Those Two Words We Dare Not Speaketh Will Not Appear in Our Ads

The carbon tax, carbon price, whatever you wish to call it is now just a matter of weeks from fruition, coming into effect on July 1 at a starting price of $23 per tonne. This policy backflip has been the cause of so much poll pain for the Australian Labor Party under the leadership of Prime Minister Julia Gillard and sees the ALP trailing the Tony Abbott led Coalition by double digits.

With every major policy, especially the ones that cause controversy and are much harder to sell (think WorkChoices as a recent example) generally comes a substantial advertising campaign trying to bring the public around to what the government of the day thinks are the benefits of such a package and how these benefits will outweigh the much argued about costs.

That is no different than with the so-called “Clean Energy Future” policy package which has been legislated by the Commonwealth parliament and set to take effect in roughly a month and a half.

The Gillard Government has announced a $36 million advertising budget to attempt to sell the package to a wary and largely switched off public that didn’t particularly enjoy the change of mind brought on by the minority government situation.

In just the next 6 weeks, the government will spend $14 million of that total budget allocation in a likely wasted attempt to ameliorate concerns over the package. This amounts to a total spend per day of appromimately $270,000 over that month-and-a-half long period.

The media blitz focuses on the compensation packaged related to the carbon pricing legislation which totals $4.2 billion and makes the total spend on advertising the Clean Energy Future package $70 million dollars.

This in itself is a very high amount for a Labor Government that took office, under former Prime Minister Kevin Rudd, promising to reign in unnecessary government spending on advertising and public relations, particularly in the wake of the Howard Government spending an enormous $121 million dollars promoting the controversial WorkChoices legislation which played a significant part in the downfall of the Howard Government after over a decade in office.

Compared to the spending on WorkChoices advertising, $70 million dollars does seem small, but only in comparison. Advertising to attempt to change public perceptions on legislation seems a dubious idea and could be better spent on other policies.

What is most horrific about the current advertising package is not the cost, but the way that it attempts to sell the household assistance that will be received by millions in the very near future.

The latest advertisement, which has just started airing makes absolutely no mention of the fact that the assistance package is part of the response to the inevitable price rises which will be caused by the instigation of the carbon price. It is just referred to as the “household assistance package” and this gives the impression that the government are trying to sell the package to the unaware as effectively money for nothing.

There is no reference anywhere in the entire 30 seconds of any of the related ads, be it the ad targetted at seniors, singles or families of those two words that have become so dangerous for the government, ‘carbon’ and ‘tax’, that when put together, even as the “carbon price” iteration, spells disaster for the on the nose government.

So when you see those ads and think of the extra money you will be receiving from the government, remind yourself that you are not receiving money for nothing.

NOTE: Not referring to the Dire Straits song when I use the phrase “money for nothing”. Just to clear that up 🙂

About Tom Bridge

A perennial student of politics, providing commentary for money and for free. Email me at tbridgey@gmail.com or contact me on 0435 035 095 for engagements.

Posted on May 14, 2012, in Federal Politics and tagged , , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink. 1 Comment.

  1. I think you undervalue the effectiveness of advertising. If we accept the ALP’s stance that the carbon tax is essential for our nation, then getting the nation on board is essential. Consider how effective the anti-mining tax (funded predominantly by Clive Palmer) was – it effectively brought down K-Rudd. If the same kind of response can be rallied in SUPPORT of a policy, the ALP will be placed well come next election

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