develop “fictional examples” of its key stakeholders.

The brief for Melbourne company - Studio Binocular – which was chosen on a selective basis, asks it to define “who we are, what we stand for, what we can offer employees in return for their skills, capabilities, and the experience they bring to a role with CHS.”

It also requires the development of “a refreshed brand mark” for Canberra Health Services, a new uniform design, along with a brand communication strategy and campaign.

Shadow Minister for Health, Leanne Castley, said the $800,000 contract is designed to give the Government a PR boost on health and hospitals in the lead up to the next Territory election.

“This rebranding exercise is just a marketing strategy from a worn-out government,” Ms Castley said.

“If Canberra Health Services don’t know who they are or what they stand for, who their stakeholders are and what tone they should use to address them, then heaven help us.

“Canberrans are currently enduring unacceptable wait times for emergency department treatment and specialist outpatient services.

“$800,000 would pay for 30 hip replacements, 200 cataract operations or 300 MRIs.

“The people of Canberra just want a functioning health system, not more PR spin from this tired Barr-Rattenbury Government.”

Incredibly, this contract comes on top of Canberra Health Services spending $48,387 with another Melbourne company in 2021, also to refresh Canberra Health Services’ brand.

This earlier “Brand Refresh Project” was to ensure CHS’ brand is “contemporary, supports our strategic priorities, reflects our values and ultimately helps us realise our vision and role.”

It appears that Canberra Health Services believes it needs more image consultants to compensate for the Barr-Rattenbury Government diverting $3 billion to its new tram extension.