The Australian Department of Infrastructure has released a “every little bit helps” campaign to decrease fuel consumption.
The $20 million campaign received criticism over its cost, tone and overall effectiveness.
Prime Minister Anthony Albanese defended the campaign which has faced immense backlash from the Liberal Party.
Jane Hume, deputy leader of the Liberal Party said: “I don’t think a $20 million advertising campaign wagging its finger at people that have roof racks on their car or haven’t pumped up their tyres in the last couple of months is the solution here. Twenty million is not a small amount to spend.”
In response Albanese said: “The feedback from people about lots of information so that they can save fuel is a sensible thing at a time where there is a global challenge.
“In some countries, such as the Philippines and Sri Lanka, they have enforced public holidays now every week. That is what is happening. What we are doing is informing the public and that is a sensible thing to do” Albanese continued.
Chris Bowen, energy minister added: “The opposition’s had the chance to step up and be serious, constructive players, and they haven’t.
“Have you heard a single constructive suggestion from the opposition on fuel supply? You haven’t. They’ve chosen pot-shots over policies, insults over ideas, and sledging over solutions.”
Senator Pauline Hanson told Sky News last night: “How ridiculous is that? $20 million. Again, a waste of taxpayers dollars.
“They haven’t got the answers to anything. So they’re just putting this out to to appease people,” she added.
Delivered by the Department of Infrastructure, the campaign will run across print, television, radio, digital and outdoor channels. It aims to encourage Aussies to adopt behavioural changes to combat limited fuel resources amid ongoing global pressures.
The campaign video cuts between families, commuters and motorists to try and reinforce the idea that small collective behaviour changes can greatly reduce fuel use.
It frames fuel saving as a shared experience in an effort to ensure essential workers and services continue to run without interference from fuel shortages.
The campaign’s voiceover stated: “We all have a part to play.
Together, simple actions can make our supply go further and save fuel for our truckies, farmers, and essential services.”
The campaign seems to draw inspiration from British supermarket chain, Tesco’s long term brand positioning “every bit helps”. The slogan was widely recognised in the UK, being voted the UK’s most memorable slogan.
